This research design consisted of exploratory research done using a local pilot survey by the researcher. A questionnaire design was used due to its in expensive, convenient, and extremely efficient way of collecting a large amount of sample data and varied information from the target audience. In addition, its simplicity and convince in matters pertaining beverages, restaurant dinning behaviors, and consumer interests were taken to be advantageous in this marketing research. The research design included a wide variety of close ended questions intended for the espresso consumer related to the research objectives, and were guaranteed to provide positive required results. The underlying technology of Nespresso originated from Geneva, and Nestlé the mother company acquired commercial rights in 1974. The idea was to combine the rich market dynamics with technology and experience to come up with a unique product for a specific target market. However, this was marred by a number of technical problems that threatened to stall the project such as production and distribution costs which were higher that the turnover. Through highlighting such pitfalls, and identifying potential challenges as the market grows this report hopes to place Nespresso in a better position to grow and gain a competitive advantage. Marketing objective In the process of defining the scope of this marketing research, quite a number of areas were identified as crucial and critical for the growth of the organization. A careful review if the most important areas gave way to the isolation and identification of the following key points as the research objectives. To determine the frequency of using Nespresso products by the target market To determine which service and or products offered by the organization best satisfy market demands
The marketing field has experienced a paradigm shift in the past century. A similar trend has been noted in the current century where major changes have occurred. Broadly defined, marketing research basically serves to answer tough managerial questions that assist in the growth of organizations…
This company has enjoyed success as coffee is among the most traded commodities and market trends for Nespresso reveal that the company will continue to enjoy success due to emerging markets for its quality products (Seifert, Leleux, & Tucci, 2008, p. 196).
Marketing research forms the essential basis of marketing strategy. This is because marketing research encompasses the exact details under which marketing of a product or service is ensured. This research comes about with a great amount of hard work and commitment within the related ranks.
Marketing research is a long process with many important steps. There are several methodologies of conducting the marketing research. The specific design for the appropriate research is changing continuously. However, there are some traditional methods which are very much important for the better results in the research field are, identifying the target group, selecting the focus group, designing questionnaire, taking surveys, sampling and analyzing the data.
Over the past few years, celebrity endorsement has been applied in advertisements. Erdogan and colleagues (2001, p. 41) denote that the use of celebrities in advertisements has grown by 20 percent over the past 20 years. This increase in celebrity endorsements in adverts has seen an increase in the sales of the different products.
Marketing research specifies the information required to address these issues; designs the methods for collecting information; manages and implements the data collection process: analyses the results; and communicates the findings and their implications. (Marketing News, 1985).
indiscriminate and unprotected sex may be well understood along with the importance of contraceptives as an effective deterrent; however effective purchase of condoms may not come about at unsubsidized market prices. "Statistics indicate the magnitude of sex related problems:
On a broader perspective, research is considered to be a systematic way of data collection from a number of different sources, then analyzing the data, then providing conclusion and recommendation and finally formatting it in a document (Thornhill et
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