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Nespresso marketing research - Essay Example

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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…
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Download file to see previous pages 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 ...Download file to see next pagesRead More
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