Marketing Research Project for a Russian Company
Identifying market segments.4
The history of the company.7
The choice of the industry .9
Entering the market of pastas and the present position of the company.11
The problem of the company.12
The marketing research.13
The history of the market of pastas of Saint Petersburg and its present state.16
The present situation.16
Products in the market.17
Recommendations apropos automation of the process of packaging.27
В данной работе анализируется проблема российской компании, производящей макаронные изделия. Компании было необходимо принять решение о целесообразности автоматизации упаковочного процесса. После последнего финансового кризиса рынок макаронных изделий значительно изменился, и компании было необходимо собрать информацию о его состоянии после кризиса. Для сбора релевантной информации было проведено маркетинговое исследование. Работа включает отчёт об этом исследовании, анализ его результатов, а также другую релевантную информацию, которая была необходима для подготовки исследования, включая описание истории рынка макаронных изделий, анализ предполагаемых последствий финансового кризиса и сегментацию рынка. Информация, собранная при помощи исследования, показала, что автоматизация упаковочного процесса целесообразна только в том случае, если компания выберет определённые сегменты рынка как целевые и помогла понять новую среду, сформировавшуюся после кризиса. Исследование продемонстрировало, что автоматизация упаковочного процесса является скорее средством маркетинга, нежели средством повышения производительности труда. Это было новым для компании.
In this paper a problem of a Russian pastas manufacturing company is analyzed. The company had to make decision weather it is reasonable to automate the process of packaging. After the last financial crisis, the market of pastas undergone very substantial changes, and the company needed to collect information about its state after the crisis. To collect the relevant information, a marketing research was prepared and performed. The paper includes a report on this research, analysis of the results of the research, and relevant information that was necessary to prepare the research, namely the description of history of the market of pastas, analysis of proposed influence of the financial crisis and segmentation of the market. The information acquired with the help of the research made it clear that automating of the packaging process is reasonable only if the company chooses certain market segments as target ones and helped to understand the new environment that has formed after the financial crisis. The research demonstrated that automating of packaging is mainly a mean of marketing, not a mean of increasing labor productivity, it was new for the company.
Identifying market segments(3).
Markets consist of buyers. Since buyers differ in many ways, markets can also be segmented in a number of ways.
Market segmentation represents an effort to increase a companys targeting precision
Market segmentation can be carried out at four levels:
- Local areas
For the market of pastas the reasonable level of segmentation is the first one.
A market segment consists of a large identifiable group within a market.
When segmenting at this level a company tries to isolate some broad segments that make up a market. The consumers belonging to a segment are assumed to be similar in their wants and needs, though they are not identical.
Many different variables can be used for segmenting:
- Purchasing power or income (though they correlate, they are not the same);
- Geographical location;
- Buying attitudes;
- Habits and so on
Market segmenting can be made using one or more variables.
In our case we will use consumers income per head as a variable for market segmentation.
We will use income per head because the price is the most decisive factor in making purchase decision and because the demand for pastas is elastic.
We will not use any other variables to make our segmenting be:
- Measurable: The size, purchasing power, and characteristics of the segments can be measured.
- Substantial: The segments are large and profitable enough to serve. A segment should be the largest possible homogeneous group worth going after with a tailored marketing program.
- Differentiable: The segments are conceptually distinguishable and respond differently to different marketing-mix elements and programs.
Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.
The marketing research process usually includes several steps:
- Define the problem and research objectives.
- Develop the research plan.
- Collect the information.
- Analyze the information.
- Present the findings.
Data sources. All data sources can be divided into two large groups: primary data and secondary data.
Primary data are gathered for a specific purpose or a specific research project.The primary data are collected by the researcher and had not been collected before or is outdated, inaccurate, incomplete, or unreliable.
Primary data can be collected in four ways:
- Focus groups.
Secondary data are data that were collected for another purpose and already exists somewhere.
The sources of secondary data are:
- Internal sources.
- Government publications.
- Periodicals and books.
- Commercial data.
There are following contact methods:
- Mail questionnaire.
- Telephone interviewing.
- Personal interviewing
- Arranged interviews.
- Intercept interview.
In our case we will have to collect primary data because secondary data on the subject is incomplete and outdated.
We will use the survey research because it will be able to give us more reliable, precise data apropos the questions that are of interest for us. They will be discussed below.
We will use personal intercept interviewing as a contact method.
After last financial crisis in Russia the business environment had changed dramatically. Companies have to adopt to new conditions. Manufacturing companies have a chance to push their foreign competitors out of the Russian market because ruble have devolved.
In this paper I will describe how I helped a pasta manufacturing company to make an investment decision apropos reasonability of investing in a new packaging line using a marketing research.
The following tasks were to do to accomplish this goal:
- Analyze the problem of the company.
To do this it was necessary to do the following in advance:
- Study the history of the company.
- Study the reasons of its choice of industry.
- Study the present position in the market of pastas.
- Understand and formulate the problem of the company.
- Carry out a marketing research to give the necessary information to the management of the company.
I had to make the following steps to do it:
- Formulate the problem the research is to solve and the research objectives.
- Develop the research plan.
- Collect data.
- Analyze data.
- Make conclusions apropos the state of the market and reasonability of investing.
The history of the company.
The LBS Corporation started operations in September 1992. It was started-up by three young men who had enough risk-taking propensity to make a decision to start-up in the Russia of 1992. One of them had a formal economic education, though a kind of a Soviet one but nevertheless economic, another one was a kind of a lawyer, and the third one was just a friend with no formal education useful in business administration (he had a higher education though). Their cooperation had began before they started-up the firm- they earned the capital necessary to start-up together. The idea belonged to the third man who had some connections in Germany. Some people he new there had a used car shop. So the information about prices of used cars in Germany was available for them. They borrowed some money and invested some of their own savings to drive several used cars from Germany. During their later trips they hired several people (in Russia) to help them drive cars. After they had made several trips to Germany they possessed about five - seven thousand dollars which they invested in the LBS Corporation which was sta