Scenario: The Marketing Research Plan
You have just been named marketing manager of a major
franchise. Your job will be to perform the daily tasks of a marketing manager.
Select one of the franchise companies below for which
you would like to be Marketing Manager.
Edible Arrangements® - Edible fruit baskets – Creates
fresh fruit arrangements and gourmet chocolate dipped fruit to order.
Cartridge World® - Cartridge Company - carries a
complete line of both inkjet and toner printer cartridges. Offers both
remanufactured and Original Brand (OEM) ink and toner cartridges for nearly all
brands of printers, copiers, fax and postage machines.
Liberty Tax Service® - Taxes – provides tax service to
both consumers and businesses.
In this scenario, you will be responsible for the
In addition you will be conducting the following
the research process
secondary data sources
a primary data plan
market potential and forecasting