Description
Scenario
Office Lunches
Elizabeth Brentley, a sole trader, started ‘Office Lunches’ in 2015. She noticed a growing trend for office workers having lunch ‘on-the-go’ and therefore decided that to make lunch even quicker, businesses could pre-order food to be made freshly that day and delivered to the offices for employees to enjoy.
When the business first started, sales steadily started to increase, but lately, this has not been the case. Elizabeth wants to ensure that she increases her numbers of loyal customers, with the hope that these customers recommend the business to other offices, thereby resulting in a much larger output of orders on a daily basis in order for the business to succeed.
She currently employs four members of staff who undertake a variety of different roles, which include purchasing the stock, making up the orders and delivering them to offices. Staff are either full-time or part-time employees.
Elizabeth has recognised that it is a very competitive market and would like some direct information, advice and input from you, as she is aware that you have been studying marketing and market research as part of your Cambridge Technical in Business course. Elizabeth has set out three tasks for you to complete.
Task 2: Market Research
(This task should take between 4 and 5 hours.)
Learning Outcome 3: Be able to carry out market research for business opportunities is assessed in this task.
After listening to your presentation, Elizabeth Brentley now understands the importance of successful marketing for a business. She is now keen to improve the marketing for Office Lunches. She has an idea about introducing an ordering service via an app (or something similar) for use via a tablet or smart phone, where customers can order lunches in advance hopefully making this a USP (Unique Selling Point) for the business.
You have been commissioned to complete detailed market research on behalf of Office Lunches in order to improve its profile and sales. Elizabeth wants to ensure that she runs a quality and effective service. Without your help, she is worried that the business will not survive.
You must:
Select the market research method, type and tools that you wish to use and give reasons for your choice.(P5)
Elizabeth approves your proposal and asks you to complete some further tasks. You must:
Conduct primary and secondary research to identify business opportunities for a specific business.(P6)
Once the research has been completed you could:
Assess your choice of research methods and types, explaining how effective they were (M2)
Justify the choice of questions and sequence of questions used in your market research.(D1)
Pass
Merit
Distinction
P5: Select market research method, type and tools for a market research proposal and give reasons for the choice.
M2: Based on own research, assess the choice or market research method and type used, explaining their effectiveness
D1: Justify the choice and sequence of questions used in the market research
P6: Conduct primary and secondary research to identify business opportunities for a specific business
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.
(2 pages per P or M or D) please