Market Orientation and Research for

Black Barrel Mature Cheddar Cheese

Diary Foods Inc.

Prepared for the Brand Manager

Contents

1. Introduction 2. Marketing Orientation 2.1. How to Adopt the Marketing Orientation 2.2. Importance of Adopting Marketing Orientation 2.3. Advantages 2.4. Changes Could Be Made 3. Market Research 3.1. Research 3.2. Quantitative marketing research 4. Conclusion Reference List

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1. Introduction This report consistent of informations, which could be used to satisfy the sales of Black Barrel Mature Cheddar Cheese by, adopting the marketing orientation and by doing a market research and identifying the consumers needs and doing changes in the product.

2. Marketing Orientation The market orientation is in order to survive in the long term, a firm first must ascertain the needs and wants of specifically defined target markets and then produce goods and / or services that satisfy customers requirements profitably. Under the marketing orientation it is the customer who becomes the center of business attention. The firms no longer see production or sales as the key to prosperity, growth and survival, but the identification and satisfaction of customers needs and wants. (P.G. Quester, 2001) 2.1 How to Adopt the Marketing Orientation By identifying the need and wants of specifically defined target marketers (25-30) and deciding which needs and wants to meet and by concentrate upon certain segments of the target market, designing products and services of value, which met prospective customers requirements the marketing orientation could be archived to the goals though customer satisfaction. 2.2 Importance of Adopting Marketing Orientation It is impotent to adopt a marketing orientation due the brand which is very low amongst the target audience, there for the sales have not grown as anticipated and the competitors also seems to be evidence of consumer product switching mainly based on price. Adopting a market orientation might outperform the competitors of Black Barrel that fail to do so. The reasoning behind this assertion is that market orientation focuses on expressed customer needs rather than on latent and emerging needs and technologies. 2.3 Advantages The advantage is that allows the wants and needs of customers and potential customers to drive all the firms strategic decisions. The firms corporate culture is systematical committed to creating customer value. The rationale is that the more Dairy Foods Inc understands and meets the real needs of its consumers, the more likely it is to have happy customers who come back for more. This process can entail the fostering of long-term relationships with customers. In order to determine customer wants, the company usually needs to conduct some form of marketing research. Overall, the marketer expects that becoming marketing oriented, if done correctly, will provide the company with a sustainable competitive advantage.

2.4 Changes Could Be made: The Dairy Foods Inc could advertise and acknowledge the consumer that the Black Barrel Branded Mature Cheddar Cheese is still in the market. Since the target market is between 25 - 30 year old people who enjoy a stronger taste in food and wine they expect more taste in cheese, some of the flavor, which could be included, are: Strawberry cheese or other flavored cheese Wines Cheese (cheese with the taste similar taste of wine) Cheese with spicy ingredients The Dairy Foods Inc could come to an agreement with a wine company and provide promotional activities such as buy a wine bottle and Black Barrel Cheddar Cheese together in one pack for a discount, this way the consumer will be able to taste the cheese with a matching wine. The cheese should be in shapes of hearts, or colure, which makes it attractive. The package should be attractively designed in a way that it attracts the consumers. Could provide cheese as creamy to eat as snakes.

3. Market Research
Market research, organized use of sample surveys, polls, focus groups, and other techniques to study market characteristics (e.g., ages and incomes of consumers; consumer attitudes) and improve the efficiency of sales and distribution. Development of new products, opening of new markets, measurement of advertising effectiveness, and knowledge of business competitors are among its basic aims. (www.answers.com,2006) 3.1 Research By doing a complete research of the Black Barrel Branded Mature Cheddar Cheese the sales could be improved effectively some of the research, which could be done are, first define the objective, conduct a background investigation then examine the available information, conduct a formal investigation and then at last analyze the data. By doing this, could find out informations on how the sales could be improved and what are the changes that cloud be done. 3.2 Quantitative marketing research By doing quantitative research method for Black Barrel Mature Cheddar Cheese, could improve the product according to the customers wants, it is the application of quantitative research techniques to the field of marketing. As a social research method, it typically involves the construction of questionnaires and scales. People who respond are asked to complete the survey. The information obtained could be used to develop marketing plans, which would satisfy the customer.

4. Conclusion Because of the high competition the Black Barrel Brand of Branded Mature Cheddar Cheese is facing currently it would be appropriate to adopt the marketing orientation, which would bring advantages and by dong a market research on quantitative by providing questioners to customers and then evaluating it do a proper market research to the product considering the wants and needs of consumers to overcome the competitions.

5. Reference List Quester, P.G, 2001, Marketing Management, pg.13 http://www.answers.com/topic/marketing-research? Method=8,04/05/06