Chapter 3

PRESENTATION, ANALYSIS AND INTERPRETION OF DATA

The data gathered are presented, with their corresponding

analysis and interpretation in this chapter. The results were

based on the answers to the questionnaires distributed to the

selected respondents. The first section presents the findings

about the level of effectiveness of the existing marketing

strategy of Beijing XCHD Science and Technology Development Co.

Ltd in terms of product, price, place and promotion. The second

section shows the result about the problems encountered by

Beijing XCHD science and technology development Ltd. in terms of

product, price, place, and promotion.

Level of Effectiveness of the Existing Marketing Strategy of

Beijing XCHD Science and Technology Development Co. Ltd

This section answers the first problem of the statement

that is: What is the level of effectiveness of the existing

marketing strategy of Beijing XCHD Science and Technology

Development Co. Ltd in terms of product, price, place and

promotion? The following tables show the results and findings of

the said question.

Table 1 presents the results obtained from the preliminary

analysis of the level of effectiveness of the existing marketing

strategy of Beijing XCHD Science and Technology Development Co.

Ltd in terms of product. The highest weighted mean is 3.55 which

means that packaging of 3D printer is highly effective, followed

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48

by 3.51 which means that customer service offered by XCHD’s

employees before sale is highly effective. Warranty offered by

XCHD Science and Technology Development Co. Ltd to 3D printer

customers is also highly effective with a weighted mean of 3.48.

The lowest weighted mean of the table 2 is 3.25 indicating the

brand name of 3D printer as perceived by customers of SINGMA is

effective.

Table 1

Product

Indicator Mean Qualitative

Description
Packaging of 3D printer 3.55 Highly Effective
Customer service offered by 3.51 Highly Effective
XCHD’s employees before sale
Warranty offered by XCHD Science 3.48 Highly Effective
and Technology Development Co.
Ltd to 3D printer customers
Customer service offered by 3.48 Highly Effective
XCHD’s employees after sale
Quality of the 3D printer 3.42 Highly Effective
Reliability of the 3D printer 3.38 Highly Effective
Brand name of 3D printer as 3.25 Effective
perceived by customers of SINGMA

Overall Weighted Mean 3.44 Highly Effective

The Overall weighted mean is 3.44, which means that the

level of effectiveness of the existing marketing strategy of

Beijing XCHD Science and Technology Development Co. Ltd in terms

of product is highly effective. The overall response to the

survey implies that majority of the customers of XCHD science and

technology development Co. Ltd. perceive the level of

effectiveness of their existing marketing strategy in terms of

 Presentation, Analysis and Interpretation of Data
49

quality, packaging, customer service, after sales service and

warranty, and reliability of product as very high. This implies

that customers value quality of products as it is critical in

customer satisfaction and customer retention. It also makes an

important contribution to long-term revenue and profitability.

The result also suggests that packaging is important because it's

a crucial marketing tool for XCHD.

Several reports have shown that effective marketing

strategy has been an effective tool and approach for increasing

the sales of a product increase customer satisfaction and loyalty

(Karakaya, Badur & Aytekin, 2011); Katsikeas et al.,2016).

According to Keller and Kotler (2016) marketing strategy results

to building strong brand of a product, creating value to

customers that could be a competitive advantage of the company,

delivering value, communicating value and conducting marketing

responsibility for long-term success.

Customers of XCHD company perceived that they carefully

pack their products to make sure that it is suitable for land

transportation. Moreover, the company includes detailed packing

list, certification of quality, technology documents

(instructions) and other necessary documents. Customers of XCHD’s

3D printer perceive its products as more reliable printer than

its competitors. It has high aerospace grade aluminum alloy

body, independent touch terminal, professional protective cover

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50

and ultra-high precision that relies on aerospace technology.

Since the company offers training to employees, the customers of

XCHD perceived their customer service as excellent. Customers

also highly value the warranty provided by the company after the

acceptance of the product and the delivery to the buyers. The

quality guarantee period of three (3) years from the date of the

final acceptance and delivery to the buyers is viewed by

customers as highly effective. In addition, when there are

damaged good before the delivery of product to the customers, the

sellers replace the damaged hardware caused by man-made reasons,

which makes customers highly satisfied with the product and

perceive the strategy of XCHD as highly effective. Further, the

provision of free teaching video including the operation of

desktop 3D printer, the operation of 3D printing slice and model

software and the online training provided by the company is

highly valued by customers and recognized this strategy of the

company as highly effective.

