March 13, 2016

WaveRider Case study reflection

In this section, our group have done a lot of effort on it. We follows the step of decision making, including define the problem, evluate alternative and implment the chosen outcome. In the first step, we have done market research, The goal of WaveRider want to release a new product which called SeaCatch. the company need to make two decision, including producing place and advertising method. The market research shows there is decliened trend in the uk market size. Based on UK government report, there is a decreasing trend in the number of fishermens and vessel since 2004. In this suitation, we use decision tree to help us get a rich picture of the decision making. other tools also have been used.

In the location decision making, our team decide to use SMART, risk analysis and AHP. those tool helps to evluate both quantify and qualified factors, the result shows lymington is better choice to us. For marketing, we used AHP and grid analysis. The result shows internet and TV is the highest ranking. Our group think the most inportant is traget focus, due to the small market size. and most industry is in closed area. In somecase fishermen may not use internet, so flyer can cover the area cannot covere.

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