In order to ascertain if there is a market for an electronic
components publication in Ireland, I was compelled to undergo various
stages of research.
Firstly, I was required to establish if an electronic components
market exists in Ireland, and if so, to determine if these electronics
companies would be interested in a publication that would focus on that
To do so, several methods of research were considered. Primary
research was the only option available to me, as the Central Statistics
Office does not have accurate figures relating to electronic components. In
that, I mean that it. does not correctly segment components in their three
distinct categories: active, passive and memory.
After much deliberation regarding the merits of each type of
research, I close to design a questionnaire. This was perhaps the most
difficult task of the entire study. I had never before learned how to design
a questionnaire, and therefore, had no alternative but to refer to
guidebooks and texts. Phrasing the questions and structuring the
questionnaire were extremely difficult exercises.
I then analysed the information obtained from the questionnaire. It
had been decided by the company, that if the results of my research were
positive, I would then formulate a marketing plan detailing various
aspects of the proposed magazines' production.
My marketing plan consists of an analysis of the current market
situation; a SWOT analysis estimating the strengths, weaknesses,
opportunities and threats facing the company in implementing
production of the publication; the objectives of the plan; action
programmes relating to how the magazine should look, its price etc.;
controls for monitoring the plan.
In conducting my research of the Irish electronic components
market, I attained all of my objectives. I can conclude that there is a
significant gap in the market for a publication that would concentrate on that market. However, I feel that unless this void is filled soon by Computer
Publications of Ireland Ltd., another publishing company will seize the opportunity to have competitive advantage in a market that has so far remained unpenetrated.