One Archers: A Case Study

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Introduction One of the basic and fundamental aspects in businesses is the marketing. Marketing has been defined by the American Marketing Association as “the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives” (as cited in Lancaster & Reynolds, 2007). A number of researchers (Battor, Zairi and Francis, 2008, as cited in Bodea, 2016) have stated that a major reason to analyze marketing capabilities is situated in the ability of a company to influence the customers, market, and the firm’s profitability. That is why business owners should recognize the extent of the effects which marketing imposes on the success of a business in order to organize an efficient marketing plan that would most benefit the firm. Through the process of marketing, firms would be able to provide awareness …show more content…
Based on the survey results, Coffee Bean and Tea Leaf is the most popular food business in One Archers among the respondents. This shows that Coffee Bean and Tea Leaf’s marketing techniques are the most effective to the target market. The respondents (mean = 5, standard deviation = 10.38) show that they found out about the restaurants and cafes through their family members. The results were as expected since studies have proven that recommendation coming from family and friends are effective way to spread awareness of a company (Rollins, Anitsal & Anitsal, 2014). Most students (mean = 8.67, standard deviation = 7.03) agree that posters are the commonly used marketing tool of the businesses at One Archers Place. Unexpectedly, the respondents (mean = 8.75, standard deviation = 10.37) stated that in a week, they would not be able to view the posters due to ineffective marketing technique used in the

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