Gb500 Unit 4 Assignment
Learning From the Experts-The Importance of Market
Research
Unit 4 Assignment
GB500 8/29/2014
Professor Melisa Riley
Learning From the Experts-The Importance of Market Research
Market Research is the action or activity of gathering information about consumers' needs and preferences. Market Researcher is principally responsible for interpreting data, formulating reports and making recommendations based upon the research findings. To accomplish this task, the Market Researcher works with the client (either internal or external) to understand, define and document the overarching business object. The Market Researcher applies qualitative and quantitative techniques to interpret the data and produce substantiated recommendations. Market Researcher frequently present the findings and recommendations to the client (Bont & Hamersveld, 2007).
What is so intriguing about market research is the way market researcher gather their data and use the right analysis technology to complete their …show more content…
mission. Market researcher know when to come up with a new idea and how to implement it into the company in which they work for to make that company successful. The question that seems to pop up in my mind is how did you come up with those ideas? Just like any other marketing department SEPTA marketing team came up with a new smart system. The marketing team has been working on this program for over the past seven to eight years.
In this interview I asked a series of questions that I felt was important to ask the Director of Marketing Services and the Marketing Coordinator at SEPTA. The questions are as followed:
1. What is your name and the position you hold at SEPTA?
2. How long have you been employed by SEPTA?
3. Are you married and have any children?
4. What college did you attend?
5. What did you major in?
6. Can you go into more details concerning your job description?
7. What inspire you to pursue a marketing career?
8. What new project is SEPTA working on to help continue the success of SEPTA?
9. What kind of marketing analysis technology was used to help analysis SEPTA’s new payment technology implementation?
10. Do you think SEPTA will be successful with its new payment technology system?
11. How do you think the public will respond to the new payment technology system?
12. Why did SEPTA come up with the new payment technology system?
Southeastern Pennsylvania Transportation Authority formerly known as SEPTA. SEPTA is the sixth largest transportation operator in the United States providing more than one million daily trips for riders traveling in the five county service area in South Eastern Pennsylvania that the transit Authority serves. SEPTA operates more than 130 bus, trolley and rail routes with nearly 2,300 buses, trolleys, subway-elevated cars and regional rail cars in its fleets. SEPTA serves more than 15,000 transit stops and 280 subway-elevated, trolley and regional rail stations (SEPTA, Human Resources).
SEPTA’s mission is to make sure our employees are dedicated to delivering safe, courteous, convenient and dependable public transit services for the people of our region. We contribute to the region’s economic vitality, sustainability and enhanced quality of life. SEPTA has a unique marketing department that holds a group of three team members, along with the vice president of marketing and the director of marketing which makes a total of five members that makes up the marketing team for their downtown Market East office which is located at 1234 Market Street, Philadelphia, PA. 19107(SEPTA, Human Resources).
SEPTA’s Director of Marketing Services must plans, researches, manages and implements various marketing, commercial advertising, promotional and public relations activities in the five county Philadelphia media market designed to support the goals of SEPTA's management. Included in the goals are programs designed to attract funding for capital and operating budgets, including third-party contracts to generate advertising revenue, increase ridership, increase the use of prepaid fares and generally improve public attitudes about SEPTA. Manages communications programs associated with capital projects including the New Payment Technology implementation, a $250 million fare collection system, which will be the largest marketing initiative in SEPTA history. Bachelor Degree and ten (10) years of experience in corporate marketing, advertising and promotions required which includes five (5) years of managing major corporate and/or agency multi-media contracts, subordinate professional staff, budgets, creative development including web-site and social media, publications, events and promotions (SEPTA, Human Resources).
