Analysis (BP7)

Based on the data I’ve collected from previous interviews, the most important factors that people are concerned about are price, delivery time, reputation and safety. Then I conducted more detailed data analysis on these figures. Thanks to the BBK course of Data Analysis that I just finished and did pretty well, I’ve grasped many data analysis skills which I find so useful in the marketing research for the capstone project. Although the factor of “Price” got the most votes of importance, its average only ranked the third place, after reputation and safety, which showed that the price might simply be an easy factor to think of or be aware of when people were asked during interviews. Likely its frequency cannot justify how important it is. People are not aware enough of other factors, such as safety. But once they become aware of it, they all think it is of high importance. In this way I will include a recommendation of increasing the awareness of these factors in my report. On the other hand, the factor of “Customer service” got the least standard deviation, which means people have the most consistency of opinion on this factor.

The best thing about study is that you can always apply what you’ve learned from other courses to the current course, and thus digest it as your inherent knowledge. Another course that I find helpful for my capstone is advertising which I am taking right now. As Drew discussed with me, one of my biggest contributions to my client for this capstone is a communication strategy. As I learn about IMC (integrated marketing communications), I connect it to my client Navis and keep thinking about what an integrated communication strategy I should conceive for them, which will be applied in my last three capstone modules of Channel Strategy, Communication Strategy and Digital Strategy.

Also in this week’s capstone class, we learned about the rest modules in detail. What I found out is that there are some modules more feasible and useful than others for my case and I wonder if I could make some changes by replacing a few modules. Then I came across a saying quoted in the field book by a previous student consultant Ian Lindemuth, “Don’t be afraid to deviate from the modules. You own the project and know what is needed. Be creative and flexible with you Capstone; no business can be turned into a “how to” guide, so make a judgment call.” Right, I own my project.