Lamborghini is assessing the market potential to introduce a new SUV / crossover (premium) model in the Middle East and South Asian markets.
Lamborghini is assessing the market potential to introduce a new SUV / crossover (premium) model in the Middle East and South Asian markets. However, it is unclear how the customers in these markets would perceive the company’s move from the high-end luxury segment to the premium segment using a non-traditional product. a) Identify the global marketing problem (research problem) that Lamborghini is faced within the above situation? Also, justify why primary research would be required to address the problem? b) Identify and describe the research design and research methodology that Lamborghini could use during primary research. Note that the research methodology should identify and briefly explain the relevance of two specific primary research methods to address the above problem. c) Briefly explain how secondary data could be made use of in the above situation?
