California College of Communication Marketing Research Paper

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o6n6

Business Finance

California College of Communication

Description

Marketing research is at the heart of addressing the fifth P’s of marketing: product, price, place, promotion, and public relations. That is, the product must satisfy a need, be priced at the right level in a place where it will be seen by the right people and promoted to generate sales. The proposal is a rationale for undertaking a research project and as such it must be persuasive, written in non-technical language and thorough in its analysis.

APA STYLE 4-5 PAGES

WILL TELL YOU WHAT THE PRODUCT/ SERVICE IS WHEN ACCEPTED

Purpose and Scope

The marketing research proposal’s primary function is to state the question that the research will attempt to answer. If your proposal aims at introducing a new product/service what concept, copy and market tests should you do.

The Marketing Environment

Marketing research must include an overview of the marketing environment. SWOT and PEST analyses help in understanding the marketing environment.

Objective

You should articulate your SMART objectives. In addition to stating the objective, the proposal should include a descriptive background that provides the context of why the ultimate goal is important. If there is a problem to be solved, it should be clearly stated. A timeline with major milestones or Gantt chart might be appropriate if the proposed research is of significant scope.

Audience

What should you do to accurately identify your target audience?

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Explanation & Answer

Attached.

Running Head: MARKETING RESEARCH

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Marketing Research
Name
Institutional Affiliation

MARKETING RESEARCH

2

Introduction
In the modern business environment, the car rental industry is rapidly accelerating due to
the high demand for services, favorable government norms, economic growth, rise in consumers'
per capita disposable income, and rapid growth in urbanization. In 2019, revenue in the car
rentals segment was about US$21783m and the revenue is projected to register an annual growth
rate (GAGR 2019-2023) of 2 percent. This will result in a market volume of approximately
$US$23545 in 2023. User penetration is 10.6 percent in 2019 and is projected to hit 11.1 percent
in 2023 (Guler, Misra & Singh, 2019). Given that car rental industry has a positive growth
prospect and it is very lucrative, the proposed service is having a car rental business where cars
will be parked anywhere legal and customers will be able to access and use the car using a
mobile application in which it will have ID and credit card details, and whenever customers want
to stop using the car they can click end on the application and keep the car in the right place for
other customers to use it.
Purpose and Scope
For many years, customers in the car industry have complained about inefficient and
unreliable car rental services. The purpose of this proposal is to address these issues raised by
customers by offering car rental services where customers can access and use cars parked in
various parts of the country using their ID and credit card details. This business model is
efficient for the customers because they can choose cars using mobile applications and whenever
customers want to stop using cars, they can end the services on the application and keep the car
for other customers to use it. In launching this service to the market, a few selected customers

MARKETIN...


Anonymous
Just what I was looking for! Super helpful.

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