Question

Scenario

Mistine is a direct selling cosmetics firm based in Thailand. Originally, it made a name for itself selling an affordable product that was of good quality. It focused mainly on housewives. However, over the years Mistine has expanded its focus, targeting more groups such as teenagers and higher-income women. Unlike many comparable direct selling firms, Mistine engages in much advertising. Its advertising campaigns must be tailored toward the appropriate target market.

Refer to Scenario. Assume that Mistine wants to break into the Kenyan market. It is entering the market for the first time and is unsure about how successful its products will be. Mistine's management team wants to develop a sales forecast for the area. Which of the following would be most appropriate in terms of accuracy?

Answer 1

Answer: Market tests

Step-by-step explanation:

Conducting market tests is the most suitable approach for Mistine. It is necessary to choose a small group of audience to test the products in the market. The chosen market is Kenyan market which is diversified from the Thailand market so the risks are high in entering into new market.

The products cannot be directly launched into the new market without test. To check the feasibility of the product sales a focus group in Kenyan market can be chosen to know how successful the products will be.