Inferences made from the survey based on
loyal customers of Savory Seafoods Distributors indicate that the company’s
sales and marketing strategies are on course. But in reality the company’s
growth and market expansion have stagnated for some time now. Although fish
supply has limited by environmental conditions, demand for its products should
not be affected. The company should always have alternative marketing
strategies that will enable its products to continue growing in the market.
Most of the questions that were asked
during the survey received favorable responses from the audience but the
weighted average for all survey questions indicate that the level of
satisfaction was not all “very fine”. With a mode of 9 and a weighted average
of 7 it means the number of respondents that indicated a level of satisfaction
below 6 was considerably high. The survey question that received the poorest
response happened to be the most crucial question in this survey; when the
respondents were asked to indicate in a range of 1 to 10 their willingness to
refer another person to buy Savory Seafoods products, majority of the
respondents indicated 8 and the weighted average was 7.02. If we can
extrapolate the inferences by assuming the responses were evenly distributed,
we find that the number of persons whose response was below 5.
The technique used in this survey was
structured in such a way that it would produce favorable results. To start with, setting 1 as dissatisfaction
and the rest as satisfaction ideally did not favor the survey results. In order
to get more accurate figures based on growth and sales of the company’s
products, an alternative survey should be conducted. The target group should be
composed of new and old customers; the new survey will help the company know
the weakness in their marketing strategies and it will be possible to alter
their manufacturing process, brand names, packing or distribution systems as
per the finding of the survey. Another survey is essential because the first survey
suggests marketing and sales are on course but in reality the company’s growth
is creeping.
No comments:
Post a Comment