Case Study 1 ( 10 Marks)

Mr. Salim is working as the manager of the marketing department in AL-Bayan company that produces and sells a range of food items. He noticed that the sales are not going as per plan and that the company is not making a profit as it should be. Salim decided to conduct a detailed marketing research to gather all the information and analyze it to find out the real facts that caused problems while marketing their products and services. Marketing research would minimize the gap existed between customers and producers, so they will produce the right products for their consumers.

During a meeting that Salim conducted on the light of the current situation, one of his co workers commented that one important factor that might have an indirect effect on their product is the taste and trends are rapidly changing and that the company should keep enhancing their product accordingly to gain more customer base. During the meeting, they also talked about consumption behavior. Salim agreed on his comments and added that keeping up with competitors is also the key to success and that they need to step it up to satisfy their customers and gain their trust back. All other employees shared their saying on the situation. Many other points made it clear to Salim how much it is important to start carrying on a detailed marketing research even though it might be expensive but will help the organization to get back up on its feet.

Question 1

i. Do you agree with Salims decision on marketing research to get back the organization on its feet? Comment. (6 marks, 150-175 words)

ii. Examine how consumers consumption behavior will affect the business of Al Bayan company.

(4 marks, 125-150 words)