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MKT618-Marketing Research Design And Analysis

tag 0 Download 5 Pages / 1,024 Words tag 10-12-2020
  • Course Code: MKT618
  • University: University Of Michigan
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  • Country: United States

Question:

ABC Company is facing two issues; firstly, it has seen a steady decline in market share from 35% in 2014 to less than 20% this year, and secondly senior management is split on the causes. The management cannot agree whether the situation has arisen because of ABC’s product portfolio or whether it is a response to ABC’s customer service. Consequently, ABC is seeking proposals for carrying out a research project to inform their next set of strategic decisions. The company is willing to spend up to £50,000 on the research project, which should be completed and presented within 6 months.

Your group has been assigned the role of a market research agency and you are asked to produce a proposal for a piece of marketing research to provide the information to help ABC Company to make their decisions.
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