Demonstrate theoretical and practical knowledge of marketing

Reference no: EM132623603

HC2022 Marketing Research - Holmes Institute

Purpose: Demonstrate theoretical and practical knowledge of Marketing Research in the context of marketing-related business decisions.

The objective of this case is to demonstrate how marketing research has contributed to making a small business into a successful national chain.

Purpose:

The objective of this case is to demonstrate how marketing research has contributed to making a small business into a successful national chain.

Krispy Kreme has become the American household icon for great-tasting hot doughnuts and coffee. Since its beginning in 1937, the company has grown and spread over the United States. Company executives and store managers credit their success to a limited, consistent-tasting product line and clean and inviting stores that attract consumers across all socioeconomic categories. The company also prides itself on its involvement in charitable and service activities in the communities in which the stores are located.

Special Instructions:
1. Must watch the video (uploaded on Blackboard under Assignment 1).

2. Answer the following three questions in reference to the video:
a. To succeed in the Global Market, what market research should Krispy Kreme undertake?
b. What market research activities does Krispy Kreme engage in to determine where to build a site?
c. Krispy Kreme is currently facing criticism from low-carb diet practitioners which have lowered sales. How can market research help them deal with this problem? Provide at least examples of approaches that can be applied.

3. Provide some recommendations with evidence support.

1. Executive Summary

2. Introduction
Background information about the company and marketing research and market research.

3. Define the Problems and discussions
Clearly explain the problem that requires market research

4. Conclusions and Recommendations
Conclude by citing key findings and provide two specific recommendations Krispy Kreme.

5. Reference

Attachment:- Marketing Research.rar

Reference no: EM132623603

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