Product Development and Marketing Laboratory 03

Product Development and Marketing Laboratory 03

Research Methods: Focus Group Technique

Target: Marketing Research for Tsing Yi Technical College Canteen

Approaches

Price:

~ Broadest of Price Range: It has higher price for Western Style Set Dinner; Lower price for fast food.

~ Product Price: The price is acceptable; Suitable for student

~ Price Competition: Product price is lower than other competitors.

Product:

~ Both Chinese & Western Style Food for choose.

~ Enough Choice for customer

Position:

~ Locate in College; Suitable for student

~ Other competitors is not near college

Promotion:

~ No promotion; Focus on the price and product's quality

Strengths:

~ Product Price is cheaper than other competitors

~ Lower renting cost

~ Special offered by Vocational Council

~ Large area for business

~ Lower cost for material by large order

Weakness:

~ Small number of customer

~ Short of business time

~ Product's quality is lower than other competitors

Conclusion of Focus Grouping Technique:

According to the focus grouping technique, we occur this method can provide many ideas by interviewers. These ideas is unlimited and directly; interviewers can states their idea, these ideas is more actually.

Other hands, about grouping the interviewing, the moderator's duty is important, he leading the meeting, guiding the interviewer to affect other interviewer's ideas. Develops the primary ideas to interviewers when the interviewer have no ideas.

About invite interviewers, the company must be choose more broadly, in the case, the moderator must not invite the canteen's staff, because these can affect the results. And the inviters may be is day-time student, part-time student, lecturers and staff, that can ensure the ideas is broadly.

General, Focus Grouping Techniques must operation in a fair stage.

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