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STEP
8 |
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Market Research: A Marketing
Report |
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Here is a letter which
Smith-Weston, the firm of consultants, sent to John Martin
together
with their marketing
report. It contains a brief general statement which gives their main
conclusions. |
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SMITH-WESTON CONSULTANTS
Industrial Consultants
Market Research & Production Engineering |
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June 5,
2005 |
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John Martin,
Sales Manager,
Harper & Grant Ltd.,
London, W.25 |
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Dear
Mr. Martin, |
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We now have pleasure in presenting the results of
our researches into the box-file market. You will recall that in your
terms of reference you instructed us to report on three main subjects: on the
overall size of the market, its trend, and the firms which are at
present supplying it. |
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In general terms we find that, though static for several
years, the market is now expanding. There are eight major firms in the
business, one of which holds forty per cent of the trade. The average
retail price is approximately eighty pence per file, while wholesale
prices range between sixty-five to seventy-five per cent of the retail
price. |
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Our
recommendation is that you should enter the market by selling directly
to the large users through your existing sales force. We consider that
your particular product has every chance of success. Attached you will
find detailed account of our researches. |
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Yours
sincerely, |
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Oswald Morgan
SMITH-WESTON CONSULTANTS |
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