Topic: Marketing Research Plan:
Description:
The assignment must be DOUBLE SPACED using a standard font (such as Times New Roman or Arial) in 12 point. The length of the assignment is 1,500 words. It also needs to contain full in-text referencing and a list of references (see the referencing guidelines which follow). Please note that the reference list does not count towards the overall word limit.
Scenario:
The marketing department of your organisation has completed a review of the existing product portfolio and has decided that an opportunity may exist to launch a new product aimed at people aged over 55. In order to proceed and approve the release of resources to develop this product the board members of the organisation will require a detailed examination of the current marketing environment as well as competitor activity.
Task:
You have been asked by the Marketing Director to prepare a marketing research plan that outlines the collection of information to identify if a gap exists within the market for a new product aimed at people aged over 55. You will need to consider what information is needed and the most appropriate method of collection. The approaches that you choose must be justified with authoritative academic literature and research.
Organization: Apple
Time scale:
Due to the urgency of this project the approaches that you choose must allow information to be collected within a 2-month period. (October and November)
Report structure:? Your report should be structured around the following 4 areas:
Background and rationale
3 research objectives
Approach and methodology
Timelines (shown via a Gantt chart).
PS. Tutors don’t care about the product what they will be looking for is just the plan.
A full list of references must be included with the work but the reference list is not included in the 1,500-word count