B2B Marketing Proposal for Selling Research Proposal

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Figure 1: Market Potential and Segmetnation for JINI Glasses

Sources: Based on intefviews with market researchers at Opticians Association of America (OAA) and their secondary published research.

Research Strategy

In defining the research strategy to determine the best possible multichannel strategy for selling the JINI into the U.S. market, a combination of primary and secondary data needs to be collected. One of the most important critical success factors for creating a profitable B2B strategy is qualifying distributors, dealers and channel partners with regard to their service expertise (Raddats, Easingwood, 2010). Second is finding those distributors who have insights into how they can sell effectively to retailers, mass merchandisers and smaller offices (Stanley, Wojcik, 2005). JINI needs to set service quality as one of its most importation criterion for evaluating potential new resellers, distributors and dealers who can reach the 228M computer users in the U.S. The research strategy to accomplish this is as follows with secondary research being used to define the overall requirements followed by primary research including interviews with members of the distribution channel.

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Secondary Research

First Stage: Define the research objectives of the entire research project including the definition of multichannel distributors, dealers and resellers and most critical success factors for the JINI product introduction.

Second Stage: Collect and aggregate secondary studies of PC users who spend over 50% of their time on their computers and who have a medium to high level of disposable income.

Third Stage: Capture secondary data on each of the potential distribution channels and build a statistical model showing which has the greatest potential to launch JINI successfully.

Primary Research

Phase 1: Define the methodology and sampling frame of distributors, resellers and dealers using SIC Code analysis and advanced research databases including Dun & Bradstreet and Hoovers.

Phase 2: Create a questionnaire that is aligned to the methodology and sampling frame. Test the questionnaire and ensure it is representative of the factors being tracked.

Phase 3: Complete the survey with respondents online and when possible, in person.

Phase 4: Analysis of the survey results and definition of the distribution strategy and product.....

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