PhD Proposal for DNA model of the marketing
Research topic
Effects of DNA model on the marketing: How it has affected Saudi Arabian Airlines in Saudi Arabia.
Research Question
What are the effects of integrating DNA model on the Marketing in your organization?
Research Aims and Objectives
The aim of the proposed research is to examine how organizations ensure their principle business activities continue upon proper application of marking strategies. It aims to find out the effects of motivators in an organization in relation to the marketing strategy. The research also aims to find out the impacts of change in organizational structure, as an aspect of DNA model of marketing in Saudi Arabian Airline Company, based in Saudi Arabia. Changes brought about by the introduction of DNA model of marketing in an organization will also be evaluated (Kalb, 2008).
Thesis Statement
The DNA model of marketing that includes structure, information flow, motivators and decision rights have many effects to organization’s marketing
Background information
Marketing plays a major role in organizations as its impact is felt throughout various departments of an organization. The Saudi Arabian Airlines have been trying to expand and establish itself in the global market with an aim of acquiring favorable market segmentation in the world market. Marketers in Saudi Arabian Airlines have in the past been caught in a dilemma as they figured out the best marketing strategies that could yield positive results within the shortest time. According to Spencer Stuart, a recruiting firm, the tenure of marketing officers in many organizations average only 22 months (Kalb, 2008). Upon evaluating several strategies of marketing, the management in conjunction with the Association of National Advertisers (ANA), settled on the DNA model of marketing. A study done by the ANA and Booz Allen concluded that a healthy marketing DNA leads to higher profitability in the affected organizations (Capparell, 2007). DNA of marketing represents unique interplay among four building blocks namely; decision rights, structure, motivators and information flows that affect marketing in an organization. These blocks are equivalent to the DNA’s four nucleotide bases and hence the name.
According to Kalb (2008) more than 60% of organizations using DNA model in marketing end up being more profitable than their competitors. The DNA model of marketing incorporates decision rights, flow of information, structure and motivators into the marketing strategy (Kalb, 2008). The four aspects that make up the DNA model are equivalent to the four nucleotide bases of the biological DNA and hence the name. Structure depicts the way an organization is designed considering the span of control of the marketing personnel. Motivators can be in the form of financial rewards or other incentives (Shimp, 2009).
Literature Review
The study will be based on previous studies that have been conducted in the field of marketing and especially the DNA model of marketing. The study conducted by Capparell (2007) aimed to find out the relationship between the sales turnover and the impact of marketing in Uganda Airlines, East Africa. This study found out that aggressive marketing leads to high sales turnover in an organization. Another study indicated that enough financial support in the marketing department has positive impact on an organization’s performance (Daniel, 2008). A previous study conducted on customer relations in Saudi Airlines Company, reported that customers develop confidence in company’s products when proper marketing strategies are applied (Bachmeier, 2009).
Scope of the Study
The research study aims to focus on Saudi Airlines in Saudi Arabia.
Sampling of the data
Simple random sampling method of data collection will be used to identify the individuals to be subjected to the research through interviews. The research will target a total sampling number of 50 respondents comprising of 20 marketing executives from the Saudi Arabian Airlines, 10 Arabian airlines clients, 10 employees from the Air lines, and 10 senior executives of the Saudi Arabian Airlines (Zirinski, 2005).
Methodology
The study will focus mainly on Saudi Arabian Airlines with an objective of implementing changes in the marketing department. The main method of collecting data will be through interviews that will be directed to marketing executives from the Saudi Arabian Airlines’, employees and some customers (Patzer, 2007). Questions will both be qualitative and quantitative. Ten senior executives of the Saudi Arabian Airlines will be interviewed as well as twenty marketing executives. Thirty questionnaires will be formulated to be filled by ten Saudi Arabian Airlines’ clients and ten employees from the same organization. The customers will respond to questions concerning their reaction to Saudi Airline’s marketing strategy. Saudi Arabian Airlines’ employees will answer questions that address their contribution in marketing the company products. Interviews will also be based on the executives’ interaction with the company products and the changes they have noted in sales as a result of DNA model of marketing. Any suggestions towards the improvement of marketing of Saudi Arabian Airlines products will also be evaluated (Weiss & Young, 2006). Ethical issues to be considered during the interview include maintaining confidentiality of the respondents and according interviews to individuals who are ready to participate without any form of coercion.
Research Strategy
The strategy to be applied to make the research successful has been considered in the questions that are designed for the purposes of field interviews during data collection. The questions recognize the subject of investigation and provide relevant information for identifying applicable strategy. The questions request answers for ‘how and why’ form of questionings to depict the role and effect of applying the DNA model of the marketing in the Saudi Arabic Airlines (Shimp, 2009).
Data Analysis
Both the quantitative and qualitative analysis will be done by use of charts, tables and graphs. Percentages based on the number of respondents will then be analyzed to assist in giving recommendations to the Saudi Arabian Airlines. The percentages on the application of the four aspects of DNA model of marketing will be calculated with the most favorable aspect getting the highest percentage (Bennett & Bennet, 2009). Qualitative analysis of the responses will be done based on the personal views of the respondents on how to improve the DNA marketing model in the Saudi Arabian Airlines.
Research Time line
Distributing the questionnaires to the field will take four days and three days for collection. The interviews ill be conducted in fifteen days with two people being interviewed daily making it to a total of thirty people to be interviewed. Total duration for data collection will therefore be one month since there will be no interviews on weekends. Two more weeks will be dedicated to data analysis and one week for compiling the final report. The final research paper shall therefore be ready in seven weeks from the starting date (Patzer, 2007).
Significance of the Study
The results from this study will be used to evaluate how the four aspects of DNA model of marketing are applied in Saudi Arabian Airline. The study also intends to find out the relevance and the effects of the DNA marketing model in the Airlines’ daily operations (Zirinski, 2005). Personal views of the respondents concerning how to improve the DNA model of marketing in Saudi Arabian Airlines will be considered by making some of the viable suggestions known to the Saudi Arabian Airlines top management.
References
Bennett, A & Bennet, A. (2009). The Big Book of Marketing: Lessons and Practices from the World’s Greatest Companies Chicago: McGraw Hill Professional
Bachmeier, K. (2009). Analysis of Marketing Strategies Used by Saudi airline Co Based on Ansoff’s Theory. New Delhi: GRIN Verlag
Daniel, G, (2008). Essentials of Marketing. Chicago: Niskayuna: Cengage Learning. Daniel, G, (2008). Marketing Strategy Edition4, London: Cengage Learning.
Doganis, R. (2006).The Airline Business. London: Routledge.
Kalb, I. (2008). The DNA of Marketing. Chicago: Time Books.
Patzer, G. (2007). Experiment-research methodology in marketing: types and applications London: Greenwood Publishing Group.
.Shimp, T. (2009) .Advertising Promotion and Other Aspects of Integrated Marketing Communications. New York: Cengage Learning.
Weiss, A., & Young, R. (2006). Marketing champions: practical strategies for improving marketing’s power, influence, and business impact. London: John Wiley and Sons.
Zirinski, R. (2005).Ad hoc Arabism: advertising, culture and technology in Saudi Arabia. New York: Peter Lang.
