Beruflich Dokumente
Kultur Dokumente
Case study
Presented by
Ayush Agarwal
Prof Suzanne Powers
UC Berkeley Extension
BUS ADM X415 Marketing Strategy
March 11, 2015
1.2)
1.3)
1.4)
Competitive Rivalry
Ukraine witnessed several sources of competition. It had around 30 market
research companies. The major for companies had global sales of 747 million.
AC Neilson also conducted its operations in Ukraine, it being the largest
market research firm in the world.
Advertising agencies joined the competition by doing market research to meet
the client demands. Also, independent consultants did market research work.
1.5)
Availability of substitutes
The substitutes to marketing research firm could be research performed by the
local companies themselves. This could be through field engineer feedback,
customer surveys, magazine surveys, and online forms. However, the local
companies will find the task tedious to perform as it is expensive, and is time
consuming. Hence, availability of substitutes is low.
2. SWOT Analysis:
Strengths:
Better equipped to train the customers for specialized workshop Child
targeted marketing
As KMC was initially a part of DDI, it was possible for them to use the
corporate resources at reduced rates.
KMC were able to use DDIs experience and customer base when they
entered the market.
Cost efficiency as a result of sharing office space with SC-DOM in
Kyiv.
KMC shared the advertising platform with DDI which resulted in
additional cost savings.
Weakness:
KMC faced challenges due to its first mover position in the kids,
tweens and teens niche.
Difficult to obtain information from children.
Difficulty in interpreting and articulating information from the kids.
Due to lack of available information among the local companies about
the children niche segment, the clients initially had low level of
knowledge
Opportunities
Expand globally so as to reach out to global customers.
Using the latest mobile technology to reach to the niche market
Exploring other niche segments. This could include products for retired
population.
Developing techniques for better interpretation of information shared
by children.
Threats
High competition exists in Ukraine. AC Neilson, Worlds largest market
research firm also has its presence in Ukraine. Along with the 30
marketing companies, independent consultants, and advertising
agencies also conduct market research to meet customer demands.
Extensive government intervention can affect the accountability of the
company. The government regulates the pricing.
Like every other industry, recession could hit the market research
industry as well. This would lead to the plummeting of the marketing
expenditures by the customers and would affect research firms
adversely.
suppliers with only a national footprint cannot compete in this future, and the
large suppliers win comfortably based on their global reach and local depth.
Although it could be possible for client side insights functions to piece
together many local suppliers, it is simply too time consuming. Large, global
suppliers win because they can execute face-to-face interviews in Bahrain and
Sao Paulo simultaneously with elite indigenous staff.