Table of Contents
Part 1: Intermediate Test
1.1 MR – The World of Market Research
1.2 MS – Internal Analysis
1.3 SC – International Trade and Globalization
1.4 MR – Research Plan, Methods, & Tools
1.5 MS – External Analysis and Competitiveness
1.6 SC – As-Is Supply Chain Analysis
1.7 SC – DESTEP & PESTEL
Part 2
2.1 FI – Financial Analysis of the Export Plan
2.2 FI – Financial Analysis of the Export Plan – Investment Criteria and Analysis
2.3 FI – Financial Analysis of the Export Plan - Sensitivity and Break-Even Analysis
2.4 MS – Market Approach Commercial – PRODUCT
2.5 SC – Market Approach Supply Chain - PLAN
2.6 MS – Market Approach Commercial - PLACE
2.7 SC – Market Approach Supply Chain- DELIVER
2.8 SC – Market Approach Supply Chain – SOURCE & MAKE
2.9 MS – Market Approach Commercial - PRICE
2.10 SC – Risks Relayed to International Trade
2.11 SM – Market Approach Commercial - PROMO
, Part 1: Intermediate Test
1.1 MR – The World of Market Research
1) THE WORLD OF MARKET RESEARCH
A. What is Market Research?
Goal: Know what Market Research is and what it is use for
3 Types of Research
1. Theoretical Research
Aims for a logical explanation of things by means of exploring and using systems, beliefs and
assumptions. This type of research includes theorizing or defining how a system and its
environment behave and then exploring or playing out the implications of how it is defined.
2. Scientific Research
Is the application of scientific methods to the investigation of relationships among natural
phenomenon, or to solve a medical or technical problem.
3. Applied Research
Is research used to solve a specific, practical problem of an individual or group.
This research is used in business, medicine and education in order to find solutions that may
cure diseases, solve scientific problems or develop technology.
Market Research is Applied Research
Market research consists of systematically gathering data about people or companies (a market)
and then analyzing it in order to better understand:
• What that group of people needs
• How they experience and evaluate certain products and services
• How they perceive the image of a company and its competitors
• What drives them to behave in a certain way
The results of market research,, which are usually summarized in a report, are used to help
business owners make more informed decisions about the company’s strategies, operations,
and potential customer base. It helps a company to better plan and focus its efforts and
resources.
Market Research as part of Marketing
Marketing Management
➔ One of the areas of general business management. Marketing aims to put products on
the market, to plan and promote them commercially, to monitor and evaluate the
implementation
o Analysis and Market Understanding
o Planning Product and Marketing Actions
o Implementation of Marketing Actions
o Adaptation of Marketing Actions
2
, Market(ing) Research
➔ Part of what is used in companies 'market intelligence', is a collective term for any
research activity that is carried out to support marketing management.
o Strategic or Fundamental Research
▪ Strategic research involves looking for information and insights that
can help to determine or adjust the strategy of the company, a product
line, or a service. This can be a search for new options (is there still room
in the market to launch a new product/service
o Segmentation and Planning Research
▪ Segmenting: the identification of the criteria for segmentation of the
market and its customers. Determination of het main characteristics of
each market segment
▪ Market targeting: Evaluation of the potential and commercial
attractiveness of the different segments. Selection of one of more
segments
▪ Product positioning: Development of a detailed product positioning
strategy. Development of a marketing mix for the selected segments
o Implementation and Evaluation Research
▪ Does the communication strategy achieve the goals in terms of reach,
message, … ?
▪ What is the impact on consumer perception, attitude and behavior?
▪ What is the willingness to pay?
o Post-Test, Innovation
▪ Research that focuses on making changes in the management, measuring
the effect of adaptations.
B. The Process of Doing a Research
1. Research Objectives
➢ What do we want to learn?
2. Desk Research
➢ What is already known?
➢ Or Curation
3. Field Research
Research Plan
➢ Who do we want to ask some extra questions?
Data Collection
➢ Ask people questions and Obtaining different kinds of information
4. Analysis and Report
➢ Find insights from desk and field research
5. Conclusions and Recommendations
➢ Answering your research objective and questions.
All Research starts with your notes
Put Titles to structure the Content To Do’s for the assignment Terminology and Explanations
3
, C. The Objectives of Market Research
Market Research is applied when a company or organizations has a questions and they want to
know the answer to this question as the answer will help them to perform better in their
business.
Business Objectives
➢ More sales
➢ Consumers are more satisfied
➢ Improvement of the image
➢ Better performance of an application
➢ The win of time and effort in a process (Cost Efficiency)
D. Desk and Field Research
Desk Research/Curation:
• What information can I find in existing sources?
• You use existing data to make a structured overview of insights and information.
Field research:
• What questions do I want to ask other people? What information do I want to obtain by
interviewing people?
You create new data by doing for example surveys or interviews
• You analyze and structure this new information into conclusions
3 Main Methods on how a research question can be answered
1. Curation
CURATION of data is the organization and integration of data collected from various sources.
It involves annotation, interpretation and presentation of the data so it gets value for a company
or organization and can be used.
