Marketing Research Report: Super Bag's 'Health' Backpack Launch

This report provides a comprehensive analysis of Super Bag's marketing research efforts for its new 'Health' backpack. It begins with an overview of the company, its mission, and the features of the new product. The report then details the market research conducted to understand consumer needs and preferences, followed by a SWOT analysis to evaluate the company's strengths, weaknesses, opportunities, and threats. A competitor analysis is also included, comparing Super Bag to other backpack manufacturers in the market. The report concludes with insights into the company's competitive advantages, its target market, and its strategic positioning, providing a foundation for future marketing strategies. This report is a valuable resource for students studying marketing and business analysis, offering practical examples of real-world applications.

The purpose of marketing research to discover consumers’ needs.
The company” Super bag” was established in February 16th,2009 in Philadelphia. The company was
formed by 2 brothers James and John Adkins, where John is operative director. ,,
The technological process is fully automated. Offers environmentally friendly, non-toxic and sustainable
products such as bags and backpacks. The company’s each step is taken in accordance with long term
value, company’s growth, and balancing a healthy relationship with partners.
The company has launched new product-backpack “Health». The backpack “Health «has orthopedic
system at the back ,so it can be worn for a long time without damaging your back ,and air pillow, which
provides proper circulation of air and prevents your back from sweating. Injection-molded shoulder
straps create flexible points to alleviate clavicle and pressure point strain and neck pain.And finally a
build-in lanyard cord with standard headphone jack. The people who travel a lot will truly enjoy this
important feature. Only backpack “Health” has this feature.Designed with two large zip
compartments ,the main compartment features a floating,padded 15” laptop sleeve and the front
compartment features an internal organization panel to stash smaller items.It has one bottle pocket and
two side pockets for stationery. The backpack made from waterproof material and has high capacity
which can be ajust. Color: black and purple. Size;48’35’’22’’. Volume;37 liters.
The company set a reasonable price for the product so all kind of people can afford to buy this
backpack.
The company wants to develop and introduce a new Product to the market. We conducted survey of the
market to have an idea about our market and our customers wants , needs and demands. We randomly
selected 25 people of different age, education, income and ethnicity for our survey.This information
help us to know about the current market and prospect of our product.
In order to profitably satisfy customer needs,the company must understand internal and external
situation including the market environment, the customers and their own capabilities.
The 5C analysis is a very complete analysis of the internal and external aspects of business.
A useful framework to analyze the company is the SWOT-analysis,which stands for S-Strength,W-
Weakness,O-Opportunity,T-Threats.
SWOT-analysis:
Strength:
1.Positive image of the company
2.Strong distribution channels
3.Optimal Advertising Expenditure
4.Positive tendency
5.Optimal quantity of information about the company in mass media.
6.Reasonable price
Weakness:
1.The firm has limited cash flow.
2.There is no direct association of the company with the customers that affect the sales.
3.There is no structure policy to promote the product to the market.

Opportunities:
1.Improvment of business climate in the country.
2.widen the range of company’s production to attract more new consumers
3.Forecast financial need of their customers.
4.weakening of competitors’ position.
Threats:
1.Financial crisis in the country or in the world.
2.Entry of strong foreign competitors to the market.
3.Inflation.
4.New legislation.
5.Competition,creates the need to develop new technologies and produce new products ,which require
major investments.
Competitors:
There are 4 major company which produce backpack at the current market.
Name of the
company
Needs satisfaction Segment Technologies of
production ,materials.
1.Health Healthy lifestyle Young people from
20 to 30 years old
Technological process is
fully automated.
(Waterproof material)
2.Go China Carry some
products
And small things
People with low
income
Mechanic and
handmade
technologies.(Rainwear
fabric).
3.Mimosa fashion needs Women from 20 to
55 years old
Mechanic technology.
(faux leather)
4.American bags prestigious Men and women
under 50 years old
Mechanic and
automated
technologies.(leather)
As we see above our company is a quite competitive.We can conclude it from below information:
1.Our company uses the newest technologies,process is fully automated.
2.Segment of consumers are young people,who getting used to our product and keep buying it over and
over.
3.Healthy lifestyle includes:

-cycling.
-sport activities
-snowbording,skiing.
-traveling
-outdoors activities