Musac 'n' more

In this project we studied the retail market for a, at that time, nonexisting product. I will not give detailed information here about the product or the results because those data are confidential. The study involved interviews with decision making personell in big retail chains like GB-inno-BM, Delhaize,... We did an extensive research using methods like cluster analysis and basic qualitative research to write our conclusions. Both the company and our professor were very pleased.

VZW Terlaemen

In this project we were asked to research the customer satisfaction for the race circuit of Zolder. Again I will not give detailed information about the results of this research because they are, of course, confidential. We divided the customers into three groups: users, spectators and sponsors. Then we started with a qualitative research to prepare for the quantitative research. We used regression to come to importance/performance charts to put focus on those factors that were most important and urgent. Again, both the company and the professor were very pleased. The project included planning, budget controlling, teamwork and lots of hard work.

Sector analysis: the telecom sector

In this project we studied the past, present and future of the telecom sector in Europe. Since this sector faced the liberation of 1998, this project was very interesting. Again, I am not going to elaborate on the results of the study because of the promise we made to people we interviewed that their knowledge would not be used for other than academic purposes. What I can say is that our work was appreciated by our professor.

Alpha Industries

In this, very challenging, project we were asked to do a market study for Alpha Industries, a producer of solaria, steam-units, shower trays and infrared cabins. Since the company was somewhat puzzled about which countries to target we decided to do a country study of Eastern-Europe and Scandinavia. Based on primarily macro-economic and sector related data we concluded that Poland was the country to investigate. Then we prepared our visit to Poland and went on the field to research if the country was ready for Alpha. The methods used were primarily expert-interviews and questionnaires. Again I cannot elaborate on the conclusions we formulated, but we made a full marketing plan including entry strategy, marketing mix (with a choice of which distributors to contact first) and some important strategic conditions for a successful market entry.

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