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Module title: Marketing Research
Hand in [hard copy]: BBS Office [Alun building] & electronic copy via blackboard
Learning Outcomes assessed: secondary research; quality and criteria of information selection; application of marketing research concepts, theoretical feasibility of proposed solutions.
title of the Assignment Marketing Research Proposal
Assignment Brief You are asked to prepare research proposal on the basis of invitation to tender/research(*) brief prepared by the Food Company.
* - please see attached
Students are permitted to discuss course material and assignments with other persons. However, the assignment is to be one’s unique work. Joint efforts or collaborations are expressly forbidden. The report should all be written in the student’s own words, any words taken from another source should be placed in inverted commas (“”) with the source of information provided. Any Web content used in the report should be accompanied by its URL and the date it was accessed.
Suggested Word Limit: 1500 excluding graphics, Web-based inserts and list of references. NB. Students will be expected to keep within this limit. The portion of the assignment that exceeds the limit will not be marked and may attract a penalty.
INVITATION TO TENDER
MARKET RESEARCH INTO THE OPPORTUNITIES FOR FOOD COMPANY TO DEVELOP HEALTHIER EATING PRODUCTS
INTRODUCTION
Food Company, manufacturer of processed food, is inviting proposals on the design and delivery of a research project, which will provide an overview of the healthy eating market, provide case studies of successful healthy eating products, and will seek to identify specific opportunities and mechanisms for Food Company to offer the consumer a healthy eating product.
BACKGROUND
The opportunity for the Food Company was identified in the light of WAG [Welsh Assembly Government] recommendations arising from the report "Eating for Health - A Diet Action Plan for Wales", published in July 2004.
Food Company has undertaken to focus on those recommendations from the Diet Action Plan which are aimed at food processors and in particular the following points:
"Traditionally manufacturers and processors have been responsive, rather than proactive, to consumer and retailer demand, and their concern about the potential commercial risk in developing new products in advance of specific demand for them is understandable. The Expert Group believes however that the increasing consumer, and hence, retail, interest in healthier low fat, low salt and low sugar products, will require manufacturers and processors not only to respond promptly to demand, as they have done in relation to consumer demand for low fat dairy products, but will also offer the opportunity for them to anticipate consumer demand with a range of high quality, healthyhttp://www.ukassignment.org/liuxuezuoyedaixie/meiguozuoyedaixie/ products which, with innovative promotion, would enable the industry to extend its markets profitably. The food manufacturing and processing industries should explore further availability of new technological developments which will enable them to manufacture both their existing and new high quality food products with a low fat, salt and sugar content." #p#分页标题#e#
In addition, the implementation of category management by the major retailers means that, more than ever, there is a need for companies to develop products that are innovative and different from those already on the market, based on clear market trends. One of those trends is the growth of the healthy eating market, particularly for low fat foods, which has grown in the UK and is now worth £4.5m.
UK adults have reduced their intake of foods that are generally considered to be less healthy than others, such as cooked breakfasts, hot lunches and take-away food. A high percentage of adults (83%) eat fresh fruit during a typical day, and fresh fruit appears to be more popular with young people than it was in the beginning of this decade. There has also been an increase in the consumption of organic/health foods compared with the previous years.
To explore these trends and recommendations further, Food Company wishes to undertake tailored research into the healthy eating market.
THE PROJECT
Food Company wishes to commission research which will seek to identify specific opportunities and mechanisms to develop or re-launch products for the healthy eating market. These could be:
• New technologies
• Innovative Ingredients
• Improved product presentation and marketing
• Recipe modification
or a combination of the above. This research will identify market gaps, technologies and/or ingredients, for the Food Company, which could help to develop new products or modify their current product range to meet the requirements of the healthy eating market.
In addition, the research will include an overview of the requirements of four of the leading retailers and four of the leading catering / food service companies to include policy towards the provision of healthy eating products, market trends and perceived gaps in the market.
The overview will also feature a number of case studies featuring products that have been successfully targeted at the healthy eating market, with an assessment of why they have succeeded.
PROJECT REQUIREMENTS
The chosen MRO (Marketing Research Organisation) will be responsible for:
1) meeting with representatives of Food Company to gain an understanding of the company's product development strategy and capabilities, and to identify the company's objectives in participating in the project.
2) the design and delivery of the research
3) the presentation of the findings in written form, to include a general overview which will be made available to the Food Company only.
The report findings and any materials and visual aids, will require to be branded clearly with the Food Company logo.
THE TENDER
Please include in your proposal:
Executive Summary
Background
Problem Definition/Objectives of the Research
Approach to the Problem
Research Design#p#分页标题#e#
Fieldwork/Data Collection
Data Analysis
Reporting
Cost and Time
Appendices
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