2011年ACCA考试《F5业绩管理》讲义（63）
3 Reducing uncertainty in particular situations Situations where it is particularly important for an organisation to reduce uncertainty include:§ further development of existing products
§ entry into a new market
§ launch of a new product or service
§ diversification.
Illustration 3 – Reducing uncertainty in particular situations
Company X, a manufacturer of TVs, is considering diversifying into the manufacture of cameras.
It wishes to gain an understanding of the market and, in particular,
§ the product range offered by existing and potential competitors
§ the number of outlets forming the distribution network for competitor products
§ the structure of these networks by size, location and their relation to the end user
§ the best overseas markets for its planned products.
The company wishes to minimise its research costs and to gather the data as rapidly as possible.
Suggested research technique: Desk research.www.examｗ.com
Desk research, involving the collection of information from secondary sources:
§ would meet the criteria of speed and low cost
§ would be cheaper and quicker than field research
§ might not, however,
- be entirely accurate
- be totally up to date.
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