The analysis of the methods Subaru utilizes to raise the level of customers’ satisfaction shows that the corporation pays maximum focus to understanding the buyers’ preferences. The thorough market investigation that the company conducts helps its managers to figure out the desires of an average consumer and thus, make balanced decisions on the basis of the evidence they have.
The present case study pursues two goals: to define the role that the marketing research plays in Subaru’s operation and to identify the management-decision problem the corporation faces when assessing the consumers’ needs. Achieving these purposes carries the meaning for the concern’s future growth. To continue to prosper, the company must consider the given business constituents and resolve the issue once it is identified.
The Role of Marketing Research in Investigating Customers’ Devotion
With regards to the current case study, the research of customers’ needs can be undertaken to increase Subaru’s share in the automotive market by understanding the backgrounds of buyers’ devotion. In their attempts to outrun competitors, many companies follow two major rules: ranking a customer as a “boss” and prioritizing the need to retain him/her (Intezari and Pauleen 337). In business circles, it is commonly believed that having an old customer is usually less expensive than making a new one. Therefore, the role that the marketing research plays in business is tightly related to helping a firm to live up to the expectations of their loyal customers.
The information collected from surveys can help the concern to figure out how its brands are being treated by consumers, what features could be enhanced, and which strategy to implement to improve their sales. One can directly ask what functions/innovations make people choose these brands among others. When discovering customers’ needs, organizations automatically reduce risks related to stranded investments and switch attention to cost-effective projects.
The Management-Decision Problem Subaru Encounters
The concept of a management-decision problem is usually linked to the confusion caused by the infeasibility of some business alternatives or strategies due to the lack of the required knowledge or resources. In the case of Subaru, the problem is defined as fostering customers’ devotion through meeting the expectations of the latter. The key dilemma that the company managers face is reduced to the following: what steps to take to improve consumers’ loyalty? From the provided report one discovers that the corporation values the feedback of Subaru owners above any other sources of information.
The problem elimination, however, involves using specific tools that would make customer-supplier relationships even more trust-based. One of these tools is the marketing research conducted on an ongoing basis. As Intezari and Pauleen point out, a wise decision-making ability is the result of multidimensional and integrated practice, which is acquired with experience (335). With regards to this fact, one may conclude that surveying customers on a regular basis is the key to both improving their loyalty and acquiring the needed experience.
Conclusion
The marketing research plays a vital role in identifying the desires and needs of the majority of Subaru owners and assists the company in choosing the effective alternatives. Having analyzed the backgrounds of customers’ devotion, the concern’s managers diminish financial risks and focus attention on cost-efficient projects. By referring to this method, the corporation resolves the management-decision problem related to the improvement of consumers’ loyalty and takes a steady course towards its further development.
Work Cited
Intezari, Ali, and David J. Pauleen. “Conceptualizing Wise Management Decision‐Making: A Grounded Theory Approach.” Decision Sciences, vol. 49, no. 10, 2018, pp. 335-400.