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CASE STUDY (INDIVIDUAL ASSIGNMENT)

NAME : FLORENTIA FARAHROZIMATRIC NO : 195185GROUP : ACOURSE : CONSUMER BEHAVIOURCOURSE CODE: BPMM 3013EMAIL : farah_kawaii@yahoo.comLECTURER : Normalisa Md Isa

CASE ONE: Please Talk To Me

Question : What techniques might Dell employ in order to find out what type of laptops and desktopcomputer system consumer (including business users) wants?

Answer : Combining Qualitative and Quantitative Research

1. Qualitative research - Focus group:

Dell should invite some participant that consist of 8 to 10 participant in a group who meet theresearcher analyst to explore about Dell’s product and discuss about their reaction and wantabout type of computer system that Dell should adopt. The specification of who is to invited tothe group discussion are someone who expert in using Dell’s product (user) and someone whowant to buy Dell’s product (non user) to find different perspective among them. Using focusgroup generally takes less time to complete than individual depth interview. Some marketersprefer focus group because they feel that dynamic interaction between participants that takesplace in focus group tends to yield a greater number of new ideas than depth interview.

2. Quantitative research – Survey research

Survey research can be use to ask consumer about purchasing preferences and consumptionexperiences by mail, by telephone, or online. In Dell’s case I prefer to suggest using an e-mailsurvey. Using email research Dell’s can distribute questionnaires to target consumers easier andfaster around the world. Furthermore, Dell should established an online-based surveys, Dell sendan e-mail invitations ads that directed the potential customers to the Dell’s website. From thissurvey, polls researchers enable to classify the responses to the substantive product question.

another suggestion is Dell should established online research company to maintain a database of potential customer who are willing to participate in online consumer research project, in Dell caseis to find out what type of laptops and desktop computer system that consumer wants. Onlinesurvey research organizations cite the inherent advantages of their geographically wide reachand the affordability of online customer survey. By the anonymity of the internet encouragerespondents to be more forthright and honest to speak up what they really want.

CASE TWO: Need Focused Definition of Business

Question 1 : Prepare a short summary of each company’s vision and definition of its business.

Answer :

Question 2 : How does the three business reflect the material covered inthis chapter 

Answer :

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Question 3 : List the major product lines of each companies. Then describe how each company’sproducts stem from its definition of the business in which it operates.