An Analysis on How the Technological Innovations Can be used as a Marketing Strategy: A case study on Johnson Matthey

Harvard, 2500 Words

Table of Contents

1       Introduction

1.1       Rationale of this study

1.2       Research Aims

1.3       Research Objectives

1.4       Research Questions

2       Literature Review

2.1       Marketing

2.2       Marketing Strategy

2.3       Technology

2.4       Innovation

2.5       Technological Innovation

2.6       Branding, Brand Equity and Customer Loyalty

2.7       Conceptual Framework

3       Research Methodology

3.1       Types of Investigation

3.2       Data Collection Method

3.3       Sampling Method

3.4       Accessibility Issues

3.5       Ethical Issues

4       Anticipated Findings

5       Conclusions

6       References

Appendix A: Dissertation Structure

Appendix B: Research Timeframe



1        Introduction


Johnson Matthey is a U.K based and founded on a company which could be traced back to 1802 as the establishing year for the company. It started out slow and steady but caught it speeding soon. At the beginning, it was a gold assayer company and now today it is one of the largest PLC’s in the world. It has been expanding its business since then. It was founded in 1802 by ‘Percival Norton Johnson’, in 1832 George Stoke joined as a partner and the company was named Johnson & Stokes (Tripathi and Mukerji, 2011). Then again WJ Cock joined as a partner and the company was named again as Johnson & Cock. Finally Matthey joined and it had found its final name as ‘Johnson Matthey’. In 1852 Johnson Matthey got the opportunity to become the official assayer for the Bank of England and it never looked back after that. Johnson Matthey started with metal works and now it has expanded itself to the court of pharmaceutical also. Millions of people are getting the fruit of the hard work of the company and the company is making its huge profit out by doing business with responsibility.

This study is going to reveal how new technological innovations can help a business to set up its marketing strategy. This will emphasize on the existing strategy and technology that is Johnson Matthey using and how the induction of new and available technology can help it more.