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How to develop a marketing strategy for a not defined product using a structured analysis of the existing product portfolio

Reus, A.J.T. (2019) How to develop a marketing strategy for a not defined product using a structured analysis of the existing product portfolio.

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Abstract:Because Intraco and Zens have made an agreement, Intraco did get a change to ensure that the new products would fit the market. Since the current products of Zens do not get enough market response and the reason for this was not clear, I as an Industrial Design student was asked to find a way to ensure that the products will fit the market. Before the core problem could be found, the context of the problem needs to be analysed. This will conclude that the problem, for Intraco, is not really knowing where the target market is searching for. This in combination with the lack of communication with the target market, makes it difficult to know if a product would or would not fit the market. Further, because of the business structure, it is hard to get in contact with the target market since they probably don’t even know Intraco. Therefore, another method for identifying the target markets requirements needs to be used. There will be searched for the answer to the question: ‘How to develop a marketing strategy for a not defined product using a structured analysis of the existing product portfolio?’
Item Type:Essay (Bachelor)
Faculty:ET: Engineering Technology
Subject:20 art studies
Programme:Industrial Design BSc (56955)
Link to this item:http://purl.utwente.nl/essays/80123
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