After the above review of the marketing mix, it is always imperative for the company to conduct a market research which would serve to help the management understand how the industry has changed overtime. The company should conduct an analysis of the company’s place in the market as earlier mentioned in SWOP analysis.
The information collected should be based on a specific time frame which also implies that the company should have clear goals for the future (Rogers, 2002: pg. 89) . The potential customers ought to provide data through questionnaires or interviews and most suitably on the internet context. It is important to exhaust the empirical research methods in order for the data collected to be reliable and predictable. The data provided should serve as an accurate way of establishing gaps within BA and how these gaps can be bridged in future to improve on productivity.