According to Sayeda et.al. (2015) one of the most of the

most important factors that influences consumer purchase decision

is packaging. The findings of Atiyah (2016) also revealed that

quality leads to increased customer satisfaction and loyalty.

Thus lead to higher profitability of organization. Similarly,

Suchánek, Richter, and Králová (2015) also concluded that indeed

customers are satisfied if the product they buy is quality and

the business performance could also improve its profitability.

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51

Product warranty is another strategy that highly influences

customer behavior. According to Najmi (2014) product's warranty

has a significant impact on preferences of customers.

On the other hand, the brand name of the company’s 3D

printer SINGMA is perceived by customers as effective which

implies that the company has to promote the brand further to be a

highly effective strategy. This could be brought about by the

fact that SINGMA is still new in the market. It is considered as

the competitive advantage of the company as it is believed to

create quality and reliable product for its customers. Ajike

(2015) affirms in his study that branding as a marketing tool has

been recognized as a source of sustainable strategic competitive

advantage tool in the organization.

Table 2 below illustrates the level of effectiveness of the

existing marketing strategy of Beijing XCHD Science and

Technology Development Co. Ltd in terms of price. Provision of

reasonable price to 3D printer customers and provision of

discount to 3D printer customers rank first and second with

weighted mean 3.48 and 3.46 respectively which translate to a

qualitative description of highly effective. The payment period

allowance provided by the company and provision of price lists to

3D printer customers both have weighted mean of 3.43 and

affordability of XCHD’s 3D printer’s weighted mean is 3.36, both

have qualitative description of highly effective.

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Table 2

Price

Indicator Mean Qualitative

Description
Provision of reasonable price to 3.48 Highly Effective
3D printer customers
Provision of discount to 3D 3.46 Highly Effective
printer customers
Payment period allowance 3.43 Highly Effective
provided by the company
Provision of price lists to 3D 3.43 Highly Effective
printer customers
Affordability of XCHD’s 3D 3.36 Highly Effective
printer
Overall Weighted Mean 3.43 Highly Effective

The overall weighted mean is 3.43 which means that the

level of effectiveness of the existing marketing strategy of

Beijing XCHD Science and Technology Development Co. Ltd in terms

of price is highly effective.

The results of the findings of Table 2 imply that overall,

the level of effectiveness of the existing marketing strategy of

Beijing XCHD science and technology development Co. Ltd. in terms

of price is very high wherein customers perceive the strategy of

XCHD as successful in producing a desired or intended result in

their pricing strategy. Customers perceive the price of XCHD as

affordable. It is cheaper compared to other 3D printers without

sacrificing its quality. Moreover, customers highly value the

provision of discount by XCHD in which a discount is made if

within (three) 3 working days of one year of the contract

execution period and the buyers shall pay the 33% of the contract
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53

value to the sellers. Also, the provision of 3D printer’s list to

customers to help them decide whether to buy the product with the

price given is very satisfying for customers and perceive this

strategy of the company as highly effective.

Sing (2013) attests that one of the most significant

factors in attaining high market share in companies is price.

Naseri (2013) mentioned that price has an important fundamental

role that is aimed at ensuring the competitiveness,

sustainability, profitability and growth of a company (Naseri,

2013). According Gregor & Fred (2010) as mentioned by Naser

(2013) pricing is the process of ascertaining and allocating

prices for goods and services based on consideration of certain

factors including cost of production, return on investment and

profit mark-up desired, pricing objectives, and the competition.

Kotler and Armstrong (2014) ascertain that pricing is a very

essential decision area in business as it has its effect on

demand for the product and also on the profitability of the firm.

Table 3 provides an overview of the level of effectiveness

of the existing marketing strategy of Beijing XCHD science and

technology development Co. Ltd. in terms of place. The overall

result indicates that the strategy of XCHD in terms of time

delivery, location, ease of access, provision of logistics, and

user friendly website of the company is highly effective with an

overall weighted mean of 3.45. The mean score for the indicator

pertaining to on time delivery of 3D printer to customers is 3.54

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54

which is the highest among all the indicators of place strategy,

followed by the ease of access with a mean of 3.45 with

qualitative description of highly effective. The lowest weighted

mean is 3.39 that pertains to the website of the company with a

qualitative description of highly effective.

