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    Question 1 - Shodh Case

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    Arpita Gupta
    Shodh's client wanted to enter the economy housing sector in Bengaluru. Shodh identified several key management decision problems to address: 1) assessing the potential and risks of the growing economy housing segment with new competitors; 2) identifying the right target market segment of middle-class consumers; and 3) finding an appropriate location that provided amenities and infrastructure at a reasonable land cost near the city. Shodh also saw a need to understand consumer expectations and demands to help define product offerings.

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    Question 1 - Shodh Case

    Uploaded by

    Arpita Gupta
    56 views1 page
    Shodh's client wanted to enter the economy housing sector in Bengaluru. Shodh identified several key management decision problems to address: 1) assessing the potential and risks of the growing economy housing segment with new competitors; 2) identifying the right target market segment of middle-class consumers; and 3) finding an appropriate location that provided amenities and infrastructure at a reasonable land cost near the city. Shodh also saw a need to understand consumer expectations and demands to help define product offerings.

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    Question 1- Shodh Case

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    Shodh's client wanted to enter the economy housing sector in Bengaluru. Shodh identified several key management decision problems to address: 1) assessing the potential and risks of the growing economy housing segment with new competitors; 2) identifying the right target market segment of middle-class consumers; and 3) finding an appropriate location that provided amenities and infrastructure at a reasonable land cost near the city. Shodh also saw a need to understand consumer expectations and demands to help define product offerings.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    56 views1 page

    Question 1 - Shodh Case

    Uploaded by

    Arpita Gupta
    Shodh's client wanted to enter the economy housing sector in Bengaluru. Shodh identified several key management decision problems to address: 1) assessing the potential and risks of the growing economy housing segment with new competitors; 2) identifying the right target market segment of middle-class consumers; and 3) finding an appropriate location that provided amenities and infrastructure at a reasonable land cost near the city. Shodh also saw a need to understand consumer expectations and demands to help define product offerings.

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    of 1

    Question 1:

    Shodh understood that its client wanted to enter the economy


    housing sector and due to lack of access to area of pilot project the
    research project in Bengaluru was given to them. The first step
    Shodh did was to figure out the management decision problems:
    1. Potential of the Segment- As the market of economy housing
    was still growing and many competitors were entering in the
    segment, there was no previous data to collect the inference as
    how the segment will perform also with the increasing
    opportunity – the risk was equally high.
    2. Identifying Target Market- One of the main concerns was to
    identify the right segment of people to target. The focus was to
    attract the middle-class segment (i.e., people classified under
    B1, B2 and C in SEC segment).
    3. Location Area- Finding a good location in Bengaluru which
    would be preferred by customers was also an important
    decision to be made. A site from where all the basic amenities
    was easily available, land wasn’t expensive, developed
    infrastructure, not far from the main city were few points while
    searching for a location.
    4. Lack of clarity in Consumer Expectations- An important factor
    was to understand the actual demand and preferences of
    consumers and how much they would be ready to spend to
    develop product profile. Shodh decided to study geographic,
    demographic, psychographic segments of potential target
    market.

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