Scenario: The Marketing Research Plan

You have just been named marketing manager of a major franchise. Your job will be to perform the daily tasks of a marketing manager.

Select one of the franchise companies below for which you would like to be Marketing Manager.

Edible Arrangements® - Edible fruit baskets - Creates fresh fruit arrangements and gourmet chocolate dipped fruit to order.

Cartridge World® - Cartridge Company - carries a complete line of both inkjet and toner printer cartridges. Offers both remanufactured and Original Brand (OEM) ink and toner cartridges for nearly all brands of printers, copiers, fax and postage machines.

Liberty Tax Service® - Taxes - provides tax service to both consumers and businesses.

In this scenario, you will be responsible for the following:

• Develop a marketing research plan for a product.

In addition you will be conducting the following tasks:

• Illustrate the research process
• Use secondary data sources
• Develop a primary data plan
• Predict market potential and forecasting