Situation: You are beginning to understand the market for high-end coffee brewers but to provide complete answers to your many questions, you believe you will need to perform some additional marketing research. JavaJoy has never had a formal marketing research process. Strategic and tactical decisions have typically been made based on management's personal experiences and views of the market. You think you detect a bit of "group think" among Hank and his senior management staff and you know you will need to do some educating to gain full support for your approach.
Problem: You decided to hold a meeting to explain the marketing process to Hank and his team. In order to explain this in a way Hank and his team will understand, you will create a PowerPoint presentation with detailed notes. Your PowerPoint presentation should define the problem, the data needed, data collection methods and how the data will be analyzed.