MKT355: Tembusu BioScience (TBS) is a biotechnology company founded in Singapore six years ago: Multivariate Analysis Assignment, SUSS, Singapore

Question 1
Tembusu BioScience (TBS) is a biotechnology company founded in Singapore six years ago. It has an R&D team developing pharmaceutical products. One of the products, Safe Water Pill (SWP), is a water purification tablet that is used to kill micro-organisms in water to prevent cholera, typhoid, dysentery, and other water-borne diseases. This tablet is useful in places where the water is untreated or has not undergone adequate purification before consumption. TBS has identified Cognia, a distant underdeveloped country with a population of five million people and a land area four times that of Singapore, as a potential market for SWP.

Cognia is an ex-British Colony using English as the working language. However, it is made up of several tribes, each using their own dialects as the working language, and each occupying a separate region in the country. Thanks to funding by the United Nation, these regions are equipped with a mobile network that provides Internet access.

Assuming you are a TBS Marketing Manager and have been tasked with conducting a survey to better understand Conga and its people, so as to plan for customizing SWP and marketing it in the country. Write an essay on the key fieldwork factors of your research.