Answered Essay: Case 12-2 Smith’s Clothing (A) John Simpson, the head of Simpson Research, was attempting to design

Case 12-2 Smith’s Clothing (A)

John Simpson, the head of Simpson Research, was attempting to design a marketing research study that would address the research questions posed by Jim Andrews, the president of Smith’s Clothing, during their morning meeting. The research questions seemed rather well defined:

1.Which women’s clothing stores compete with Smith’s?

2. What is the image of Smith’s, and how does this image compare with that of its competitors? In other words, how is Smith’s positioned with respect to its competitors?

3. Who is the Smith customer and how does she differ from that of Smith’s competitors?

Although no final judgment had been made, Andrews was leaning toward an in-home, self-administered questionnaire. He was not certain, however, whether a questionnaire could be developed that would be responsive to the research questions. The population of interest was operationally defined to be those women whose family income exceeded the median income. Simpson’s immediate task was to draft a questionnaire and to develop a tentative sampling plan.

Smith’s was a six-store chain of women’s clothing stores located in Bayview, a large, growing city in the southwestern United States. The chain had provided fine clothing for the upper class of Bayview for over 40 years. Twenty years previously, Smith’s had opened its first suburban store. Having closed its downtown store 10 years ago, it now had five suburban stores and one in a nearby community of 60,000 people. Smith’s had avoided trendy fashions over the years, in favor of classic, lasting designs. During the last 10 years a set of five or six aggressive, high-fashion retailers had expanded into or within Bayview. Thus, despite the fact that the market for fine women’s clothes had expanded enormously during the past decade, the competition had grown much more intense.

Andrews was justifiably concerned about the performance of his stores. Profits at five of the six stores had fallen during each of the past four years. The sixth store had been opened only 18 months before and had not achieved its target growth rate. Although the chain was still profitable, if the existing trend continued it would soon be losing money.

This performance had stimulated Andrews to engage in serious reappraisal of the whole operation. In particular, he was reviewing the chain’s rather conservative policy toward the product line, advertising, store decor, and store personnel. He felt that it might be time to consider stocking some trendy fashions and attempting to increase the store’s appeal to women in their teens and twenties. A working hypothesis was that Smith’s had a higher appeal relative to other stores to women over 40 and was less attractive to younger women. He realized that any such move was risky in that it would jeopardize the existing customer franchise without any guarantee that new customers would compensate. Before making any such move he felt that it was critical to learn exactly how Smith’s was now positioned. He also felt that he needed a much more reliable fix on the current Smith customers in terms of their age, the stores in which they shop, their preferences, and their purchase profile. With such information he would be in a much better position to identify alternatives and evaluate them.

Assignment

Develop a research design including:

1. What is the type of survey to be employed.

2. Create a five-question questionnaire.

3. What are some recommendations for improvements to a mail-back survey with alternative survey design and justification.

Expert Answer

Answer-1 Market research will be done for the entire clothing store across the regions so that understanding can be formulated. Target market to be decided & target customers must be focused so that questionnaire prepared can be shared with them & obtained the opinion. Random survey will be arranged & meeting all the customers going in & out of the clothing stores & generating the feedback of the store & then avoiding the problems in new making store or there is a improvement scope.

Answer-2 Five question questionnaire will be –

  1. How you rate the clothing store on 1-5 scale?
  2. What were the things which were missing as per you?
  3. Is the products worth as per their price value?
  4. What more we can do to improve the sale numbers?
  5. What is that one thing which you like/ don’t like of this clothing store?

Answer-3 Customer report must be generated as per their feedback & incorporating the changes suggested by the majority of the customers. Asking for the feedback & how the things can be improved in clothing store. Some customer delight must be planned to increase the foot falls of the customers.

Buy Essay
Calculate your paper price
Pages (550 words)
Approximate price: -

Help Me Write My Essay - Reasons:

Best Online Essay Writing Service

We strive to give our customers the best online essay writing experience. We Make sure essays are submitted on time and all the instructions are followed.

Our Writers are Experienced and Professional

Our essay writing service is founded on professional writers who are on stand by to help you any time.

Free Revision Fo all Essays

Sometimes you may require our writers to add on a point to make your essay as customised as possible, we will give you unlimited times to do this. And we will do it for free.

Timely Essay(s)

We understand the frustrations that comes with late essays and our writers are extra careful to not violate this term. Our support team is always engauging our writers to help you have your essay ahead of time.

Customised Essays &100% Confidential

Our Online writing Service has zero torelance for plagiarised papers. We have plagiarism checking tool that generate plagiarism reports just to make sure you are satisfied.

24/7 Customer Support

Our agents are ready to help you around the clock. Please feel free to reach out and enquire about anything.

Try it now!

Calculate the price of your order

Total price:
$0.00

How it works?

Follow these simple steps to get your paper done

Place your order

Fill in the order form and provide all details of your assignment.

Proceed with the payment

Choose the payment system that suits you most.

Receive the final file

Once your paper is ready, we will email it to you.

HOW OUR ONLINE ESSAY WRITING SERVICE WORKS

Let us write that nagging essay.

STEP 1

Submit Your Essay/Homework Instructions

By clicking on the "PLACE ORDER" button, tell us your requires. Be precise for an accurate customised essay. You may also upload any reading materials where applicable.

STEP 2

Pick A & Writer

Our ordering form will provide you with a list of writers and their feedbacks. At step 2, its time select a writer. Our online agents are on stand by to help you just in case.

STEP 3

Editing (OUR PART)

At this stage, our editor will go through your essay and make sure your writer did meet all the instructions.

STEP 4

Receive your Paper

After Editing, your paper will be sent to you via email.