Assignment An exercise You are currently working for a Taiwanese based company, specializing in canned tropical fruits( such as mango, leech, guava and banana), as a marketing researcher. Your boss is contemplating the opportunity of going abroad and would like to ask you to undertake market researches among target markets of the UK and Italy. Q1. Please outline the information sources which you could consult for and the information to be obtained through desk research and/ or interview. 一 the internet, google, 或是電子期刊與圖書館 二 各國國貿局 三 熱帶水果罐頭進出口商，或是公會找資料 Q2. Based on the result of the research in Q1, you need to decide whether a further investigation is needed. If additional research is not needed, please justify your suggestion/recommendation of the marketing opportunities that might be presented in these two countries. 要先考慮自己決定投入多少資本，該項 投資佔公司資本比的百分比。還要決定進入時要求的該市場佔有率要多高，兩者皆會影響 到公司是否要花更多錢再做進一步研究。至於從第一題可以找到的資料，應該與該地人民 對水果罐頭的需求以及偏好口味，還有當地是否已經有先進入的廠商可做學習，或是相關 產業的外商已涉足該地。 Q3. If a further investigation is suggested, please suggest types of additional researches that might be useful for you to determine the marketing opportunities. 在當地超市，學校，市集等潛在消費者聚集處試吃以及做問卷。此時應 該考慮從該國國民角度看此市場，例如國民旅遊網站，報章雜誌，特別要注意的地方是該 國的target market 可能跟本國有差異，所以在做深一步的探討時此點應列入考慮。 Q4. If direct investigation( i.e., you will visit the market in person) is involved, please outline steps to prepare for an overseas market research. What problems might be encountered in undertaking the marketing research overseas in person and how would they be overcome? What would help you adapting to an unfamiliar environment? 一 列出欲研究的問題與研究目標 二 雇用當地人試填問卷與試做訪問 三修正問題與訪談題目 四雇用當地人做問卷調查或是找當地的市調公司 另外，亦可用課本學到的方法，做出較不偏頗的問卷。 --

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