Choosing a client
*Please follow the instructions I give you, this instructor is VERY strict about it.
Copy and paste the outline below in its entirety. Do not abbreviate or shorten. Respond to each headline and subheadline. Support with research both intext and in a reference section.
The Course Packet should be heavily used and cited in all assignments for the Course Project. There is ample information, data, and statistics that should be included
Introduction (Provide background information on client and why it was chosen).
Problem Statement (Explaining the problem that the Market Research Plan will address–what is it you want to know? Remember that the research plan is the information handed to the marketing department BEFORE they make strategic decision on their brand and company)
Executive Summary (Write this last after completing other parts of the assignment)
Important data and information on chosen company
Current market conditions (note that market refers to an area such as Chicago and is different than marketing. Research the areas of Nashua or Fairfax using census information, local government websites etc. What is going on there? Who lives there? Describe in terms of demographic information (demographics are age, race, income, education, gender, etc. Psychographics are lifestyles, belief systems, political leanings, etc)
Industry analysis (Describe the Trends and conditions related to the client. Include trends in the industries that Adorable Annie or Easy Peasy are in. Comment on product trends, sales trends, and trends within the PEST Model. It stands for Political, Economic/Environmental Social and Technological. The image below will give you detail on the kind of research to conduct using the PEST model. Research each of the PEST model factors below. Explain what is going on in your client’s city and Explain WHY it is relevant to Adorable Annie or Easy Peasy.
Political Trends
Economic Trends
Social Trends
Technological Trends.
For this assignment, you will be assuming your role as an Assistant Market Researcher at On the Edge Advertising and will be working to develop a Market Research Plan. You will get to choose which of the agency’s two newest clients you want to work with, Adorable Annie’s or Easy Peasy. Adorable Annie’s is a small boutique offering upscale clothing and accessories for children. It is located in Fairfax, Virginia, and has recently launched a new website to reach consumers outside its local area. Easy Peasy is a healthy plant-based snack for health-conscious parents and children. It is based in New England, but it has recently begun selling its products through some larger nationwide health food stores and online retailers.
The power of research: The agency that had the Velveeta cheese account traditionally positioned the processed cheese as an alternative to block cheese as a snack food. Sales were down everywhere but Texas. The market research team went to Texas to find out what was going on there. The found out that Velveeta was used for cooking–queso, cheese sauces, soups etc. The entire strategy changed and sales went up. These ads on You Tube demonstrate the before and after of market research
Old Strategy
Old Velveeta Strategy
New Strategy
New Velveeta Strategy
New Velveeta Strategy other example
You are detectives for your client–discover every factor such as trends, consumer behavior, access and use of technology etc that could be factor in your clients challenges. Uncover every stone to assess and scan the environment to find the solution. Remember that research is the spark that triggers effective strategies.
Tasks
You will indicate which company you will choose to work with and will begin building the Market Research Plan. Use the outline provided to guide you as you build the plan each week. This week, you will:
Develop the Introduction section of the Market Research Plan, explaining who your chosen client is and what about the company appealed to you.
Identify the Problem Statement for the company, indicating the problem that the Market Research Plan will address. Use outside research and the Course Information Packet to guide you.
Develop the Executive Summary, including important data and information on your chosen company, its industry, and the current market conditions.
Begin building the Market Research Plan, adding the Introduction, Problem Statement, and Executive Summary sections and leaving the other sections blank.
Deliverables
Your total research, analysis, and discussion should contain 500–750 words.
Use proper MLA formatting.
Save your document as a Microsoft Word document
Cite your sources
