One of the World\'s largest designers, manufacturers, and distributors of luggag

Question

One of the World's largest designers, manufacturers, and distributors of luggage is Delsey. They sell their products using a number of quality brand names, including Delsey^and Traveller^, and are a leader in the highly fragmented global luggage industry. Through aggressive product development and marketing, President and Chief Executive Officer Frank Bauer hoped to increase the company's market share from 36 percent in 2015 to 40 percent in 2020. Mr. Bauer recognizes the importance of new product development and that Delsey must continually introduce successful new products in the marketplace. The questions B 1. Propose a suitable research framework for the Delsey research project. It is assumed that four important factors will effect the dependent variable. Label the appropriate independent and dependent variables B 2. Based on the research framework, developed the relevant research objective and hypotheses B 3. What will be the most appropriate analysis to be used in this study? Why?

Explanation / Answer

B1. Propose a suitable research framework for Delsey Research Project. It is assume that four important factor will affect the dependent variable. Label the appropriate independent and dependent variables. Solution: As Delsey is one of the largest designer, distributor and manufacturer of luggage which rules the market with existing two brands name Delsey and Traveller. It’s seems from the research problem that company CEO wants to expand their product range and with the help of it increase the sales of the company from 36% to 40% in coming 5years. As it’s already known that company majorly work on designing and distributor of luggage, and they want to expand their product range means they wants to include new product range for all different segment of users. To develop a research framework on new product development, the company should understand the need of the consumer; they should also focus the competitor design, their marketing accessibility (in terms of placing the product), promotion activity, price range, quality provided by the company and their competitors. Research framework can be formed with the help of two research design: a. Exploratory Research b. Descriptive Research Exploratory research provides the insight of the problem, which help to understand the problem well and how to take corrective action for the same. It is loosely in structure which helps to provide the answer on qualitative investigation. With the help of informal communication it some give wide range to understand the problem. On the other hand Descriptive research provides comprehensive and detailed explanation of the problem. It is more structured and its further research based on the framework set by the Exploratory Research. Four Important factors which affect the dependent variable: a. Product (Quality, design) b. Price ( Company own price and Competitors) c. Place (Accessibility ) d. Promotional Activity Dependent Variable here will company sales which is majorly dependent on four Independent Variable (Product, Price, Place Promotion) which includes understand the need of the consumer; the competitor design and quality, their marketing accessibility (in terms of placing the product), promotion activity, price range, quality provided by the company and their competitors. B2. Based on the research frame framework, develop the research objective and hypothesis. Solution: Here the problem for this research project is how to increase the sales. Research problem leads us to research objective. Research Objectives are to be formulated according to the research problem which is crucial to the study being conducted. • To find out the need of the consumer and latest trend for luggage. • To find out the price of the competitors and our price, this can influence consumer to purchase the products. • To determine the best placing the products for consumer accessibility. • To find out what quality and design a competitor give to their customers • To find out best promotional activity; which is more appealing in terms of purchasing the products. Hypothesis: Hypothesis is always in a declarative form, which provides the direction of the result that might be obtained on the completion of the research. • The customer is seeking new type of luggage for full fill their needs. • The customer willing to pay more if they get best quality and design luggage products. • The customer facing no problem with the accessibility of getting the product. • Promotional activities have no influence on customer purchase choice. • There is no significant effect of Independent variable (product, price, place promotion) on dependent variable (Sales) B3. What will be the most appropriate analysis to be used in this study? Why? Solution: It seems that based on the research framework our data collection method is more based on Qualitative research, which will majorly supported by primary research. Tools will be used for data collection method is Questionnaire, Schedule and Focus group. Its seems from the framework that majorly four independent factor (Product, Price, Place and Promotion) affect the dependent variable (Sales) Analysis technique should be: ANOVA (Analysis Of Variance)— • See the effect of four Independent Variables on one Dependent variable. Factor Analysis--- • It is a reducing technique there may be ‘n’ number of independent variable which need to be reduced in four major independent factors for better interpretation. Discriminant Analysis--- • As discriminant analysis is the classification technique, with the help of this technique we can identify where this prospect customer will go.

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