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Case Study Portakabin

Portakabin uses marketing to drive its modular building business. It focuses on innovation through new product lines that meet customer needs uncovered by market research. Portakabin uses various promotional techniques and the AIDA model to create awareness and desire for its products among customers in construction, offices, schools, and medical facilities. Market research, including interviews, surveys, and data analysis helps Portakabin understand customer satisfaction levels and needs. The marketing mix of product quality, competitive pricing, promotions through various channels, and widespread distribution centers allows Portakabin to balance these elements better than competitors. Customer feedback further helps Portakabin innovate and ensure future success.

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809 views4 pages

Case Study Portakabin

Portakabin uses marketing to drive its modular building business. It focuses on innovation through new product lines that meet customer needs uncovered by market research. Portakabin uses various promotional techniques and the AIDA model to create awareness and desire for its products among customers in construction, offices, schools, and medical facilities. Market research, including interviews, surveys, and data analysis helps Portakabin understand customer satisfaction levels and needs. The marketing mix of product quality, competitive pricing, promotions through various channels, and widespread distribution centers allows Portakabin to balance these elements better than competitors. Customer feedback further helps Portakabin innovate and ensure future success.

Uploaded by

mamoqeet92
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Case Study

Q1) Describe how a business such as Portakabin uses marketing to drive business?

Portakabin mission is to design and deliver modular buildings. The main customers of Portakabin are the construction industry. But in last 40 years Portakabin also includes building for offices, medical centers and schools. As marketing is the key to increase sales in todays world. As according to business writer Peter Ducker the business enterprise has two basic functions, Marketing and Innovation. Therefore Portakabin is emphasizing on both innovation and marketing. The wide range of Portakabin products exhibits the innovation of Portakabin and for marketing Poartakabin has divided its market into different segments which helps Portakabin in identifying and fulfilling the requirements of its customers. The main emphasis of marketing is to provide information about the product and services to the customers and encourage them to buy it. Therefore Portakabin is using AIDA model principle which to provide awareness, build the interest, create the desire and encourage the customer to buy the product. And for this purpose Portakabin is using different promotional techniques like organizing exhibitions, using websites, direct mails, mail and telemarketing. All these techniques help Portakabin to attract its customers which in turn increases its sales. Hence, Marketing is playing a vital role in portakabin success and helps Portakabin in maintaining the leadership of Portakabin in the market.

Q2) Explain how Portakabin uses different types of market research, both primary and secondary, and different methods within these?

It is very essential to do market research for the products you are offering as it will help you in making changes in your products according to the requirements or demands of customers. Portakabin uses both primary and secondary marketing research. Primary research includes interviews of focus group. As it provide qualitative data in the form of opinions and comments. For instance, in such research Portakabin found that its customers want more lights in offices buildings as it enhances the efficiency. Portakabin was able to respond this demand with Ultima Vision range. And secondary research includes data and information that has been already published. This research provides the statistics of the market and industry which helps Portakabin to meet the demands of its customers. Portakabin also uses different market research to judge, which new products and services its customers may desire. Portakabin also uses Key Performance Indicators (KPIs) and Net Promoter Score NPS) and also arrange

different surveys which help Portakabin in finding the satisfaction level of its customers from its products. Hence, Portakabin is using market research to good effect, as it enables them to check their position in the minds of its customers and provide them with a chance to respond to its customers demand.

Q3) Analyze the balance of Price, product, promotion and place in Portakabin. Explain why the balance of marketing mix is mare important than any single element?

The marketing mix helps in making effective marketing. It includes Four Ps, Product, Price, Promotion and Place. Portakabin includes one more P- Positioning. Portakabin provides best quality products to its customers. The Portakabin Decant School concept (they have to shift the whole school) in which they understand the needs of teachers and students and then referred to government recommendations for standards space and light in school. The building which portakabin provided for school contains extra space per pupil than the set standard. As Portakabin is providing best quality building to its customers its prices are a bit higher from its competitor. Promotions are essential in converting prospects to actual customers. Portakabin uses both above-theline and below-the-line methods. Above-the- line method includes promotion paid advertisement through targeted channels and Below-the-line includes the use of direct mails, public relation and open day. Portakabin is doing business-to-business operations. It has 45 hire centers all across the UK which indicates that every customer have easy access to Portakabin. As every element have its special purpose and affect in the marketing strategy each element complement the other element thats why it is important to have a balance of the marketing mix than any single element.

Evaluate the contribution of customer feedback to the success of Portakabin. Suggest at least one other way by which Portakabin could collect feedback and give reasons for your suggestion?

The customers feedback help Portakabin in analyzing its customers demand and needs and help Portakabin to respond to these demands. High satisfaction indicates that the future of portakabin is secure but still Portakabin has to keep on manufacturing more and more innovating products as per people desire.

One other way of collecting feedback is Portakabin should welcome suggestion and opinions on the website. In this way Portakabin will be able to receive feedback quickly and they will be able to know the current trend of the market or the desires of its customers.

Case Study Principle of Marketing M. Abdul Moqeet 042 Section: C

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