MA/MScDissertation Placement Project

Code:DP0809WH01

Client: Whittaker Office Solutions

Client contact:Kieran Key

Academic contact:Dr Ghulam Sorwar and Dr Gerardo Patriotta

Research Problem:

The UK office supplies market is worth over £6 Billion per annum, with anywhere between £20m and £30m spent DAILY, and that isn’t including everyday Electronic office supplies which make up a whopping 47% of the market in consumables such as ink and toner.

Whittaker Office solutions have just celebrated our 25th anniversary in business, with a turnover rapidly approaching £5million per annum. This has been achieved with little to no structured marketing activity and therefore a marketing audit must be undertaken in order to develop and form a marketing plan, highlighting conclusions and recommendations where possible.

Timing:June to September 2009

Aims & Objectives:

To conduct a complete marketing audit for Whittakers Office Solutions, using both field and desk research techniques and internal and external analysis of the company should be undertaken to fully research the marketing environment including;

  • Market information
  • Product information
  • Market segmentation
  • Full S.W.O.T analysis.

Market Information

  • The market size
  • How big is the market?
  • How is it segmented / structured?
  • The market characteristics
  • Who are the main customers?
  • Who are the main suppliers?
  • What are the main products sold?
  • The state of the market
  • Is it a new market?
  • A mature market?
  • A saturated market?
  • How well are companies doing?
  • Relative to the market as a whole?
  • In relation to each other?
  • Channels of Distribution
  • What are they?
  • How do they work?
  • Methods of communication
  • What methods are used? (Press, radio, TV, internet, direct mail?)
  • What types of sales promotion?
  • Market Developments
  • What new areas of the market are developing?
  • What new products are developing?
  • Are new legislation or new restrictions likely?

Product Information

  • Potential Customers
  • Who are they?
  • Where are they located?
  • Who are the market leaders?
  • Do they own competitors?
  • Whittakers Office Solutions
  • Do existing products meet customer needs?
  • Is product development necessary?
  • Are completely new products required?
  • What would be the potential of the new product?
  • How is Whittakers perceived in the market?
  • Whittakers Competitors
  • Who are they?
  • How do they compare in size?
  • Where are they located?
  • Do they operate in the same market sectors as you?
  • What products do they / don’t they sell?
  • How does Whittakers pricing compare with competitors?
  • What sales / distribution channels do they use?
  • Have they recently introduced new products?

Market Segmentation

Students should undertake an analysis of the office products sector in order to segment the market through analysing markets Whittakers currently operate in, and should be operating in.

Segments can be defined by;

  • Geographical Area
  • Industry / Industry subsector
  • Product
  • Application
  • Size of end user
  • Distribution channel
  • Type of decision maker

Situation Analysis

Situational analysis should be undertaken to provide a snapshot of where we are now as a company. The situational analysis should review;

  • The current economic and business environment – relevant to the office supplies market.
  • Consider where Whittakers stands strategically and in key sales areas.
  • Analyse the strengths and weaknesses of the company – its organisation, its performance and key products.
  • Compare Whittakers with competitors
  • Identify opportunities and threats.

Therefore a full SWOT analysis for Whittakers Office Solutions would provide ideal in identifying areas of weakness and highlight any opportunities for the company moving forward.

Individual project – To the Student:

Please submit a copy of your CV and covering letter (maximum two sides of A4) indicating your suitability in skills, experience, background or interests for this project, including how you intend to approach the project and what you hope to achieve. These need to be received by Tammy Chambers by 10am Wednesday 25th February 2009. Short-Listing and Interviews will take place sometime during March.

Project Queries:

Email Dr Ghulam Sorwar – or Dr Gerardo Patriotta – (Please quote the Project Code given above)

Administrative Queries:

Tammy Chambers –