Professional Documents
Culture Documents
Project Submission 1
10/01/2013
Project Submission - 1
Group-7
1.Jai Prasanna Sudhan S.P (1211024)
2.Karthikeyan T (1211029)
3.Kalayappan S (1211103)
4.Ravishankar N (1211134)
5.Karthik P (1211347)
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To
To
To
To
To
Components of MR problem:
S.N
o.
1.
2.
3.
4.
Marketing Research
Components of the problem
Problem
To assess the opportunities i) How attractive is Indian market to invest in
for furniture industry in
furniture industry?
ii)
Evaluation
of
Indian
organized
and
Indian market
unorganized players and their unique
features in the market
To identify the segments
i) What is the customer profile in Bangalore w.r.t
and target market relevant
age, income, marital status, occupation and
to the product line of IKEA
socio economic classification?
ii) Who are the potential customers for the IKEA
products?
iii) What are the behavioral characteristics of the
targeted customers?
To determine the branding
i) How do customers perceive and prioritize the
and positioning strategy
key attributes of furniture items?
for these target segments ii) How customers evaluate the existing brands
with respect to key attributes?
iii) How to position the products to the new users
and attract other brand & unorganized sector
customers?
To
evaluate
the
i) How concept of self-assembled furniture is
effectiveness of the IKEA
perceived by customers?
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retail concept
market
5.
in
Indian
ii) How self-service retail concept with in store
restaurants and child play area offered by
IKEA will influence the sales of furniture?
To evaluate the sustainable
i) What should be the competitive advantage for
competitive advantage of
IKEA in India w.r.t Cost and Differentiation?
ii) How competitive edge of IKEA should be levered
IKEA in Indian market
in India whether narrow or broad focus?
HYPOTHESIS :
S.N
o.
1.
2.
3.
4.
5.
6.
7.
8.
COMPONENTS OF THE
PROBLEM
How attractive is Indian market
to invest in furniture industry?
Evaluation of Indian organized
and unorganized players and
their unique features in the
market?
What is the customer profile in
Bangalore w.r.t age, income,
marital status, occupation and
socio economic classification?
HYPOTHESIS
There is a huge market potential
untapped and opportunity for further
growth.
i) There are few organized players in this
industry
ii) Customization by unorganized players to
customer needs are more preferred
Bangalore consists mostly of people who
migrated from other towns for their
occupation
9.
10.
11.
12.
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