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The Importance of Using Market in the Development of Market Orientation - Research Paper Example

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This paper will attempt to propose a solution to such a gap in a marketing-related problem of a service establishment. For the purpose of anonymity and confidentiality dictated by research ethics, the business establishment which will be discussed in this paper will be called simply as Company X…
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The Importance of Using Market Research in the Development of Market Orientation
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Download file to see previous pages While the company operated for only 12 hours each day, technicians worked in three eight-hour shifts or seven technicians per shift. When job orders increased to levels where the technicians can no longer put up with the deadlines they set for completion of the service requests, management opted for overtime with pay instead of hiring new technicians. The rationale volunteered by management is that hiring new technicians will not ensure that deadlines will be met since they would not be sure if the applicants can deliver up to management expectations by simply looking at their resumes. With an additional sub-contracting project and fewer technicians to work on repair orders, problems started to surface. To date, absenteeism became rampant. Patrons are starting to be dissatisfied with the service jobs they requested. Technicians who used to be accommodating and interact with customers with a smile have turned grumpy. Customers have aired their complaints with customer service. The mobile company had threatened not to renew their contract if the customer service issues will not be addressed. In the operation manager’s latest quarterly report, revenue for the last month dropped by 40% of the previous six months average. There were rumours that many of their clients have been syphoned by the aggressive marketing efforts of a competitor four blocks away. Top management issued stern instructions to the operations manager to come up with a marketing initiative to win back the lost customers or at least take in new ones. ...Download file to see next pages Read More
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