This study was prepared and executed by students who took the International Marketing Project class in SS 2010.
In WS 10/11 the class „International Marketing Research“ worked for WMF, a company renowned for designing and producing innovative products in the area of cookware, coffee makers and cutlery.
The objective was to assess the market potential of a new product.
We carried out focus group discussions with Korean and Japanese students, content analysis of internet blogs, and observations of potential customers. Both we and students of our partner university California State university Fullerton conducted in depth interviews with potential customers in Germany and the US respectively. The findings were presented to WMF mangers who decided immediately not to introduce the product in question.