COLLEGE OF AGRICULTURE, SCIENCE &

EDUCATION

REGISTRY DEPARTMENT
COURSEWORK ASSESSMENT
COVER SHEET

CAMPUS: MAIN: CASE  OFFSITE:

STUDENT NAME: Bailey, Alex

STUDENT ID NUMBER: 1600126-GA

PROGRAMME: BTECH

YEAR GROUP: 4

COURSE NAME: INTERNATIONAL MARKETING

COURSE CODE: IMKT4101

LECTURER: Mr. Jairzenho Bailey

DUE DATE: Nov. 16. 2020 DATE SUBMITTED: Nov. 16 .2020

Plagiarism
Plagiarism is the failure to properly acknowledge the use of another person’s work, or submitting for
assessment, material that is not a student’s own work. This is a form of academic misconduct and is a
serious offence which can lead to severe penalties, up to and including expulsion (depending on the
severity of the case). Please see your CASE student handbook for further information.

Declaration of Authorship and authorisation to verify that it is original:

I ALEX BAILEY certify that the attached work is my own and that all material which is not my own has
been appropriately cited and referenced.

Sign by student:

Date: November 16. 2020

P.O. Box 170, Port Antonio, Portland; Tel: 993-5727 • Fax: 993-5546; Website: www.case.edu.jm

Assignment Title: WIMP BP

This Minor Assignment is submitted in partial fulfilment of the requirements for the

Course International Marketing (IMKT 4101); with regards to reading for the attainment of a

Bachelor of Technology in Agricultural Production and Food Systems Management (BTech. Foods)

Submitted by:

CWG # 1

Bailey, Alex (ID#1600126-GA)

Submitted to:

Mr. Jairzenho Bailey, Lecturer

Course International Marketing (IMKT 4101)//AY: 2020/21; Semester 1

October 30, 2020

WIMP BP
 WIMP BP MAKET POTENTIAL ANALYSIS

CWG # 1

Bailey, Alex (ID#1600126-GA)

This MINOR Assignment is submitted in partial fulfilment of the requirements for the
Course International Market (IMKT4101); with regards to reading for the attainment of a
Bachelor of Science (B.Sc.) Degree in Agriculture Production and Food System Management

Mr. Jairzenho Bailey, Lecturer

Course International Market (IMKT4101); //AY: 2019/20; Semester 3

College of Agriculture, Science and Education (CASE)

Passley Gardens, Port Antonio, Portland, Jamaica, West Indies

November 16, 2020

1. WIMP BP international Market Potential Analysis- Qualitative and Quantitative?

International Market potential analysis is a strategic tool to identify market opportunities and
invest resources where they will have the greatest return in the long run. Market potential
analysis is not used for short-term forecasting, but can help to target markets with high growth
potential in the future. Market potential analysis enables companies to:
• Categorize countries as lead markets, break-out markets or emerging markets.
• Quantify market potential for a given product by country, region or globally, now and in the
future.
• Identify growth drivers and barriers in those markets.
• Understand how to exploit growth markets by tailoring marketing, product development and
production strategies to meet customer demands and overcome market barriers. While,
Quantitative research is all about numbers. It uses mathematical analysis and data to shed light
on important statistics about your business and market. This type of data, found via tactics such
as multiple-choice questionnaires, can help you gauge interest in your company and its offerings.
For example, quantitative research is useful for answering questions such as:
 

 Is there a market for your products and services?

 How much market awareness is there of your product or service?
 How many people are interested in buying your product or service?
 What type of people are your best customers?
 What are their buying habits?
 How are the needs of your target market changing?
 How long are visitors staying on your website, and from which page are they
exiting?

Most importantly, because quantitative research is mathematically based, it’s statistically valid.
This means you can use its findings to make predictions about where your business is headed. 
Qualitative research isn’t so much about numbers as it is about people
and their opinions about your business. Typically conducted by asking questions either one-on-
one or to groups of people, qualitative research can help you define problems and learn about
customers' opinions, values and beliefs. Because qualitative research generally involves smaller
sample sizes than quantitative research, it’s not meant to be used to predict future performance;
rather, it gives you an anecdotal look into your business.
 Whereas quantitative research asks short-answer questions that begin with “to what extent,”
“how much” and “how many,” qualitative research asks long-answer questions that begin with
“how” and “why.” It’s particularly useful if you’re developing a new product, service, website or
ad campaign and want to get some feedback before you commit a large budget to it. Some
typical questions that “qual” research may ask include:
 

 Why do you think this product is better than competitive products? Why do you
think it’s not?
 What would you do to improve this new service to make it more appealing to
you?
 What do you think of this new company logo?
 How would you characterize this website design? How friendly and easily
navigable is it?
 What does this print ad say to you?
References
Hartford. (2020, November 15). Business Owner Book. Retrieved from
https://www.thehartford.com/business-insurance/strategy/market-research/quantitative-
qualitative