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SCENARIO
National Breweries Plc currently demands a substantial amount of the opaque beer market with a distributorship that covers all major cities in the country and a market share that is estimated to be well over 60%. The company produces two brands; Bulk Chibuku and Chibuku Shake Shake, which constitute 73% and 27% of the company's alcohol sales volumes respectively. National Breweries Plc owns 14 breweries located in most major towns in Zambia and has its head office located in the town of Kitwe. The packaging and distribution of its Shake line is handled by its subsidiary, Liquid Packaging and Distribution Limited.
Many people are concerned about the litre that consumers of shake shake throw around. Management wants the company to be regarded as environmentally friendly by its stakeholders.
The company has commission you to carry out marketing research "To determine the ecological issues that are important to National Breweries stakeholders "
Required:
Describe in detail the steps that will be involved in carrying out marketing research on behalf of National Breweries
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