Research Subject: Market Research for Exporters
This Case study is based on the largest and most successful supermarket chains in the UK, Greens & Co. for the purpose of doing a market research to enter the American Grocery market. I have tried to answer the given questions as I have understood the Case study and the market research strategies taken by Greens & Co.
1. Identify the types of market intelligence that Greens & Co. used to move into the US market. Ans: In my opinion competitor intelligence used by the Greens & Co. to identify the advantages and disadvantages of their US based competitor or potential rival, McLarens before entering the US market Because, McLarens was already so successful in such a huge market. As per my understanding of the case study, the types of market intelligence that Greens and Co. used are the following: i) Forces that have an effect on the market: Greens and Co.’s analysts observed the cooking and the shopping patterns of households as well as their spending and quantity patterns which cover all demographic segments and gathered required information about each family including family income, number of members of each family, employment status, group, food habits, attitude towards fast food and healthy food age for a long time. They even considered the time spent at home by each family member
ii) Product specific data: Greens and Co.’s analysts discovered that American consumers like to visit different stores for different products. So, before opening in Southern California, the company researched about both food quality and price for increased sales. They found that 46% of consumers were more prone to choose the healthier food when two equally priced food were offered to them. Some consumers were also ready to pay extra for the healthier food than the less expensive less nutritional option.
iii) Market Infrastructure: The concept of a cross between convenience...