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Enterprise

In:

Submitted By Supershalini
Words 2701
Pages 11
Lord Ashcroft International Business School

Enterprise and Entrepreneurial Management

Marketing, Strategy and Enterprise

Module Code: MOD003477

Year: 2014/15
Semester: 1

Academic Year: 2014/15
Semester/Trimester: 1
SID NUMBER: 1318572/1 MODULE CODE: MODOO3477

NAME OF COMPANY: Little Miss Cupcake

WORD COUNT: 2000 words

Table Of contents
Contents
1.0Introduction 5 2.0 Market Research 8 2.1 Market Research Methods 9 2.1.1. Analysis of Marketing Environment 10 2.2 Setting the Marketing Objective. 11 2.2.1 Market Segmentation 12 Geographic 12 Demographic 12 Lifestyle 12 Other Segments 13 2.3 Marketing Strategies 14 2.3.1 Innovation (PRODUCTS): 14 2.3.2 Identification (OF TARGET MARKETS BY PRICE, ADJUST STRATEGY): 14 2.3.3 Interaction (PROMOTIONS EXTERNAL): 14 2.3.4 Information Gathering (INFORMAL NETWORKING AND PLACE): 15 2.4 Issues in Market Research 16 Survey Design 16 Survey Nonresponse 16 Survey Bias 16 3.0Conclusion 18 4.0 Recommendation 19

1.0 Introduction

This Market research will include a business synopsis and also a project outline for the opening of Little Miss cupcake. Market research is critical as it is the chief attribute linking consumers, customers and public to the researcher through statistics assisting the business in identification of consumer behaviors, marketing opportunities and threats therefore strengthening market position by knowledge capital in marketing (Scarborough, 2012 and Kotler, 2008). In simpler words, this market research is very important for every new business and should not be just an once-in-a-lifetime activity. To make this business a successful one research will be conducted on a continual basis to keep up with marketing trends and to maintain a competitive edge. It is said to be vital to understanding

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