Faibrok is a company that produces women's care products. Products include shampoo, hair care agent, hair loss, hair or bright hair supplies, and household perm. At present, Faibold sells its products across the country. High-level management authorities believe that the company should add a large number of new products for each type. Why did the company want to expand its product type? Before making a decision of the expansion, Faibork's management authorities should consider and measure which factors? What factors should be considered when designing its new products? Which type of market survey will the company seek answers to these issues?
First, we analyze why the company wants to expand its product line, there may be the following reason:
1. Existing product features and appearances cannot meet the needs of customers;
2. Enterprises predict future demand products are not in existing product lines;
3. There are more problems with existing products, and if you need to improve, it is better to re-develop new products;
4. In order to serve more segments, the company's sales will be expanded;
However, before making the expansion product line and how to expand, we need to consider and measure the following factors to support our decision:
1. The profitability and development trend prediction of existing products;
2. Possible new products, including its advantages / disadvantages, opportunities / threats, and problems faced;
3. The profitability of new products (whether it is worth investing in new business units);
4. Competitors may imitate the speed and the existing new product may have to face the competitors of the service market;
5. Comparison is to develop new business units created preferences and profits to invest in funds into existing product line improvements and more market penetration;
Next, another question we have to consider is that if we decide to develop new products, then what factors should be considered:
1. Give customers the reason for the choice of new products;
2. Determine the segment of the new product service (that is, which type customer will choose new products);
3. The size of the market and the share estimate that the company can occupy;
4. What is the impact on customer preferences in terms of price, quality, characteristics, and appearance;
5. The introduction of this new product is impact on the long-term strategy and image of the company;
Finally, we will face the problem of market research, we need to give the above problems through market research, and because women's washing products are facing a major consumer market, we can only By the following two ways:
1. Second hand: When we need to predict the size of the overall market and the big hours of the market we have to serve, we need to analyze the targeted marketing databases provided by marketing research institutions;
2. Investigation Law (First Practice): We need to understand consumer preferences through the questionnaire, the opinions of new product features, consumer suggestions, and demand, the impact of the image of the company:
a) Survey: You can mail or intercept access (in shopping);
b) Telephone survey: Try time;
c) Online questionnaire:
