Corporate strategy for TNS

• Main Author: Santiago, Jennifer V.
• Format: text
• Language: English
• Published: Animo Repository 2005
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4536
• Institution: De La Salle University

Market Research is the systematic and objective gathering of information about consumers or marketer's, or service provider's product or service. It includes anything and everything which will affect the performance of their product or service in the market: from consumer profiles, their knowledge and perception of brands, their reactions to advertising, pricing, and product/service performance through to the results of distribution and media efforts. This information is needed by manufacturer, marketers, and service providers to help them draw up their strategies and action plans to ensure the competitiveness of their products/services in the market. While clients, on their own, can and do undertake market research, they are not always in a position to neither do so effectively nor cost efficiently. To successfully undertake market research, a degree of expertise and professionalism is required. Thus, clients who realize this and are in a position to hire professional help would rely on market research experts to undertake the work for them. TNS, formerly known as TAYLOR NELSON SOFRES, wants to be the dominant name in the marketing information industry. To achieve this, it needs to promote and build awareness for its company name - TNS. TNS wants to position not only as a company with a distinct personality, with knowledge of the industries in which their clients operate, and expertise in a wide variety of marketing issues, research techniques and applications, as well as specialist sector knowledge-extensive background in sectors and markets such as food and beverage, household and personal care, healthcare, banking and financial services, advertising, automotive, telecommunications, and the leisure/hotel industry, among others, TNS is committed to contribute to the client's success by providing superior marketing research service to help clients make better marketing decisions. TNS positions itself as one of the major players in the industry, providing accurate and actionable results promptly and consistently. The company continuously strives towards excellence and shall constantly put the best effort that will go beyond client's expectations. In regards to its financial aspect, TNS aims to increase market share to 20 percent from the present 13 percent by the end of the fiscal year 2009.To achieve this, it has lined up the following strategies: develop the sector business through additional marketing efforts such as enhancing the websites, extending more selling presentation of services to clients, all employees must be trained to market the products extend existing and launch new services such as syndicated information, a new department that would accommodate specialized services that concentrates in data gathering only with no analysis, acquire new technology such as Computer-aided Telephone Interview, internet based research and invest on the upgrading of computer hardware.