Market Research and Marketing Strategy

Market research is generally undertaken as a preliminary to such business activities as new product development or the modification of existing products or services, plans for new packaging or pricing, and/or the development of a comprehensive marketing strategy for a product, a brand, a company, a service, or some other important internal or external business decision. Louella Miles (2004) offered an excellent example of the intersection between these two related fields in a discussion of how one English football club named Plymouth Argyle moved from an intensive qualitative and quantitative research effort to the development of a new and successful marketing strategy designed to gain market share and increase fan loyalty and move the languishing football club from the lower-level Third Division to the more prestigious First Division. This essay will summarize Miles' (2004) research and then move to an analysis of how this particular article serves to illustrate the importance of market research to marketing strategy development.

Miles (2004) described the efforts undertaken by English football club Plymouth Argyle to gain insight into such elements of marketing as customer or supporter (i.e., fan) satisfaction. Using a combination of large-scale customer response surveys and customer focus groups, the Club developed a research agenda with the following objectives: 1) to provide major input on supporter satisfaction with club f

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Approximate Word count = 913
Approximate Pages = 4 (250 words per page)

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