Elizabeth Bradford is the Director of Marketing Services for SEPTA. Ms. Bradford is a graduate from LaSalle University and she holds both a Bachelor's of Science in Marketing and Master's Degree in Business Administration with a concentration in Marketing. She is the wife of William Bradford II and the mother of two boys, William Bradford III who is nine years old and Alex Bradford who is 5 years old. Ms. Bradford and Mr. Bradford II met at LaSalle University while he was studying for his JD in law and she was studying for her MBA. Ms. Bradford resides in Queen Village, Philadelphia, PA., with her husband and two sons. Ms. Bradford’s sons William Bradford III and Alex Bradford attends St. Thomas Aquinas School. Mr. Bradford II is an attorney for the Malone Law Firm, LLC located at 1515 Market St #1200, Philadelphia, PA 19102. Elizabeth Bradford loves working for SEPTA as their Director of Marketing Services, but she loves being a mother and a wife even more. Ms. Bradford started working for SEPTA in June of 2010 as SEPTA's lead media planner and buyer and in August 2012 she was promoted to SEPTA’s Director of Marketing. Ms. Bradford have been employed now with SEPTA for seven years (Bradford, E. personal communication, August 29, 2014).
Ms. Bradford duties at SEPTA are initiating new programs to improve ridership and enhance the Authority's image; developing marketing and promotional strategies to introduce and create awareness of new vehicles, enhanced station amenities and expanded service; developing the creative approach and design of collateral materials required for promotional efforts; and coordinating with outside organizations to maximize promotional efforts beneficial to the Authority. Managing the special event portion of capital programs, including advertising and public affairs responsibilities, for programs such as SEPTA's New Payment Technology implementation. This $250 million fare collection system will be the largest marketing initiative in the Authority's history. Ms. Bradford is pride of SEPTA's New Payment Technology implementation. She admits that it’s one of the most difficult project she has endure thus far but she glad that SEPTA’s New Payment Technology implementation is completed and will start being applied to all of SEPTA’s Transportation vehicles no later end 2017 (Bradford, E. personal communication, August 29, 2014).
SEPTA’s Marketing Coordinator is responsible for the management and coordination of all events of, development and implementation of the marketing and public relations plans and the maintenance of the website for SEPTA. Reports into the marketing manager and coordinates the marketing activities of the marketing team. Bachelor's Degree and a minimum of one (1) to two (2) years' experience in advertising, marketing or other related field required (SEPTA, Human Resources).
Gabrielle Schrier is the marketing coordinator for SEPTA.
Ms. Schrier is a graduate from Temple University and she holds a Bachelor's of Science in Marketing. She is a wife of Richard Schrier and the mother of a daughter name Amanda Schrier who is 5 years old. Ms. Schrier’s husband Mr. Schrier is a graduate from Penn State University and he holds a Bachelor's of Science in Accounting. Mr. Schrier is an accounting for the US Internal Revenue Services located at 600 Arch Suite# 1507, Philadelphia, PA. Ms. Schrier resides in Montgomery County with her husband and daughter. Ms. Schrier’s daughter Amanda Schrier attends Bridgeport Elementary School. Ms. Schrier started working for SEPTA as a Marketing Coordinator in May 2010 and has been with SEPTA now for 5 years and three months in the same position. She enjoy working for SEPTA as well, but she loves being a wife and mother more (Schrier, G. personal communication, August 29,
2014).
Ms. Schrier duties at SEPTA is to Act as central coordinator for all promotional and marketing endeavors which seek to maintain, develop and or enhance ridership levels. Play a supportive role in the utilization of all current, innovative and cutting edge promotional avenues to deliver messages. This includes offline and online media, event/lifestyle marketing, strategic partnerships, web site management and social media. Ms. Schrier is also pride of SEPTA's New Payment Technology implementation she cannot wait for the community to try the new smart system that everyone in SEPTA’s marketing department is buzzing about (Schrier, G. personal communication, August 29, 2014).
SEPTA has created an historic upgrade to our fare collection system. In the next three years, SEPTA will replace our current fare collection process with a new "smart" system, currently known as New Payment Technology or NPT, which will work flawlessly across the entire SEPTA network. It will enable fare payment on all our buses, trolleys, subways, Regional Rail and CCT vehicles, as well as SEPTA parking facilities (SEPTA, Marketing Department).
The new fare collection system will offer riders a variety of payment choices. When the new system launches the choices will include cash and refillable cards. It will incorporate fobs, smart phones and other contactless methods or devices.
