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Unformatted text preview: Kids Market Consulting Summary of Facts: Kids Market Consulting is a market research firm that specializes in the kid, tween and teen segments in Ukraine. This is a first-mover company and as such has experienced many of the obstacles associated with the first-mover position, namely, an initially low-level of acknowledgement from potential clients due to the lack of information surrounding this specific segment. Also, KMC has collaborated with DDI, a parent company that is composed of five specialized companies which represent the entire scope of marketing services. This collaboration has enabled KMC to reduce costs and take advantage of DDI's brand-recognition. Since the opening of KMC in 2002 there have been changes in the external environment which have resulted in increased competition, mostly from non-specialized Ukrainian firms. As such, our group has prepared several strategic recommendations to emphasize the differentiation of KMC from the competition and sustain the leader-position in this market niche. Analysis: Strengths- First-mover advantage -Although competition does exist, the quality of work among these firms is poorer than that of KMC- access to DDI network of interviewers for market research and their tools to collect sociological, market and consumer behaviour...
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This note was uploaded on 01/26/2010 for the course ADMS 4900 taught by Professor Jungchinshen during the Spring '10 term at York University.
- Spring '10