Marketing textbook, chapter 4

Case study

Problem definition:

High Tech Computer Corporation, or htc for short, is a Taiwanese manufacturer of mobile phones and tablet computers. Based on current statistics, the company has determined that the sales figures for its own smartphones in Germany declined in the past financial year. The management is considering whether the situation on the German sales market can be improved through pricing, distribution and/or communication policy measures or whether product modifications or product differentiation are necessary. A positioning of the htc brand in the competitive environment is to serve as a basis of information for suitable marketing measures or for the start of an innovation process.

You yourself work in the marketing department of htc and have been commissioned by the marketing management to plan and implement the positioning of the htc brand in the relevant competitive environment for the German market and to analyse and interpret the data obtained.

Task definition:

1. Make a decision regarding the relevant sales market for smartphones of the htc brand! Give reasons for your decision!
2. Make a decision regarding the relevant characteristics for assessing the selected alternatives of the relevant sales market! Give reasons for your decision!
3. Make a decision regarding the selection of the people to be interviewed (population, sample)!
4. Develop a questionnaire for a personal online interview! Collect the data for the positioning of the smartphone brand htc in the competitive environment using a categorisation procedure!
5. Carry out the survey yourself! Interview approx. 100 people!
6. Analyse the data using correspondence analysis! The programmes SPSS and XLSTAT are available!
7. Create a two- or three-dimensional illustration of the positioning of the smartphone brand htc in the competitive environment and interpret the data on the basis of the data output!

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