Marketing Analysis in Reference to Performance Goals

Introduction

The purpose of this study is to draw reader’s attention on the relationship that exists between monitoring performance goals and conducting a marketing analysis. To aid this, a case study is done on a Port Jeff Bowl’s marketing analysis and its findings matched with an overview of the relationship between marketing analysis, marketing strategies and business or performance goals. The paper ends with a conclusion that sums up the discussion.

Case Study: A Brief Summary of a Port Jeff Bowl (PJB) Company’s Marketing Analysis

PJB is a bowling center and its marketing analysis indicate for a certain business period indicated that the firm’s performance goals were below the desired levels and some of the weak points identified included the following: (a) the facility did not have an open attendance for bowling (b) the number of league bowlers decreased (c) fundraiser bookings also had gone down. In effort to resolve the first two issues, it was realized that there were no records that would be able to explain why this happened and thus, the third issue was the only one worked on at the time. And in regards to this problem, three questions were raised and which were: (i) if the center did not have marketers for fundraising and if this deficiency had any effect on the bookings. The evaluations done on the marketing strategies showed that the center had stopped valuing the potentials of social media platforms to aid marketing for fundraiser bookings. Social media platforms like the Face-Book was and still is found to be a very powerful tool for marketing when in effort to reach to as many people as possible. Another weakness found is that the social media platforms that advertised about the center did not have any details related to fundraiser bookings (ii) the other question raised was profiling competitors in terms of their fundraising rates and if the packages they offered were better than those provided by PJB. The evaluations made showed that competitors were more innovative than PJB and thus drew more customers to themselves. Among them was, for example, Coram Country Lanes’ product diversification like use of raffle tickets to promote fundraiser bookings (iii) the final question developed was to establish whether PJB’s workers provided positive customer experiences when serving clients. Thus, from these evaluations, solutions that the center came up with were to: (1) capitalize on the potentials of social media to boost fundraiser bookings (2) introduce product diversification or become more innovative (3) ensure that customers always experience positive customer services.

Overview: The Relationship between Marketing Analysis, Marketing Strategies and Business or Performance Goals

Basically, companies develop suitable marketing strategies in order to make their marketing efforts more effective. And these marketing strategies are those that define the mission, vision and the business goals of firms. And thus, when business or performance goals are not achieved, marketing strategies are evaluated or a marketing analysis is done to identify weak points that hinder these goals from being realized. It is added further that marketing strategies are activities that influence all operations of the organization and thus when they are being developed, close consultations are done with employees. And therefore, marketing strategies are comprehensive marketing tools that are planned and created strategically and thus it covers: (a) a description of the business and the type of products and services produced (b) information about the marketing position of the business in the market including the roles its products and services play in the market (c) profiling about competitors and also the market (d) identification of business tactics to be employed in order to increase the company’s market share (e) development of market plans and ways to monitor its effectiveness (Queensland Government).

Conclusion

From the study it is now clear how marketing analysis, marketing strategies and business or performance goals are related. That is, this relation is cyclic and it is developed by making continuous improvements and monitoring progress. That is, marketing strategies are developed and goals defined. Performance of these strategies is monitored in terms of their desirable levels. And if the levels are not satisfactory a marketing analysis is done to determine weak points and to come up with continuous improvements. The lesson learned here is that marketing analysis is not done by firms just for the sake of, it is done to strengthen marketing strategies in order to achieve the set business or performance goals.

Work Cited

Queensland Government. “Business and Industrial Portal: Develop a Marketing Strategy”. The State of Queensland, 1995-2015. Web.