Business Case: Marketing Research for Customers Segmentation

Topics: Project management, Marketing, Market research Pages: 41 (12179 words) Published: September 28, 2011
To: Senior Management of Oriflame Belarus From: Marketing Manager XXX Date: 21/11/2010

BUSINESS CASE
Version Number: 1.0

Marketing research for customers segmentation

This document is confidential and has been made available to the individual to whom it is addressed strictly on the understanding that its contents will not be disclosed or discussed with any third parties with exception of the individual's own professional advisers.

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Table of Contents

1 Executive Summary ............................................................................................................... 3 2 Introduction ............................................................................................................................ 4 2.1 Core of the problem ............................................................................................... 4 2.2 Summary of benefits of problem solving................................................................. 4 2.3 Ways to solve the problem .................................................................................... 5 2.4 Preferred Solution .................................................................................................. 6 3 Project .................................................................................................................................... 7 3.1 Project Plan ........................................................................................................... 7 3.1.1 Research objectives ...................................................................................... 7 3.1.2 Sources of information .................................................................................. 7 3.1.3 Time of the project ........................................................................................ 8 3.1.4 Estimating Project Cost ................................................................................. 9 3.2 Evaluation of risks: delivery, outcome .................................................................... 9 3.3 Choosing a Research Supplier/Vendor ................................................................ 10 3.3.1 Choosing criteria ......................................................................................... 10 3.3.2 The Request for Proposal (RFP) ................................................................. 10 3.3.3 Selection process ........................................................................................ 11 3.4 Project implementation plan ................................................................................. 12 3.4.1 Project team ................................................................................................ 12 3.4.2 Data Specifications for Fielding the Survey ................................................. 13 3.4.3 Defining Survey Content ............................................................................. 13 3.4.4 Analysis Plan .............................................................................................. 14 3.4.5 Fielding the Survey ..................................................................................... 15 3.4.6 Analysis & Interpretation ............................................................................. 15 3.4.7 Translating Results to Action ...................................................................... 15 3.5 Control of performance ........................................................................................ 16 3.5.1 Control activities .......................................................................................... 16 3.5.2 Signs of success/failure ............................................................................... 17 3.5.3 Benefits realization review ........................................................................... 18

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