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Abstract
The case describes in outline Compair''s market research and marketing planning prior to their successful entry into the West German market, from the initial decision to undertake the research to the decision on an appropriate market entry strategy. The case is in five separate sections. Each of the first four sections presents a case problem for the student to consider; the subsequent section sets out the action actually taken by Compair. Thus the case simulates, in a relatively short period, practical experience of the various stages of a lengthy and detailed industrial market research project.
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Abstract
The case describes in outline Compair''s market research and marketing planning prior to their successful entry into the West German market, from the initial decision to undertake the research to the decision on an appropriate market entry strategy. The case is in five separate sections. Each of the first four sections presents a case problem for the student to consider; the subsequent section sets out the action actually taken by Compair. Thus the case simulates, in a relatively short period, practical experience of the various stages of a lengthy and detailed industrial market research project.
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