1.

Describe how a business such as Portakabin uses marketing to drive business

They divide the market into different market segments so they identify and meet the needs of the costumers in the
different areas. They have three main segments which are:

1- Manufacturing
2- Education
3- Health

In each of those areas, the business aims to understand the needs of the customers in every segment, so then they can
provide goods and services to meet needs. They uses a principle called AIDA model, a marketing tool that raise
Awareness of the product excite Interest in it, create a Desire for it and promote Action to buy it.

2. Explain how Portakabin uses different types of market research, both primary and secondary, and
different methods within these

In order to find out what its customers need, Portakabin uses both primary and secondary market research.

• Primary research: they use first-hand research like focus groups and interviews. This kind of research usually
provides better qualitative data in the form of opinions, views and comments.

For example, they held focus groups with customers and discovered that they wanted more light in office buildings as
this increased productivity, in this way, Portakabin could respond with a system that lets in more light through its
increased window space called the Ultima Vision range.

• Secondary research: they use information and data that has already been published in the form of statistics, in
other words, quantitative data. For example, often Brand Vision quantitative research showed the importance of ‘on
time and on budget’ delivery. In 2009, Portakabin delivered 99.6% on time and on budget. This compares very well
against a construction-industry average of 59% on time and 46% on budget.*

3. Analyse the balance of price, product, promotion and place in Portakabin. Explain why the balance of
the marketing mix is more important than any single element.

With a single point you cannot make a good evaluation. Encompassing more fields you can have a greater
perspective of all the possible variables. If you focus only on price, for example, you are setting aside how the
product can be promoted. This is how Portakabin has positioned the brand at the top end of the market, giving
importance to the balance of the marketing mix, offering high quality buildings and high levels of service.

4. Evaluate the contribution of customer feedback to the success of Portakabin. Suggest at least one other
way by which Portakabin could collect feedback and give reasons for your suggestion.
Portakabin market research focuses on two key performance indicators (KPIs) - customer satisfaction and Net
Promoter Score (NPS). Using over 2,000 customer surveys a year, Portakabin finds out if clients are happy and what
issues affect them. It asks customers to rate Portakabin on a scale of 1 to 10 on aspects such as administration,
delivery and installation, the quality of the building and their overall experience. The results are used to target and
improve customer satisfaction. The average score has risen from 8.2 per customer in 2003 to 9.1 in 2009. Portakabin
also uses mystery shopping, where researchers pose as normal customers. The results of mystery shopping show
that clients are impressed with the 'human' skills of Portakabin staff. These include courtesy, being helpful, building
rapport and professionalism. Such skills are a key factor in building customer satisfaction, creating loyal customers
and generating repeat business.

Suggestion: Evaluate other enterprise’s customers the competitor’s customers, in order to find out what could they be
missing or not paying attention to, and that could be very useful to improve selling and gaining new customers.

Q1) Describe how a business such as Portakabin uses marketing to drive business?

Portakabin mission is to design and deliver modular buildings. The main customers of Portakabin are the construction
industry. But in last 40 years Portakabin also includes building for offices, medical centers and schools.
As marketing is the key to increase sales in today’s world. As according to business writer “Peter Ducker” the business
enterprise has two basic functions, Marketing, and Innovation. Therefore, Portakabin is emphasizing on both innovation
and marketing. The wide range of Portakabin products exhibits the innovation of Portakabin and for marketing
Poartakabin has divided its market into different segments which helps Portakabin in identifying and fulfilling the
requirements of its customers. The main emphasis of marketing is to provide information about the product and services
to the customers and encourage them to buy it. Therefore, Portakabin is using AIDA model principle which to provide
awareness, build the interest, create the desire and encourage the customer to buy the product. And for this purpose,
Portakabin is using different promotional techniques like organizing exhibitions, using websites, direct mails, mail and
telemarketing. All these techniques help Portakabin to attract its customers which in turn increases its sales.
Hence, Marketing is playing a vital role in portakabin success and helps Portakabin in maintaining the leadership of
Portakabin in the market.
Q2) Explain how Portakabin uses different types of market research, both primary and secondary, and different
methods within these?