The NPT project is divided into three phases, expected to be completed by 2015:
1) Design, testing, and manufacturing
2) Transit installation (bus, trolley, subway)
3) Regional Rail installation (SEPTA, Marketing Department).
Since the change may upset a lot of riders SEPTA is preparing the most far-reaching public information and education campaign in their history. To help SEPTA riders, the public, community leaders and visitors better understand the scope and timing of the effort, SEPTA has created an infographic. It illustrates how fare options, new technology and customer support will be determined in the next three years (SEPTA, Marketing Department). Based on SEPTA's New Payment Technology implementation the marketing department came up with the current market conditions and anticipated future trends, SEPTA marketing department has prepared following SWOT Analysis:
Strengths of SEPTA
Efficiency & Performance
Financial Discipline
Experienced Workforce
Transportation Network
Safety Systems
Management Team
Economic Impact of SEPTA, e.g. Large Employer
Stakeholder Partnerships
Program Maintenance
Reputational Momentum Weaknesses of SEPTA
Scarce Quality Labor
Aging & Retirement-Eligible Workforce
Conflicting External Influences
Records Management
Bureaucratic due to Size & Regulations
Older Infrastructure
System-wide Communications
Lack of Capital Funds for Expansion
Opportunity of SEPTA
Internal Communication
Ridership Gains
Green/Sustainability/Environment
Forging New Relationships and Growing Converts
Service Expansion/Ridership Increases
Selling Regional Transit Solutions
Public/Private Partnerships
Image/Public Relations
Long-Range Planning – Regionally- Focused
Threats of SEPTA
Departure of Experienced Workforce
Information Management/Technologies
Crime & Security
Potential Loss of Dedicated Funding
Ability to Meet Capacity/No Space
Unfunded Mandates
Union Work Stoppages
It is important for SEPTA to know and understand how it fits in and interacts with the surrounding environment from both an internal and external view. The SWOT analysis identifies the internal and external factors that are favorable and unfavorable to SEPTA achieving the strategic objectives. The analysis helps SEPTA to determine how the 24 organization can use each strength, mitigate each weakness, exploit each opportunity, and defend against each threat. Additionally, SEPTA has gained the insight into where it can focus its efforts to grow sustainably (SEPTA p. 23 & 24). Just like SEPTA, I believe we should use the SWOT analysis to analyze how Team A’s PCs will be successful in the two offices we plan to conduct business in. If we analyze the products, cover all basis, we should be successful. We need to know are strengths, weaknesses, opportunities and our threats. We must know our competitors strategy and come up with a better strategy then theirs. We must make sure we are meeting the needs of our clients and encouraging our employees, so they will continue to help us to be successful in creating our vision and meeting our goals.
Reference
Bont, C. & Hamersveld, M. (2007). Market research handbook. Chichester, West Sussex, England: John Wiley & Sons. Chapter 4: The Market Research Process. Page 99-128. Available fromhttp://search.ebscohost.com.lib. kaplan.edu/login.aspx?direct=true&db=e000xna&AN=323775&site=ehost-live.
Class distinctions. (March 2009). Southeastern Pennsylvania Transportation Authority
Partnering for Regional Sustainability Fiscal Years 2010 – 2014 Five–Year Strategic Business Plan. SEPTA. Retrieved from http://www.septa.org/reports/pdf/strategic.pdf
Cadle. J., Paul. D., & Turner. P. (2010). Business analysis techniques: 72 essential tools for success. Swindon, England: British Informatics Society Limited (BISL). Available from http://common.books24x7.com.lib.kaplan.edu/toc.aspx?bookid=41308
Bradford, E. (personal communication, August 29, 2014). Telephone interview.
Schrier, G. (personal communication, August 29, 2014). Telephone interview.
SEPTA (Human Resources, August 29, 2014). Telephone interview.
