The Marketing Research Decision

1. What type of marketing research should Samsonite undertake to successfully

introduce new products? and increase market share?

2. Discuss the role of the type of research you recommend in enabling Marcello

Bottoli to increase Samsonite's market share.

The Marketing Management Decision

1. How should Marcello Bottoli build an aggressive marketing strategy?

2. Discuss how the marketing management decision action that you recommend

to Marcello Bottoli is influenced by the research that you suggested earlier and

by the findings of that research.