Case Scenario: You have just been named marketing manager of a major franchise. Your job will be to perform the daily tasks of a marketing manager. Edible Arrangements® - Edible fruit baskets – Creates fresh fruit arrangements and gourmet chocolate dipped fruit to order.
Below scenario, you will be responsible for the following:
a. Develop a marketing research plan for a product.
b. In addition you will be conducting the following tasks:
c. Illustrate the research process
d. Use secondary data sources
e. Develop a primary data plan
f. Predict market potential and forecasting
1. The Market Research Plan
1.1 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 to decide to fly to New York and develop a market research plan to understand the problem.
1.2 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.
