A very good morning to Prof and my fellow classmates.

Today, my group consisting of me, Emily, Eunice, Crimson and Koi

will be presenting on the KOKU Chopping Board.
I will begin the presentation by giving you some brief description of
the KOKU Chopping Board.
The KOKU chopping board is based in North Carolina, United States
and was invented by Joe Casale, an inventor with a portfolio of
inventions.
Now allow me to show you a video to give you a clearer
understanding of the product.
Our group was approached by KOKU to solve their decision problem
on whether KOKU chopping board should be introduced in Singapore
and how it should be introduced in terms of pricing and promotion.
To solve this decision problem, we came out with a few
management decision problems and the relevant research problem.
The first management decision problem is whether there is a
potential market for a new chopping board in Singapore and the
relevant research questions are
How often do people use chopping board?
What are the functions that consumers look for in a chopping board?
And what kind of materials for their chopping boards do consumers
prefer?
Moving on to the next management decision problem will KOKU
chopping board appeal to the consumer?
The research questions are:
1) Do consumers value the add ons that KOKU has
2) Have consumers been exposed to using functional novelty
chopping boards
3) What do consumer feels regarding KOKU chopping board
The next management decision problem, what price should KOKU be
in Singapore
The research questions are:
1) What prices range are consumers willing to pay for the
chopping board
2) And are consumers willing to buy KOKU chopping board at its
current retail price of SGD50
The last management decision problem is how and where the
product should be promoted and place
The research questions are:
1) Where do consumers usually purchase their products

2) And what are the factors which affects the consumer purchase
decision
In summary, our research focus begins with the exploratory
research where we obtain secondary information from the NTU
database and the Singstat to identify the current trends and
consumer preferences in Singapore.
With the exploratory research, we developed hypothesis which will
be described in details by Crimson.
We then conducted the pilot test to obtain feedback for our survey
questions and then descriptive research which will be explained
further by Eunice