Case: $800,000 in the last financial year and have maintained strong year on year growth of sales and net profit, now the
company is looking to expand further.
The company wants to release a wine range in 2017. They plan to have an average price of 20$ per bottle with a
Red, white and sparkling wine to be included in the range. They plan to sell their wines exclusively in Australia in
liquor stores and onsite at the winery (which will be part of their already established farm in the ACT.)
Masterton foods have hired you as there market research professional and want to establish.
● If his business venture would potentially be successful
● Current market perceptions of their brand and products
● Information about wine sales in Australia and how this would affect them entering the market.
As a Market research professional your task is to create a report covering the following for Masterton food”
1) What type of market research you will perform ad hoc or continuous and why.
2) A through explanation of the primary research instruments you will use.
3) Benefits of using a market research plan.
4) An explanation on how the results of this research can be analyzed.
● Read the stimulus materials attached to assist you in developing your Market Research Plan. You do not have
to refer to any material specifically; however, it should form the basis of your plan.
● You should also assume that you are writing to an intelligent adult audience. You will have two lessons to
complete this task, as listed above.

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