MT 450 Unit 2 Assignment Scenario Marketing (Liberty Tax Service)

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Scenario Marketing

Congratulations. You have just been named marketing manager of a major franchise. Your job will be to perform the daily tasks of a marketing manager.

So what does a Marketing Manager do?As you know, marketing plays an essential role in almost every industry segment. In its simplest form, marketing management is about making certain that customers’ needs and wants are met while increasing the profits of a company. A marketing manager’s responsibilities can vary a great deal, but will always have this as a central purpose.

Clickhereto learn about being a Marketing Manager.

Select one of the company’s 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.

Assumptions

The plan is to aggressively go after the consumer and business market creating dual revenue streams. Your marketing strategy, research marketing mix and customer relationship marketing will be different for both groups.

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

See Rubric below for Assignment details.

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.

Write a brief paragraph that answers the following questions.(This should not be in Question/AnswerFormat).

1. Suppose that the franchisor was considering bringing a new kind of product or service to its stores. What kind of research would it need to do in order to have some confidence that the new product would sell well?

Next, 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.

Please make sure you include primary and secondary sources in your market research plan. See the diagram below.

1

[MT450: Marketing Management]

Lastly, other than forecasting sales, what other uses are there for forecasting methods?

You will provide a 3-5 page (APA formatted) a 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.

NOTE: Your paper should be in APA format and cite all references used.

Submit to the Unit 2: Assignment Dropbox.