SEPTA (Marketing Department, August 29, 2014). Telephone interview. McKesson Corporation. (n.d.) Making Smarter Purchasing Decisions: It Starts with Data. ______Retrieved August 30, 2014, from ______http://your.mckesson.com/rs/mckessonpharma1/images/Mckesson-alternate-site-______pharmacy-smarter-purchasing.pdf
Research
Unit 4 Assignment
GB500 8/29/2014
Professor Melisa Riley
Learning From the Experts-The Importance of Market Research
Market Research is the action or activity of gathering information about consumers' needs and preferences. Market Researcher is principally responsible for interpreting data, formulating reports and making recommendations based upon the research findings. To accomplish this task, the Market Researcher works with the client (either internal or external) to understand, define and document the overarching business object. The Market Researcher applies qualitative and quantitative techniques to interpret the data and produce substantiated recommendations. Market Researcher frequently present the findings and recommendations to the client (Bont & Hamersveld, 2007).
What is so intriguing about market research is the way market researcher gather their data and use the right analysis technology to complete their …show more content…
mission. Market researcher know when to come up with a new idea and how to implement it into the company in which they work for to make that company successful. The question that seems to pop up in my mind is how did you come up with those ideas? Just like any other marketing department SEPTA marketing team came up with a new smart system. The marketing team has been working on this program for over the past seven to eight years.
In this interview I asked a series of questions that I felt was important to ask the Director of Marketing Services and the Marketing Coordinator at SEPTA. The questions are as followed:
1. What is your name and the position you hold at SEPTA?
2. How long have you been employed by SEPTA?
3. Are you married and have any children?
4. What college did you attend?
5. What did you major in?
6. Can you go into more details concerning your job description?
7. What inspire you to pursue a marketing career?
8. What new project is SEPTA working on to help continue the success of SEPTA?
9. What kind of marketing analysis technology was used to help analysis SEPTA’s new payment technology implementation?
10. Do you think SEPTA will be successful with its new payment technology system?
11. How do you think the public will respond to the new payment technology system?
12. Why did SEPTA come up with the new payment technology system?
Southeastern Pennsylvania Transportation Authority formerly known as SEPTA. SEPTA is the sixth largest transportation operator in the United States providing more than one million daily trips for riders traveling in the five county service area in South Eastern Pennsylvania that the transit Authority serves. SEPTA operates more than 130 bus, trolley and rail routes with nearly 2,300 buses, trolleys, subway-elevated cars and regional rail cars in its fleets. SEPTA serves more than 15,000 transit stops and 280 subway-elevated, trolley and regional rail stations (SEPTA, Human Resources).
SEPTA’s mission is to make sure our employees are dedicated to delivering safe, courteous, convenient and dependable public transit services for the people of our region. We contribute to the region’s economic vitality, sustainability and enhanced quality of life. SEPTA has a unique marketing department that holds a group of three team members, along with the vice president of marketing and the director of marketing which makes a total of five members that makes up the marketing team for their downtown Market East office which is located at 1234 Market Street, Philadelphia, PA. 19107(SEPTA, Human Resources).
SEPTA’s Director of Marketing Services must plans, researches, manages and implements various marketing, commercial advertising, promotional and public relations activities in the five county Philadelphia media market designed to support the goals of SEPTA's management. Included in the goals are programs designed to attract funding for capital and operating budgets, including third-party contracts to generate advertising revenue, increase ridership, increase the use of prepaid fares and generally improve public attitudes about SEPTA. Manages communications programs associated with capital projects including the New Payment Technology implementation, a $250 million fare collection system, which will be the largest marketing initiative in SEPTA history. Bachelor Degree and ten (10) years of experience in corporate marketing, advertising and promotions required which includes five (5) years of managing major corporate and/or agency multi-media contracts, subordinate professional staff, budgets, creative development including web-site and social media, publications, events and promotions (SEPTA, Human Resources).
