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.szdhsjt.com/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." |
