Judy Green Case Study

3182 words - 13 pages

In 1981, Judy Greene left the company Potaireacht Cléire to start her own business. One year later Judy Greene Pottery was established. The company is specializing in hand thrown terracotta, depicting Irish flora and landscape.When she started her own business, she did not even have capital or a business plan. It is amazing that she could establish her company close in the Irish market.Most potters are primarily artists and craftspeople and also business people. Judy Greene is a really ambitious person, who wants to ensure her future prosperity and who is always looking ahead. She is really engaged in managing the production as well as developing new designs and has recorded a high rate of growth over the last ten years.Handcrafted pottery is not as price sensitive as other products and the pottery which Judy Greene is selling, is in the upper price categories .We want to find out which types of market research Judy Greene used for getting information and in task 1 we will classify the types of marketing research.Marketing research is a key element and very important. It is the function that links the consumer, customer and public to the marketer through information. It essentially deals with information about markets and the reaction of these to price, distribution, promotion and product decisions. Marketing research is a method of collecting data which will make Judy Green more aware of how the people, she hopes to sell to, will react to her products.There are two main sources of data - primary and secondary .Secondary research means that an organization relies on information that already exists and which might help to understand the problem or can even help to solve them: it, although it was not intended for helping to deal with this specific problem. Secondary research or data can be collected through internal sources, which can be found in the company and external sources, which are available outside the company like business libraries, trade associations and magazines. Because of their availability it is not so expensive to do secondary research and it can be conducted quite quickly.Primary research means that an organization collects new information in order to solve a current problem or to find out the demands and wants of customers. Primary research is expensive and time consuming, but is more focused than secondary research. This also called desk research can be subdivided into quantitative research or data which produces numbers and answers questions like "who", "what", "when" and qualitative research or data which provides information on why people buy something or why they feel and react the way they do and get the impressions that they have.Qualitative research concentrates on attitudes and opinions like consumer tastes, likes and dislikes which could help the marketer to understand the customers needs, wants and demands.Judy Greene also wants to find out where people got their ideas, their buying patterns and what brands of...

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