Elizabeth Bradford is the Director of Marketing Services for SEPTA. Ms. Bradford is a graduate from LaSalle University and she holds both a Bachelor's of Science in Marketing and Master's Degree in Business Administration with a concentration in Marketing. She is the wife of William Bradford II and the mother of two boys, William Bradford III who is nine years old and Alex Bradford who is 5 years old. Ms. Bradford and Mr. Bradford II met at LaSalle University while he was studying for his JD in law and she was studying for her MBA. Ms. Bradford resides in Queen Village, Philadelphia, PA., with her husband and two sons. Ms. Bradford’s sons William Bradford III and Alex Bradford attends St. Thomas Aquinas School. Mr. Bradford II is an attorney for the Malone Law Firm, LLC located at 1515 Market St #1200, Philadelphia, PA 19102. Elizabeth Bradford loves working for SEPTA as their Director of Marketing Services, but she loves being a mother and a wife even more. Ms. Bradford started working for SEPTA in June of 2010 as SEPTA's lead media planner and buyer and in August 2012 she was promoted to SEPTA’s Director of Marketing. Ms. Bradford have been employed now with SEPTA for seven years (Bradford, E. personal communication, August 29, 2014).
Ms. Bradford duties at SEPTA are initiating new programs to improve ridership and enhance the Authority's image; developing marketing and promotional strategies to introduce and create awareness of new vehicles, enhanced station amenities and expanded service; developing the creative approach and design of collateral materials required for promotional efforts; and coordinating with outside organizations to maximize promotional efforts beneficial to the Authority. Managing the special event portion of capital programs, including advertising and public affairs responsibilities, for programs such as SEPTA's New Payment Technology implementation. This $250 million fare collection system will be the largest marketing initiative in the Authority's history. Ms. Bradford is pride of SEPTA's New Payment Technology implementation. She admits that it’s one of the most difficult project she has endure thus far but she glad that SEPTA’s New Payment Technology implementation is completed and will start being applied to all of SEPTA’s Transportation vehicles no later end 2017 (Bradford, E. personal communication, August 29, 2014).
SEPTA’s Marketing Coordinator is responsible for the management and coordination of all events of, development and implementation of the marketing and public relations plans and the maintenance of the website for SEPTA. Reports into the marketing manager and coordinates the marketing activities of the marketing team. Bachelor's Degree and a minimum of one (1) to two (2) years' experience in advertising, marketing or other related field required (SEPTA, Human Resources).
Gabrielle Schrier is the marketing coordinator for SEPTA.
Ms. Schrier is a graduate from Temple University and she holds a Bachelor's of Science in Marketing. She is a wife of Richard Schrier and the mother of a daughter name Amanda Schrier who is 5 years old. Ms. Schrier’s husband Mr. Schrier is a graduate from Penn State University and he holds a Bachelor's of Science in Accounting. Mr. Schrier is an accounting for the US Internal Revenue Services located at 600 Arch Suite# 1507, Philadelphia, PA. Ms. Schrier resides in Montgomery County with her husband and daughter. Ms. Schrier’s daughter Amanda Schrier attends Bridgeport Elementary School. Ms. Schrier started working for SEPTA as a Marketing Coordinator in May 2010 and has been with SEPTA now for 5 years and three months in the same position. She enjoy working for SEPTA as well, but she loves being a wife and mother more (Schrier, G. personal communication, August 29,
2014).
Ms. Schrier duties at SEPTA is to Act as central coordinator for all promotional and marketing endeavors which seek to maintain, develop and or enhance ridership levels. Play a supportive role in the utilization of all current, innovative and cutting edge promotional avenues to deliver messages. This includes offline and online media, event/lifestyle marketing, strategic partnerships, web site management and social media. Ms. Schrier is also pride of SEPTA's New Payment Technology implementation she cannot wait for the community to try the new smart system that everyone in SEPTA’s marketing department is buzzing about (Schrier, G. personal communication, August 29, 2014).
SEPTA has created an historic upgrade to our fare collection system. In the next three years, SEPTA will replace our current fare collection process with a new "smart" system, currently known as New Payment Technology or NPT, which will work flawlessly across the entire SEPTA network. It will enable fare payment on all our buses, trolleys, subways, Regional Rail and CCT vehicles, as well as SEPTA parking facilities (SEPTA, Marketing Department).
The new fare collection system will offer riders a variety of payment choices. When the new system launches the choices will include cash and refillable cards. It will incorporate fobs, smart phones and other contactless methods or devices.
