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Global Marketing Research and Market Entering Strategies for an Innovative Klimadummy

Zelic, Mia (2009) MIO920
Production Management
Abstract
The company, qpunkt GmbH, recently developed a concept for an “innovative” thermal manikin – the Klimadummy. Before a decision can be made whether to realize the production of their manikin, there is a need for a market research, describing the current situation of the thermal manikin market, including the competitors and customers.
Purpose: The purpose of the thesis is to describe and analyze the market of thermal manikins and to suggest a success promising entering strategy into this market.
Methodology: The collection of primary empirical data has been made by telephone interviews, e-mail and paper surveys as well as internal interviews within qpunkt. The secondary data has been gathered from written sources such as literature and... (More)
The company, qpunkt GmbH, recently developed a concept for an “innovative” thermal manikin – the Klimadummy. Before a decision can be made whether to realize the production of their manikin, there is a need for a market research, describing the current situation of the thermal manikin market, including the competitors and customers.
Purpose: The purpose of the thesis is to describe and analyze the market of thermal manikins and to suggest a success promising entering strategy into this market.
Methodology: The collection of primary empirical data has been made by telephone interviews, e-mail and paper surveys as well as internal interviews within qpunkt. The secondary data has been gathered from written sources such as literature and diverse e-sources. The thesis is mainly based on a qualitative approach but has some minor insights of the quantitative approach as well.
Conclusions: The thermal manikin market is an attractive and growing market. There are a couple of established competitors but the number is slowly increasing. Most of the customers are positioned within the clothing industry and most manikins are being manufactured to serve this purpose. For qpunkt a market niche has been chosen, the mobile market, where most potential customers are found and where the company most likely is to succeed with its thermal manikin. It is a relatively new market niche with few (none) current users. How to successfully enter this market has also been suggested – basically by providing a differentiated product that focuses on quality, accuracy and simplicity. However for qpunkt it is crucial to first inform and educate their potential customer about the existence of this manikin. (Less)
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author
Zelic, Mia
supervisor
organization
course
MIO920
year
type
M1 - University Diploma
subject
keywords
Marketing Research, Market Entering Strategies, Competitor Research, Customer Research, Thermal Manikins
other publication id
09/5341
language
English
id
1978425
date added to LUP
2011-06-16 16:13:39
date last changed
2011-06-27 09:24:34
@misc{1978425,
  abstract     = {The company, qpunkt GmbH, recently developed a concept for an “innovative” thermal manikin – the Klimadummy. Before a decision can be made whether to realize the production of their manikin, there is a need for a market research, describing the current situation of the thermal manikin market, including the competitors and customers.
Purpose: The purpose of the thesis is to describe and analyze the market of thermal manikins and to suggest a success promising entering strategy into this market.
Methodology: The collection of primary empirical data has been made by telephone interviews, e-mail and paper surveys as well as internal interviews within qpunkt. The secondary data has been gathered from written sources such as literature and diverse e-sources. The thesis is mainly based on a qualitative approach but has some minor insights of the quantitative approach as well.
Conclusions: The thermal manikin market is an attractive and growing market. There are a couple of established competitors but the number is slowly increasing. Most of the customers are positioned within the clothing industry and most manikins are being manufactured to serve this purpose. For qpunkt a market niche has been chosen, the mobile market, where most potential customers are found and where the company most likely is to succeed with its thermal manikin. It is a relatively new market niche with few (none) current users. How to successfully enter this market has also been suggested – basically by providing a differentiated product that focuses on quality, accuracy and simplicity. However for qpunkt it is crucial to first inform and educate their potential customer about the existence of this manikin.},
  author       = {Zelic, Mia},
  keyword      = {Marketing Research,Market Entering Strategies,Competitor Research,Customer Research,Thermal Manikins},
  language     = {eng},
  note         = {Student Paper},
  title        = {Global Marketing Research and Market Entering Strategies for an Innovative Klimadummy},
  year         = {2009},
}