1.PART I(A)

Project subject/title - what is the topic?

Compare and contrast - Ensure the answers link to your two chosen retailers/service providers. (20 marks)

a)What is the category? What stores did you visit? What are the predominant brands? (3)

b)What are some of the distinguishing features of each competing product/package/brand? (7)

c)What is the price range of products in this category in each store? (Link to specific brands.) (5)

d)Is the category "easy to shop"? Outline strengths/weaknesses about how the products are displayed/service delivered. (5)

1. Using the GBC library resources - answer four of the following questions (6 marks each)

a)Describe the Canadian category in terms of dollars and/or unit sales and growth rates. What is driving category performance? What is the potential for future category growth?

b)How is the Canadian category segmented? (Don't confuse segmentation with targeting.) Describe (demographically, psychographically, usage) the customer target for your chosen segment.

c)Describe the key competitors in the Canadian market in terms of market share and growth rates. What is driving individual performance?

d)Describe recent product innovations in this category and impact on category performance.

e)Identify recent trends/developments in the external business environment (e.g.. socio-cultural, political-legal, economic, technological, competitive) and impact on this product category.

f)Summarize key findings from recent consumer studies conducted about this product category.

g)How has your chosen brand evolved over time? Develop a SWOT for your brand.

PART I(B) - RESEARCH PROPOSAL

Introduction (13 marks)

Situation Analysis - Why is the research needed? (Should be evident/fall from Part 1A.) (5)

Marketing Problem/Opportunity (define in one sentence) (2)

Marketing Research Problem (define in one sentence) (2)

Marketing Research Objectives (4)

List 2 - 3 specific research objectives that your study will address.

Research Design - how do you plan to conduct the study? (9 marks)

Information requirements - exploratory, descriptive or causal? (1)

Field methodology - what type of interview will you use to collect the data? (1)

Targeted respondents - who should be recruited for participation and why? (Should fall from Part 1A.) (4)

Number of interviews, number of participants per group, estimated length of each interview, location etc. (3)

Administration (4 marks)

Budget - Provide an estimate of the expected budget for this project. (1)

Project Schedule - Specify total length of project from start to finish and break out key milestones. (3)

Each Plan must include at least ONE Primary Research, at least ONE Depth Secondary Analysis and any other additional activities based on the needs of your business plan, and must total to a possible 50 marks

All students must complete at Least ONE primary research project.

All students must use these secondary reports and use them as sources for secondary research.

Include Permalinks and hardcopy of these reports as appendices in your final Research Portfolio.

6.0Appendices

1. Industry Canada, NAICS "Definition of the Sector"

2. Industry Canada, Financial Performance Data (Revenues, Expenses, and Net Profit/Loss)

3. Industry Report (ex.DataMonitor, MarketLine, etc)

4. Target Area Statistics w/ maps (can use Statistics Canada Census Tract or City of Toronto Wards)

Category

Research Activity

Possible Marks

Yes/No

Due Date

Status

Chose from one or more of these research objectives using secondary research:

Secondary Research

Research for benchmarking financial performance in your sector include as appendix Industry Canada, Financial Performance Data (Revenues, Expenses, NetProfit/Loss)

5%

Secondary Research

Research to complete an industry overview (using one or more planning frameworks such as SWOT, PESTEL or other) Include as appendix Industry Canada, NAICS "Definition of the Sector" and Industry Reports as appendix (ex. DataMonitor, MarketLine, etc).

10%

Depth Secondary with Analysis

Research to validate your target marketusing STP process. Include as appendix Vividata or Statistics Canada or other relevant data.

10%

OR:

Depth Secondary with Analysis

Research to provide rationale for your location decisions (both physical and online) include as appendix Target Area Statistics in Appendix w/ maps (can use Statistics Canada Census Tract or City of Toronto Wards)

10%

Students must chose at least ONE of these:

Primary Research

Social Listening or Online Observation or Web Analytics

20%

OR:

Primary Research

Consumer Survey (Design, execute and report findings)

20%

OR:

Primary Research

Focus Groups or Individual Interview(Design,execute and report findings)

20%

OR:

Primary Research

Mystery shopping (Design, execute and report findings)

20%

TOTAL

50%