The NPT project is divided into three phases, expected to be completed by 2015:
1) Design, testing, and manufacturing
2) Transit installation (bus, trolley, subway)
3) Regional Rail installation (SEPTA, Marketing Department).
Since the change may upset a lot of riders SEPTA is preparing the most far-reaching public information and education campaign in their history. To help SEPTA riders, the public, community leaders and visitors better understand the scope and timing of the effort, SEPTA has created an infographic. It illustrates how fare options, new technology and customer support will be determined in the next three years (SEPTA, Marketing Department). Based on SEPTA's New Payment Technology implementation the marketing department came up with the current market conditions and anticipated future trends, SEPTA marketing department has prepared following SWOT Analysis:
Strengths of SEPTA
Efficiency & Performance
Financial Discipline
Experienced Workforce
Transportation Network
Safety Systems
Management Team
Economic Impact of SEPTA, e.g. Large Employer
Stakeholder Partnerships
Program Maintenance
Reputational Momentum Weaknesses of SEPTA
Scarce Quality Labor
Aging & Retirement-Eligible Workforce
Conflicting External Influences
Records Management
Bureaucratic due to Size & Regulations
Older Infrastructure
System-wide Communications
Lack of Capital Funds for Expansion
Opportunity of SEPTA
Internal Communication
Ridership Gains
Green/Sustainability/Environment
Forging New Relationships and Growing Converts
Service Expansion/Ridership Increases
Selling Regional Transit Solutions
Public/Private Partnerships
Image/Public Relations
Long-Range Planning – Regionally- Focused
Threats of SEPTA
Departure of Experienced Workforce
Information Management/Technologies
Crime & Security
Potential Loss of Dedicated Funding
Ability to Meet Capacity/No Space
Unfunded Mandates
Union Work Stoppages
It is important for SEPTA to know and understand how it fits in and interacts with the surrounding environment from both an internal and external view. The SWOT analysis identifies the internal and external factors that are favorable and unfavorable to SEPTA achieving the strategic objectives. The analysis helps SEPTA to determine how the 24 organization can use each strength, mitigate each weakness, exploit each opportunity, and defend against each threat. Additionally, SEPTA has gained the insight into where it can focus its efforts to grow sustainably (SEPTA p. 23 & 24). Just like SEPTA, I believe we should use the SWOT analysis to analyze how Team A’s PCs will be successful in the two offices we plan to conduct business in. If we analyze the products, cover all basis, we should be successful. We need to know are strengths, weaknesses, opportunities and our threats. We must know our competitors strategy and come up with a better strategy then theirs. We must make sure we are meeting the needs of our clients and encouraging our employees, so they will continue to help us to be successful in creating our vision and meeting our goals.
Reference
Bont, C. & Hamersveld, M. (2007). Market research handbook. Chichester, West Sussex, England: John Wiley & Sons. Chapter 4: The Market Research Process. Page 99-128. Available fromhttp://search.ebscohost.com.lib. kaplan.edu/login.aspx?direct=true&db=e000xna&AN=323775&site=ehost-live.
Class distinctions. (March 2009). Southeastern Pennsylvania Transportation Authority
Partnering for Regional Sustainability Fiscal Years 2010 – 2014 Five–Year Strategic Business Plan. SEPTA. Retrieved from http://www.septa.org/reports/pdf/strategic.pdf
Cadle. J., Paul. D., & Turner. P. (2010). Business analysis techniques: 72 essential tools for success. Swindon, England: British Informatics Society Limited (BISL). Available from http://common.books24x7.com.lib.kaplan.edu/toc.aspx?bookid=41308
Bradford, E. (personal communication, August 29, 2014). Telephone interview.
Schrier, G. (personal communication, August 29, 2014). Telephone interview.
SEPTA (Human Resources, August 29, 2014). Telephone interview.
SEPTA (Marketing Department, August 29, 2014). Telephone interview. McKesson Corporation. (n.d.) Making Smarter Purchasing Decisions: It Starts with Data. ______Retrieved August 30, 2014, from ______http://your.mckesson.com/rs/mckessonpharma1/images/Mckesson-alternate-site-______pharmacy-smarter-purchasing.pdf