Purpose Statement: Through conducting secondary research, the ZMX Global, Inc. marketing team has identified a steady demand for organic foods in the consumer marketplace in the U.S.A. (Beesley, 2009). Based on this trend, the marketing team has created a preliminary product line idea called Bon Vivant Organic Gourmet, a readymade frozen organic food product offering. The purpose of this marketing research plan proposal is to present a process for collecting and analyzing data that will be used to determine the need for a new frozen organic food product line in the consumer marketplace. The proposed marketing research will provide insightful decision-making information to assist ZMX Global, Inc. leadership in determining the value in moving forward with the development of the Bon Vivant Organic Gourmet product line (Lamb et al., 2014).
Marketing Research Process: Upon approval by ZMX Global, Inc. leadership, this marketing research project will be assigned to the Frozen Foods Product Manager for completion, and a budget will be finalized for consideration. This proposed research design is cost efficient and can be executed within a two week time period if funded.
Research Questions
The following marketing research problem and opportunity questions inform the research design specifications for this project:
1. Is there a demand for an organic frozen food product line in the consumer marketplace?
2. What type of consumer would purchase a frozen organic food meal?
3. What geographic locations will result in volume sales of readymade frozen organic meals?