ABOUT ME

Date: 14 January 2020

Contact Information

·Key Contact Person: Anukriti

·Job Title: Team Lead (Market Research)

·Mailing Address Line 1: Gurgaon

·Phone: +333333333

·Fax: 0000

·Mobile Phone: +111111111

·E-mail Address:Web Address:abc@gmail.com

Background: A leading manufacturer of cellular telecommunications equipment, Aarcon Corp. They primarily produce smartphone handsets (things like iPhones and Android phones with interactive touch screens) for commercial and retail consumers. The company is faced with high-end, mass market competitors with stronger brand names. Aarcon has a reputation for commercial communication and only over the last four or five years has it established a stronger presence in the public retail market.

The senior leadership and board of directors has had a lot of issues to address over the past few years, some of which could factor into your decision for research.

Key Challenges: The company plans to invest a significant amount of money into greater automation, primarily to improve efficiencies with mass producing smartphone handsets. Engineers at the company also believe that certain hardware specifications for the smartphone will win the day for Aarcon. However, there is debate as to which hardware specification to focus in on, including:

· Exceptional battery life. Some believe that the emphasis should be on a phone that has twice the average battery life of the competition. However, the trade-off may be a lower resolution display or lower powered antenna or processor.

· Fashionable aluminum case/body versus a composite rubberized body.

· Processor speeds

· Quality and resolution for the rear and front cameras

· Memory and storage options

A small fraction of the board believes that handsets, while addressing short-term demand, is not the long-term solution and that wearable communication is the future and what the company should be planning for. As a compromise, there is debate within the company as to whether the company should offer a small handset version of the phone instead OR investing into a prototype wearable. Currently, the company offers two sizes of its smartphone, one with a 5” AMOLED screen and the other with a larger 6” screen.

Aarcon is providing its products as a market leader from past 40 years to commercial consumers and have entered to retail consumers in past 5 years. Best technical expertise in country has made it a successful corporation.

A leading telecommunications company has been market leader from past 40 years in commercial appliances manufacturing but has entered in retail consumers in past 5 years which needed a robust change in organizational goals. As the company is in initial stages of retail consumers , it needs to get a good research on what are the trends of retail market consumers which can help in predicting the future growth trends of corporation.

Constraints:

Time: It is critical that we get this information by August1.

Budget: We do have some budget to do this, but it is not a huge amount. We’ve set aside $20,000 to $30,000 for this. There may be some additional monies to hire an outside firm.

Solutions:

Internal Research: The objective is to find out the customer profile information through loyalty card members.

Pros-

·Will help understand the history and underlying problems to understand situation better. More insightful. Better able to accomplish task.

·nternal expertise- We have hired some of the best engineers in the country

·Time: Time is critical, we need information within 4 moonths. Quick

·Budget: The internal research is quick and nexpensive

·Reliable: From past 40 years we have been market leader in commercial communication devices. The data collected during past researches can provide a better understanding of our existing consumers.

·Quality: Internal research will increase the quality and thinking of anticipated research. Less chance of error.

·May yield more information which will provide more options

·Challenge initial assumptions from the past

Primary research (outside company): After performing a desk research we will be able to get better insight of the problem and could specifically tell the objectives to be achieved. Till then following needs be the objectives:

The reason for primary research through outside company is a major issue of objectivity. As there is a lot of debate going on as to which hardware specification to focus in on, including Exceptional battery life,Fashionable aluminum case/body versus a composite rubberized body,Processor speeds,Quality and resolution for the rear and front cameras,Memory and storage options. Also, there is debate on whether to invest in handsets or wearable communication devices. This could lead to biased results which increases the need for primary research through outside company.

Pros:

·Survey of customers and non-customers of retail consumers is required as the company has entered in retail customers in past 5 years. We have very less data on retail consumers. Therefore a lot of data is needed to get customer demographics of retail consumers.

·To find out those features which are valued most by our customer segments.

·Seek a fresh approach

·As the market has changed so quickly, we need to get a lot of data

Please find Request for Proposal form attached.

Preparation of telecommunication industry for the next generation of customers

Overview: Aarcom is the largest manufacturer of cellular telecommunication equipment primarily smartphones like iphones, Android phones with interactive touch screens, for commercial and retail consumers.

Aarcon is providing its products as a market leader from past 40 years to commercial consumers and have entered to retail consumers in past 5 years. Best technical expertise in country has made it a successful corporation.

Objectives:

·To understand the existing customer base and divide them into two segments according to their age group. Within each age group, we need to further divide each segment into earning and non-earning group.

·To know the behavioral or psychographic characteristics of our markets of the future?

·To get competitive advantage.

·What attributes or featuresof future smartphones are valued most and by which segment?

·To know the satisfaction level of customers

·To find out our major competitors

·To increase the customer base by improving those features which are being provided by competitors

·What trends may impact our success and our position as a leadingprovider in the smartphone industry?

Desk Research: The desk research will make use of past 40 years of company’s experience along with 5 years of experience in retail consumers. It will be used to find out:

·A current profile of our customer and details about our segments through liyalty card members

·Past trends in cellular handset market

·Past problems within company

·The demographics of existing and past markets

Methodology: The methodology will include majorly an internal research and some part of primary research.

Tools: Internet surveys.

The advantges of internet survey through outside research are:

·Objectivity: As a lot of debate is going on within the company, the objectivity is a major issue to get a clear direction for the company.

·Seek a fresh approach

·As the market has changed so quickly, we need to get a lot of data

·Time

Anticipated Deliverables:

The report of all findings and recommendations will be sent till 1^st July, 2020 through an email. The report including 15 to 20 pages will be provided alongwith a power point presentation.