Marketing Research Case Study: I-Drive Transport
U Drive Transport
is largely popular in the United Sates. It all started back in June of 2008
when a brother and sister team Jenna and Karl came up with the idea of U Drive
Transport. The whole idea is to provide car in the urban area. You can rent a
car for a few hours, the whole day or even the month. It started in 2009 with only 10 cars by the
University of Chicago. Now this company has grown to 20 major city centers and
over 500 personnel working for them.
Their whole idea is to take this company into the global market. They are currently looking at Bail Indonesia
for the first global location.
Bali Indonesia is
a huge tourist area and the population is 253,609,643 and it is continually to
increase for the next 25 years. Based on the trend here in the United States it
has shown great success and there nowhere else to go is up. You have to so a
need for our product in Bali and make sure there is a supply and demand for U
Drive Transport. This proposed research will show that there is a need for car
sharing in Bali.
Marketing research
is the process of planning, collecting and analyzing data relevant to a
marketing decision. (Lamb et al., 2014)
This research would take about a month to conduct to make sure we are
making the right decision about opening a company in Bali.
These are the
following marketing research problems and opportunity questions for the
following proposal:
1.
Is there a demand for U Drive Transport in Bali
Indonesia?
2.
What would be our customer base for U drive
Transport in Bali Indonesia?
3.
Are there any other companies in the area that
provide the same service?
Secondary
information originating within the company includes documents such as annual
reports, reports to stockholders, product testing results perhaps made
available to the new media and house periodicals composed by the company’s
personnel for communication to employees, customer’s or others. (Lamb et al.,
2014) Then we will require outside
secondary data from government agencies, trade association or other secondary
data providers (Lamb et al., 2014)
Primary Data or
information collected for the first time. (Lamb et al., 2014) There are several
types of getting this information but the two methods that we will use in to
getting this information would be Mall Intercept Interviews and Mail Surveys.
Mall intercept
interview is conducted in the common area of a shopping mall or in a market
research office within the mall. U drive Transport will rent out a space in the
mall so they will be able to conduct the interviews. And we will have it set up
as a computer-assisted self-interview. That means we will have a computer area
set up so the personnel will be able to set at the computer and answer the
questions by themselves. Once they are done the will call over the employee and
the interview will be done. If they are full the employees will have another
area to where they can also do Computer-assisted personal interview. This is
where the employee will ask the questions and put the answers in the computer.
Mail Survey have
several benefits; relatively low cost, elimination of interviewers and field
supervisors, centralized control and actual or promised anonymity for
respondents. (Lamb et al., 2014) The problem is with this is a lot of the
people will not fill out the survey and send it back. A lot of people look at
it as Junk mail and will just throw it away.
Collecting of the
Data will happen within a wide variety of city centers in Bali Indonesia. If we
go inside the malls so we can reach the target market that we are aiming for.
Once the month is
done of the surveying we will analyze all the data to see if it will befit us
to go to Bali. We will get an outside
source to put all the data together. We want it to be a one-way frequency table
simply record the responses to the question. (Lamb et al., 2014) Really cut and
dry will we befit going to Bali.
After data
analysis has been completed, the researcher must prepare the report and
communicate the conclusions and recommendations to management. (Lamb et al.,
2014) We will have the group do a power point presentation and do an oral
presentation to the top management.
Then final step is
the Follow up. Once everything is said and done. Then management team will take
all the information that we provided for them and they will make the final
decision. If they need more information this is the time they will let it be
known before they make the final decision.
Word Cited page
Lamb, C. W., Hair, J.
F., & McDaniel, C. (2014). MKTG7. Mason, OH: Cengage.
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