Final Table of Factors’ Influence Assessment

Factors	Expert mark of factor importance	The solution of the problem / implementation of opportunity	Factor of demand/ Supply
1. Introduction of excise duty on alcohol		Change of market strategy	Demand
2.

The purpose of this table is preliminary assessment of the importance of factors through expert ranking of their importance and development of hypotheses variant solution or implementation capabilities.

After that student had to define the weight of each group of factors using a scale with a constant amount (1, 10, 100) (Table 3). The weights are shared between groups of factors on the following criteria:

• the number of factors in this subgroup;

• importance of factors within the group;

• correlation between factors issues and opportunities;

• the relation between supply and demand factors;

• the complexity of the implementation of the solution of problems or opportunities.

Table 3

Weight coefficients of the macromarketing factors’ influence

Factors	Weight coefficient
Political	0,15
Economic	0,25
Sociocultural (thereof demographical)	0,10
Technological і	0,15
Environmental	0,20
Legal	0,15
Total	1,00

Finally, the expert scoring is done by multiplying expert mark of factor’s importance (Table 2) and weight coefficient of the group of factors to which particular analyzed factor belongs. Next you need to build consolidated final tables of the market threats and opportunities (Table 4, 5).

Table 4.

Final table of market threats

Factors	Expert scoring of the factor	Option of problem solution	Factor of demand/ Supply
1. Introduction of excise duty on alcohol	9 ´ 0,15 = 1,35	Market strategy cange	Demand
2.

Table 4.

Final table of market opportunities

Factors	Expert scoring of the factor	Option of opportunity utilization	Factor of demand/ supply

Formulation of research objectives, description of the methods of collecting information, schedule and budget survey.

Research objectives: Why should you conduct a research?

Answers at which questions are you looking for?

Research Methods: Define and justify the research methods to be used

Develop, form budget and schedule the research

Develop a research brief for a research agency

Develop Search Questions:

1) List the questions and information you need to get an answer at

2) Develop potential hypothesis of answer at the listed questions

3) Define the sources

4) Fill in the table below:

Search Questions	Hypothesis	Sources
		Secondary, primary

Questions which are to be sourced from primary information sources should be included into questionnaire

Дата добавления: 2015-11-14