Market research case study

The following case study describes a comprehensive market research project. InfoAction can work within your budget, prioritizing our research to maximize the benefit to you.

Client

An entrepreneur considering the purchase of a small company in the food and beverage industry. In a meeting at InfoAction's offices, she provided the previous name of the company, its owner's names, and an outline of her questions.

Need

Background on the company and its owners, including past litigation. Product differentiation in the industry, target market, statistics related to revenue and consumption, and competitor profiles.

Process

1. Background of company and ownership. We searched local media to establish the reputation of the company. We checked government databases for a history of bankruptcies filed by the individuals or the company under its previous names. We searched Quicklaw for Canadian case law or violations of securities regulations.
2. Industry profile. We searched market research reports for data on industry growth, consumer behaviour and market share. We scanned trade journals for relevant current and future trends in the food and beverage industry. We accessed publications produced by industry associations and government agencies for "state of the industry" reports and regulatory information.
3. Competitor profiles. We searched company directories for names and contacts of competitors. We looked at corporate filings of publicly traded companies for annual revenues and market share information. We checked media databases for reputation, marketing strategies and other details of competitors.

Deliverable

Summary of the background research on the company and individuals, identifying that the target company is in bankruptcy proceedings, and a party in several BC court proceedings, as well as two media articles naming the company.

Summary of the industry identifying it as "the fastest growing sector in its category" including the following:

• Forecast of revenue in the industry to 2011 for US, Canada, Mexico
• Demographics of the consumer
• Regulatory information and breakdown of product categories
• List of consultants working in the industry in BC

Sources

Office of the Superintendant of Bankruptcy, Quicklaw, Canada Stockwatch, FPInfomart, Internet. Electronic resources available through Vancouver Public Library subscriptions.

Cost

$750, including 7 hours research at $90 per hour, plus $120 in database charges