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Scenario: You have just been appointed Marketing Manager for ONE of the following companies:
• Beerenberg Farm (see www.beerenberg.com.au)
• Great Southern Rail (Australian epic train journey specialists)
• www.itsthenewblack.com.au (an online store)
• The Espresso Room (on North Terrace, by the Hawke Building)
Your position is new, and the company has not undertaken research into its markets or
customers for many years.
Your manager thinks it would be a good idea to undertake research and the first task
she assigns you is to write a 2-page (1000 word) management report discussing what
research is necessary and justifying why a research budget should be allocated. Your
report is to be presented to the GM and CFO.
Task: In this report you should:
1. Specify and prioritise what market and customer information is required. Justify
why these are the most important questions for you to be asking at this time.
2. State these information requirement in terms of specific research objectives and
outline key questions for the research to answer;
3. Indicate whether you think qualitative or quantitative data (or both) will be needed
to meet the stated research objectives. Be sure to justify your suggestion;
4. Detail any information you expect the company to have available to it internally
that may assist in answering the research objectives or shaping the research; and
5. Discuss briefly the outcomes of the research in terms of the decisions it will enable
you to make as manager.
(Do not anticipate the findings but discuss how the information will assist you and the
company to make better decisions.)
You are not required to specify budgets, timelines or give specific methodology recommendations.
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