Give me a conclusion for the following essay: •	About company 

MaxAB is a B2B e-commerce platform that links suppliers in underserved regions with food and grocery retailers. Applying enabling technologies and creative supply chains created to meet the requirements of retailers in the regions we service, they are re-engineering the grocery and casual food market. The MaxAB platform was established in November 2018 by Belal El-Megharbel and Mohamed Ben Halim, and it controls grocery distribution to stores in Egypt. The platform allows store owners to buy products, request delivery or logistics to transfer the products, and contact a customer support staff. It’s not just the technology platform; it’s operate their own warehouses, operate their own fleet

•	Kind of problem that MaxAB faced: After research has been made the company recognized a significant decline in revenues and interaction and usage of the company's application. The company's offers is still in progress but there are a decline in purchase.



•	Why does the company need to do market research?
To know the problem that retailers not interact with app. Identify potential customers perspectives of your company and any gaps in their expectations. When making important business decisions, having excellent market intelligence helps to reduce risk.

•	Information that company need to collect: They need to collect information about the market and their competitors. 

•	How information help in decision making:  To know whether the problem from company poor performance or a declined market overall performance and observing data analytics of the market.     
 
•	It’s problem identification research 
The research classification is problem identification which is sales analysis as the problem is a significant decline in sales without any changes in company performance.

1st Secondary Data Analysis:
1.	Past Information, Forecasts and Competitive analysis
a.	Competitors: Maxab main competitors Cartona, Fatora, El-hoda, Khazen.
b.	 Company position: Maxab considered to be one of the top B2B ecommerce marketplace that connects food and grocery retailers to suppliers in Egypt’s most underserved geographies.
c.	Gap between Maxab and market: According to market research done from maxab’s team the main gap is the different pricing in some of their products.
d.	Top 3 players: Maxab, El-hoda, Fatora, Maxab for their easy process in ordering, delivery, and quality then El-hoda and Fatora for their pricing tools.
e.	Current market trends: the B2B market in the underserved geographics impacted the most from the inflation in the market so this has a remarkable decline in all sales.
f.	4PS: product  Availability for tier A, B and C products
         Price  Pricing tool to have the most efficient or relevant prices with the market.
         Place  Warehouses all over Egypt to serve the most of retailers.
         Promotion  Promotion for all or most of retailers to cope with current inflation                   in the market.
g.	New and current technologies: Pricing optimization, Strategy-based characteristic, Full integration, Competition insights.
h.	Data on sales: According to company’s privacy no data could be shared.
2.	Buyer Behavior:
a.	Customer and target audience: retailers in unserved geographics in All over Egypt (Ain-Shams, Shobra, El-haram etc..).
b.	Product consumption habits: Maxab and their competitors depend on food and beverages products so according to the data retailer cycle in 3 days on average and according to the market retailers or customer buy specific products each day.
c.	Media: Social media (Facebook) and Leaflet  a magazine for all retailers.
d.	Price sensitivity: This market is very sensitive for pricing as they are tier C retailers. 
e.	Reach for company: Through mobile application, Physical visits or tele sales.
3.	Marketing and Technological Skills:
a.	Marketing: Through Facebook, TV ads, and cars with Maxab logos
b.	Promotion: Maxab have different types of promos:
                   TS offer  discount on their purchase if they buy with specific amount.
                   Sku discount  discount on specific SKU.
                   Offer on Brand  Discount on order if they buy from a specific brand with specific amount.
                   Retailer Targets  Monthly targets for retailers (if they buy with specific amount, they will get cash bonus in their wallet)
                   Cash bonus  Add specific amount of money with expiration date in retailer’s wallet.

4.	Problem Variables: Maxab faces two main problems which is the customer retention and decreasing in their shelf share in the retailers stores

Customer retention variables
a.	Customer satisfaction
b.	Customer Loyalty

Shelf share in the stores of the retailers variables
a.	Evaluation variables such as Recalling Maxab’s products or choice of Maxabs products to be on the retailers shelfs 













Evaluation questions:
Ordered categorical variable that indicates, for each brand whether the brand was 
(1) neither chosen nor considered, 
(2) considered but not chosen,
 (3) considered and chosen

Recalling the brand 
if participant i recalled having seen brand

Problem definition:
1.	Management decision problem
a.	Should a new tool of pricing be introduced?
b.	Should we change our current promotion engine?
c.	Do we need to increase the retailer’s frequency?
d.	Do we need to increase retailers’ revenue? 

2.	Market research problem
a.	To determine the effectiveness of our current tool and determine the competition between Maxab and the market 
b.	To determine the effectiveness of current promotions 
c.	To determine Maxab’s running rate from retailers shelfs
d.	To determine the retailer’s capacity from Maxab 

Conceptual map sentence:
Management wants to (know the cause of customer retention and how to increase shelf share). Therefore, we should study (the customer satisfaction, loyalty and recalling maxab’s products). So, we can explain our main question (how we will retain these customers and how to increase the shelf share)

Research questions:
What is the cause of customer retention
How to increase the shelf share of Maxab’s products

Theoretical framework:









Customer satisfaction is an independent variable
Customer loyalty is an independent variable
Recalling the brand is an independent variable 


Hypotheses of the Framework  
If the customer is satisfied then the retention is decreased
If the customer is loyal to the service provided by Maxab then the retention rate will decrease
If the customer recalled the products of Maxab then the shelf share of Maxab will increase 

Research Design:
a)	Research design type: experimental research “as the experimental researches is when we want to examine how variables interact with each other’s, when we manipulate one variable (the independent variable) and observe the effect of the other variables on it (the dependent variable). We want to examine how the customer satisfaction, loyalty and recalling for Maxab’s products affect the customer retention or the shelf share of the products 
b)	Research methods: In-depth interviews “we well held a structured interviews with a bunch of predetermined questions in a set order and try to let them closed ended questions”
c)	Unit of analysis: Organizations “as we will ask the retailers to collect the right data and to know the exact problem”
d)	Sample “Our target audience is the retailers who used to use Maxab’s application for a long time and their app visits decreased 
e)	Sampling technique: probability sample stratified random sampling “as we will divide the customer into groups to a group who used to use the application and their usage decreased and to customers who used to use the app and stop using it completely and to customer who open the app and didn’t purchase anything”
f)	Time horizon: longitudinal research “gathering data at a different times and phenomenon” we will gather information at different times for the customers as we will see before the increasing of prices how was their usage of the app and after the prices increased to see if the prices is a reason or not