Market Analysis for product selection. A case study of the eCommerce business, Zertta
Nguyen, Thanh Van (2021)
Nguyen, Thanh Van
2021
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021060414337
https://urn.fi/URN:NBN:fi:amk-2021060414337
Tiivistelmä
This thesis project was to introduce a market analysis model named Booz, Allen, and Hamilton (BAH) model that is used to generate, assess and evaluate the feasibility of a physical product when a business needs to decide on what product to sell. This BAH model is referred to as the theoretical framework which will be applied to Zertta, an eCommerce business currently selling on Amazon.com and expanding to other sale channels.
Quantitative methods were used in the empirical research for forecasting purposes namely the average method and the näive method. These were used to forecast estimated sales of the selected product for study. Other analysis and development methods were applied during the phases of applying the BAH model.
By applying the BAH model to the case study brand Zertta, product is selected and evaluated as the outcome of this thesis, specifically a table lamp with a Nordic style and design. The product is well thought through with the researcher understanding multiple factors and contextual elements around the product including the market competitiveness, estimated sales, and how the product helps achieve the company’s goals.
The product proves to be a good option for selling on the eCommerce site Amazon.com through many analysis and development stages. The BAH method is also justified to be an efficient model to be deployed when a business needs to expand its product lines and in search of a good product.
Quantitative methods were used in the empirical research for forecasting purposes namely the average method and the näive method. These were used to forecast estimated sales of the selected product for study. Other analysis and development methods were applied during the phases of applying the BAH model.
By applying the BAH model to the case study brand Zertta, product is selected and evaluated as the outcome of this thesis, specifically a table lamp with a Nordic style and design. The product is well thought through with the researcher understanding multiple factors and contextual elements around the product including the market competitiveness, estimated sales, and how the product helps achieve the company’s goals.
The product proves to be a good option for selling on the eCommerce site Amazon.com through many analysis and development stages. The BAH method is also justified to be an efficient model to be deployed when a business needs to expand its product lines and in search of a good product.