THE MARKET RESEARCH DECISION

1. What type of marketing research should Samsonite undertake?

a. Product research
b. Pricing research
c. Promotion research
d. Distribution research
e. All of the above
--> Our group’s choice: e. All of the above
2. Discuss the role of the type of research you recommend in enabling Marcello Bottoli to
increase the market share of Samsonite.

 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.
THE MARKETING MANAGEMENT DECISION
1. Marcello Bottoli’s aggressive marketing strategy should be built around
a. New product development
b. Price discounts
c. International marketing
d. Distribution through flagship stores
e. All of the above.
--> Our group’s choice: e. All of the above
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.

 New product development helps companies diversify target customer ranges and
expand into new market segments. Whether the company is developing new products
or making improvements on classic designs, the product marketing strategy helps new
customers gain interest.
 Discount pricing is a type of promotional pricing strategy where the original price for a
product or service is reduced with the aim of increasing traffic, moving inventory, and
driving sales. People are drawn to lower prices because consumers love feeling as if they
are scoring a good deal.
 A global marketing strategy (GMS) is a strategy that encompasses countries from several
different regions in the world and aims at coordinating a company's marketing efforts in
markets in these countries. A GMS does not necessarily cover all countries but it should
apply across several regions.
 Flagship store is defined as "a store that exhibits the brand's essence" while flagship
store strategy is defined as a market entry strategy revolving around a flagship store
that contributes to brand building by using all of the elements of Product, Price, Place
(location), and Promotion to heighten.