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Essay example - Market Research: Case Study on Kellogg's

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Masters
Essay
Marketing
Pages 8 (2008 words)
Market Research: Case Study on Kellogg’s (Name) (University) (Course) (Tutor) (Date) Section 1 - Market Research & Qualitative and Quantitative Techniques A business such as Kellogg’s that need to achieve higher or superior performance in the current business climate must be able to develop and continuously sustain its competitive advantage…

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This focus has rapidly shifted in the current global market environment. This is because of the ever-growing sensitivity of consumers who demand satisfaction of their needs and wants by the brands in the market. Thus, the focus is now on capabilities, which are able to deliver very superior value to customers in a consistent manner and should be able to sustain such an operation in the future to remain competitively in business (Day, 1994, pp.37-52). this is why it is important for a market oriented firm to constantly conduct a market research to keep its culture and meet the value based needs of its customers (Piercy, et al., 2002, pp.261-273). A business could be defined as market-oriented when it has a culture that is wholly and systematically focused on the creation of value that is superior in serving the needs of its customers. This ensures that it performs satisfactorily (Celuch, et al., 2002, pp.545-554). ...
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