Format: Your assignment will be in the form of a business report and must follow the order given above (please include the section headings as they appear in this outline). See Grading Criteria for Business Reports

Scenario

You are a marketing executive at Pret a Manger.  Following a major study to understand how Pret a Manger performs against their main competitors, they have identified areas where they need to concentrate their efforts in keeping and growing new customers for their ‘food on the go’ offering

One of the areas that the marketing team need to concentrate on is in creating a marketing campaign that will communicate their current strengths and new initiatives.  Your task is to assist Pret a Manger’s Marketing Manager with marketing ideas that could be used in communicating to their customer groups. For this coursework you will be required to carry out the following tasks:

Task One: Attending lecture, completing Pret a Manger survey, and commenting on the marketing research undertaken.

1. On completion of the questionnaire students, reflect on this data collection approach and comment on its value and use to organisations. What is the benefit of the data to the organisation?  Here students should refer to 2 academic references to support their reflective piece of 400 words.(15 marks).

In this section explain the rationale for and benefits of market research and the value of the research data to organisations

In this section explain the following:

1. The reasons why marketers should try and understand their customers.
2. Why organisations commission market researchers to help them understand their customers
3. Discuss, which other business tools are available to marketing managers to profile customers. In addressing these issues, you are expected to include theory learned in lectures, seminars and from additional reading about segmentation and its importance to the development of marketing communications. PROVIDE REFERENCES

 

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