Magoosh GRE

Dissertation Guide on Direct Marketing in HomeServe

| October 31, 2012 | 2 Comments

The following post is a dissertation clincher provided to a WritePass client. The topic of the dissertation was on Direct Marketing, a case study of HomeServe.

Hello XXX,

I have done a bit of research into direct marketing, and the main benefit of this is the fact that companies can have direct contact with their potential customers, through a variety of channels and directly track lead generation and conversion.

I still believe Homeserve is an ideal target for a direct marketing email, as information from The Institute of Direct and Digital Marketing (2011) attest to the fact that the company has expended at 40% Year on Year for most of its history mostly  as a result of direct marketing. 90% of its new, cross sale and referral customers come through direct mail, door to door and telemarketing.

As a result, I believe that even though this strategy has worked well for them in their home market, it may not prove effective in new markets (such as United States). As a result, my proposed research question would be:

Replicating Marketing Strategies in New Markets: The ability of Homeserve to leverage direct marketing (direct mail, door to door and telemarketing) as a core marketing strategy in new markets, notably the United States.


This would aim to review:

1. What factors made homeserve’s direct marketing a success in the UK

2. What factors made it possible to achieve such success rates with little or no competition

3. The current marketing strategies utilised by competitors in the US.

4. Analysis of if and how homeserve can leverage its direct marketing competency into the US.


The research question would be:

Can an organisation successfully replicate its direct marketing strategy with similar success rates in new markets, and if so, what could they do to avoid low barriers to entry for other competitors?

The second sub question is based on the fact that anyone can have access to direct marketing, so what could make Homeserve different from its competitors. Why can they not do it themselves?


Category: Free Dissertation Topics and Ideas

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