Marketing Problems






Executive summary

Marketing research may address many market aspects: products, sales, customer behaviour, marketing, distribution, price, and packaging. Since the researcher does not know everything about a market, he/she must be selective. The question remains as to how the researcher chooses where to concentrate the investigation and how far each topic should be examined. The response should be in a paper called the research brief. The design of the study is a set of instructions provided to the researcher by those who commissioned the research and/or by people who utilize the findings for their decision making. The brief must tell the researcher which market characteristics are especially essential.

The marketing idea has developed throughout time. You may even be so courageous as guess that it is as ancient as the transaction process itself. However, the emergence of marketing as a correct and discreetly organized framework is very recent when it started to separate itself from its foundation subject of economics. There have been several major developments in marketing that have affected almost every area of human civilization worldwide. Nivea company are thus no longer operating as it did in the previous century. Marketing has become more than simply a concept of business. In this period, the idea that demand comprised more than mere buying power was flourishing. The notion that marketing and advertising are synonymous has become the study of the mind. Marketing is always changing, as human brains are continually looking for new ideas. In this paper, I will use the Nivea company. The 20th century saw the beginning of the marketing of other subjects such as economics, psychology and sociology, which opened the door to millions of additional possibilities. Today, marketing is omnipresent and affects us more than we might imagine. Perhaps we can argue that in the early years contemporary marketing took root. Company and marketing work hand in hand and the effect on each other was obvious. But marketing has continuously and persistently developed at a rapid rate since 1980. The marketing trajectory, therefore, continues to mirror larger corporate, economic and cultural changes. Marketing aims primarily to offer value and consumer satisfaction. Customers live in society and are affected by changes; therefore, in some form or another, societal developments should affect marketing.


Research in marketing does not determine and does not guarantee success. Marketing managers may seek the help of marketing research specialists. Research reports definitely need to highlight alternatives and the probability of success as far as possible. However, marketing managers rather than the researcher make the final decision. For instance, a pressure increase is usually necessary and sufficient to raise the air temperature (Chernev, 2018). Take the marketing question of how much to spend on advertising to get a particular market share. The relationship between promotional and selling expenditures is not so simple as between temperature and pressure. There are many additional elements, including the media being used, the effectiveness of the marketing message, the length and frequency of the campaign, the product’s different features, price and distribution.

Each marketer confronts various difficulties. While we generally share similar objectives, some organizations hire great people, while others discover the technology to meet their requirements. Whatever the situation may be, you may enhance your marketing to an even more successful income generator in at least one area. However, marketing is frequently quick, so you can hardly choose which areas you wish to expand to enable greater development. It is thus essential to stop for a while and think about the major difficulties that marketers are facing. Because issues are a lot simpler to address when you identify them properly.

A firm must establish its general direction via a business strategy for the organization. This strategy outlines how the business will accomplish its objectives. The objectives and goals of a company influence and create a business strategy. The marketing strategy is an important component of the entire company plan. Marketing includes identification, anticipation and consumer satisfaction. A marketing strategy sets out the specified goals and targets and then implements a number of marketing actions to guarantee that those goals are met. Marketing plans may span a length of time, but usually set up operations at either company or brand level for the following one to five years.

It was previously pointed out to the decision-maker that the goal of the research should be properly communicated to the marketing researcher, but frequently the objectives are not completely conveyed to the person doing the study. Decision-makers seldom completely figure out their goals or are unwilling to fully reveal them if they have. In theory, the decision-maker is responsible for ensuring that research continues along clearly defined lines. The researcher needs to take the lead in many cases. The key to unlocking the money is that you can show the return on your marketing efforts. Our research shows that ROI calculation companies are more likely to get greater funds. Inbound marketing success again plays an important role in generating greater budgets. Obviously, effective methods generate results and strongly support an increase in the budget. But remember, marketing inbound is a lengthy game. If you start slowly, you should not stop – you might actually consider increasing it.


If the manager feels that the decision-maker is either reluctant or unable to adequately express the goals, he/she will then have to use an indirect line of inquiry. One method is to take the decision-statement makers of problems and divide them into essential components and/or terms and discuss them with the decision-maker. For example, while using the phrase market potential, the decision-maker could be questioned what he/she has in mind. This is a valid question since the researcher is responsible for developing a study design that provides the correct information. Another option is to concentrate talks with the research commissioner on the choices to be taken based on alternative results (Cummins and Johnson, 2021). This procedure often plays a major role for the decision-maker, helping him to pursue the objectives and possibly the most essential goals.

In order to define the study goals, conversations with different management levels who understand the marketing challenge and/or the problems around it are generally useful. Brainstorming, research evaluations of connected issues and research on secondary sources of information and the examination of competitor goods are also useful.

The major parts of the plan cover:

  • SWOT and competition analysis – assessing the present status of the company or brand and what rivals do.
  • Goals – what the strategy must accomplish
  • Marketing strategy – how to accomplish the goals
  • Sales projection – how much will boost sales
  • Budget – how much marketing will cost and how the strategy will be funded
  • Assessment – how results are tracked and measured. There is no fixed marketing plan model. The form of the strategy – and the quantity of detail – depends on the brand size, the timing and how the market and the economy act.

A good marketing strategy depends on clear and relevant goals that will address the issues that the business has identified. These must connect closely to the overarching goals and objectives of the company. In other words, the marketing plan must conform to the overall strategy of the firm outlined in the business plan (David, 2019). Moreover, the marketing strategy is a cycle which starts and finishes with an assessment. The last phase of the marketing strategy is to assess the marketing results against the original goals and goals. Continuous assessment enables the marketing team to concentrate on changing or introducing new actions to accomplish the goals.


As the marketing sector expands and gets more complicated, more has to be known, done and tracked. While you may start with a marketing team that appears great, trousers can start appearing where there is a lack of expertise or capacity. This leads to marketing tactics sub-par and poor performance. Consider carefully that your team may need to witness certain adjustments before good marketing results emerge. Another thing is to look closely at the existing team and see what may be improved. A general incomprehension of inbound marketing techniques may indicate the necessity to collaborate with an inbound marketing firm. The procedure to determine which target audience fits your social media and target audience may be placed in the hands of an incoming marketing firm. They will provide you with the knowledge, save you a lot of work and time and prevent the danger that might have been encountered and lead to failure (Deepak and Jeyakumar,2019). The main thing a business owed to know is, therefore, that although there is a hurricane of things blogs are published, websites are updated and the marketing strategies are progressing, it is essential to convey all outcomes and events to the rest of the staff (Sopian, 2021). Marketing managers without a functioning system to gather, organize, evaluate and transmit their campaign data to the rest of the team are not fully prepared to assess their marketing plan and enhance it.


Marketing is Nivea’s most exciting sport. It is also the pulse of all successful companies. It continually evolves in response to the expansion of information, technological development and fierce competition at all levels and throughout the globe. Marketing strategy is all a corporate strategy. The key to the future of your company is the capacity to think clearly and carefully about the finest marketing tactics and constantly modify and improve your actions. Fortunately, marketing, like other business abilities, can be taught via experience, experiments and errors continuously.


Chernev, A., 2018. Strategic marketing management. Cerebellum Press.

Cummins, S. and Johnson, J.S., 2021. The Impact of Live Cases on Student Skill Development in Marketing Courses. Journal of Marketing Education, p.02734753211034553.

David, L., 2019. Marketing management text and cases.

Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Education Publishing.

Sopian, S., 2021. Marketing Strategy Implementation and Marketing Cases. Journal Manco, 1(1), pp.8-12.

Last Updated on June 7, 2022

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