Robust multinational and global market research (details) [03of03]

Conclusions


Ultimately, marketing is communication. In order to be heard one needs to find the “open listening”; i.e. one needs to discover what to speak to. The significance of this paper is not so much what marketing research can cover as much as it is an acknowledgment of the importance (and ease of the danger) of the overlooked.

It seems that the most muscular option would be the relatively absolute metric available through the studied construction of a software program, which would periodically update (that uber-metric imagined earlier). Shy of this, one simply needs to be hyper vigilant, taking absolutely nothing for granted, weighing one's priorities and doing the best one can with what one has to work with. Moreover, exercise caution.

Finally, there remains the back half of RISC to deal with, the strategy and its controls. As an example, it may be entirely possible to create a wedding wear rental business in Europe (given the formal wear franchises in the US). Nevertheless, after reviewing the entire in place competition and substitutes, and all the seemingly innumerable demand differences from country and region (and even municipalities) to the next, the most one can hope for is efficiencies from a central office. All product and service would need to be “personalized” almost to a store. Marketing could only be specific to quality or price of service. Market entrée strategy would have to be extremely cautious and nimble; and this presumes business as usual. If there was a Blue Ocean approach (such as gay weddings, underserved minorities of race or religion or even the traditional bygone wear of a given regions heritage), then it only adds more concerns (which may ameliorate others).

Still, one has to do the heavy lifting first.

References

Barnett, J. (2011). Orna Mentz. Retrieved January 17, 2011, from http://www.ornamentz.com/

Kim, W. C., & Mauborgne, R. (2005). Blue Ocean Strategy: How to create uncontested market space and make the competition irrelevant. Boston, MA: Harvard Business School Publishing.

Kumar, V. (1999). International marketing research. [VitalSource Bookshelf]. Retrieved from ISBN 0130453862