Scenario: The Marketing Research Plan 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. Here is a helpful information 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 CEO of your company wants you to create a strong marketing research plan. You will present the plan as a PowerPoint presentation with audio to all of the franchisees at the next annual franchise meeting. Scenario continued: 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. Assignment Details – create a marketing research plan: In this Assignment, you will be using the PowerPoint narration tool to create your own audiovisual presentation of your customer relationship management plan. Once you have done this, you can put this skill on your resume. Audiovisual presentations are used in everything from customer service response, training employees, solving problems in the workplace, explaining instructions to colleagues and responding to stakeholders concerning business issues. Using some of the market research process steps as listed below, develop a market research plan that will provide a better understanding and solution to the problem. Winer, R. S. & Dhar, R. (2011). Marketing management (4th ed.). Upper Saddle River, NJ: Prentice Hall Checklist: Step 1: Clearly defines the problem. Step 2: Determine what kinds of information are most suitable for solving the problem. Step 3: Describe the type of study or research. Ex: Is your research exploratory, descriptive or causal? Defend your response. Step 4: Describe your method of data collection. Secondary Data – What type of secondary data sources will you implement? Be as specific as possible. For example, what types of internal sources of secondary data will you utilize? External sources – Next, using the online library describe the following factors: Competition, technology, economy, political and legal factors, raw materials, and socio cultural trends. For example, if you selected Liberty Tax, identify competitors in the industry. What trends are taking place in the tax industry? What new laws were recently implemented that may impact your business? Provide specific examples. What other external data sources can you implement to gather data? Describe how you will use this data. Primary Data – What types of primary data sources will you implement? Will you use a qualitative or quantitative study or both? What types of tools will you use? Again, be as specific as possible. For example, if you are using a survey method, how will you collect the data? Why did you select these methods of collecting data? Discuss the advantages and disadvantages of each method. Step 5: How will you analyze the data and draw conclusions? Step 6: How will you report and present your data? Elaborate on the bulleted points on each slide rather than just reading the slides. In other words, your PowerPoint presentation provides an outline of what you will discuss in the audio portion of your presentation. * Go to Microsoft.com for complete directions on how to add audio to your presentation: http://office.microsoft.com/en-us/powerpoint-help/add-narration-to-a- presentation-HA001230306.aspx Minimum Submission Requirements ● Your PowerPoint presentation should consist of 10–15 slides with an added title slide, using 24-pt. font, 4–5 bulleted points on each slide, and putting all additional content in the notes section. Submit your presentation to Unit Assignment Dropbox. ● Respond to the questions in a thorough manner, providing specific examples of concepts, topics, definitions, and other elements asked for in the questions. Your PowerPoint should be highly organized, logical, and focused. ● Your PowerPoint must be written in Standard English and demonstrate exceptional content, organization, style, and grammar and mechanics. ● A separate page at the end of your research paper should contain a list of references, in APA format. Use your textbook, the Online Library, and the internet for research. ● Be sure to cite both in-text and reference list citations were appropriate and reference all sources. Your sources and content should follow proper APA citation style. Review the APA formatting and citation style found in the Writing Center. If work submitted for this competency assessment does not meet the minimum submission requirements, it will be returned without being scored. Plagiarism Plagiarism is an act of academic dishonesty. It violates the Honor Code, and the offense is subject to disciplinary action. You are expected to be the sole author of your work. Use of another person’s work or ideas must be accompanied by specific citations and references. Whether the action is intentional or not, it still constitutes plagiarism.

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