Scenario: The Marketing Research Plan

Scenario: The Marketing Research Plan

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You have just been named marketing manager of a major franchise. Your job will be to perform the daily tasks of a marketing manager.

Select one of the franchise companies below for which you would like to be Marketing Manager.

Edible Arrangements® – Edible fruit baskets – Creates fresh fruit arrangements and gourmet chocolate dipped fruit to order.

Cartridge World® – Cartridge Company – carries a complete line of both inkjet and toner printer cartridges. Offers both remanufactured and Original Brand (OEM) ink and toner cartridges for nearly all brands of printers, copiers, fax and postage machines.

Liberty Tax Service® – Taxes – provides tax service to both consumers and businesses.

In this scenario, you will be responsible for the following:

Develop a marketing research plan for a product.

In addition you will be conducting the following tasks:

Illustrate the research process

Use secondary data sources

Develop a primary data plan

Predict market potential and forecasting

Assignment: The Market Research Plan

Scenario:

Your top franchisee owns several franchises in New York, NY. Over the last three years, sales and market share have

declined 5% each year in the consumer segment and business segment. As the marketing manager for the franchise,

you have decided to fly to New York and develop a market research plan to understand the problem.

Create a market research plan:

• Using the market research process in the diagram below, develop a market research plan that will

provide a better understanding and solution to the problem.