The Market Research Decision

1. What type of marketing research should Samsonite undertake

to successfully introduce new products and increase market share?

The situation here states that being one of the world’s largest
designers, manufacturers, and distributors of luggage they must strive to
move forward and constantly understand the market to develop new
products constantly so that they may retain their position in the market.
President and Chief Executive Officer, Marcello Bottoli, with his
aggressive product development and marketing, hopes to increase his
market share. According to me all of researches are required to be
adopted in order to introduce their new products and increase their
market share as well.

. Discuss the role of the type of research you recommend

in enabling to increase
Samsonite’s market share.
Certain components of both the types of Marketing Research are
essential in order to increase
Samsonite’s Market share.
Problem-Identification Research
● Market Potential Research
By studying the market potential Samsonite can understand what
to expect from the
market. The Potential of the market tells the company the actual size
of the market so that
they can initiate production accordingly.
● Market Share Research
Through this Samsonite can realise their current position in the
market and work on how
they can improve their situation to grab a more dominant position in
the market.
● Sales Analysis Research
 This form of Research will enable Samsonite to understand how
much sales they are
making in which areas in specific and which are the areas they can
work on to increase
their sales. This can also be used to understand which product is
doing successfully and
which is not so they can pull the sales from the low performing
products and focus on the
cash-generating ones more generating more revenue.
. Discuss the role of the type of research you recommend
in enabling to increase
Samsonite’s market share.
Certain components of both the types of Marketing Research are
essential in order to increase
Samsonite’s Market share.
Problem-Identification Research
● Market Potential Research
By studying the market potential Samsonite can understand what
to expect from the
market. The Potential of the market tells the company the actual size
of the market so that
they can initiate production accordingly.
● Market Share Research
Through this Samsonite can realise their current position in the
market and work on how
they can improve their situation to grab a more dominant position in
the market.
● Sales Analysis Research
This form of Research will enable Samsonite to understand how
much sales they are
making in which areas in specific and which are the areas they can
work on to increase
their sales. This can also be used to understand which product is
doing successfully and
 which is not so they can pull the sales from the low performing
products and focus on the
cash-generating ones more generating more revenue.
. Discuss the role of the type of research you recommend
in enabling to increase
Samsonite’s market share.
Certain components of both the types of Marketing Research are
essential in order to increase
Samsonite’s Market share.
Problem-Identification Research
● Market Potential Research
By studying the market potential Samsonite can understand what
to expect from the
market. The Potential of the market tells the company the actual size
of the market so that
they can initiate production accordingly.
● Market Share Research
Through this Samsonite can realise their current position in the
market and work on how
they can improve their situation to grab a more dominant position in
the market.
● Sales Analysis Research
This form of Research will enable Samsonite to understand how
much sales they are
making in which areas in specific and which are the areas they can
work on to increase
their sales. This can also be used to understand which product is
doing successfully and
which is not so they can pull the sales from the low performing
products and focus on the
cash-generating ones more generating more revenue.
. Discuss the role of the type of research you recommend
in enabling to increase
Samsonite’s market share.
 Certain components of both the types of Marketing Research are
essential in order to increase
Samsonite’s Market share.
Problem-Identification Research
● Market Potential Research
By studying the market potential Samsonite can understand what
to expect from the
market. The Potential of the market tells the company the actual size
of the market so that
they can initiate production accordingly.
● Market Share Research
Through this Samsonite can realise their current position in the
market and work on how
they can improve their situation to grab a more dominant position in
the market.
● Sales Analysis Research
This form of Research will enable Samsonite to understand how
much sales they are
making in which areas in specific and which are the areas they can
work on to increase
their sales. This can also be used to understand which product is
doing successfully and
which is not so they can pull the sales from the low performing
products and focus on the
cash-generating ones more generating more revenue.
. Discuss the role of the type of research you recommend
in enabling to increase
Samsonite’s market share.
Certain components of both the types of Marketing Research are
essential in order to increase
Samsonite’s Market share.
Problem-Identification Research
● Market Potential Research
By studying the market potential Samsonite can understand what
to expect from the
 market. The Potential of the market tells the company the actual size
of the market so that
they can initiate production accordingly.
● Market Share Research
Through this Samsonite can realise their current position in the
market and work on how
they can improve their situation to grab a more dominant position in
the market.
● Sales Analysis Research
This form of Research will enable Samsonite to understand how
much sales they are
making in which areas in specific and which are the areas they can
work on to increase
their sales. This can also be used to understand which product is
doing successfully and
which is not so they can pull the sales from the low performing
products and focus on the
cash-generating ones more generating more revenue.
2. Discuss the role of the type of research you recommend in
enabling to increase Samsonite’s market share.
Certain components of both the types of Marketing Research are
essential in order to increase Samsonite’s Market share.

● Product Research
This will help Samsonite understand their customer’s needs and help
them tailor the perfect type of products for their needs. This will help in
increasing the company’s share in the market and also their sales in the
process.

● Pricing Research
This is necessary to find the appropriate price for Samsonite’s
products so that they generate profit and is also affordable to their target
market in order to increase their sales.
 ● Promotion Research
The right form of promotion will help Samsonite reach their new
products to their customers. Through this form of research, they can
analyze which forms of communication can be applied in order to spread
the news of the new products to their customers.

● Distribution Research
This will help in analyzing what volume of products should be
distributed in retail and online services to generate maximum outreach.
These are also components of Descriptive Research where the empirical
data can be analyzed along with facts to study the product market and
take decisions accordingly to attain the most successful outcome.

The Marketing Management Decision

1. Marcello Bottoli’s aggressive marketing strategy should be

built around:
Aggressive marketing is an offensive strategy which uses
provocative tactics to generate a response from your audience. It often
involves marketing warfare tactics, where one brand will attack or
parody another in order to generate buzz and draw attention to itself. In
this situation, Marcello Bottoli can resort to multiple offensive tactics
from Prospector Marketing.

● Ambush Marketing can be used which is applauded by the public

for the use of humor and also drawing attention towards the brand by
bringing down the competitor brands.
● Retail outlets in shopping malls can gain more customers by
handing out fliers and discount coupon for new products that have just
hit the market.
 ● Online websites can also feature new products in the form of Ads
and major Social Media Networking Sites may also be used to spread
the word about new products.

2. Discuss how the marketing management decision action that

you recommend to Marcello Bottoli is influenced by the research
that you suggested earlier and by the findings of that research.
Aggressive marketing strategies are very useful if used in the right
way. Numerous companies in the world use these tactics in order to gain
popularity for their brands and products and the public enjoys the
competition put forward by the companies. In the situation given in the
case, Samsonite already owns a major percentage of the shares in the
market so there is no harm in adopting these tactics mentioned above to
gain more popularity. If utilized properly these strategies will prove to
be effective and help Samsonite gain their desired goals.