The company ought to employ secondary data sources from the British and French markets with the use of sources with no dispar
Case Studies
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Case 1
Question 1
The company ought to employ secondary data sources from the British and French markets with the use of sources with no disparities. Disparities is likely to arise through the use of sources pertaining the credit ratings, home ownership and consumption rates are some of the parameters likely to bring disparities and must be avoided. The examination of consumption rates, needs and lifestyles can be compared in a comparative manner with no need of questioning the disparities. It is through this that the outcome with be valid and can therefore provide guidelines in decision making process. France in the study should act as means for testing the validity.
Question 2
In order for the company to find out more about the target market, secondary sources such as the needs of the customers in terms of the appliances they employ in their households, the age brackets-different ages brackets have different uses as well as needs. The living standards of the people-it are a parameter that gets measured with use of income. Even though if it proves difficult to measure income of every client, there is a possibility of getting the results through going door to door and making comparison with the available secondary data since there are instances where secondary data cannot be sufficient enough to provide reliable and authentic information.
Question 3
Secondary data provided information and facts on the location of households. Through the facts on distances of household based on location, planning is possible in terms of provision of services to the clients. The lifestyle as well provides information on the type of clients the company is going get the services and hence dictate on the type of services. It is the same with lifestyle. People with different lifestyle demand particular type of services. The company is going to plan for all these clients and accommodate them for successful business.
Question 4
The sources available for promoting the product to the target market are the lifestyle, the household type, and lifestyle. With the use of these facts in mind, the company is going to make there promotion strategies in-line with the information obtained. The marketing department is going to take up the role of promotion and marketing and employ medium such as advertising, broadcast and doing roadshows. When best strategies are put in place, target market will easily get captured. It is through all these the company’s product will go right into the doorstep of the people.
Question 5
The need for primary research is that it addresses a particular issue at hand. The company hand the issue of establishing their company in UK, a place where there is stiff competition. The type of research allows the company gets to know the market targeted very well and thus lay strategies accordingly. Also the research permit use of both qualitative and quantitative means of carrying out the research. The two modes give a wider view and hence provide authentic outcome that the company can rely on with not doubts. Additionally, one can have control of the variables that is needed so as to get desired outcome.
Case 2
Question 1
The difficulty in designing research program for European detergents is that the utilization of liquid detergent proves to be very difficult. The use of powder detergent has found to remain the water for a very long period of time. The European use different formulation that calls for use of high temperatures. These factors do not allow production of same type. It is therefore a challenge to designers who are ready to design. It leaves the manufactures dominate in the market.
Question 2
In researching the acceptability of lower temperature detergents one is going to use survey. The researcher will survey the entire Europe and ascertain if the people accepts the detergent from US. In the survey, the researcher ought to design questionnaires such that the resource person gets to give information with no biasness. The designing European designing parameters are not compatible to the US parameters hence it makes if difficult of designers to replicate the European design.
Question 3
The problem that might arise in collection of data in Europe is that of cultural differences. Different cultures have their own way of doing things. Based on this, getting data for the research might not be easy. Also, the European caution in revelation of information based on their products hinders the resource person since they themselves might be aligned to protecting their own products from competition. Hostility of the resource person is another problem. There are areas where one cannot get to inquire on anything due to hostile people. Additionally, language problem might also be a hindrance from the side of the resource person.
Question 4
The identification of segments in European market can be done based on age, lifestyle, and income-wage bracket. In looking at age, different age has different consumption preferences and choices. The middle age people tend to have a high rate of consumption hence spending. It is a market ought to targeting. Lifestyle and income can go together. People live according to the income bracket. High income earners are prone to living differently as compared to low income earners. With this in mind market segmentations can be a simple task.
Question 5
I will say that the two methods employed for monitoring are the buying habits and purchasing pattern of the clients. When the company has all the buying habits of its customers, monitoring of sales is possible and easy. There are also the purchasing patterns of the clients. In most instances, clients do purchase especially during the end of the month or in the eve to celebration days. Consequently, the sales sold at a given period can act as an indicator of positive or negative improvement. It can therefore act as a monitoring aspect.
