|i.||Collecting information about competition,|
|ii.||Deciding the need for the 'new line of clothes' and its acceptability.|
|i.||The research design should be exploratory using desk research.|
|ii.||The company should have enough background information about clothing for young people between the ages 18-30 years as it has been trading for a long period and is a leader in this market. A descriptive research design will allow the company to find the opinions of the young people both in existing and new markets.|
Plastique Ltd is a medium-sized company in the plastic mouldings business. They compete for a well-defined market segment, within which they have a 20% market share, making them number two in the market after Alpha Plastics plc, which is believed to have a share of 45%. Plastique Ltd relies heavily on this segment, from which they derive 75% of their revenue and around 90% of their profits. Recent attempts to identify profitable opportunities for product or market development have been unsuccessful, leading the managing director to conclude that the
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Publication information: Book title: Introducing Marketing Research. Contributors: Paul Baines - Author, Bal Chansarkar - Author. Publisher: Wiley. Place of publication: New York. Publication year: 2002. Page number: 259.
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