| October 16, 2015

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 following:
Develop a marketing research plan for a product.
In addition you will be conducting the following tasks:
Illustrate the research process
Use secondary data sources
Develop a primary data plan
Predict market potential and forecastingUnit 3 Assignment
Assignment: The Market Research Plan
Scenario:
Your top franchisee owns several franchises in New York, NY. Over the last three years, sales and market share have
declined 5% each year in the consumer segment and business segment. As the marketing manager for the franchise,
you have decided to fly to New York and develop a market research plan to understand the problem.
Create a market research plan:
 Using the market research process in the diagram below, develop a market research plan that will
provide a better understanding and solution to the problem.
Address each step in detail.
Reference
Winer, R. S. & Dhar, R. (2011). Marketing management (4th ed.). Upper Saddle River, NJ: Prentice Hall
[MT450: Marketing Management]
 Please make sure you include primary and secondary sources in your market research plan. See the diagram below.
Reference
Winer, R. S. & Dhar, R. (2011). Marketing management (4th ed.). Upper Saddle River, NJ: Prentice Hall
You will provide a 3–5 page (using APA format and citation style) market research plan paper with at least
three supporting references. You should include at least one illustration which can be included in the body of
your paper or appendix.
Submit to the Unit 3 Assignment Dropbox.
Unit 3 Assignment Grading Rubric 40
Possible
Points
Specific Paper Objectives: Assignment Checklist
(80%):
Illustrate the research process- Develop a research
plan using all 10 steps 12
Use secondary data resources 10
Develop a primary data plan 10
[MT450: Marketing Management]
Subtotal 32
Writing Style, Grammar, APA (20%)
Grammar and Spelling 3
Paper is 3–5 pages in length and responses are
concise and direct 3
Reference list and citations are provided 2
8
Total 40Scenario: 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 following:

Develop a marketing research plan for a product.
In addition you will be conducting the following tasks:

Illustrate the research process
Use secondary data sources
Develop a primary data plan
Predict market potential and forecasting
Assignment: The Market Research Plan
Scenario:
Your top franchisee owns several franchises in New York, NY. Over the last three years, sales and market share have
declined 5% each year in the consumer segment and business segment. As the marketing manager for the franchise,
you have decided to fly to New York and develop a market research plan to understand the problem.
Create a market research plan:
• Using the market research process in the diagram below, develop a market research plan that will
provide a better understanding and solution to the problem.

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