5 effective cases on the study of Pridnestrovian market

A rapid expansion of supply of goods and services in the domestic market is one of the results of establishing a market economy.  In these circumstances success of any enterprise more and more depends on whether customers will choose its products. Thus, responding to the desire of customers is becoming one of the key success factors.

To be successful, enterprises have to know who their customers are,  needs of different groups of customers, what strategy their competitors pursue, growth potential of the market and etc. An indispensable instrument in dealing with these issues is market research.

Marketing research is analysis undertaken to study potential market value, demand for goods and services in a given market, competitive environment, prices, requirements for goods and services in the market. This type of research is aimed to help company’s management to form a clear understanding of market for their products, which should be a basis for marketing organization, a key element of   operation of an enterprise in a market economy.

As in any research activities, when analysing a market, it is first necessary to define goal and formulate problems. The next thing is to choose research approach. Feasibility of study depends on it, i.e. obtaining certain results. During the process of defining goals and formulating problems, mistakes are unacceptable, because success of whole study depends on it. To protect you from possible mistakes we want to offer you some of the most common tasks and appropriate to them methods. We hope, it will help you to plane your future research by yourself. The marketing management of the CCI can help you with this and in the implementation of the research itself.

MARKET RESEARCH PRICING

Tasks:

• Market segmentation and identification of producers’ share.
• Identification of price’s role in the list of criteria for goods selection.
• Identification of optimal pricing for goods’ producer.

Methodology:

Complex which includes qualitative (series of focus groups) and quantitative (questionnaire-based survey of customers) studies.

MARKET RESEARCH OF COMPETITION FIRMS’ ASSORTMENT

Tasks:

• Study of customer’s perception of 3 and more competing brands.
• Testing of taste, packing and cost misperceptions of 3 and more competing products.

Methodology:

Quantitative study (in-hall test of consumers of products).

Task force – people who consumed a product in the last month.

MARKET RESEARCH OF CONFECTIONERY MARKET  

Tasks:

• Creating, adjustment of pricing strategy within product line.
• Development of marketing strategy based on social demographic and psychological profile of consumers’ task force and media preferences.

Methodology:

Quantitative study (questionnaire-based survey of confectionery consumers).

Task force – people who consume confectionery products.

MARKET RESEARCH OF SPARKLING WATER MARKET

Tasks:

• Identification of market size.
• Creating of demographic and psychological profile of consumers.

Methodology:

Quantitative study (survey of sparkling water consumers).

Task force – people who consumed a sparkling water in the last three months.

MARKET RESEARCH OF PHARMACEUTICAL PRODUCTS

Tasks:

• Identification of number of intermediaries involved in the distribution of goods from producer to consumer.
• Pricing strategy within product line.
• Development of marketing strategy based on social demographic and psychological profile of consumers’ task force and media preferences.

Methodology:

Complex which includes qualitative (in-depth interviews, expert poll) and quantitative (questionnaire-based survey of customers) studies.