Introduction to Marketing Process - Research Paper Example

Skype is a company that can benefit from this market research question. First, the company must identify the problem and opportunities affecting its marketing actions. This will enable Skype to make appropriate decisions. An opportunity is a factor in the market that ensures that there are performance improvements or one that restores the previous state of activities. It is important to note that a problem is anything that affects the capability of a company to achieve its goals and objectives. Identifying the problem may involve assessing the explanation as to why the organization is not making profits as expected. In the market, a problem may be transformed into an opportunity. Further, an opportunity presents the company with a chance to make adjustments to its performance (Mohr, Sengupta, & Slater, 2009).

The first approach in dealing with the research question is to identify the problem or opportunity. However, before a problem is discovered, information must first be generated. For instance, the main problem for Skype is competition experienced in the market because several other competitors are offering similar services and brands. The problem is necessary because, in the modern market, consumer attitudes normally influence the marketing behaviour of a company. The information concerning consumer attitudes will be beneficial to Skype’s management to be aware of the problem or any impending problem that might affect their business in the future. In addition, opportunities may depend on the availability of information on what the consumers expect of the products and services of Skype. This information may be obtained by conducting an online survey, the respondents being a sample of Skype users. Most organizations, including Skype, would be pleased to learn that consumers are displeased by a certain competitor’s new policy or the quality of their services. This information is necessary since it enables the company to produce products and services that are affordable and of high quality to customers (Bradley, 2007).

Once the problems and opportunities have been identified, the company must do a thorough analysis to establish the nature of the problems. After the analysis has been done, the companies can then go ahead and develop possible alternatives to the problem. In most cases, the main symptoms of the problem are identified, however, there may be other problems leading to the symptoms. Problem identification and analysis are important since it enables Skype to get ahead of the competition by meeting consumer demands. The company has been able to come up with a cost-friendly service that enables consumers to make free calls over the Internet ((Mohr, Sengupta, & Slater, 2009).

The next approach in dealing with the research question will be to assess the internal operations of the company for example by focusing on its website design. The problem, in this case, maybe originate from within the company which makes it possible to survey the internal market consisting of employees. The information generated in the market should be used to assess internal operations, for instance, to determine whether the organization is producing products and services of high quality for the consumer. The information can then be used in the process of decision-making by the company. Skype has been able to do thorough marketing research which has enabled the company to produce services of high quality to its customers. This has enabled the company to be one of the most profitable firms in the Voice-Over-Internet calls market (Wiid & Diggines, 2010).

Decisions made concerning marketing can change the fortunes of an organization. They ensure that accompany constantly monitors and assesses the market prices, the quality of products offered by the competitors and the possible future changes that may occur in the market. Managers must use information gathered concerning these aspects of marketing to make an impact on the sustainability of an organization. The information on what type of market segments to take the products and services and at what price determine the success of the company and in other areas as well. Skype has majorly concentrated on the quality of its products as well as offering the cheapest voice calls in the market. Long-term success requires that each company adopt market-sensitive measures to function effectively and make the right approaches concerning the market (Aaker, Kumarr, Day, & Leone, 2009).