It’s Okay to Chase Rabbits Down a Dry Hole
Marketing research does not always produce positive or expected results. In some cases, it shows there is no or limited market opportunity or produces data contrary to a company’s opinions or beliefs about markets, its competitive situation, or growth potential.
Rooftop Industries, Inc., a Type 3 manufacturer of rooftop HVAC systems introduced in Chapter 4, wanted to find new markets since it had fully penetrated its “bread and butter” education market. Quotation analysis, Table 50, showed that its 84 national reps’ 2-year total quote production was 1,021, of which 361 were for schools. Also, only about half the reps had produced quotes. Publicly available information showed there were about 91,000 K-12 ...
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