Case Study #4
Market Research
Need:
For a long-term product strategy, the business needs to know:
(1) If similar product lines are cannibalizing sales and the possibility, and manufacturing impact, of combining product lines
(2) The key features involved in purchase decisions
Solution:
Conduct End-customer & Dealer Market Research
Write qual/quant market research RFP, solicit vendors, select partner, develop content, coordinate implementation, review results and present recommendations to management & global affiliates.
Result:
Gathered and interpreted research results for product strategy guidance
- Identified product key characteristics
- Competing products target different market segments
- Any manufacturing cost savings from combining products, out-weighed by potential of lost sales
- Features important to end-customers: Reliability, Purchase Price, Total Cost of Ownership
- Features important in choosing a dealership: Customer Service and Product Availability
- Results folded into global product manufacturing and market communication strategies
