Select an organization of your choice. The organization can refer to a current or past workplace;...

Select an organization of your choice. The organization can refer to a current or past workplace; it could be anonymous (Company X) or you may mention the name. You can also pick an organization you participate in as a customer/client, trustee, stockholder, stakeholder, or interested party.

Identify your role in relation to the company that you pick. The major requirement is that you have access to enough information about the organization to address the question in some detail.

What are some of the business research activities of your organization? Why were the undertaken? What was the result?
What business research activities would you suggest for them if you were the CEO?

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I have identified a agri commodity trading company in which I have worked earlier based out of Mumbai, India. The Company had various divisions like pulses, edible oil, dairy and seeds. In the pulses division the company was sourcing pulses locally from farmers and traders and importing as well and selling it to processors.

I was working as Deputy General Manager- Sourcing and Operations in the company for pulses division. I was responsible for procurement of pulses locally as well as imports from Australia, Canada and Ukraine into India.

The Company had undertaken business research on launching a ready to cook pulses with ready made spice pack of half kg and 1 kg. The company did research by doing Focus Group Discussion (FGD) with the target segment of working women in the upper middle class category. The FGD outcome was positive towards the launch. The company also did telephonic survey of potential customers to understand the desirability of the product.

However when the product was launched it was a disaster as the product did not get required off take from the retail stores. The reason identified was the high premium pricing that customers were unwilling to pay for it. The other reason was the inappropriate marketing where the budget was spent on expensive newspaper advertisements.

If I was the CEO I would have included the price points in the survey and FGD's done to understand the desirability of the product at particular price point and the price elasticity of demand. I would also have used economical but more effective marketing options like trade incentives and social media marketing for the product.

keosha answered 1 year ago

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