Marketing Decision Support System
The opportunities of the automotive market largely depend on many external factors, and the case of Nick Thomas and his company ZEN is a confirmation. One of the real ways that can help the corporation suffering losses is to conduct appropriate marketing research. The primary task of this work is to provide the company with necessary information about the interest of consumers in the products and the needs of the market. Basic research can include statistical data on sales during a certain period. Depending on the data received, a competent conclusion can be drawn about when the crisis came and what was the fundamental cause of consumer stagnation.
One of the mechanisms that can provide real help in solving the problem of low sales and customers’ indifference is the implementation of a special marketing decision support system. It can include several stages and consist of different steps. For example, as a stimulating element, certain information can be voiced in public. The problem of global warming, according to Mr. Thomas, plays an essential role in the process of forming the market of cars. Therefore, specific information can be submitted, for example, by convincing consumers that the company cares about the production of environmentally-friendly models. Also, as a marketing strategy, attracting customers with a slight reduction in the cost of fuel can be a very successful tool. If people see that the corporation is interested in keeping clients, they will certainly be more active in buying cars and will pay attention to not only large models but also ordinary small-sized vehicles. The use of such marketing technologies can make a significant contribution to the promotion of the company’s goods.
Causal Research
The alternative to merging with the other company did not inspire confidence in the general director of ZEN. Perhaps, too serious consequences can be overtaken by the company if appropriate, effective measures are not taken. Therefore, to solve the existing problem, causal research can be carried out along with marketing analysis in order to determine the central factors affecting sales problems.
The failure to meet an objective can hardly be considered the feature of Nick Thomas and his team. Nevertheless, some nuances mislead the head of the corporation. In particular, it is about global warming since Mr. Thomas does not have precise information about the effect of this phenomenon and evidence of the influence of the human on its origin. Therefore, one of the solutions to the problem is the opportunity to conduct a causal analysis of the current opinion on global warming and to find the most accurate response regarding its existence.
Another issue raised by ZEN management is the sale of specific vehicle models. According to the current situation, Mr. Thomas cannot determine which cars should be preferred. Possible causes for it are constant changes in fuel prices, which invariably affects consumer demand. The consequences, in this case, can be quite dangerous since the lack of sales inevitably leads to bankruptcy and complete loss of the status of a financially active company. In order to avoid it, a situational analysis can also be conducted. Mr. Thomas and his colleague Marilyn Douglass can think through a particular plan for the development of the company based on the assessment of real demand at a certain moment. According to the data obtained, it is possible to draw up a sales plan and think over the consequences. All these methods can be very useful and successful in case of their competent implementation.