Proposal
Marketing Research Proposal for Stock Market | March 31
2011
| | MARK 2052 |
Table of Contents
1. Stock Markets Background 3
2. Literary Review 3
3. The Management Decision Problem: 6
4. Market Research Problems and Objectives: 6 4.1Market Research Problem 1 7 4.1.1Market Research Objective 1 7 4.1.2 Market Research Objective 2 7 4.2Market Research Problem 2 7 4.2.1Market Research Objective 3 7 4.2.2Market Research Objective 4 7
Time Table of Research Report 8
Mind Map 9
Bibliography 10
1. Stock Markets Background
Stock Market (SM) is a health centric food outlet located within the University of New South Wales, upper campus in Mathews Food Court (MFC). SM entered the UNSW market in February 2008 simultaneously to its’ neighbouring competitors in MFC. In order to attain a competitive advantage SM management’s stated focal objective is to enhance its ‘customer value for money’ offering through the continual evolution of its products, services, and layout.
At present SM selling value concept is based on management’s perception of its juice, smoothie, soup, pasta and salad products as premium quality offered at an affordable price, averaging $8.20 per transaction. However management has no clear understanding of how its customers perceive SM’s value or SM’s customer demographic to form a customer profile.
The research proposed intends to ultimately inform management of the attributes of SM’s general customer demographic, intentions and perceptions to facilitate their capacity to add customer value and market its value concept to the appropriate demographic to enhance customer retainment and satisfaction.
It must be understood that Stock Market operates as a small confined stall constricted by physical growth, bequest of financial limitations and grounded to parameters set out by management. Namely, the capping of staff at 13 employees due to the physical confines of the store, and the competitive driven prerequisite to
2011
| | MARK 2052 |
Table of Contents
1. Stock Markets Background 3
2. Literary Review 3
3. The Management Decision Problem: 6
4. Market Research Problems and Objectives: 6 4.1Market Research Problem 1 7 4.1.1Market Research Objective 1 7 4.1.2 Market Research Objective 2 7 4.2Market Research Problem 2 7 4.2.1Market Research Objective 3 7 4.2.2Market Research Objective 4 7
Time Table of Research Report 8
Mind Map 9
Bibliography 10
1. Stock Markets Background
Stock Market (SM) is a health centric food outlet located within the University of New South Wales, upper campus in Mathews Food Court (MFC). SM entered the UNSW market in February 2008 simultaneously to its’ neighbouring competitors in MFC. In order to attain a competitive advantage SM management’s stated focal objective is to enhance its ‘customer value for money’ offering through the continual evolution of its products, services, and layout.
At present SM selling value concept is based on management’s perception of its juice, smoothie, soup, pasta and salad products as premium quality offered at an affordable price, averaging $8.20 per transaction. However management has no clear understanding of how its customers perceive SM’s value or SM’s customer demographic to form a customer profile.
The research proposed intends to ultimately inform management of the attributes of SM’s general customer demographic, intentions and perceptions to facilitate their capacity to add customer value and market its value concept to the appropriate demographic to enhance customer retainment and satisfaction.
It must be understood that Stock Market operates as a small confined stall constricted by physical growth, bequest of financial limitations and grounded to parameters set out by management. Namely, the capping of staff at 13 employees due to the physical confines of the store, and the competitive driven prerequisite to
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