Market Research †Case Study Spaghetti Fettuccini Essay Example for Free

Market Research Case Study Spaghetti Fettuccini Essay1. Establish the goals of query that should be developed.There atomic number 18 several goals of research that should be developed for Fettuccini S.A.. First of all, they take on to properly analyze their current situation and know especially the Spanish consumers behaviour and conductations in order to adapt their harvesting to the markets demands. Also, they need to consider their potential new costumers. They similarly need to analyze their competition, get to know what products and at what price they be change and what argon the rivals weaknesses so that they can get strategic advantage out of their position. The lodge has some experiences with selling whole grain pasta, but they need to test their new products, especially the new pasta product line since it is a fresh product. Fettuccini S.A. also needs to find out if they should open their birth points of sales or if they should rather focus on dispersion to existing shops. Finally, they need to establish a marketing strategy in order to know what kind of advertisement is the most suitable and sound for their business, and the way in which they want to transmit their messages.As the company had jobs with punctual delivery and their service in general before, it would definitely be necessary to investigate also about these two points. They are non acceptable and must be improved once the reasons for both of these weaknesses are figured out.A nonher problem which should be resolved by investigating within the company is the companys structure itself it is not efficient since the different departments are located in different areas of Spain. Such a decentralized watchfulness is not agile enough for a company of Fettuccinis size and produces too high gear costs.2. Through the Internet, conduct a research to determine the petty(a) market for fresh pasta and mark the main competitors of our company.The Fettuccini Company has already in vestigated on the secondary distribution of some new products such(prenominal) as freshly prepared pasta in order to diversify their offer, which was marketed in the fast-food restaurants of an accredited company in Madrid. Since the primary market for Fettuccini S.A. is the public administration, I would consider the following possible secondary private markets. An estimation of the world pasta production gives us an idea of the positioning of the Spanish pasta market. The estimated world pasta production in 2012 has been around 13.5 million tonnes, distributed as follows1Spain has produced 252,208 tons and is ranked on the 13th position of the global pasta producers while number one, Italy, has produced 3,316,728 tons. As far as the pasta consumption is concerned, Italy dominates with 26.0 kg/ capita, while Spain only consumes 5.0 kg/ capita2. Although the pasta market in Spain is not as huge as in Italy, there is still enough potential for successful production and distribution o f pasta products.The main competitors of Fettuccini S.A. come mainly from Italy and are companies like Buitoni with 22% of the market share, El Pavo, Rana or Gallo with a 10% of the total market share3. Other smaller competitors could possibly be Gusti dItalia S.R.L., EGO Internationl S.R.L. or Tomasicchio Giuseppe4.The secondary market for fresh pasta products in Spain is on tabulator, which would be through chains serving fresh products such as Nostrum, Fresco etc., and also the traditionalistic restaurants serving fresh pasta. Another big secondary market for fresh pasta are supermarkets5. Further more than, specialized small shops selling food to take away for example should also be taken into line as potential customers. Delicatessen shops and restaurants can also be interesting partners for Fettuccini S.A. since both are offering high quality and exclusive fresh products. Another big secondary market are companies who offer catering or lunch service for their employees, an d who might be interested in receiving effortless fresh pasta dishes. The big opportunity for Fettuccini S.A. in this secondary market is that they produce in Spain, which means they should be able to deliver a lot faster and at a more competitive price.3. Define the soft technique that you will use and introduce a dash of qualitative questions.In order to obtain data and useful information about what Fettuccini S.A. can expect from their potential market, get to know the preferences of their costumers and establish themselves in the market, they could use several qualitative techniques such as focus groups, triads, dyads, in-depth interviews, uninterrupted observation, bulletin boards, and ethnographic participation/observation.But due to the problem that many of these techniques are not only expensive, but especially time-consuming and the responses might be difficult to interpret, Fettuccini S.A. should in my opinion work with focus groups and combine the results with the resul ts obtained from observation in points of sales, for example.Both for the focus groups and for the observations in points of sales, this could be combined with letting people taste the fresh pasta products and afterwards asking them specific questions.