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The marketing research process is essential in determining how a product should be marketed. The primary purpose of this research is to reduce the level of risk of a marketing decision. Knowing that the majority of new products fail, how would you assess the following:

During a casual meeting with your supervisor, Mr. Johnson, he asks you how competitive intelligence and analysis can help market the company's new beverage. After discussing it for a while, he requests that you submit a report to your marketing team explaining the marketing research process and how competitive intelligence and analysis are incorporated into it.

For this assignment, you must make a report of 3-4 pages (body) in which you explain the marketing research process and how competitive intelligence and analysis are incorporated into it. Answer the following questions in your report:

What is the marketing research process?

What is competitive intelligence and analysis?

Where would competitive intelligence and analysis fit into the marketing research process?

Are there any ethical concerns regarding competitive intelligence and analysis?

How would you incorporate competitive intelligence and analysis into BevCo's new beverage?

Marketing Management, Management Studies

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