A market research for orange and bronze software lab's business intelligence software

• Main Authors: Cai, Earvin Lendl O., Cheng, Allister Garret O., Santiago, Zenjin D.
• Format: text
• Language: English
• Published: Animo Repository 2007
• Subjects: Marketing research; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17554
• Institution: De La Salle University

Orange and Bronze Software Labs is a fusion of software architectures and engineers keened on raising the level of software development in the Philippines. One of the products under development is On B Business Intelligence System. It is a sophisticated program that provides comprehensive and real-time analysis of information which greatly aids companies in making sound business decisions. The market research study problem centers on finding out if there is a market for Orange & Bronze Software Labs Business Intelligence Software. It also aims to identify the level of awareness of the possible target market. The information generated from the survey gave valuable insights on the characteristics of the possible target market and how the company could better serve their needs. From the information derived, proper recommendations were then formulated. A descriptive research design was used to describe the existing characteristics of its possible target market. Both primary and secondary were used. Primary data were obtained from the survey conducted which gave a broader spectrum of the possible target market’s key business and technical factors as well as their thoughts about the product under study. Secondary data on the other hand were obtained from books, scholarly journals and articles. The survey results were obtained using three different methods: (1) telephone-administered surveying and survey pre-test (2) solicitation of a formal request letter and (3) person- and self-administered surveying. The population used was obtained from BusinessWorld’s Top 1000 Corporations in the Philippines 2005. The recommendation part consists of marketing mix strategies and programs which include market targeting, product development/innovation program, pricing program, sales and distribution program and marketing communication program. The strategies proposed were segregated into short, medium and long term objectives.