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UNIVERSITY OF PUTHISASTRA

LECTURER: SREANG KIMLEE

SUBJECT: MARKETING RESEARCH

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

Group: 6

5-Jan-12 1



1. (Introduction)

2. Portakabin

3. Primary4. Secondary5. (Product Development)

6. (Conclusion)

H O W M A R K E T R E S E A R D H H E L P S

P O RTA K A B IN T O R E M A I N AT T H E C U T T I N G

E D G E

5-Jan-12 2



. (Introduction)

- , Donold Shephard

()

-

accommodation

(, )

- Market Share % UK

-

UK EU5-Jan-12 3



. Portakabin

(Understanding the Portakabin Market)

A. (broad customer &

complex and diverse need)

5-Jan-12 4

(not

want to relocate)

I. .

II. .

(Easy-clean

surface)

(Child-level windows)III. .

/



. Portakabin

(Understanding the Portakabin Market) (Cont.)

seekers

, Portakabin

Quality Product: healthy and pleasing work environment

Completed on time:

Within designate budget :

5-Jan-12 5

B. (Competitive

Market)

. (existing customer)



. Portakabin(Understanding the Portakabin Market) (Cont.)

C. (Value Added: One Stop Shop

Service)

5-Jan-12 6

.

. climate control, fire

and security system

/ (Design the layout of building)

(extra support)

(peace of mind while hiring

or buying a building)

on air (feature and benefit available

from network)



. Portakabin(Understanding the Portakabin Market) (Cont.)

Portakabin

Portakabin

Extensive Market research

(stay ahead

of competitors)

Develo new & innovative5-Jan-12 7

NeedChange

TechDevel

BusGrowth

ChangeDirection



. Primary (Primary Research)

MR: Primary Secondary

5-Jan-12 8

1. . (existing & future customers)

2. .

(Positioning new product development and adding

value services)Primary Research: Data (...)

± Qualitative: , ,

(fact, feeling, opinion)

± Quantitative:

(statistic, figure)



- Quantitative, Portakabin

. (Design solutions to

clients¶ needs)

5-Jan-12 9

Ex: .

(employee &customer)

(high level satisfaction: Work Environment)

. Primary (Primary Research)



. Secondary

Secondary /Desk Research: , Gov¨t,

internet

5-Jan-1210

I. (create new product)

II. Competitive Edge (give competitive edge)

Ex: Portakabin secondary survey Gallup Management Journal Survey (GMJ Survey)



. Secondary (Cont.)

5-Jan-1211

1. Ultima Vision Building 2. Portakabin Solus Building

GMJ Survey (Employee) (Work Environment)

1. Engaged: (31%) ,



. Secondary (Cont.)

5-Jan-1212

2. Not-Engaged: (52%) , (

)

3. Active-Disengaged: (17%) , ( )



.

(Product Development )

Research Customer Satisfaction, Portakabin

1/22/2012 13

Wealth of info

Develop effect

ive serv

ice to meet key need of customers

Offer further added value option in product range

Portakabin use a number of processes to ensure that it can provide highlevels of service and high quality products:

Research and development of new product ideas and added-value

solutions

Effective strategies for marketing and sales aimed at specific

market segments

Quality assurance and quality control procedures to ensure a high

level of service and product quality



Assessing reliability of suppliers and levels of

service to ensure that materials and supplies

arrive on time and to a high level of quality

Portakabin has used the data obtained from the

market research to develop two new products

to meet customers¶ needs.

The buildings havefeatures that take account of the research

1/22/2012

Group 6

14

. (Product Development )



The added features are product extensions.

Product extensions: changing an existing product in some way to prolong

its life cycle.

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. (Product Development )



. (Conclusion) Portakabin has tried its best to maintain its

position as a market leader in UK being

manufacturing firm.

It used several important techniques:

1. Understanding the Portakabin market

2. Conduct Primary and Secondary market3. Get into product development to satisfy

customer¶s need

1/22/2012 16



INDEX

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INDEX

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INDEX

5-Jan-12 19

/ (Design the layout of building)



INDEX

5-Jan-12 20



5-Jan-12 21

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