1) You are required to understand and analyze the following: - Competition : Presence, competitive advantage, strengths, weaknesses - Market Structure - Market Potential - Potential Targeting: Segment of buyers who would be interested in your product. - Product: Current product features and benefits 2) Using the 4Ps, and implementing the qualitative research techniques (Focus Group or In depth Interview: Which can be done online due to the current Covid situation, with the virtual presence of 4 to 6 participants) your tasks are as follows: - Product: To define your brand's name, the packaging (Design, Weight, Shape etc...) - Place: Where your product can be sold? - Price: For how much will your product be sold? - Promotion: What campaigns can be used to promote your product in the market? 3) In order to have a well-established marketing research strategy, you are also expected to use a quantitative research technique: - Design a questionnaire with measurement scales (quantitative study): This questionnaire would be created using Google forms, and shared with acquaintances and peers to be able to get at least 30 answers. - The questionnaire should include questions about: The preference of potential buyers: Preferred flavor, deliciousness, sweetness, price sensitivity, etc. ... To sum up, you are required to: - Prepare an interview guide with topics and questions focusing on the 4Ps. (Qualitative). - Design a questionnaire (Quantitative). At the end of the semester, each group ( 6 students maximum per group) will present a final project highlighting the following: - A presentation in class of the environmental context (Market structure, competitors, etc...) (4 marks) - Report-A presentation of the outputs of the qualitative study conducted: (Check the 2 nd point above for further details) ( 8 marks). - Report-A presentation of the outputs of the quantitative study (Including percentages, graphs and figures, diagrams etc.. representing the statistics that summarize the Google Forms questionnaire answers). (Check the 3rd point above for further details) ( 8 marks). Note: Your Marketing Research project makes up 20\% of your final grade. A serious and thorough preparation is expected from you to get outstanding results. Good luck