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

Harvard, 12000 Words

Abstract

 

The research paper has an aim to explain how the Technological Innovations can be used as a Marketing Strategy of Johnson Matthey. The purpose of the study is to explore the impact of technological innovation on marketing strategy. The researcher surveys on 70 employees of Jonson Matthey. Johnson Matthey is a leader in sustainable technologies and many of their products enhance the quality of life for millions through their beneficial impact on the environment, health and wellbeing. Technology leadership forms the basis of Johnson Matthey’s strategy to deliver superior long term growth and they continue to invest in R&D to develop the next generation of sustainable products for the customers. It maintains a large number of employees and operates in almost 30 countries. In order to carry out its operations it needs more than human workforce and that is certainly technology, also to make its products and services better innovation of technology and induction of them is inevitable at this time.

 

 

 

 

 

 

 

 

 

 

 

 

Table of Contents

Declaration

1        Chapter 1: Introduction

1.1       Background of the history

1.2       Rationale of the study

1.3       Research Aims

1.4       Research Objectives

1.5       Research question

2        Chapter 2: Literature review

2.1       Introduction

2.2       Marketing

2.3       Marketing strategy

2.4       Technology

2.5       Innovation

2.6       Technological innovation

2.7       Technological innovation in marketing strategy

2.8       Branding, Brand Equity and Customer Loyalty

2.9       Conceptual framework

3        Chapter 3: Research methodology

3.1       Introduction

3.2       Research approach

3.2.1        Justification of Research Approach

3.3       Research purpose or research investigation method

3.3.1        Justification of the research investigation method

3.4       Research philosophy

3.4.1        Justification of research philosophy

3.5       Research method

3.5.1        Justification of the research approach

3.6       Research strategy

3.6.1        Justification of the research strategy

3.7       Sample selection

3.7.1        Justification of sampling method

3.8       Data collection

3.8.1        Justification of the data collection

3.9       Data analysis

3.10         Ethical consideration

3.11         Limitations of the research

3.12         Conclusion

4        Chapter 4: Findings and Analysis

4.1       Gender of the respondents:

4.2       Age of the respondents:

4.3       Educational status of the respondents

4.4       Service period of the respondents

4.5       Johnson Matthey is using the appropriate technology

4.6       Technological innovation and appropriate marketing strategy

4.7       Technological innovation and goals of the company

4.8       Technological innovation’s impact on company efficiency

4.9       Technological innovation influences marketing strategy

4.10         Marketing strategy is useful for building customer relationship

4.11         Promotion

4.12         Present usage of technology

4.13         You are willing to continue relationship with Johnson Matthey

4.14         Technological innovation is important for setting a marketing strategy

5        Conclusion and Recommendation

5.1       Concluding Remark

5.2       Summary of Objective based Findings

5.3       Recommendations

6        References

7        Appendix – A

8        Appendix – B

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

List of figures:

Figure 1: Gender of the respondents. 30

Figure 2: Age of the respondents. 31

Figure 3: Educational status of the respondents. 32

Figure 4: Service period of the respondents. 33

Figure 5:Johnson Matthey is using the appropriate technology. 35

Figure 6: Technological innovation and appropriate marketing strategy. 36

Figure 7: Technological innovation and goals of the company. 38

Figure 8: Technological innovation’s impact on company efficiency. 39

Figure 9: Technological innovation influences marketing strategy. 41

Figure 10: Marketing strategy is useful for building customer relationship. 42

Figure 11: Promotion. 43

Figure 12: Present usage of technology. 44

Figure 13: You are willing to continue relationship with Johnson Matthey. 46

Figure 14: Technological innovation is important for setting a marketing strategy. 47