Introducing Marketing Research

By Paul Baines; Bal Chansarkar | Go to book overview

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Assignment Questions

Chapter 1
Question 1Your company is a leader holding 40% of the market in clothes for young people between the ages of 18 and 30 years and has been trading for the past ten years. The market share of your company has been declining for the last year. The company is facing increased competition in the market and is proposing to introduce a 'new line of clothes'. It needs information on its competition and acceptability of the 'new line of clothes' it is developing. Suggest a suitable research design for:
i. Collecting information about competition,
ii. Deciding the need for the 'new line of clothes' and its acceptability.
Answer 1
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.

Question 2

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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