marketing research
Marketing Research
Task 1 – Model Development
This task calls for team members to:
Identify quantitative research questions and hypotheses to be addressed
Develop a research model incorporating independent and dependent variables
Problem Definition
Inexperienced/fresh graduate businesswomen that have a business model to introduce local (Singaporean) foods to International Tourists/ Student.
Symptoms
lack of practical knowledge and experience determine target market, products and brand positioning determine competitive strategy
Task involve in defining the MDP
MDP vs MRP
MRP – To determine the relative strengths and weakness of introducing local food in small restaurant vis-à-vis other competitors with respect to factors that influence international student and tourist to visit the restaurant
1) MDP
International students- types (colleges, secondary, different levels)?
What sort of local dish will be provided? Eastern, Western, Fusion
What is the highest scored dish/most favourite? Hainanese Chicken Rice, Chilli crab, Rojak,
Food will be served or self-service?
Should Jessica choose chicken rice as food to be offered?
1) What is the local dish Jessica can introduce in the school for international student? - This can be based on the articles from food reviews, and so on.
Articles that I read states that chicken rice is our national dish, but this is mainly from blogs (not too sure we are able to use blogs)
2) How was this food chosen as the most favourite item?
What pointers can we use for this? (Cheap food? easy to be prepared, can be top up with other side items? spending power of tourist and students? seasonal food/ not seasonal item?)
2) MRP
What is the most demanded food for targeted group?
Visitors – Independent / Dependent
Independent – Age, Nationality, Income, Experience, Type of visitor, lifestyle
Choice of food – Demand for type of cuisine preferred
Suggestion – choose 1 Chinese,
Task 1 – Model Development
This task calls for team members to:
Identify quantitative research questions and hypotheses to be addressed
Develop a research model incorporating independent and dependent variables
Problem Definition
Inexperienced/fresh graduate businesswomen that have a business model to introduce local (Singaporean) foods to International Tourists/ Student.
Symptoms
lack of practical knowledge and experience determine target market, products and brand positioning determine competitive strategy
Task involve in defining the MDP
MDP vs MRP
MRP – To determine the relative strengths and weakness of introducing local food in small restaurant vis-à-vis other competitors with respect to factors that influence international student and tourist to visit the restaurant
1) MDP
International students- types (colleges, secondary, different levels)?
What sort of local dish will be provided? Eastern, Western, Fusion
What is the highest scored dish/most favourite? Hainanese Chicken Rice, Chilli crab, Rojak,
Food will be served or self-service?
Should Jessica choose chicken rice as food to be offered?
1) What is the local dish Jessica can introduce in the school for international student? - This can be based on the articles from food reviews, and so on.
Articles that I read states that chicken rice is our national dish, but this is mainly from blogs (not too sure we are able to use blogs)
2) How was this food chosen as the most favourite item?
What pointers can we use for this? (Cheap food? easy to be prepared, can be top up with other side items? spending power of tourist and students? seasonal food/ not seasonal item?)
2) MRP
What is the most demanded food for targeted group?
Visitors – Independent / Dependent
Independent – Age, Nationality, Income, Experience, Type of visitor, lifestyle
Choice of food – Demand for type of cuisine preferred
Suggestion – choose 1 Chinese,