How Does Ocado Fail To Adjust Supply Chain
Coventry University
BA Marketing
100Mkt Coursework 2
Ocado fails to adjust supply chain accordingly to demand
Submitted by: Padurean Adrian Octavian
Student ID: 4508405
Submitted to: Prof. Anna Wos
Date of submission: 11 January 2013
Word Count:3488(including references)
Table of Contents
Definition of the task 2
Company Information 3
Industry information 4
Target Market 6
Terms of reference
1 Definition of the task
You are the business owner of one of the following business:
A bank
A retail store chain
A Mercedes dealership in Coventry
A distributor of milk and milk products
A local pub
Your …show more content…
The subject of this report is Ocado, a British Internet retailer specializing in groceries.
It will cover the subject of marketing research and how it can go a long way if money and time are invested into the process, how the decision making process can be aided by marketing research and which type of research method would be most suitable for online businesses.
Even if the online grocery market is just 5% of the total grocery sales, I will try and create a way of showing how even in this untapped market, retaining customers is still more important than attracting new …show more content…
Out of these, only one is solvable by marketing research this helping predict possible future sales and prevent logistical problems.
Despite London's always busy traffic, Ocado’s services are highly rated and they have a maximum of one hour delivery latency. So while delivery was still an issue during the Olympics, the main problem is the fact that they failed to predict the amount of orders they would receive and failed to adapt the capacity constraints of their warehouse in Hatfield. “Ocado revealed that average orders per week rose by 8.6 per cent “ (This Is Money 2012). As shown by this statement, they had signs orders were going up but failed to adapt.
Marketing Research Process
The marketing research process is a series of activities that have to be performed , forcing marketers to take decisions regarding the objective of the research project, the specific data collection techniques and procedures that will be used, the research instruments and the way they will be used to collect information, the sampling procedures, data analysis techniques and finally about the communication channel used to feed data to the managers and the decision makers. Below are presented the steps of the marketing research
BA Marketing
100Mkt Coursework 2
Ocado fails to adjust supply chain accordingly to demand
Submitted by: Padurean Adrian Octavian
Student ID: 4508405
Submitted to: Prof. Anna Wos
Date of submission: 11 January 2013
Word Count:3488(including references)
Table of Contents
Definition of the task 2
Company Information 3
Industry information 4
Target Market 6
Terms of reference
1 Definition of the task
You are the business owner of one of the following business:
A bank
A retail store chain
A Mercedes dealership in Coventry
A distributor of milk and milk products
A local pub
Your …show more content…
The subject of this report is Ocado, a British Internet retailer specializing in groceries.
It will cover the subject of marketing research and how it can go a long way if money and time are invested into the process, how the decision making process can be aided by marketing research and which type of research method would be most suitable for online businesses.
Even if the online grocery market is just 5% of the total grocery sales, I will try and create a way of showing how even in this untapped market, retaining customers is still more important than attracting new …show more content…
Out of these, only one is solvable by marketing research this helping predict possible future sales and prevent logistical problems.
Despite London's always busy traffic, Ocado’s services are highly rated and they have a maximum of one hour delivery latency. So while delivery was still an issue during the Olympics, the main problem is the fact that they failed to predict the amount of orders they would receive and failed to adapt the capacity constraints of their warehouse in Hatfield. “Ocado revealed that average orders per week rose by 8.6 per cent “ (This Is Money 2012). As shown by this statement, they had signs orders were going up but failed to adapt.
Marketing Research Process
The marketing research process is a series of activities that have to be performed , forcing marketers to take decisions regarding the objective of the research project, the specific data collection techniques and procedures that will be used, the research instruments and the way they will be used to collect information, the sampling procedures, data analysis techniques and finally about the communication channel used to feed data to the managers and the decision makers. Below are presented the steps of the marketing research