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Corpus Electronics: Decision to Segment the Market for Convergence Products

Code : MRS0005

Year :
2011

Industry :Consumer Electronics

Region : :Europe

Teaching Note:Not Available

Structured Assignment : Not Available

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Abstract: This case discusses the marketing problem faced by a European consumer electronics corporation. The case opens with a dilemma faced by the company, where it has to take a decision on whether to manufacture convergence products. The case then presents a set of results from a survey conducted by a Marketing Research firm at the insistence of Ramirez, the new marketing manager. The results along with the raw data given in the case would facilitate discussion on how to analyze and interpret data collected from consumer survey and how to take marketing decisions based on them. The case is suitable for Marketing Research course in a Graduate program in Business Management. It could also be discussed in an Executive Education program to teach decision making based on marketing research findings.


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Pedagogical Objectives:
1. Role of marketing research in decision making
2. How to collect and analyze marketing research data
3. How to conduct Factor analysis
4. How to conduct Cluster analysis
5. How to interpret results obtained from Factor and Cluster analysis
6. How to make Marketing decisions based on the interpreted results

Keywords :Marketing Research, Data Analysis, Factor Analysis, Cluster Analysis

Contents :
» Definition of Convergence
» The Market Research
» Data Collection and Methodology
» Results of the Research Study
» The Decision


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