Don Martin Limited Marketing Analysis

Don Martin Limited Marketing Analysis

Don Martin Limited was started 23 years ago as an auto supplies company. In the last few years, the business has faced various shortfalls. Owing to a tremendous flight of customers, the business has been losing money instead of making profit. According to Don Martin, in the recent past, the business has encountered service delivery shortfall. Customers are not satisfied with the services offered by the employees in the business. This shortfall has significantly reduced the income rate in the business. The business has attempted several strategies to increase its profits, including increasing the prices of its products, increasing production lines, and promoting the business through newspapers and radio. Due to these pitfalls, marketing strategy is exceptionally paramount for the success of the business

Most of the customers in this business are low income earners. They also live within the business jurisdiction. Due to their limited income, these customers require low priced products. To attract more customers from the area, Don Martin limited has decided to open credit account to its customers.  Despite offering credit to customers, the business has continued to lose them due to poor services and high cost of its products. Frequent increases in price to maximize profit have, therefore, discouraged customers from shopping in Don Martin limited.  To attract more customers and compete effectively in the market, the business should consider reducing the cost of its products.

The demographic size in the business location is high. The business is located along the thoroughfare street right in the middle of the city blue-collar district .The business potential customers are blue-collar workers who constitute both middle and lower class males and females. There are different products in the business essential to the potential customers. The number of people in the town where the business is located is high enough to make the business succeed and earn adequate profit. To attract a considerable number of potential customers into the business, the business managers and administrators must consider improving the quality of their services. As confirmed by Don Martin, many customers expect quality services from the salespersons in the business.

The business potential customers are middle aged people. Most of the products sold in the store are regularly used by middle aged people. Additionally, most of the blue-collar jobs are done by energetic middle aged people. Middle aged people buy products from Don Martin limited during weekends and in the evenings. To attract most of these customers, Don Martin administrators should consider offering their services over the weekends and during evening hours. Middle aged people also prefer buying their household products close to their residential areas. Therefore, Don Martins limited should consider opening businesses nears their residential areas. They should also consider improving their services delivery. This is due to the fact that most young people prefer quality services for their money. To attract and retain middle aged customers, the business management should consider advancing its service delivery to potential customers. In the recent past, Don Martin limited has faced severe reduction in its customers due to its poor services.

To attract more customers, Don Martin limited should conduct market survey to understand its customers’ needs. The businesses should ensure that the relevant products are offered to young people in their area of coverage. On the other hand, the business has also relied on outdated service delivery methods. As observed by Don Martin, the other stores have offered different products for shoppers to compare. Don Martin limited lacks variety of products and services for the potential shoppers to compare. In its early years, Don Martin limited had very consistent and quality services to its customers .In modern days, the business has reduced its services to its customers, thus discouraging them from shopping in the business. This problem is facilitated by the lack of adequate and quality management. The business has not considered increasing its managers in accordance to its expansion.

Implications

Product

Poor service delivery to customers has negative implications on the business products. To start with, the business has opted to increase the prices of some of its products to maximize profit. This has reduced the business selling rate. On the other hand, the number of people in town is high enough to make Don Martin limited succeed. Additionally, the business is popular due to its frequent promotion in newspapers and through radio services. However, despite of the variety of products in the store, only very few customers prefer buying there. The reduction of the number of people willing to buy in the store is due to poor services and the increase of prices. The products in the stores fit the age of the potential customers. However, middle aged people prefer quality services for their resources.  The poor services offered by the business attendants have discouraged middle class customers from purchasing in the business. On the other hand, the business has failed to consider its customers’ needs. The business customers are also not informed of some services, such as the parking lot, offered by the business.

Price

Poor services offered to customers have resulted in the increase of the cost of products. As a result, the business has lost most of its customers to other businesses which sell their products at fair prices. Most of the potential customers in the business are middle and lower level earners who prefer buying products at fair prices. On the other hand, middle aged customers lack adequate resources to cater for expensive products. To attract more customers in the business, Don Martin limited ought to consider reducing the cost of its products. On the other hand, the cost of the products in the market should be in line with the customers’ needs. The increase of prices of the products that are not required in the market has led to the reduction of the number of customers.

Place

The increase in competition level in Don Martin limited location has resulted in the rise in price competition. On the other hand, the demographic status of the area where the business is located requires quality service delivery. Middle class people pays for the quality of the services and products they get from the market. Additionally, in most cases, middle aged people are more concerned with the quality of the services they get for their resources than the purchased products. Don Martin limited poor service delivery failed to meet the needs of the customer in their location, thus diminishing it position in the market.