Understand key factors to be considered for entry into an emerging market.
Assess the importance of data-driven decision-making during new market entry.
Solve the market gap and opportunity identification problems by applying the concept of perceptual maps.
Conduct topic Modeling and sentiment analysis to assess consumer perception from consumer-generated brand and product reviews (text data).
Develop perceptual maps from user-generated content, interpret the outputs and gain insights for recommending suitable marketing strategies.
Critically examine the use of primary and secondary data for marketing decision-making.
Priya Raj, co-founder of Kaybase, a marketing research agency, is tasked with presenting market opportunities with identified positioning for TMY’s brands in the Indian motorcycle market to TMY’s top management. TMY, a Taiwanese motorcycle manufacturer, aims to enter the 150–200 cc segment and is considering Kaybase for a multiyear market research contract. TMY has invited proposals from other market research agencies, including large multinationals. To identify market gaps and opportunities, Priya Raj decides to create a perceptual map of the top brands in the 150–200 cc segment using the secondary source of data, i.e. online customer reviews. She faces the dilemma of relying on the perceptual map created from the secondary research to gain insights. Further, she also faces a dilemma regarding the recommendations to be made to TMY management regarding the market potential and ideal positioning strategy for TMY brands. With a presentation scheduled for June 21, 2024, this project offers Kaybase a significant opportunity to showcase its expertise and secure a long-term partnership with TMY.
The target audience for this case is management and business school students in MBA and Executive MBA classes.
Teaching notes are available for educators only.
CSS8: Marketing.
