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What market research would you suggest carrying out; justifying your reasons for doing so?
Member rating: No Rating | Words: | Submitted: Mon Dec 22 2003
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Anthony Roger 19.09.2001 Matriculation number: 01008903 MK32004 1495 words Moet & Chandon B Case Study Bibliography Books -International Marketing sixth edition by Vern Terpstra and Ravi Sarathy(international edition) -The marketing digest edited by Michael J. Thomas and Norman E. Waite -Understanding Brands edited by Don Cowley Courses -International Marketing Strategy (lectures+ tutorial Moet & Chandon A) -Marketing Bases ( French courses) What market research would you suggest carrying out; justifying your reasons for doing so? The French world market leader of Champagne, Moet & Chandon, would like to launch a new product, Chandon Cava, on a new market, so they are entering upon a diversification phase (see document 1). The main issue for this firm, is that they will compete with Spanish firms with a product they have no experience, and which has not the same characteristics and positioning than their traditional Champagne. In order evaluate the level of investment they have to do, and the risks of this market, I would recommend them to...
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