PANELpro

PanelPro is a startup company and currently a subcontract assembler of electrical panels. Its president is a former high-tech executive with technological, management and sales experience, the company aims to grow rapidly on the basis of expertise. It is unsafe to follow the business model (design, assembly, parts dealers or advice) and how to promote PanelPro. He has some information on potential customers and competition, but want more, before proceeding. Two marketing research … Read more »

PanelPro is a startup company and currently a subcontract assembler of electrical panels. Its president is a former high-tech executive with technological, management and sales experience, the company aims to grow rapidly on the basis of expertise. It is unsafe to follow the business model (design, assembly, parts dealers or advice) and how to promote PanelPro. He has some information on potential customers and competition, but want more, before proceeding. Two marketing research approaches have been proposed, but he wondered if he spend his limited funds for research or act based on what he already knows from his business experience. If he spends on research, what should be the aim, procedures and potential payout?
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Dan Dunn
Source: Ivey Publishing
9 sides.
Publication Date: Feb 26, 2010. Prod #: 909A03-PDF-ENG
PanelPro HBR case solution