A new outdoor cooking grill: Eco-Grill in Greece

Résumé du document

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.

Extraits

[...] Many women in Greece hold leadership positions in both industry and government. Family structures are tight in Greece, and many Greeks feel a deep responsibility to care not only for their children but also for their parents. As a result, it is fairly common for family members to be given jobs by relatives. Greeks maintain an intricate web of family and friends to call upon for business assistance since they can be confident of their trustworthiness. Greeks remain on the whole an extrovert and friendly people, known for their hospitality and somewhat relaxed approach to the demands and pressures of daily life, by turns common to all Southern European nations. [...]

[...] So presenting the outdoor cooking grill as a product with the one you can protect the environment and protect your children from burns can increase the motivation. - Explain the high risks for the environment linked to the use of regular charcoal which are deforestation, and greenhouse gas emissions. - Change the current social behavior and beliefs, informing on the needed use recommendation for a cooking grill, which is globally ignored and rarely effectively done - On the product properties and intrinsic/extrinsic qualities As we know, grilling is a timeless tradition in Greece. [...]

[...] The urban population 61% concentrates mainly around Athens third of the total population) and in the West of the Peloponnese. The demographic dynamism of Greece is weak: with an indication of fertility of 1,35 children by woman, the annual growth was 0,16% in 2007. The part of the under 15 years in the total population was considered at between the ages of 15 and 64 years old, and the one of the individuals of 65 and more years old, in 19%. [...]

[...] The industry is still a little bit developed in Greece: it represents only of the GNP and of the manpower. Greece is supplied with electricity essentially thanks to thermal power plants. Greece produces a little oil drawn offshore Aegean Sea, some iron, and some brown coal. The tertiary sector represents the majority of the Greek economy ( of the GNP and of the manpower). The tourism is a pillar ( of the GNP): the country is attractive thanks to its advantageous climatic conditions for the vacationers (weak precipitation, important period of sunshine, pleasant temperature of the sea), its important coast ( km) and especially its numerous archaeological vestiges. [...]

[...] The Aegean Sea lies to the east and south of mainland Greece, while the Ionian Sea lies to the west. Both parts of the Eastern Mediterranean basin feature a vast number of islands, islets and rock islands. Its climate is semi-continental in the north, Mediterranean in the South and on the islands. The spring, rather short, is the most pleasant season because of the sweetness of the temperatures. Summers are long, warm and dry. During autumn the temperatures become milder and we observe strong precipitation. [...]