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A new outdoor cooking grill: Eco-Grill in Greece

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  1. Analyze the macro consumer
    1. Be very country-specific
    2. Population
    3. Economics
    4. Usage
    5. Etc
  2. Analyze the micro consumer picture
  3. From the consumer looking out perspective
  4. From the marketer looking in perspective

Launching a product in a foreign country, with different culture, habits, and new competitors is not an easy thing to do. First, you have to make sure that your product will be well received, and that you will have potential buyers. There is no point in investing too much money for nothing. Hence, adequate research and enquiries must be conducted. There are a lot of methods to collect data. In the present case, it is more appropriate to use focus groups, surveys and perceptual mapping. Focus groups are a group of people (6 to 12 persons), who are reunited to talk about an issue or subject. In our case, we will organize several meetings with different people. It will always be men, as they are in majority the ones who buy a cooking grill; the age will differ from 30 to 65 years old, to see who is buying the most; they are selected from various backgrounds, with different jobs, and different family status. These focus groups will allow us to see who is the exact profile of our potential consumer, to know what they like in a cooking grill, what functions they want, how they use it, the frequency, and whether they are familiar with our brand.

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