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GLOBAL MARKETING RESEARCH
Traditionally, Marketing research has been charged with the following three broad areas of responsibility, Environmental Studies –
Added environmental complexity of global marketing , managers need timely input on various national environments
Market Studies – Determine the size of a market and the needs of potential customers
Competitive Studies –provide insights about competitors, both domestic and foreign
Environmental variables is most useful when the company does not have a base in that country and its relevant experience is limited
Global Marketing Research also is used to make both strategic and tactical decisions. Strategies decisions include deciding what market to enter, how to enter them(exporting, licensing, Joint Venture), where to locate production facilities and how to position products via an Vs. Competitors
Marketing Research provides the information the firm needs to avoid the costly mistakes of poor strategies or lost opportunities
E.g.- Pepsi Cola in Europe , they grab youth market with Pepsi MAX ( diet Pepsi) by Researching that youth people concern about a cola that comes without Sugar
The Research Process There are 4 Steps to follow in a research (domestic or international assignments)
Problem definition and development of research objectives
Determine of the sources of information Collection and analysis of the data from
primary and secondary sources Analysis of the data
Utilizing Secondary Data
Advantages and Disadvantages of Secondary Data
Advantages Inexpensive Easily accessible Immediately available Will provide essential background and help
to clarify or refine research problem – essential for literature review
Secondary data sources will provide research method alternatives.
Will also alert the researcher to any potential difficulties.
Disadvantages
Frequently outdated – e.g. census data Potentially unreliable – not always sure
where information has come from May not be applicable – may not totally
answer your research questions Lack of availability – i.e. no data
available or very difficult to obtain
Analysis by Inference (Not in a position to run a research)
Inference can be made on the basis of Related Products, Relative Market Size and Analyze of demand patterns Related ProductsE.g.- Between Replacement tires and automobiles on the road
Relative Market Size E.g. – U.S.A and Canada (almost Same Economic System and Consumption Patterns)
Analysis of Demand Patterns E.g. - Relationship with GDP per Capita and Total Manufacturing
Primary Data
Primary research consists of a collection of original primary data collected by the researcher. It is often undertaken after the researcher has gained some
insight into the issue by reviewing secondary research or by analyzing previously collected
primary data.
Collection Methods of Primary Data
Developing a Research Across Cultures
A researcher must deal with Problems of Comparability when survey research is undertaken in more than one country to compare buyers attitudes or behaviors in different markets
Focus groups help capture appropriate variables to investigate
Creating a cross-cultural questionnaire requiresBack translation…orParallel translation
Focus GroupsA focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging.
How focus groups SHOULD be used:Learning how your product is usedUnderstanding customers’ experience with productAcquiring descriptive consumer brand perceptionsExploratory testing of new product, positioning, and promotion strategies
How focus groups SHOULD NOT be used:Estimate size or dollar value of market
Definitively identify segmentsMake go/no-go decisions on new products, brand positioning,
or promotion strategies
Observation Powerful Research tool
Researchers use all of their senses to examine people in natural settings or naturally occurring situations
Data Collected Via Photographs and Videotape (When Acceptable)
The challenges The global marketplace is complex Differences from country to countries exist at
many levels Companies frequently lack familiarity with foreign
markets
Comparing studies across countries can be difficult
International research is a relatively costly endeavor
Studying the Competition Identify core competencies to predict future direction of competitors
Monitoring Competition – Factors to be collect Overall Company Statistics • Sales , Market Share and
Profits• Balance Sheet • Number of employees • Production Capacity
Marketing Operations• Types Of Products
(Quality, Features)• Price and Price Strategy• Size and the type of Sales
Force
Future Intentions • New Product development• Current test Markets• Planned entry into new
Markets
Competitive Behavior • Pricing Behavior• Reaction of competitive
moves, past and expected
Prepared By
Keshan De SilvaPostgraduate Diploma in Marketing
Stage 03Sri Lanka Institute Of Marketing
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