The directors of Bona Boards Ltd, a major distributor of skateboards and skateboarding equipment and accessories, have the opportunity to sell a new range of boards imported from Japan. Before they can make a decision about whether or not to launch the new boards on the UK market they want to pilot sales in a test market area.
a) Describe what is meant by a 'test market' and explain how it could offer some protection for the business at Bona Boards Ltd.[4 marks]
the marketing research team at Bona Boards Ltd has to complete the background section for the test marketing plan.
b) (i) Explain how secondary research could be used in this project. [3 marks]
(ii) State TWO relevant sources of secondary data that they could use, justifying the use of each source. [4 marks]
my head totally blank!!o.O protection?! what protection? background section?
thank yoou!! ^^
I can give you very narrow idea. please expand it to your own word.
Test market: business sometimes check the demand of its own product (responsiveness) before it lunch its new product in new market– by various ways (ie free sample, ) the whole process is called test market.
you should consider cultural issue in 2 different country. try Edward T Hall's cultural model (high contex/low context) to explain.
Source: Internet, Chamber of commerce/ foreign ministry in both country/export agent
January 15th, 2009 at 2:54 pm
By protection they mean how can the company make sure they don't go completely broke by moving into the UK market. Background section I am guessing is just like the marketing plan, don't worry much about that.
A) A test market is a small representation of the population that will give the company a good idea of whether or not consumers in the whole market will be willing to purchase their product. It will help them establish an appropriate demand so they know what sales to expect and how much inventory to bring in.
B) Umm… just guessing here but I would say the secondary research would be things like financial records (sales) for other companies in the same market, popularity of skate parks and skateboarding events etc. Could be used to determine ages of the target market, competition, demand etc.
Don't copy word for word cuz I don't know if I'm 100% right, but it should help you out!
References :
January 15th, 2009 at 3:02 pm
I can give you very narrow idea. please expand it to your own word.
Test market: business sometimes check the demand of its own product (responsiveness) before it lunch its new product in new market– by various ways (ie free sample, ) the whole process is called test market.
you should consider cultural issue in 2 different country. try Edward T Hall's cultural model (high contex/low context) to explain.
Source: Internet, Chamber of commerce/ foreign ministry in both country/export agent
References :