Table 3

Place

Indicator Mean Qualitative

Description
On time delivery of 3D printer 3.54 Highly Effective
to customers
Easy access to XCHD’s location 3.45 Highly Effective
Ease of access to the design of 3.44 Highly Effective
the store
Provision of logistics to 3.40 Highly Effective
deliver the 3D printer to
customers located in China
User friendly website of the 3.39 Highly Effective
company’s 3D printer
Overall Weighted Mean 3.45 Highly Effective

As can be seen from the table above, the results infer that

XCHD’s customers perceive the location of the company as

accessible and convenient. The main office of the company in

Beijing and the four (4) production bases in China located in the

east, south and north of the country are perceived by customers

as strategically located as they could cater to customers from

the different parts of China.

In addition, customers also perceive the logistics provided

by the company to deliver the 3D printer located in China as

highly effective since all expenses are paid by the company. This
 Presentation, Analysis and Interpretation of Data
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strategy is perceived by customers as one of the competitive

advantages of the company as it attracts more customers to avail

the 3D printer. The company’s scheme to set up website to cater

to international and domestic customers is also perceived highly

effective. Customers could easily order products and ask

pertinent questions easily online.

According to Kotler and Armstrong (2014) place is

significant in a company. Product must be made available to

the consumers at a place where they can conveniently make

purchase. Sampson (n.d.) proved that place is so important so

that customers could purchase products at the right place and

time. If customers face issues regarding the availability of

product, it is most certain that they will buy somewhere else.

Adewale, Adesola, & Oyewale, 2013 concurred that place is

significant in the profitability, market share, return on

investment, and expansion of a business

Table 4 provides the summary statistics for the level of

effectiveness of the existing marketing strategy of Beijing XCHD

Science and Technology Development Co. Ltd in terms promotion.

The results indicate that customers of XCHD perceive the

company’s promotion strategy as highly effective as presented by

the overall weighted, 3.41. The highest among all the indicators

refers to the face to face communication strategy of the company

and promotion of the 3D printer through exhibitions for education

and manufacturing additives with a means of 3.46. These are

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followed by the indicator that pertains to promotion of the 3D

printer through positive word of mouth from customers with a mean

of 3.46. The lowest weighted mean is 3.35 that refers to the

promotion of the product through social media platform with a

mean of 3.35. All indicator of the level of effectiveness of the

existing marketing strategy of Beijing XCHD Science and

Technology Development Co. Ltd in terms promotion are highly

effective.

Table 4

Promotion

Indicator Mean Qualitative

Description
Promotion of the 3D printer 3.46 Highly Effective
through face to face
communication
Promotion of the 3D printer 3.46 Highly Effective
through exhibitions for
education and manufacturing
additives
Promotion of the 3D printer 3.42 Highly Effective
through positive word of mouth
from customers
Provision of domestic and 3.36 Highly Effective
international website to promote
the 3D printer
Promotion of the 3D printer 3.35 Highly Effective
through social media platform
Total Weighted Mean 3.41 Highly Effective

As gleaned from the Table 4, the results entail that the

strategies of the company in terms of promotion as perceived by

customers were well executed and are highly effective. Customers

perceive the employees of the company as very accommodating in

their personal selling. Employees are also observed as very

 Presentation, Analysis and Interpretation of Data
57

helpful because they make sure that they answer questions of

customers precisely. The results imply that customers perceive

the approach of XCHD in terms of their promotions as very

persuasive. According to Oyulinka (2019) there is a relationship

between personal selling and the increase in the sales volume of

a company as personal selling has an influence on customers’

demand. Social media, utilized by the company, is also perceived

by customers as very effective. Customers could browse through

the net and find information about the products offered XCHD.

According to Perumal (2018), marketers utilize social media as a

promotional tool because it is effective in gaining more

customers. According to Keller and Kotler (2016), promotion

arouses potential consumer’s interest in the product, compare it

with competitors’ product and make their choice.

Table 5 presents the summary the level of effectiveness of

the existing marketing strategy of Beijing XCHD Science and

Technology Development Co. Ltd.

Table 5

Summary of the Level of Effectiveness of the Existing Marketing

Strategy

Indicator Mean Qualitative

Description
Place 3.45 Highly Effective
Product 3.44 Highly Effective
Price 3.43 Highly Effective
Promotion 3.41 Highly Effective
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It is evident from the result that the strategies of XCHD

in terms of the product, price, place and promotion are

effective. As shown in table 5, place has the highest weighted

mean which implies that customers perceive the location of the

company to be very strategic. The lowest weighted mean is the

level of effectiveness of XCHD’s promotion. The result still

implies that customers perceive the promotion strategy of the

company as very informative to the customers of Beijing XCHD

Science and Technology Development Co. Ltd.

