MPV case

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MPV case von Mind Map: MPV case

1. Questions to be considered

1.1. Who are the potential customers?

1.1.1. Goal 1

1.1.2. Goal 2

1.2. Is it profitable/possible to compete with Ford?

1.2.1. Session Rule 1

1.2.2. Session Rule 2

1.3. What are the company competitive advantages?

1.4. How to create the most customer value?

2. Step 1: Establish the need for marketing research

2.1. not enough information

2.2. explore the new market

2.3. to identify the problems of this opportunity

2.4. whether or not to take this new opportunity

3. Step 2: Define the problem

3.1. sales may decline due to high costs

3.1.1. Sub Idea 1

3.1.2. Sub Idea 2

3.2. Ford is so strong and familiar with the customers => may loose market share

3.3. technology problems

4. Step 3: Establish research objectives

4.1. figuring out the segments

4.2. sales forecasts

4.3. finding out customer needs

4.4. creating competition strategy

5. Step 4: Determine research design

5.1. Descriptive research

6. Step 5: Identify information types and sources

6.1. Secondary sources

6.1.1. internal: databases containing customer information

6.1.2. external

6.1.2.1. from available censuses and surveys on the Internet

6.1.2.2. from competitors

6.2. Primary sources

6.2.1. conducting survey

6.2.2. interviews

6.2.2.1. face-to-face

6.2.2.2. door-to-door

6.2.2.3. via Internet

7. Step 6: Determine methods of accessing data

7.1. company records

7.2. salespersons

7.3. from Internet

7.4. observation