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DIRECTIONS: Use the designated frameworks and cases to create a conceptually rigorous text-rich chart, or an analysis, as requested. Use as evidence/support only facts known by the relevant decision makers at the time each case study is set.
1. Propose a series of at least three consumer research studies (in tandem) which you may recommend Mr. Venkatraman to follow before launching the shampoo he has in mind for the Indian market.
Use the sequence of studies in the Montreaux case as guidelines.
Present your proposed research studies in chart form, indicating for each study:
i. Title
ii. Objectives
iii. Type of research (primary v. secondary / qualitative v. quantitative) and the rationale for recommending it
iv. What you expect as an outcome of each study (for instance, 20 options enter this step, I expect to choose the top four, and use them in a next step; or, simply choose the winner).
2. Present a comparative chart with the analysis of the following domains for the Montreaux and the Mountain Man Beer cases:
- The three organizational (or team) domains
- Demand (macro/market) domain: Six environmental factors
- Industry (macro/supply) domain: Porter's five forces
Note: You may not find every factor of every framework but you do need to find and discuss those that are relevant
Readings -
1. Introducing New Coke by Susanb Fournier
2. Mountain Man Brewing Company: Bringing the Brand to Light by HEIDE ABELI
3. Montreaus Chocolate USA: Are Americans Ready for Healthy Dark Chocolate? by JOHN A. QUELCH and DIANE BADAME
4. Super Shampoo Products and The Indian mass market.
Attachment:- Assignment.rar