- The company was facing losses due to conducting poor market research that did not accurately forecast product demand. - Market research was not done systematically and results ranged from "something" for very good research to "bad" for average or good research. - To address this, alternatives generated included setting up a separate marketing research department, reducing product lines to focus on more profitable products, and conducting market research for each product.

1. Case Study-3
Market Research
and Marketing
Presented By-
Ankita

2. Identification
of Problem
Facts and
Findings
Generation of
Alternatives
Evaluation of
Alternatives
Situational
Analysis
Swot
Analysis
Select the
Best
1 2 3
5 6 7 8
Assumptions
4
Table of
Contents

3. Situational Analysis
This case study talks about the problems being faced by the corporate
management of the multi-product, multi-market manufacturing-cum
marketing enterprise in market research. Due to the bad marketing
research the management was not able to find out the demand of the
product correctly, hence the firm has to suffer the losses.
If the market research was conducted at a very good level, thus the
result is said to be “Something” but if the market research was
conducted at good or average level the result is said to be “Bad”. This
showed that marketing research was not conducted in a systematic
way.
Due to the high competitive market the need for market research
arouses. For making any market research effective, market research
should be able to establish a deliberate and systematic way to the size
of the market. Investment in market research should always be able to
produce additional revenue or should reduce cost.

4. Continue
R.I Day in his paper “Optimizing Marketing through Cost Benefit Analysis” were he has
outlined various features of using market researching effective way to reduce cost.
Another researcher Twedt in his article “the current marketing question” talked about
that the return on investment to the post marketing research expenditure has always
been useful in increasing the value of market research.
He also formulated the formula for the same:
Worth or Value of Finding Proportion of Crucial Cases = Return on Investment
According to Twedt, this method turned out to be a matter of personnel relations within
the company. But there was one limitation associated with such formula which was that
if it doesn’t provide basis for setting a budget for future period.

5. • In this company market research was
not conducted in a systematic way
due to which the company was not
able to forecast the demand of their
product correctly.
Identification of Problem
Identification of Problem
Identification of Problem

6. If the market research
is very good then result
is “Something” but if
the market research is
average or good then
the result is “Bad”.
Return on Investment
can be calculated as:
Worth or Value of
Finding
Proportion Of Crucial
Cases
= Return On
Investment
1 2
Facts and Findings
Applying the formula
of ROI Twedt reported
that his company was
351% of the previous
year.
3

7. ASSUMPTION
The company does not have proper
tools or mechanism for the market
research and also they does not have
separate committee or the market
research department for the same

8. Strengths
• The company is selling multi-
products and its multi-
manufacturing marketing
enterprise.
• It is an old company which
means its root are strong in
market.
• Increase in
competition.
• Increases cost.
Threats
SWOT Analysis
• Not able to forecast the
demand
• Doesn't have marketing
research department.
Weaknesses
• It is selling multi-products
so can cover large area of
market.
• If market research is
conducted properly the
company can expand its
business in other products.
Opportunities

9. Setting up the
separate marketing
research department
in the organization.
Company should reduced the
production of its product line
and should focus on those
products which yield higher
profits to the organization.
Carrying out market research and survey
for every product of the company.
1
2
3
Generation
of
Alternatives

10. Setting up the separate marketing research
department in the organization.
1.
Identify potential
Threats and
Opportunities.
Discover the
Competitors
Strategy
Focus on
consumer ‘s
needs and
demand
Minimize the
investment
Risk.
Evaluation of Alternatives

11. Company should reduced the production of its product
line and should focus on those products which yield
higher profits to the organization.
2.
Difficult for the
company to
manage different
types of products
High cost and
more
resources will
be required.
Loss of
employment
opportunities
and increase in
external risks.

12. Carrying out market research and surveys
for every product of the company.
3
Analyze
various factors
Better analysis
of product
• Increase in cost
• Constant change
in market
• Longer duration.

13. Select the Best
1
Setting up the
separate marketing
research
department in the
organization.