Planning for Market Research
Page 18
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ABODY known as the British Export Trade Research Organization {B.E.T.R.0.) is being planned to assist the revival and growth of our export trade. The plan is for British industry to co-operate in establishing its own ,organization to conduct market research and maintain. a trade-intelligence service throughout the world. The organization will have headquarters in Lonchan and branches in every overseas territory. Pending the formation of the latter, however, it is proposed to create here a " flying squad " of expert research personnel ready to proceed overseas at short notice.
The promoters comprise some 17 leading industrial companies representing a huge capital, and a number of advertising agents experienced in this class of work. These founder members include important companies suhh as the Dunlop Rubber Co., Ltd., British Insulated Cables, Ltd., Lever Bros. and Unilever, Ltd., the Marconi group, Imperial Chemical Industries, Ltd.,and others in a variety of industries.
The chairman of the formation committee is Mr. Ivor Cooper, of Lever Bros. and Unilever, Ltd„ whilst the organizer for the committee is Mr. Philip Scott, Georgian House, Bury Street, St. James's, London, S.W.1.
During the initiation of the project there has been full discussion with the Board of Trade and its Department of Overseas Trade, which have expressed themselves as fully., in accord with thegeneral aims and objects.
There will be two classes of member —founder members, who are invited, on grounds of public service, to guarantee £500 a year for three years in order to set the body on its feet, and ordinary members, who will pay a subscription of £100 a year. . Arrangements will also be made to enable trade associations to be affiliated with B.E.T.R.O. on mutually satisfactory terms. At present the great need is for founder members.
Membership will confer the right to share in the general service of trade information an to use the facilities of any overseas branch or associate. In addition, they will be able to commission, at a minimum cost, specific market and consumer research in any desired area. The latter will be charged at cost plus a fixed percentage to cover overheads.
The organization will be registered as a limited company and will be governed by an unpaid council which, it is intended, shall be fully representative of British industry. Liaison between council and management will be by a small executive committee, also unpaid, and selected from the council.
The organization will work in close association with an overseas advertising service, which will be set up by a group of advertising agents and will be called " The British Export Trade Advertising Corporation, Ltd " This will be a profit-making concern, but the profits will be limited, and it will be available to the advertising agents of members of the organization.