Assignment:
Informational Research Objectives
The questions that follow exemplify the kinds of insights and information the study proposed here would provide. They are not meant to be exhaustive.
1. In what way(s) do users of regular, Trimline, or Princess sets differ from each other, and how do they differ from users or potential users of antique telephones (old wall style, or old desk style)?
2. How do the above user groups react to new decorator concepts (traditional and modern)? Are potential users of such new concepts similar to users of Trimline or Princess sets? (If so, a substitution effect would dominate with small effect on sales. If not, potential users of new decorator concepts would be found in the segment of regular set users, with potentially explosive effects on sales. However, the potential for additional Princess and Trimline sets would be reduced.)
3. In what way(s), if any, do early adopters of Trimline and Princess sets (innovators) differ from those following them into the market? And in what way(s) are such groups similar or dissimilar to those reacting favourably to new decorator concepts?
4. What is the relative size of market segments for new and existing decorator concepts? And what are the user profile characteristics for each segment?
5. What are the likely growth patterns for decorator sets and what would be the potential loss to UT&T resulting from new non-company decorator concepts coming into the market over time?
6. What are the alternative strategies available to UT6T to counteract potential new competition?
7. What is the attitude of residential users towards acquisition of decorator sets? How do their attitudes change when economic implications are considered?
8. To what extent are residential users aware of potential service problems arising from sets not made or supplied by UT&T? How do users' attitudes change when the service implica¬tions of such ownership are brought to their attention?
9. What are the predominant use locations for the various decorator sets now available? What would be the acceptance of new decorator concepts (e.g., period sets, such as Colonial or French Provincial) under the following assumptions:
(a) Free installation and monthly service charge equi-valent to current Princess/Trimline charge;
(b) Installation charge to cover manufacturing costs plus some service charge as in (a);
(c) Same as (b) but lower monthly service charge?
Attachment:- case_study_assignments.rar