netrashetty
Netra Shetty
Marshall Pottery Inc. is the largest manufacturer of red clay pots in the United States. Marshall Pottery operates a 100,000 ft² (9,000 m²) retail store adjacent to its headquarters in Marshall, Texas, which attracts over 500,000 tourists each year.
Marshall Pottery was founded by W. F. Rocker in Marshall in 1895. Rocker located the business in East Texas because of its abundant water and white clay deposits. In 1905 Marshall Pottery was acquired by Sam Ellis. With the invention of the glass canning jar and other new competing products in the 1920s, the business almost folded. Prohibition led to a thriving moonshine industry and a need for inexpensive jugs to store the liquor. If not for the sale of jugs during Prohibition, Marshall Pottery would likely have gone bankrupt.
In the 1940s, with the discovery of a clay that required a lower firing temperature, the pottery began producing flower pots. For many years the company continued to employ potters as its primary means of manufacturing. One of these employees, Pete Payne, became a master potter and displayed his technique at the Smithsonian Institution. Since the construction of a new facility in 1998 most of the pottery's production has been automated. However, hand made pottery can still be purchased, and tourists can watch potters create it.
Marketing Research Plan
Stobo Castle is one of the premiere spas in Scotland. The spa attracts numerous guests. Since its opening, Stobo Castle has attracted has attracted wealthy customers. The current aim of the spa is to attract a more diverse customer, aiming at customers with modest incomes.
Research Problem and Objectives
The aim of the marketing research is to identify the customer needs in B2B and B2C markets. Specifically the marketing research aims to answer the following questions:
1. How can Stobo Castle attract the B2B market?
2. How can Stobo Castle attract the B2C market?
3. What are the characteristics of the B2B and B2C markets?
4. What marketing tools and strategies should be used in order to attract these markets?
Research Brief
The aim of the marketing research is for the Stobo Castle to attract more visitors. Through the marketing research the management aims to discover ways of communicating and attracting the B2B and B2C markets. In order to gather the needed information, the marketing team will use both secondary and primary data. The secondary data will come from existing researches and information about B2B and B2C markets. The marketing team will investigate by examining secondary data. The secondary data will provide a starting point for research and offer the advantages of low cost and ready availability.
In order to increase the reliability of the secondary data, the researcher will collect primary data. In order to discover how visitors and target markets feel about the topic in question, the researcher will conduct a series of data-gathering procedures.
Research Methodology
Primary
Primary data will be gathered through surveys, focus group and observational research.
Survey research – surveys are best suited for descriptive research. Stobo Castle can conduct surveys in order to learn the visitors’ and target markets’ knowledge, beliefs, preferences, and satisfaction.
Focus-group research – the researcher can gather six to ten people in order to discuss the services, facilities and amenities of Stobo Castle. The discussion will be facilitated by a skilled moderator.
Observational research – fresh data can be gathered by observing the relevant actors and settings. The researcher can observe the visitors in order to assess the impact of the services and other features of Stobo Castle. The researcher can also go to Stobo Castle’s competitors in order to observe the quality of service and therapies.
Secondary
Secondary data will come from published materials and existing literature regarding the research topic. The internet will be useful in the collection of data regarding the B2B and B2C markets. Published materials such as books and journals are useful in order to assess the characteristics as well as the needs and requirements of the target markets. Secondary research will also aid in the analysis of the developments and characteristics of the spa industry and the competitors of Stobo Castle.
Marshall Pottery was founded by W. F. Rocker in Marshall in 1895. Rocker located the business in East Texas because of its abundant water and white clay deposits. In 1905 Marshall Pottery was acquired by Sam Ellis. With the invention of the glass canning jar and other new competing products in the 1920s, the business almost folded. Prohibition led to a thriving moonshine industry and a need for inexpensive jugs to store the liquor. If not for the sale of jugs during Prohibition, Marshall Pottery would likely have gone bankrupt.
In the 1940s, with the discovery of a clay that required a lower firing temperature, the pottery began producing flower pots. For many years the company continued to employ potters as its primary means of manufacturing. One of these employees, Pete Payne, became a master potter and displayed his technique at the Smithsonian Institution. Since the construction of a new facility in 1998 most of the pottery's production has been automated. However, hand made pottery can still be purchased, and tourists can watch potters create it.
Marketing Research Plan
Stobo Castle is one of the premiere spas in Scotland. The spa attracts numerous guests. Since its opening, Stobo Castle has attracted has attracted wealthy customers. The current aim of the spa is to attract a more diverse customer, aiming at customers with modest incomes.
Research Problem and Objectives
The aim of the marketing research is to identify the customer needs in B2B and B2C markets. Specifically the marketing research aims to answer the following questions:
1. How can Stobo Castle attract the B2B market?
2. How can Stobo Castle attract the B2C market?
3. What are the characteristics of the B2B and B2C markets?
4. What marketing tools and strategies should be used in order to attract these markets?
Research Brief
The aim of the marketing research is for the Stobo Castle to attract more visitors. Through the marketing research the management aims to discover ways of communicating and attracting the B2B and B2C markets. In order to gather the needed information, the marketing team will use both secondary and primary data. The secondary data will come from existing researches and information about B2B and B2C markets. The marketing team will investigate by examining secondary data. The secondary data will provide a starting point for research and offer the advantages of low cost and ready availability.
In order to increase the reliability of the secondary data, the researcher will collect primary data. In order to discover how visitors and target markets feel about the topic in question, the researcher will conduct a series of data-gathering procedures.
Research Methodology
Primary
Primary data will be gathered through surveys, focus group and observational research.
Survey research – surveys are best suited for descriptive research. Stobo Castle can conduct surveys in order to learn the visitors’ and target markets’ knowledge, beliefs, preferences, and satisfaction.
Focus-group research – the researcher can gather six to ten people in order to discuss the services, facilities and amenities of Stobo Castle. The discussion will be facilitated by a skilled moderator.
Observational research – fresh data can be gathered by observing the relevant actors and settings. The researcher can observe the visitors in order to assess the impact of the services and other features of Stobo Castle. The researcher can also go to Stobo Castle’s competitors in order to observe the quality of service and therapies.
Secondary
Secondary data will come from published materials and existing literature regarding the research topic. The internet will be useful in the collection of data regarding the B2B and B2C markets. Published materials such as books and journals are useful in order to assess the characteristics as well as the needs and requirements of the target markets. Secondary research will also aid in the analysis of the developments and characteristics of the spa industry and the competitors of Stobo Castle.
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