Effective Marketing Strategies to Improve the Sales in a Company

Action Research: Effective Marketing Strategies to Improve the Sales in a Company

Introduction

The study looks at team collaboration in marketing successfully the product of a business with an aim of improving sales in the whole country. The study focus is on marketing (Borden, (1964) action research (Argyris, .Putnam, & Smith, 1985) and cooperation as a means of achieving innovation diffusion and as a model for change integration of the company sales process. The aim is to aligning the sales process with the enterprise’s mission, goal, objectives, and needs and by doing so then, a company can quickly establish an effective marketing strategy that improves the sales of the business and, as a result, an increase in revenues (Gladwell, 2002).

In many instances, a little sensitive test is conducted when a corporation aims at changing its sales. It is the additional action research into the marketing implementation that provides an opportunity for market testing as well as gives insight that is valuable to the needs of the community, all without creating that additional cost or efforts to the company. In this study, the team in charge of research will implement a market plan that is initiated to gain a larger market share in the fertile potential online social media market (Berge & Muilenburg, 2001). There is hope for the third year of inception of a simple and direct plan the operations of the company will get more efficient, and the sales volumes doubled. Throughout the process, the marketing plan implementation and result recording will use an action-research data collection method that will provide a rich data to enable the researcher to draw inferences about a plan for marketing the company’s products plan implementation effectiveness and make recommendations for next company’s marketing initiatives. The findings of the study reinforce the effectiveness of systematic marketing in increasing sales volumes of the enterprise. These results have the possibility of having residual effects on both the investors and the targeted community as well as contribute to the body of literature on the marketing of a company’s product and service (Avison et al., 1999).

Method

             For the purpose of improving organizations action research is employed and it incorporates similar and earlier organizational research methodologies called field research collection that entails a collection of cycles that solves organizational problems (Lewin, 1951). The process involves identification of projects, analysis, planning, and observation, evaluation, amendment and repeating the cycle from the very beginning.  In a context of directing efforts to improve the quality of an organization performance (Strauss & Corbin, 1990), the term action proves useful as it captures the notion of disciplinary inquiry. Action research can provide answers that are immediate to problems that do not have time to wait for theoretical solutions from its corporate inception (Gay, 1987).

 To be able to deal with everyday problems action research comes in as a practical application of methods that are scientific or other forms of inquiry that are disciplined (Vockell & Asher, 1995). The key to action research is the theory integration and practice. It is from a classroom of twelfth grade that action research evolved where research was conducted informally by teachers in kindergarten who sought efficient solutions to the problems in the classrooms (Gay, 1987).

 It entailed the collection of data through observation from the teacher who was the researcher, journal keeping to record the process of discovery as well as the chronicle steps taken to solve the problems. It is a new class initiative that required documentation that created the need for the study whereby the teacher went on to organize as well as analyze qualitative data from the study throughout the initiative’s implementation and where finding reporting took place upon completion of the initiative’s implementation (Gay, 1987).

Most researchers over the last two decades have relied on action research methodology to collect reliable data and provide insight that is valuable to researchers and an excellent source of crucial data archival. The emphasis in action research is more on what practitioners do than in what they say that is why the research is more value driven, attuned to issues of power, stakeholder’s participation commitment and action oriented (Vockell & Asher, 1995).

This study will incorporate and applied action research principles; which is a qualitative research methodology to document the company’s new marketing plan implementation. Two action researchers will record every meeting as well as the results, and then provide a chronicle of the marketing plan that is evolving. The marketing manager who is one of the two researchers will have written memoranda, notes, and two reports to assess the marketing plan that will get used as the source document for chronicling the marketing plan activities and the activities results. The principal marketing agent who will also serve as an action researcher, this is per the market team embed cement with an aim of keeping a detailed journal and records to document which aspects of the marketing plan will work best and succeed and those that may fail (Zuber-Skerritt, 1991).

Results

This study has two distinct phases, the first, a collaborative effort but effort failed to establish sales team cohorts; the second phase, to increase sales volumes countrywide.

Phase One Data Collection

In the initial phase, one of the two action researchers works as a marketing agent. The teams in this first stage consist of sales and marketing supervisor, product designer, and a remote-site sales director. The marketing efforts in the first phase will utilize eighteen months whereby the first half will result in the commercialization agent developing the plan and contact the company’s top management. The company’s CEO will give the marketing agent a time limit for designing the marketing plan, test and give the first course. The budget for this project is massive as there is the need to change the marketing strategy previously used.

The challenges likely to be faced in this phase are the changing of people negative perception about the company’s products due to their historical experience with the product.

Phase Two

After the first eighteen months, there is hope that the existing sales and marketing plan get revised to increase the volume of sales. The may be needed for change in personnel to initiate phase two marketing as there is the need for goal-oriented staff to see the success of the new marketing plan.

There is hope in this aspect that customers will get a chance to offer their opinion about the company’s product where the team implementing the new strategy will take the customers views seriously and elaborate on them. Another crucial factor in the success of new marketing strategy is the support it gets from the management of the company. The social media platform will see interaction increase between the enterprise and its customers with a hope of not only marketing the product but getting feedback to improve the product.

After the first phase, there is the need for the team and the management to meet and prioritize a series of activities necessary for the marketing effort. Further, a vision statement is required, and the vision would be: that the marketing effort would take place region by region so as to create awareness about the company’s products.

By the end of phase two, there is hope that the sales volume increase will be by 20% regionally and 10% countrywide.

References

Argyris, C., Putnam, R., & Smith, D. (1985) Action science: Concepts, methods and skills for research and intervention. San Francisco, CA: Jossey-Bass.

Avison, D., Lau, F., Meyers, M., & Nielsen, P.A. (1999) Action research: To make action research relevant, researchers should try out their theories with practitioners in situations and real organizations. Communications of the ACM, 42, 93-97.

Berge, Z., & Muilenburg, L. (2001) Obstacles faced at various stages of capability regarding DE institutions of higher education: Survey results. Tech Trends, 45(4), 40-44.

Borden, N. H. (1964), "The concept of the marketing mix," Journal of Advertising Research, 4 (2), 2.

Gladwell, M. (2002) the tipping point: How little things can make a big difference. New York: Little Brown and Company.

Gay, L. R. (1987). Educational research: Competencies for analysis and application (3rd Ed.). Columbus, OH: Merrill Publishing Company.

Lewin, K. (1951). Field theory in social science: selected theoretical papers (Edited by Dorwin Cartwright.).

Strauss, A. L., & Corbin, J. M. (1990) Basics of qualitative research (Vol. 15) Newbury Park, CA: Sage.

Vockell, E. L., & Asher, J. W. (1995) Educational research (2nded) Englewood Cliffs, NJ: Prentice-Hall, Inc.

Zuber-Skerritt, O., (Ed.) (1991) Action research for change and development Aldershot, UK: Gower.

Sherry Roberts is the author of this paper. A senior editor at MeldaResearch.Com in article critique writing service if you need a similar paper you can place your order for top research paper writing companies.