Product, Sales and Marketing Orientation at Kelloggs Assignment

Product, Sales and Marketing Orientation at Kelloggs - Assignment Example The sales strategy is directly based on forecasting and predicting the future demand and supply for a particular product. Extensive research encompassing both primary and secondary research is used to forecast the demand for a particular product. The forecast is used to derive the sales strategy. This type of sales strategy helps in generating a realistic demand for the product and also enables better achievement of the sales targets. The market orientation of Kellogg’s is towards creating more value in the brand and establishes the brand as a formidable entity in the market. It also adopts a brand based product strategy that allows it to target multiple consumer segments (Wayne's State University, n.d.) Types of needs, wants and demands Kellogg’s Customers The demands as well as needs and wants for Kellogg’s consumers are constantly changing. ... In the case of Kellogg’s this assumes even more significance considering the fact that the product category is such that the demands of the consumers are changing rapidly. Also, there is a huge competition in the market that makes it necessary to conduct market research. Market research can help the company understand the actual demands of the consumers as well as gaps in the product offering so as to formulate a product offering the fills the gaps in customer expectations that is the key element to success (Nykiel, 2003, p.18). Qualitative versus Quantitative Research Qualitative research involves analyzing data without using number while qualitative research involves the use of numbers to undertake a statistical analysis of the data. The questions used in qualitative research are probing in nature while those of quantitative are not probing in nature. The sample size in qualitative research is also smaller as compared to quantitative research where the sample size is larger. Qualitative researches are also less prone to replicate that is the findings cannot be generalized while the case is the reverse in case of quantitative research analysis methods.