Example Of Market Research Brief

Joe Soap’s Chemical Company SWEET SMELLING CHEMICALS GROUP

Request for proposal Background information : The Speciality Chemicals Group of Joe Soap’s Chemical Company sells chemicals which are speciality either because of their high purity, their composition or because of their properties (like corrosiveness, toxicity etc.). The key markets we serve are the analytical market & the pharmaceutical industry. In the analytical market, the chemicals are used to perform analyses for process control & quality assurance. In the pharmaceutical industry the chemicals are used as reagents in chemical reactions. The analytical customers can be found in the petrochemical, pharmaceutical, other chemical industries, universities, private and public laboratories. We sell direct via our own sales engineers (internal & external). Joe Soap’s Chemical Company has previously segmented the market by SIC code/usage. For example we have done specific marketing towards the laboratory market. However Joe Soap’s Chemical Company has not yet researched the different drivers for market segments. Objectives :

1. To segment customers based upon the key criteria on which they buy speciality chemicals.

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Previous work indicates the four main drivers are : Price, Quality of product, Service (sales, administration, training, support etc.) and Image. However it must not be assumed these are the only factors. It is also essential to understand what ‘quality’ and ‘service’ means to the customer. To understand why a particular driver is the most important for certain customers and what factors (environmental, company specific, economic situation, personnel) would change the relative importance of the factors. To understand the role of buyer versus ‘operating manager’, and whether they have different drivers.

Decisions to be made : To develop the perfect offering for each identified group of customers and to position it using the best way of communication for each group of customers. Scope & parameters : Initially we wish to carry out the research in one country (possibly The Netherlands where we have a customer base of approximately 500) If the results provide a clear segmentation then we would carry out the research in at least one other country. Our previous experience is that customers initial views on Spec Chemicals purchase criteria may be superficial & of limited value. It is therefore possible that we may wish to put specific propositions to the customers to understand which are more valuable. Confidentiality : It is imperative that the information either shared by Joe Soap’s Chemicals or gathered on behalf of Joe Soap’s Chemicals during this project remain in the strictest confidence of the research supplier. Also, any documents that Joe Soap’s Chemicals furnishes the consultant be returned to Joe Soap’s Chemicals at the completion of the project.

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Description and project design : We would rely on you to make a suggestion to what the best methodology would be to get the responses we are looking for. But very important to us is that the recommendations coming out of such a research project should be clear and manageable. Deliverables : We would be looking for a report containing the details of the responses per customer contacted as well as recommendations on how to segment the market as per objectives. Joe Soap’s Chemicals / Consultant Interaction : To be identified after initial proposal. Personnel qualifications : In case of interviews personnel should consist of native Dutch speakers. Budget : $15.000 Project timetable : Request for proposal distributed : Proposals due to Joe Soap’s Chemicals : Consultant selected : Kick-off meeting : Mid term meeting : Dry run of final presentation : Final presentation to business team : Delivery of hard copy of final report and/or presentation : Proposal review : The proposals will be reviewed by Joe Soap’s Chemicals marketing team. Major emphasis will be placed on design/methodology and the ability of the proposed approach to answer the objectives set earlier in this document, plus industry knowledge, familiarity with the specific product/market area, and a demonstrated understanding of our information needs, in addition to the proposed cost. This request for a proposal should not be considered a commitment from Joe Soap’s Chemicals to award the project to the consultant. All proposals and inquiries should be addressed to : Joe Soap’s Chemicals N.V./S.A. Mrs. Whita van White Belgium tel. 00.32.71.766.144 fax. 00.32.71.766.090 An e-mailed proposal is preferred. E-mails should be sent to [email protected] Kind regards,

Whita van White

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