Racing to stand out: the positioning dilemma of a new premium motorbike in emerging market

Learning outcomes Understand key factors to be considered for entry into an emerging market. Assess the importance of data-driven decision-making during new market entry. Solve the market gap and opportunity identification problems by applying the concept of perceptual maps. Conduct topic Modeling and sentiment analysis to assess consumer perception from consumer-generated brand and product reviews (text data). Develop perceptual maps from user-generated content, interpret the outputs and gain insights for recommending suitable marketing strategies. Critically examine the use of primary and secondary data for marketing decision-making.