Market Research – Case Study “Spaghetti Fettuccini S.A.”
Market Research – Case Study “Spaghetti Fettuccini S.A.”
1. Establish the goals of research that should be developed.
There are several goals of research that should be developed for Fettuccini S.A.. First of all, they need to properly analyze their current situation and know especially the Spanish consumer’s behaviour and expectations in order to adapt their product to the market’s demands. Also, they need to consider their potential new costumers. They also need to analyze their competition, get to know what products and at what price they are selling and what are the competitor’s weaknesses so that they can get strategic advantage out of their position.
The company has some experiences with selling whole grain pasta, but they need to test their new products, especially the new pasta product line since it is a fresh product.
Fettuccini S.A. also needs to find out if they should open their own points of sales or if they should rather focus on distribution to existing shops.
Finally, they need to establish a marketing strategy in order to know what kind of advertisement is the most suitable and effective for their business, and the way in which they want to transmit their messages.
As the company had problems with punctual delivery and their service in general before, it would definitely be necessary to investigate also about these two points. They are not acceptable and must be improved once the reasons for both of these weaknesses are figured out.
Another problem which should be resolved by investigating within the company is the company’s structure itself; it is not efficient since the different departments are located in different areas of Spain. Such a decentralized management is not agile enough for a company of Fettuccini’s size and produces too high costs.
2. Through the Internet, conduct a research to determine the secondary market for fresh pasta and define the main competitors of our company.
The Fettuccini Company
1. Establish the goals of research that should be developed.
There are several goals of research that should be developed for Fettuccini S.A.. First of all, they need to properly analyze their current situation and know especially the Spanish consumer’s behaviour and expectations in order to adapt their product to the market’s demands. Also, they need to consider their potential new costumers. They also need to analyze their competition, get to know what products and at what price they are selling and what are the competitor’s weaknesses so that they can get strategic advantage out of their position.
The company has some experiences with selling whole grain pasta, but they need to test their new products, especially the new pasta product line since it is a fresh product.
Fettuccini S.A. also needs to find out if they should open their own points of sales or if they should rather focus on distribution to existing shops.
Finally, they need to establish a marketing strategy in order to know what kind of advertisement is the most suitable and effective for their business, and the way in which they want to transmit their messages.
As the company had problems with punctual delivery and their service in general before, it would definitely be necessary to investigate also about these two points. They are not acceptable and must be improved once the reasons for both of these weaknesses are figured out.
Another problem which should be resolved by investigating within the company is the company’s structure itself; it is not efficient since the different departments are located in different areas of Spain. Such a decentralized management is not agile enough for a company of Fettuccini’s size and produces too high costs.
2. Through the Internet, conduct a research to determine the secondary market for fresh pasta and define the main competitors of our company.
The Fettuccini Company