Market research can be defined as planning, collecting and analysing data which are relevant for making marketing decision (Carl, McDaniel and Gates, 1998). Making a proper market plan involves extensive market research. The process of marketing research involves six main steps. The first step is to identify the problem or the objective of the research. The goal of the research should be properly stated. Second step is to develop a research plan. This step involves deciding the sources from where the data should be collected, the methods which will be used for doing the research, the instrument to be used in the research etc. The third step is to collect the information. Many errors can occur in the third step like incorrect sampling, incomplete questioners etc. Fourth step is analysing the collected information. In this step various qualitative and quantitative methods are used. Fifth step is to communicating the results to the management and the last step is of making the decision. Based on the findings the management takes the relevant marketing decisions (Kotler et al, 2009.).
The strategy which is prevailing in the Royal National Life boat Association has been analysed. The external analysis has been done using PEST analysis method. Various factors such as the economic, social, technological and political are critically analysed to know the influence on the organisation. On the basis of the analysis made SWOT analysis has been done to know the organisation’s strength and weakness, opportunities and threats the organisation is facing. At the end recommendation have been made on how the marketing objective can be achieved. 2. Brief Overview of Royal National Lifeboat Association (RNLI) The Royal National Lifeboat Association was founded in the year 1824. It was founded as the National Institution for Preservation of Life from Shipwreck. It was renamed as Royal National Lifeboat Association in the year 1854. It had its first street collection in Manchester in the year 1891(RNLI-g, 2011).The main work of Royal National Lifeboat Association is to provide safety at sea. It offers lifeboats and lifeguards. It is also involved providing sea safety, beach safety, fishing safety, weather forecast and youth education. The beach involves providing lifeguards. This organisation is also into providing information required to be safe in beach. It also organises summer safety campaigns to make people aware of benefits of swimming at beaches which have life guards. It is providing fishing safety for last ten years. It produces various DVDs, pamphlet etc which helps in providing safety at sea. It also educates young parents and teachers on how they can be safe in sea. They also invite young people to join as volunteer in their organisation. They also provide weather forecast through their website which is daily requirement of fishermen. RNLI is also involved in flood rescue operation. The first flood