Marketing research project

Marketing research project

TASK
Individually, you are required to conduct a market research report on a tourism, events or
hospitality (THE) organisation of your choice. This will encompass materials from the first three
topics of this course. Essentially, this report requires you to document the current
competitiveness of your chosen organisation through a thorough review of its current operations
from a marketing perspective. It requires an extensive understanding of how your organisation
and the THE industry in general. Sub-headings are encouraged and can be used for the
introduction, within the main body and in the conclusion.

REQUIREMENTS:
Section 1: Executive Summary (300 words)
You are to provide an executive summary of your report. This shortened version should
summarise the rest of the report so that the manager can understand a larger body of material
without having to read it all. It is to only include material present in your main report. It is not to
be written as an introduction. Attempt to use past tense.

Section 2: Introduction (400 words)
Your market report should begin with a brief overview of your organisation. This should provide
a general overview of the operational context for which your organisation trades in. You are also
to briefly mention the distribution channel your organisation is affiliated with. Here, there should
be some statistics relating to your chosen THE industry context.

Section 3: Portfolio Analysis (600 words)
In this section you are to provide a portfolio analysis for your organisation based on three key
experiences that it provides (examples of a portfolio shall be provided in class). A matrix style is
to be utilised. You are also to showcase the relationship with these experiences and the
distribution channels that it provides.

Section 4: Organisation Competitiveness: (600 words)
This section will require you to examine based on your research how well you perceive that your
organisation performs. Here, you are to consider the competitiveness stance. It will be based very
much on your judgment combined with research statistics.

Section 5: Market Segmentation Analysis (700 words)
You are to provide a market segmentation analysis of two (2) major markets [customers] that
you perceive that your organisation should provide services to. Based on your understanding of
your chosen organisation, you are to prioritise each of the target markets through a detailed level
of analysis.

Section 6: Recommendations (300 words)
This section requires you to outline in detail two (2) recommendations for your organisation.
Here I would like you to consider a different direction for your organisation in its planning.
Some suggestions could include (but not limited to):
• Should there be a change of market segmentation?
• Should a new market be targeted?
• Should a new experience be developed?
• Should a new distribution channel be considered?

Section 7: Conclusion (100 words)
This final section is a brief overview that summaries the previous sections of your research
report. It is to mention each of the different sections that you have considered and leave the
reader with a complete picture of how your organisation performs.
Note:
It is expected that the word limit of 3,000 words is NOT exceeded; consequently you will need
to be very succinct and thorough with your research report. It is advised that you ask someone to
read through your report prior to submission to limit potential wordiness or repetition.

Is this the question you were looking for? If so, place your order here to get started!