Managing Market Acceptance (Case Study)
Field course ‘Developing for Markets’ 2011
Case 2
BD Group: Introducing the Chicka Phone 1
Contents Introduction: 3 Part 1 - Influencing market acceptance in a consumer market 3 1.1 Knowledge phase 3 1.2 Persuasion phase 4 1.3 Decision phase 4 1.4 Implementation phase 4 1.5 Confirmation phase 4 Part 2 - Influencing market acceptance in a B2B market 4 2.1 Influencing individual members of the DMU 5 2.2 Influencing the customer firm 5 2.3 Influencing a whole market segment 5 2.4 Influencing several market segments 6 Part 3 - Evaluating market acceptance 6 3.1 Evaluate Market acceptance in an consumer market 6 3.2 Evaluate Market acceptance in an B2B market 7 Reference list 8
Introduction:
In this case we will treat different aspects in the field of Business Development. The theme is developing for markets, where the processes of adoption and diffusion will be elaborated. To illustrate the theory behind these processes, a case will be presented about a new start-up company, which is named the BD Group.
The BD Group has been innovating their communication systems, and want to bring it to the market. For the consumer market, the BD Group wants to bring a new consumer phone: the Chicka Phone 1. This phone holds their new and innovative technology addressing in particular the needs of students who are much socially active.
For the B2B the BD Group is interested in exploiting the technology to other companies.
This paper focuses on aspects a company should take into account before bringing a new product to a market and how it can evaluate the market acceptance when a product is actually launched. The former will be addressed in two parts in this paper. In the first part will be referred specific marketing tools that can be used when bringing a new product to the consumer market, and in the second part, this will be done for bringing a new product to a B2B market. The third part will show how to evaluate the market
Case 2
BD Group: Introducing the Chicka Phone 1
Contents Introduction: 3 Part 1 - Influencing market acceptance in a consumer market 3 1.1 Knowledge phase 3 1.2 Persuasion phase 4 1.3 Decision phase 4 1.4 Implementation phase 4 1.5 Confirmation phase 4 Part 2 - Influencing market acceptance in a B2B market 4 2.1 Influencing individual members of the DMU 5 2.2 Influencing the customer firm 5 2.3 Influencing a whole market segment 5 2.4 Influencing several market segments 6 Part 3 - Evaluating market acceptance 6 3.1 Evaluate Market acceptance in an consumer market 6 3.2 Evaluate Market acceptance in an B2B market 7 Reference list 8
Introduction:
In this case we will treat different aspects in the field of Business Development. The theme is developing for markets, where the processes of adoption and diffusion will be elaborated. To illustrate the theory behind these processes, a case will be presented about a new start-up company, which is named the BD Group.
The BD Group has been innovating their communication systems, and want to bring it to the market. For the consumer market, the BD Group wants to bring a new consumer phone: the Chicka Phone 1. This phone holds their new and innovative technology addressing in particular the needs of students who are much socially active.
For the B2B the BD Group is interested in exploiting the technology to other companies.
This paper focuses on aspects a company should take into account before bringing a new product to a market and how it can evaluate the market acceptance when a product is actually launched. The former will be addressed in two parts in this paper. In the first part will be referred specific marketing tools that can be used when bringing a new product to the consumer market, and in the second part, this will be done for bringing a new product to a B2B market. The third part will show how to evaluate the market