( I sent last week assignment as a attachment- you might have to read that first)Your client is happy with your work from last week and would like to move forward. After careful consideration, you hav

Module 02 Course Project

Douglas Williams

Rasmussen College

06/01/19

Introduction

I have been given responsibility as a leader in my first big client project. The project that I have chosen is that of Snazzy Sneaker Co. who wants to launch a new athletic shoe line and needs help determining the key features to include in its new shoe design. Therefore, I will start by selecting a client, identifying client’s marketing research objective, writing SMART goals to achieve the objective, evaluating the use of quantitative or qualitative marketing research to achieve the objective, and conducting research both primary and secondary to collect information for the project.

The scenario chosen and marketing research objective for the client

The scenario that I have chosen is that of Snazzy Sneaker Co. who wants to launch a new athletic shoe line and needs help determining the key features to include in its new shoe design. The marketing objective for Snazzy Sneaker Co. is a brand image. Through this, Snazzy Sneaker Co. will be able to grow its market share, target new customers and retain its customers, enter new markets, and also increase its profit. Therefore, the objective is to make unique shoes by incorporating key features into the new shoe design.

SMART goal based on the scenario selected

Snazzy Sneaker Co. focuses to expand and grow by launching a new athletic shoe line. Therefore, there is a great need to ensure that the SMART goals for the company fully align with the company’s overall marketing strategies, vision, and mission.

Specific: Snazzy Sneaker Co. has a strategic plan to focus on 10 key cities in different countries. These cities include: New York, Mexico City, Berlin, Barcelona, Madrid, Cape Town, Milan, London, Paris, and Washington D.C. The company will mainly focus on London and New York as its primary focus from 2019 to 2021. The main strategy will be the consumer direct offense marketing strategy.

Measurable: The consumer demographics and their behavior will be utilized as the core of the 10 city incubator for the new shoe product line. For the new product line being launched, the company will utilize customer driven data and information such as colors. Therefore, information on what customers prefer more in these 10 cities will be utilized to show what customers need more. London and New York will be the main focus for retrieval of this information.

Attainable: Through the utilization of trends, the data and the patterns on the consumer behaviors from these major 10 cities, the company will have the ability to effectively depend on the information on creation and implementation of strategies that will aid in proper functioning. The information will also help in determining the distribution of the product. An increase in sales and the responses of the customers will be reflected from a test of variables.

Relevance: By focusing on 10 cities and primarily the two chosen cities i.e. London and New York, the company will be able to have and more accurate and reliable representation of segmented market preference. It is easy to collect data, analyze it and adjust t depending on real-time data from sales.

Time: The Company will focus to determine its success over the next 1 year. The accomplishments will be measured after one year.

How quantitative and qualitative marketing research could be used to achieve the objective

Quantitative market research can be used as a means of acquiring information by asking the target audience questions (Wilson et al, 2009). From the responses received, the information can be used in developing well-though decisions on what features should be added on the new design. This hence helps in increasing satisfaction levels. For Snazzy Sneaker Co. to be a customer-centric organization, it has to consider customer feedback and research. Some of the ways that can be used in conducting quantitative market research include; surveys, questionnaires, and polls. Basically, for Snazzy Sneaker Co. to get to know some of the key features to include in its new shoe design, it has to do research. Quantitative market research tends to capture data such as the size of the market and customer behavior among others. The primary quantitative market research techniques include; surveys, one-on-one interviews, and computer-assisted personal interview.

Qualitative market research basically is based on the opinions, feelings, thoughts, and attitude of an individual (Wilson et al, 2009). This market research can be used in achieving the objective as it will help in ascertaining the factors that may influence their behaviors. Through this research, it will be easier to get an insight into the perception of the buyers, their behavior and their needs. Some of the things to be considered in order to attain more information on the buyers’ perception include; what they feel about a certain design, what they like or dislike about it, what their expectations are, what they feel about the competitor’s product, and what the barriers that influence their purchasing behavior are. Therefore, quantitative and qualitative market research will help in incorporating better the key features to include in its new shoe design based on the buyer’s perception.

Credible sources of information that could be helpful for the project

Types of primary research methods I would use and discuss the types of information I would seek to collect through marketing research

The first method is focus groups. This method entails bringing together potential groups of customers and evaluating their ideas and feeling about the product (Bradley, 2007). The method would help in getting detailed information about customer preferences and their tastes regarding shoe products. other information from this method could include current trends and pricing of similar products. The second method is online surveys. This method would in acquiring information about the views of potential and existing consumers. The method can show the designs that customers need, help in comparing with competitor’s products, pricing of similar products and the current trends.

References

Bradley, N. (2007). Marketing research: tools & techniques. Oxford University Press, USA.

MacLeod, L. (2012). Making SMART goals smarter. Physician executive, 38(2), 68-72.

Wilson, A. M., Jones, R., Miller, K., & Pentecost, R. (2009). Marketing research: An integrated approach. Pearson Australia.