A soap manufacturing company faced a decline in its sales in the recent years, despite the population growth. It is a problem here. The identification of this problem involves studying all possible causes of the sales decline. This may not be easy, because a sales decline may result from any number of factors, including market demand, increased competition among soap makers, loss of cooperation from distributors and dealers, high prices, problems with product quality, ineffective promotions, availability of substitutes (like laundries), and many other things. Researchers will probably have to look into most of the possible causes of the problem, and gather any evidence that might help identify the cause of the sales decline, which is the problem in this case. Once the problem has been well recognized and defined, objectives to solve it will be set.
Questions:
a. What are the issues of the above case?
b. Is market research necessary to address the above issue? If yes, what procedures are adopted?
c. What is the appropriate research design to conduct market research to address the case issue? Discuss.
d. Could the case be converted into an opportunity in marketing? If yes, how?
