Assignment # 1 The company of M-Cite is selling electronic products. All the tim
ID: 350167 • Letter: A
Question
Assignment # 1 The company of M-Cite is selling electronic products. All the time the company was doing well with all of its product lines. Last month a supplier of UHD cameras, visit the marketing manager of the store talking to him about a new type of UHD cameras known as action cameras. This new cameras are highly technical and can be used to videotape all the actions made by the users such as jumping from a high place or running in marathon or playing exercises etc. The pictures of the video is Ultra high definition with 4k clarity. The manager accepts the new cameras as a new product to be sold by the store. The cost of this camera was not too much high its price is ranging from 45 to 120 Kuwaiti Dinars. Sales of this type of cameras was very slow and the manager wonder why there is a problem selling this camera. The manager call a research company to carry a focus group session with the company salespeople. The purpose of this sessiorn is to discuss why this type of camera is not doing well like the other products carried by the store. The following represents a summary of the main points that the focus group moderator summarizes from the session: This camera is a highly technical product and may be consumers are not familiar with this type of technology . . The size of this camera is very small and accessories are even smaller which might make its use by consumer somehow difficult. Consumers do not understand the main differences between this new camer and the old ones. Based on the previous information you have been asked to help the store manager in 1- Define the broad problem area 2- Defining the research problem using information from the focus groupExplanation / Answer
1. In all the three points summarized by the moderator of the focus group, "Communication gap" is the broad problem area.
2. As per the statements given by the focus group, the customers are not able to understand the offerings of the product. The reason behind this can be either inefficient communication style or channel used by the company or incorrect interpretation by the customers. From the first and third points, it is also possible that the product is very complex and is of very advanced technology which the customers are not looking for now but may demand it in future. Thus the probable solution here can be, the company need to teach more about the product to the customers and do aggressive marketing about this latest technology device. Also, the company needs to endorse the product with something which can associate "trust" with the product.