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    Portakabin

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    Jefferson Franco Gallardo
    Portakabin uses marketing to drive its business by segmenting the market into manufacturing, education, and health. They understand customer needs in each segment to provide goods and services that meet those needs. Portakabin uses both primary and secondary research. Through focus groups and interviews, they gain qualitative customer feedback, such as a desire for more light in office buildings. Quantitative secondary research shows the importance of on-time and on-budget delivery, which Portakabin achieves 99.6% of the time. By balancing price, product, promotion, and place rather than focusing on a single element, Portakabin has positioned itself as a high-quality, high-service brand at the top of the market

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    Portakabin

    Uploaded by

    Jefferson Franco Gallardo
    154 views2 pages
    Portakabin uses marketing to drive its business by segmenting the market into manufacturing, education, and health. They understand customer needs in each segment to provide goods and services that meet those needs. Portakabin uses both primary and secondary research. Through focus groups and interviews, they gain qualitative customer feedback, such as a desire for more light in office buildings. Quantitative secondary research shows the importance of on-time and on-budget delivery, which Portakabin achieves 99.6% of the time. By balancing price, product, promotion, and place rather than focusing on a single element, Portakabin has positioned itself as a high-quality, high-service brand at the top of the market

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    Portakabin uses marketing to drive its business by segmenting the market into manufacturing, education, and health. They understand customer needs in each segment to provide goods and services that meet those needs. Portakabin uses both primary and secondary research. Through focus groups and interviews, they gain qualitative customer feedback, such as a desire for more light in office buildings. Quantitative secondary research shows the importance of on-time and on-budget delivery, which Portakabin achieves 99.6% of the time. By balancing price, product, promotion, and place rather than focusing on a single element, Portakabin has positioned itself as a high-quality, high-service brand at the top of the market

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    154 views2 pages

    Portakabin

    Uploaded by

    Jefferson Franco Gallardo
    Portakabin uses marketing to drive its business by segmenting the market into manufacturing, education, and health. They understand customer needs in each segment to provide goods and services that meet those needs. Portakabin uses both primary and secondary research. Through focus groups and interviews, they gain qualitative customer feedback, such as a desire for more light in office buildings. Quantitative secondary research shows the importance of on-time and on-budget delivery, which Portakabin achieves 99.6% of the time. By balancing price, product, promotion, and place rather than focusing on a single element, Portakabin has positioned itself as a high-quality, high-service brand at the top of the market

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    Jefferson Franco, Jacqueline Giler

    Portakabin case of study


    1. Describe how a business such as Portakabin uses marketing to
    drive business
    They divide the market into different market segments so they identify and
    meet the needs of the costumers in the different areas. They have three
    main segments which are:
    1- Manufacturing
    2- Education
    3- Health
    In each of those areas, the business aims to understand the needs of the
    customers in every segment, so then they can provide goods and services
    to meet needs. They uses a principle called AIDA model, a marketing tool
    that raise Awareness of the product excite Interest in it, create a Desire for it
    and promote Action to buy it.
    2. Explain how Portakabin uses different types of market research,
    both primary and secondary, and different methods within these
    In order to find out what its customers need, Portakabin uses both primary
    and secondary market research.
    Primary research: they use first-hand research like focus groups and
    interviews. This kind of research usually provides better qualitative data in
    the form of opinions, views and comments.
    For example, they held focus groups with customers and discovered that
    they wanted more light in office buildings as this increased productivity, in
    this way, Portakabin could respond with a system that lets in more light
    through its increased window space called the Ultima Vision range.
    Secondary research: they use information and data that has already been
    published in the form of statistics, in other words, quantitative data. For
    example, often Brand Vision quantitative research showed the importance of
    on time and on budget delivery. In 2009, Portakabin delivered 99.6% on
    time and on budget. This compares very well against a construction-industry
    average of 59% on time and 46% on budget.*
    3. Analyse the balance of price, product, promotion and place in
    Portakabin. Explain why the balance of the marketing mix is more
    important than any single element.
    With a single point you cannot make a good evaluation. Encompassing more
    fields you can have a greater perspective of all the possible variables. If you
    focus only on price, for example, you are setting aside how the product can
    be promoted. This is how Portakabin has positioned the brand at the top end

    of the market, giving importance to the balance of the marketing mix,


    offering high quality buildings and high levels of service.

    4. Evaluate the contribution of customer feedback to the success of


    Portakabin. Suggest at least one other way by which Portakabin
    could collect feedback and give reasons for your suggestion.
    Portakabin market research focuses on two key performance indicators (KPIs) - customer
    satisfaction and Net Promoter Score (NPS). Using over 2,000 customer surveys a year,
    Portakabin finds out if clients are happy and what issues affect them. It asks customers to
    rate Portakabin on a scale of 1 to 10 on aspects such as administration, delivery and
    installation, the quality of the building and their overall experience. The results are used to
    target and improve customer satisfaction. The average score has risen from 8.2 per customer
    in 2003 to 9.1 in 2009. Portakabin also uses mystery shopping, where researchers pose as
    normal customers. The results of mystery shopping show that clients are impressed with the
    'human' skills of Portakabin staff. These include courtesy, being helpful, building rapport and
    professionalism. Such skills are a key factor in building customer satisfaction, creating loyal
    customers and generating repeat business.

    Suggestion: Evaluate other enterprises customers the competitors


    customers, in order to find out what could they be missing or not paying
    attention to, and that could be very useful to improve selling and gaining
    new customers.

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