Market Study for Metallic Fences

摘要

This paper presents how a quantitative market study was accomplished, to determine the attractiveness of Romanian market for distribution/selling of industrially made fences. Later, the study represented the essential aspect that helped the manufacturing company, a leading European Company, decide whether to enter the Romanian market with this product or not. The repert made up as a result of the study consisted of 8 main chapters: Romanian economic environment analysis, product definition and consumers' behavior analysis, product life cycle determination, market attractiveness for the product, substitute products analysis, competitors analysis, analysis of market opportunities and barriers, 3 years selling prognosis. Scenarios regarding the way the company could effectively enter the Romanian market were built. This paper refers to the principles and methods used to define the product, to determine its life cycle, the target market and the customers buying behavior, to establish the market attractiveness and the products demand type.