Consultation of Wide Range of Sources in different Forms and Types of Data
➢ Curation is the search and analysis of information that is already available somewhere
out there.
o This information may be available in various forms:
▪ Written sources: books, (web) articles, (scientific) journals
▪ Visual sources: photos, videos
▪ Auditory sources such as podcast
▪ Figures in Excel, graphs, ...
o This information can also come from various 'sources' or 'authors’:
▪ Internal sources: from the company itself, marketing campaigns and
communication
4
Part 1: Intermediate Test
1.1 MR – The World of Market Research
1.2 MS – Internal Analysis
1.3 SC – International Trade and Globalization
1.4 MR – Research Plan, Methods, & Tools
1.5 MS – External Analysis and Competitiveness
1.6 SC – As-Is Supply Chain Analysis
1.7 SC – DESTEP & PESTEL
Part 2
2.1 FI – Financial Analysis of the Export Plan
2.2 FI – Financial Analysis of the Export Plan – Investment Criteria and Analysis
2.3 FI – Financial Analysis of the Export Plan - Sensitivity and Break-Even Analysis
2.4 MS – Market Approach Commercial – PRODUCT
2.5 SC – Market Approach Supply Chain - PLAN
2.6 MS – Market Approach Commercial - PLACE
2.7 SC – Market Approach Supply Chain- DELIVER
2.8 SC – Market Approach Supply Chain – SOURCE & MAKE
2.9 MS – Market Approach Commercial - PRICE
2.10 SC – Risks Relayed to International Trade
2.11 SM – Market Approach Commercial - PROMO
, Part 1: Intermediate Test
1.1 MR – The World of Market Research
1) THE WORLD OF MARKET RESEARCH
A. What is Market Research?
Goal: Know what Market Research is and what it is use for
3 Types of Research
1. Theoretical Research
Aims for a logical explanation of things by means of exploring and using systems, beliefs and
assumptions. This type of research includes theorizing or defining how a system and its
environment behave and then exploring or playing out the implications of how it is defined.
2. Scientific Research
Is the application of scientific methods to the investigation of relationships among natural
phenomenon, or to solve a medical or technical problem.
3. Applied Research
Is research used to solve a specific, practical problem of an individual or group.
This research is used in business, medicine and education in order to find solutions that may
cure diseases, solve scientific problems or develop technology.
Market Research is Applied Research
Market research consists of systematically gathering data about people or companies (a market)
and then analyzing it in order to better understand:
• What that group of people needs
• How they experience and evaluate certain products and services
• How they perceive the image of a company and its competitors
• What drives them to behave in a certain way
The results of market research,, which are usually summarized in a report, are used to help
business owners make more informed decisions about the company’s strategies, operations,
and potential customer base. It helps a company to better plan and focus its efforts and
resources.
Market Research as part of Marketing
Marketing Management
➔ One of the areas of general business management. Marketing aims to put products on
the market, to plan and promote them commercially, to monitor and evaluate the
implementation
o Analysis and Market Understanding
o Planning Product and Marketing Actions
o Implementation of Marketing Actions
o Adaptation of Marketing Actions
2
, Market(ing) Research
➔ Part of what is used in companies 'market intelligence', is a collective term for any
research activity that is carried out to support marketing management.
o Strategic or Fundamental Research
▪ Strategic research involves looking for information and insights that
can help to determine or adjust the strategy of the company, a product
line, or a service. This can be a search for new options (is there still room
in the market to launch a new product/service
o Segmentation and Planning Research
▪ Segmenting: the identification of the criteria for segmentation of the
market and its customers. Determination of het main characteristics of
each market segment
▪ Market targeting: Evaluation of the potential and commercial
attractiveness of the different segments. Selection of one of more
segments
▪ Product positioning: Development of a detailed product positioning
strategy. Development of a marketing mix for the selected segments
o Implementation and Evaluation Research
▪ Does the communication strategy achieve the goals in terms of reach,
message, … ?
▪ What is the impact on consumer perception, attitude and behavior?
▪ What is the willingness to pay?
o Post-Test, Innovation
▪ Research that focuses on making changes in the management, measuring
the effect of adaptations.
B. The Process of Doing a Research
1. Research Objectives
➢ What do we want to learn?
2. Desk Research
➢ What is already known?
➢ Or Curation
3. Field Research
Research Plan
➢ Who do we want to ask some extra questions?
Data Collection
➢ Ask people questions and Obtaining different kinds of information
4. Analysis and Report
➢ Find insights from desk and field research
5. Conclusions and Recommendations
➢ Answering your research objective and questions.
All Research starts with your notes
Put Titles to structure the Content To Do’s for the assignment Terminology and Explanations
3
, C. The Objectives of Market Research
Market Research is applied when a company or organizations has a questions and they want to
know the answer to this question as the answer will help them to perform better in their
business.
Business Objectives
➢ More sales
➢ Consumers are more satisfied
➢ Improvement of the image
➢ Better performance of an application
➢ The win of time and effort in a process (Cost Efficiency)
D. Desk and Field Research
Desk Research/Curation:
• What information can I find in existing sources?
• You use existing data to make a structured overview of insights and information.
Field research:
• What questions do I want to ask other people? What information do I want to obtain by
interviewing people?
You create new data by doing for example surveys or interviews
• You analyze and structure this new information into conclusions
3 Main Methods on how a research question can be answered
1. Curation
CURATION of data is the organization and integration of data collected from various sources.
It involves annotation, interpretation and presentation of the data so it gets value for a company
or organization and can be used.
Consultation of Wide Range of Sources in different Forms and Types of Data
➢ Curation is the search and analysis of information that is already available somewhere
out there.
o This information may be available in various forms:
▪ Written sources: books, (web) articles, (scientific) journals
▪ Visual sources: photos, videos
▪ Auditory sources such as podcast
▪ Figures in Excel, graphs, ...
o This information can also come from various 'sources' or 'authors’:
▪ Internal sources: from the company itself, marketing campaigns and
communication
4
