Introduction

Your will be assigned a brand of consumer products. Research the brand, the organization that markets the brand, the marketing environment, the market and the market segments in the UAE. Then infer the marketing opportunities (including targeted segments)available for the brand from the market information.

Outline

Current Market Situation

• Brand: (1) where it originates from, (2) when it was introduced in the UAE, (3) existing product lines/items in the UAE
• Organization that markets the brand: (1) business activities, (2) date of establishment in the UAE, (3) structure and size, (4) strengths and weaknesses
• Market environment: (1) micro-environmental and macro-environmental factors that have the biggest impact on the brand's existingproduct lines/items in the UAE, (2) major changes and trends that impact marketing decisions of the brand's existingproduct lines/items in the UAE

Market Description

• Market for the brand's product lines/items in the UAE: (1) define the market, (2) current size of the market, (3) future size of the market (4) who are customers buying them from, (5)customers' current needs and wants, (6) potential changes to customers' needs and wants
• Market segments: (1) define the existing market segments, (2) segments in which the brand's existing product lines/items are offered, (3) potential changes to existing segments, (4) potential new segments

Guidelines for market research

Secondary research

• To research about the brand, the organization that markets the brand, the marketing environment, the market and the market segments in the UAE from information that is publicly available.
• Use credible sources of information and, where possible, use the databases available on the HCT library website.

Primary research

• To research about the market and the market segments in the UAE from information that is not publicly available.
• Prepare a survey questionnaire to determine: (1) customers' current needs and wants, (2) potential changes to customers' needs and wants, (3)existing market segments, (4) potential changes to existing segments, (5) potential new segments, (6) customer psychographics, (7) customers' buying behavior
• Conduct the survey on arepresentative sample of appropriate size.