Problems encountered by Beijing XCHD Science and Technology

Development Ltd.

This section presents the problems encountered by Beijing

XCHD science and technology development Ltd. in terms of product,

price, place and promotion as perceived by the customers.

Among the 4 Ps in marketing, majority of XCHD’s customers

have encountered problems on the product of the company. Some

respondents have problem with the nozzle of the product.

According to the respondents, the nozzle of the product may at

times be unreliable as it is flat and is often blocked. During

winter, customers find that it is not easy to print. The nozzle

may at times be clogged. Customers also have encountered problems

regarding the accuracy and stability of the product. A respondent

mentioned that the platform of the product is easily damaged.

Also, the surface of module is not smooth enough. The printer’s

appearance and its open design is susceptible to dirt and dust;

 Presentation, Analysis and Interpretation of Data
59

the lubrication of the product is also poor. Another respondent

said that problems often occur when the machine is leveled.

Another respondent mentioned, “Filaments are not melted. The

phenomenon of staggered floor occurs during printing”; and “It is

not easy to continue printing after pause”. Further, customers

also have encountered problems with the filament of the product.

In addition, the heating bed of the product is often damaged when

leveling “When the Z axis is stopped, the module cannot stop at

the top but falls on the platform and burns out the dents”.

Another respondent commented on the quality of the product,

accordingly, “After using the printer a few times, the quality of

the 3D printer is getting worse and worse.” Halim et al. (2014)

posited that quality of product could lead customers to trust the

product and influence customer loyalty. Conversely, Suchánek,

Richter, and Králová (2015) concluded that indeed customers are

satisfied if the product they buy is quality and the business

performance could also improve its profitability. The problems

encountered by Beijing XCHD science and technology development

Ltd. in terms of product imply that the company could still

improve and innovate their product to minimize the problems

encountered by the customers. As Lehtinen (2017) points out that

developments in the product strategy could increase customer

satisfaction and loyalty. Belaya (2016) also concludes that

marketing strategy in business could help increase brand

 Presentation, Analysis and Interpretation of Data
60

awareness of the business and could help attract a larger amount

of users of 3D printing technology. Solomon, Marshall & Stuart

(2008) also pointed out that product improvement is a strategic

tool that marketers use in order to create a desired response

from consumers, that is to persuade them to buy from the company.

As to price, very few of the respondents find the product

of XCHD as expensive. Another problem that a customer encountered

is the lack of knowledge regarding the price of the product. The

problems encountered by XCHD’s customers suggest that few

customers perceive the product as not affordable. It could also

mean that the company has not yet communicated the value of their

product and the benefit to customers extensively to address the

concerns of some clients. Further, XCHD’s 3D printer is cheaper

than other equivalent 3D printers at home and abroad but based on

the response of some clients, it could mean that there are still

some clients who are not aware of the strategy of XCHD in terms

of price. Sing (2013) notes that price is one significant factor

in attaining high market share in companies and is very essential

in the company as it affects the demand for the product and the

profitability of the firm.

In terms of place and promotion strategies of the company,

the respondents did not mention any problem encountered. However,

there are few suggestions and recommendations from the customers.

Based on the result of the investigation, the responses of the

clients imply that majority of the customers found the strategy

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61

of XCHD’s printer with their promotion and place as highly

effective. This view is supported by the result drawn from Tables

4 and 5 where the overall mean of both tables resulted to highly

effective strategy of place and promotion as perceived by XCHD’s

clients. The outcomes imply that the location of the company and

their main office are accessible to the customers and they find

this as a very effective strategy of the company. According to

Sampson (n.d.) customers buy products to the place where it is

readily available. Kotler and Armstrong (2014) also agreed that

if products are not readily available to the place where they can

be purchased, they customers would look for other company. The

promotional strategy of the company as perceive by the company is

highly effective. Customers value the face to face communication

in selling and the different exhibits of the company as well as

the social media platform to promote their product. Varadarajan

2010, p. 119 communicating the value of products to customers

through promotional activities such as social media, personal

selling, advertisement, exhibitions, and other promotional tools

could help meet the objective of the company to increase its

profitability.