PANELPro Case Analysis Assignment.

You are James Middleton. You have just abandoned the safe and comfortable surroundings of a cushy corporate job for the emotional and economic rollercoaster of a start-up company. While working at W.R. Grace, you recognized a potentially attractive business opportunity in that few companies like Grace could provide a complete machine-controls package. Most suppliers used other firms to design & build the associated controls. PANELPro Case Analysis Assignment.This cumbersome process adversely affected cost, quality and delivery times. While you have performed some assessment of key customer groups, you are still unsure of how to turn them into actual buyers.

Assess the research project: 1. What is the management decision problem? What should be the marketing research objectives for PANELPro? (Include overall objective and types of information you’ll need to gather) 2. Assess the cost vs. the benefit of the information that might be collected in relation to the business models under consideration. (i.e. Is market research as important for being a consultant as it would be for creating an integrated full service controls company?) 3. What are the research design alternatives? What data should be collected? What additional secondary market research sources could be pursued (Give specific relevant examples). PANELPro Case Analysis Assignment.

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4. Should you conduct further research yourself, use the consultant, or use the student team? Assess the business: 5. What are the pertinent economics of the PANELPro business? Can you afford to conduct research? Estimate a rough annualized P&L (use the first Trico order for representative gross margins). 6. What is your best bet for a business model – subcontractor sales, or direct sales as a designer, assembler, distributor or consultant? The best options would leverage your skills and talents, and reflect the reality of your limited resources. This case illustrates the challenge faced by small entrepreneurs who have limited resources and are pursuing a business opportunity that lacks clear definition. Market insights about the size and attractiveness of different customer segments are critical to shaping the appropriate business model and value proposition. Customer groups differ in terms of their needs – from parts-only to fully-designed custom controls, and in their position in the value chain – from end user to OEM. This shapes their supplier selection criteria, their frequency and size of purchase and their price sensitivity. Once you determine the optimum customer segments you need to locate them and market to them effectively. Be James Middleton, not a passive bystander. Don’t repeat the facts of the case in your write-up. Attack the decisions that need to be made as reflected in the six questions above. Be concise.PANELPro Case Analysis Assignment.