Unit 5 Marketing and Market Research

Assessment: Coursework

Marketing is the function that makes sure a business sells the right products, at the right price, in the right place, using the most suitable promotion methods. Successful marketing is essential if a business is to survive in a very competitive business world. The unit has particular emphasis on the role of market research and how it contributes to marketing decision-making, and the actions a business may take.

Market research is the process by which organisations obtain the information they require. An in-depth understanding of primary and secondary market research methods used to inform marketing decision-making and any constraints on marketing activities should be demonstrated. An understanding of the importance of selecting appropriate market research methods for market research proposals and carrying out market research, analyse the market research findings and present the findings.

Within this unit you will investigate the marketing at two different companies comparing their approaches to marketing drawing on relevant business theory. You will also undertake market research and analyse the results to provide marketing advice to a local business.

Task 2 - Market research

Having read your work on marketing so far Katie from FitFresh now understands the importance of successful marketing for a business. She is now keen to improve the marketing and sales at FitFresh and would really like to increase the amount of students visiting and spending in her outlet. You have been commissioned to complete detailed market research on how the business can attract more students while continuing to offer a quality and effective service. Without your help she is worried that the business will not survive.

You must do the following:

• Select the market research method, type and tools that you wish to use and give reasons for your choice.

• Conduct primary and secondary research to identify business opportunities for FitFresh

• Assess your choice of research methods and types, explaining how effective they were.

• Justify the choice of questions and sequence of questions used in your market research.

Pass

P5 Select market research method, type and tools for a market research proposal and give reasons for your choice.

P6 Conduct primary and secondary research to identify business opportunities for a specific business.

Merit

M2 Based on your own research, assess the choice or market research method and type used, explaining their effectiveness.

Distinction

D1 Justify the choice and sequence of questions used in the market research.

Evidence

Your proposal must be a document which includes the reasons for your choices.

All work must be completed on an individual basis, in order to successfully meet the grading criteria.