I am an assistant to chief marketing consultant working for Kline, Cuthbert and Maxwell Associates in the City of London. As part of my role, I carry out several activities including building competitor analysis, marketing research, giving business advice to clients, etc. My ‘Boss’ has now commissioned me to undertake a marketing research on behalf of two clients (Ms. Juniper and Mr. Lloyd) to aid them to make a decision as to which market might be suitable for their business expansion. These clients already have 5 years experience running a successful mail order business/company on the internet.
I am going to write a report detailing my proposals and recommendations, which will be based on an existing product. In this way, I am expected to:
• Identify the aims and objectives of the business and discuss the product/business idea within the context of the industry or market that they could enter.
• Identify their potential customers or target audiences and the process of segmentation used.
• Undertake market research/marketing research for my product idea – using both primary and secondary sources
• Devise a realistic marketing mix for my product.
• Justify all aspects of your devised marketing mix for the product
However, from my knowledge of markets and industries, I already think choosing chocolate (a humongous product) with a range of users, across marketing segments is a good idea. In this light, I see Cadbury’s chocolate as a good example of a humongous product. It comes in a range of sizes, qualities and prices and has a range of image and brand identifiers....