It is very essential to do market research for the products you are offering as it will help you in making changes in your
products according to the requirements or demands of customers. Portakabin uses both primary and secondary marketing
research. Primary research includes interviews of focus group. As it provides qualitative data in the form of opinions
and comments. For instance, in such research Portakabin found that its customers want more lights in offices buildings
as it enhances the efficiency. Portakabin was able to respond this demand with Ultima Vision range. And secondary
research includes data and information that has been already published. This research provides the statistics of the market
and industry which helps Portakabin to meet the demands of its customers. Portakabin also uses different market
research to judge, which new products and services its customers may desire. Portakabin also uses Key Performance
Indicators (KPIs) and Net Promoter Score NPS) and also arrange different surveys which help Portakabin in finding the
satisfaction level of its customers from its products.
Hence, Portakabin is using market research to good effect, as it enables them to check their position in the minds of its
customers and provide them with a chance to respond to its customers’ demand.
Q3) Analyze the balance of Price, product, promotion and place in Portakabin. Explain why the balance of
marketing mix is mare important than any single element?

The marketing mix helps in making effective marketing. It includes Four Ps, Product, Price, Promotion and Place.
Portakabin includes one more P- Positioning. Portakabin provides best quality products to its customers. The Portakabin
Decant School concept (they have to shift the whole school) in which they understand the needs of teachers and students
and then referred to government recommendations for standards space and light in school. The building which
portakabin provided for school contains extra space per pupil than the set standard. As Portakabin is providing best
quality building to its customers its prices are a bit higher from its competitor.
Promotions are essential in converting prospects to actual customers. Portakabin uses both above-theline and below-
the-line methods. Above-the- line method includes promotion paid advertisement through targeted channels and Below-
the-line includes the use of direct mails, public relation and open day.
Portakabin is doing business-to-business operations. It has 45 hire centers all across the UK which indicates that every
customer have easy access to Portakabin.
As every element have its special purpose and affect in the marketing strategy each element complements the other
element that’s why it is important to have a balance of the marketing mix than any single element.
Q4) Evaluate the contribution of customer feedback to the success of Portakabin. Suggest at least one other way
by which Portakabin could collect feedback and give reasons for your suggestion?

The customer’s feedback help Portakabin in analyzing its customers demand and needs and help Portakabin to respond
to these demands. High satisfaction indicates that the future of portakabin is secure but still Portakabin has to keep on
manufacturing more and more innovating products as per people desire.
One other way of collecting feedback is Portakabin should welcome suggestion and opinions on the website. In this way
Portakabin will be able to receive feedback quickly and they will be able to know the current trend of the market or the
desires of its customers.
 Portakabin Case Study

Answer 1:-

The organization accomplishes duties to its clients by building up a competitive advantage through new
product and service advancement. The assembling of its products is combined with a progression of
services to provide complete and total solutions to its clients. It has distinguished products and services
to set themselves apart from their rivals. By growing new items and making development – the business
income is 30% that is created by launch and re-launched products. The brand vision gives brilliant
products and services that is coordinated towards addressing client needs.

Portakabin’s dedication to its customers include:-

1- Take customer calls within 4 call bells

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4- Project to be completed on decided amount

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5- Any responses to customers should be responded within 2

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6- Customers participation in customer care programme

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7- Hiring by customers will get 1 weeks free hire if project is delayed

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8- Additional six months warranty will be provided to sales customers
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Sales customers receive additional six months warranty on their buildings
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Answer 2:-
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The company anticipates their customer’s wants and needs and meets them. Market segmentations is
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used by the company and targeted sectors such as private and public sectors are segmented and
customers needs are learned and solutions are created as per their requirements. Communication is the
key to understanding their requirements and as customers are informed about various products and
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services offered, the company persuades them to buy. A variety of strategies are used to target existing
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customers and to attract new customers such as using campaigns, exhibitions, company website, direct
mail and telemarketing. Portakabin communicates with their customers to understand their needs and
provides them with excellent product solutions to earn high customer satisfaction and customer loyalty.
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Customers loyalty and word of mouth recommendations becomes effective as new customers are
created by providing and improving their services.
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Portakabin makes permanent accommodation and interim, buildings and a range of services, in order to
build these products and services they need to understand their customers’ needs and what their
expectations are. The company aims to increase their value of contracts with individual customers by
adding more services focused around the needs of their clients. They develop range of new products and
services based on customized needs of their clients and creating awareness of these developments by
internal and external communication. These communications is used for better information circulation
with current and potential customers. Communication media including newsletter is Internal

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 Communication that is used to inform employees about current and latest projects and work.
Information boards are provided with fancy messages and posters to highlight the significance of good
customer service. They hold various conferences, roadshows for direct communication in Europe and
subsidiaries.

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