1 MARKETING 4
2 SECONDARY RESEARCH 9
3 PRIMARY RESEARCH 11
4 SWOT ANALYSIS 14
APPENDIX 1 18
The aim of this work is to analyze the strengths, weaknesses, threats and opportunities under the marketing point of view on DCAS (Dublin College of Advanced Studies). The following analysis uses the SWOT matrix, a recognizedtool used by marketing to measure and match internal strengths and weaknesses and external forces as opportunities and threats. Besides the SWOT analysis, was performed a survey with students (clients), in order to discover their satisfaction about the tuition and services provided by the institution and to assist on the development of coherent strategies for the organization.
Also, this workintends to suggest actions and improvements according to the data collected by a secondary research taken from the Irish Census and the Irish Naturalization and Immigration Service website.
Nowadays, several definitions are given for different authors for the term “Marketing” and its issues, however for the making of this work will be used as reference some of these recognized expertson the subject.
According to Kotller (follow Linehan and Cadagon 2011), Marketing is social and managerial process by which individuals and groups obtain what they need and want through crating and exchanging and value with others. Linehan and Cadagon (2011) also mention an American Marketing Association’s definition of Marketing. It says that Marketing is the process of planning and executingthe conception, pricing, promotion and distribution of ideas, goods and services to create exchange and satisfy individuals and organizational objectives.
The idea of marketing as it was mentioned above is relatively recent. The basic idea of marketing as an exchange process was introduced when people begun to permute among each other crops or surplus goods during the end of nineteenth and earlytwentieth centuries. The evolution of marketing can be divided into three major eras with different characteristics: The production era, the sales era and the marketing era (LINEHAN; CADAGON, 2011).
The production era had the focus on mass production and started in the United States after the Civil War in 1865 and continued into the 1920s. It was fuelled by two major milestones, Henry Ford andFrederick W. Taylor who believed that mass production resulted in steeply declining of the unit costs. During this era it was thought that people would buy anything, provided it was cheap enough, even if not a product with features they really want (LINEHAN; CADAGON, 2011).
The sales era (mid-1920s to the early 1950) according to Linehan and Cadagon (2011), manufacturers believed that customersneeded to be persuaded to buy more of a firm’s products. The companies realized they could no longer sell all the products they produced, even with lower prices. It was the era of aggressive sales techniques which was concerned with the needs of the seller and on existing products, not with the needs of the buyer.
Thereabout 1980s the companies begun to recognize that customers are intelligent enoughto know what they need, can recognize value for money and will not buy from a company they do not get value for money (LINEHAN; CADAGON, 2011).
The marketing era focus on the needs of the buyer, developing a right product for the right customer unlike the selling concept. Whereas the selling concept focus on profit for sales volume, the marketing concept focus in profitability through customersatisfaction. In this period the companies started to put the customer at the center of their activities and adapt their products and services to the needs of the customers (LINEHAN; CADAGON, 2011).
Another important concept established in the 1950s, regarding to Linehan and Cadagon (2011) is the marketing mix or “four Ps”: Product, price, place and Promotion. These four main focuses of the...
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