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Pages 14 (3514 words)
Executive Summary According to this marketing research plan and report, in order to successfully convert Manor House into a business for green weddings, it is critical to assess the market needs and potentials. The use of questionnaire, personal interviews, and focus groups has been suggested as preferred methods to acquire data and develop the insight into looking at what market dynamics are at play.
More and more consumers are shifting their buying patterns and are aligning them with the ethical consumption which caters for the requirements of environment. (Joergens, 2006) As consumers are becoming more ethical in nature, they expect the firms which they deal with to act ethically, too. Showing concern for environment and protecting it are also important ethical issues. (Bezencon and Blili, 2010) New and renewed concern for the environment is translating itself into unique consumer buying decisions. There is a growing trend where consumers also tend to prefer to do their weddings in a manner which supports the environment. The overall market of green weddings is on the rise, as people are showing more concern for the environment and are willing to act as eco-friendly stakeholders. (Grant, 2008) The existing location Manor house and its overall proximity with the nature can really prepare it to cater to the needs of customers who need green weddings. However, in order to know whether consumers will be willing to do business with us and utilize our green wedding facilities, it is important to perform a system marketing research and review to understand the trends. ...
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