LABOUR MARKET INTEGRATION OPPORTUNITIES
ACTIVITY TITLE Conducting Market Research for a New Product AIM Ceramics provides a platform for creativity, skill development, and entrepreneurship for many young people and it can offer different job opportunities. The aim of this activity is for participants, involved in ceramic workshops, to better understand how to conduct market research to identify potential customers, understand their needs and assess the competition for a new ceramic product in order to reach a wider audience. TRAINEE(S) PROFILE(S) Young people involved in ceramic workshops LEARNING OBJECTIVES (min. 3) Define the concept of market research and its importance in product development. Identify the target market for a new ceramic product and gather relevant data using primary and secondary research methods. Analyse market research data to identify key insights about potential customers and competitors. Apply market research findings to develop effective marketing strategies for a new product. TEACHING METHOD(S) Non formal education N° OF PARTICIPANTS 10 DURATION (in minutes) 3.5 hours MATERIALS NEEDED Pen and paper for taking notes Online access to research tools such as Google Trends, social media, and industry reports A list of questions for conducting customer surveys or interviews PREPARATION STEPS Prepare a list of questions for customer surveys or interviews. E.g.: What products do you currently use that are similar to the new product we are developing? What features do you value most in the products you use? How often do you buy products like the one we are developing? What would you expect to pay for a product like this? What factors would influence your decision to purchase a product like this? (Price, convenience, quality, brand, etc.) Gather relevant industry reports and market data. Set up access to online research tools. IMPLEMENTATION STEPS Introduction: Introduce the concept of market research and its importance in product development. Discuss the different types of market research, such as primary and secondary research, and their respective advantages and disadvantages. Define the target market: Have participants identify the target market for their new product. Encourage them to be as specific as possible, considering factors such as age, gender, income, location, and lifestyle. Gather secondary data: Using online research tools such as Google Trends, social media, and industry reports, have participants gather secondary data related to their target market and competitors. Ask them to take notes on relevant trends, demographics, consumer behaviour, and market size. Conduct customer surveys or interviews: Provide participants with a list of questions to ask potential ceramics customers in order to gather primary data on their needs, preferences, and buying behaviour. Encourage participants to conduct surveys or interviews in person, over the phone, or online. Analyse the data: Have participants analyse the data they have gathered and identify key insights about their target market, such as their needs, preferences, and buying behaviour. Encourage them to compare this data with information about their competitors to identify gaps in the market and potential opportunities. Present the findings: Ask participants to present their findings to the group, highlighting the key insights they have identified about the ceramic market and competitors. Encourage them to discuss the implications of their findings for their new product, such as potential marketing strategies, pricing, and product features. DEBRIEFING/REFLECTION Discuss the challenges and opportunities that participants encountered during the market research process. Reflect on the key insights and how they can be applied to future product development. TIPS AND HINTS Encourage participants to be creative and think outside the box when gathering data and analysing findings. Remind participants to consider ethical considerations and privacy concerns when conducting customer surveys or interviews. INNOVATION/ADDED VALUE This activity provides hands-on experience in conducting market research, which is a crucial aspect of developing a successful product. SUGGESTED READINGS “Marketing Research: An Applied Orientation” by Naresh K. Malhotra. “Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers” by Alexander Osterwalder and Yves Pigneur REFERENCES AND SOURCES Aaker, David. 1996. Building Strong Brands. Simon; Schuster. Batra, Rajeev, and Pamela Miles Homer. 2004. “The Situational Impact of Brand Image Beliefs.” Journal of Consumer Psychology 14 (3): 318–30. Lamberton, Cait, and Andrew T. Stephen. 2016. “A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry.” Journal of Marketing 80 (6): 146–72. ACTIVITY TITLE Business Planning for Ceramic AIM The aim of this activity is to help participants develop a business plan outlining their vision, objectives, strategies and financial forecasts. This will improve their entrepreneurial skills in the field of ceramics. TRAINEE(S) PROFILE(S) Young people involved in ceramic workshops LEARNING OBJECTIVES (min. 3) To understand the importance of having a business plan. To develop a clear vision and mission statement for a business. To identify goals and objectives for a ceramic business. To develop strategies for achieving ceramic business goals. To create a financial projection for a ceramic business. TEACHING METHOD(S) Non formal education N° OF PARTICIPANTS 10 DURATION (in minutes) 4 hours MATERIALS NEEDED Pen and paper for taking notes Whiteboard and markers Business planning templates or worksheets Calculator PREPARATION STEPS Prepare a presentation on the importance of business planning, including the benefits of having a business plan and the key components of a business plan. Create a list of questions and prompts to guide participants through the process of developing a business plan, such as: What is the purpose of your business? What are your values and mission? Who is your target market? What products or services will you offer? How will you market your business? What are your short-term and long-term goals? What is your pricing strategy? What are your start-up costs and ongoing expenses? How much revenue do you expect to generate? How will you finance your business? IMPLEMENTATION STEPS 1. Introduction: Begin by introducing the concept of business planning and its importance in starting and running a successful business. Discuss the key components of a business plan, including the executive summary, company overview, market analysis, product or service description, marketing and sales strategies, management team, financial projections,
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