Suitcase Studies

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Helen O’Sullivan
Evaluate the Factor of Sustainability when Introducing a New Product to Market Jemima Bliss
Design Business Management – Year 2
i7908167

Contents
Introduction Letter3
Executive Summary4
Plan and carry out a market research project to identify the various elements you as a new designer need to consider when introducing a new product to market.4
Identify any particular companies that are increasing their sustainability commitment, and analyse the success of this.4
Company One5
Company Two5
Company Three5
Using an appropriate analysis tool, identify the broad forces that can affect an organisation in a macro-environment5
Conclusion5
Appendix5
Porters Five Forces5
SLEPT5
Supply Chain6
SWOT6
References6

Introduction Letter

Dear Company Executive Team,
I am writing to you to inform you of an opportunity within the market for lightweight suitcases. Yours Sincerely,

Jemima Bliss
(Junior Manager)

Executive Summary
(Included in word count)
* Everything talked about in a couple of paragraphs
* What was asked?
* How you did it?

Plan and carry out a market research project to identify the various elements you as a new designer need to consider when introducing a new product to market. Suitcase – lightweight selling point (understand the market) What makes a good market research report?

As a new designer bringing a new product in to an already strong market can be a daunting process however it can become much easier if the market is analysed correctly and accurately. Every year in the UK how many people go on holiday take trips away from home. This can include a single night at a bed and breakfast, a holiday abroad or even a year travelling across the globe. Whilst staying away from home it is more than likely that a suitcase is necessary in order to carry essential items. The following report studies the market for suitcases and highlights the opportunities within it. It is crucial to grasp a good understanding of the market in order to conduct a good report by using applicable primary and secondary research and analysis tools. There is already a strong market for suitcases, unfortunately normally with a strong market comes competitors. Therefore a unique selling point is necessary which for the product in question is the lightweight properties of these suitcases. A questionnaire was conducted to get an initial understanding of the market. Seventy people were surveyed in order to collect some primary research. All questions were relevant and can be analysed accordingly. Q1 How old are you?|

Why this question is relevant.By knowing the average age of the people surveyed it confirms that they are of the correct age to answer the following questions sensibly. It will determine his/her knowledge of questions being asked.| Information can be taken from the replies.Ease of reaching the 19-25 year olds beacause of the techonology generation|

Q2 Which of the following best describes your current occupation?| Why this question is relevant.This question has been asked to ensure that the people being asked come from a large rang of occupations. In order to get a good set of answers people with all backgrounds and income should be asked.| |

Q3 Do you currently own a suitcase?|
Why this question is relevant.This question confirms the need for suitcases within households in today's society. It is expected that most people will own their own suitcase or have a set shared amongst their household. Suitcases are often expensive items therefore are in many cases seen to be an "investment".| |

Q4 How long have you had this suitcase?|
Why this question is relevant.This question gives an idea of how frequently people are investing in new suitcases. If a lot of people answer either "Purchased in the past three years" or "Purchased longer than three years ago"; it is clear that the purchase of a suitcase is something of a lengthy...
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