Marketing Research

Powerful Essays
Marketing Research Proposal
Prepared for
Jamie’s Italian – The Restaurants s1161122 s1228733 s1227536 s1254891

Word Count: 3246

Table of Contents

Executive Summary 1 Background 2 Jamie’s Italian – The Restaurants 2 Industry Overview 3 Objectives 3 Research Questions 4 Approaches and Methods 6 Desk Research 6 Primary Research 7 Data Analysis 11 Reporting and Presentation Procedures 11 Timing 11 Budget 12 Quality Control 12 Management of the Process 12 Ethical Issue 13 Credentials 13 Reference List 15 Appendix: P.E.S.T. Analysis of the Restaurant Industry in UK 16

Executive Summary
This research proposal is designed for Jamie’s Italian – The Restaurants, aiming to generate results help to create strategies that maximize the chain’s benefits. InDepth Ltd. a company with more than 30 years’ of relative experience is responsible for finding out information about the current market situation, consumers’ opinions and future profitable extensions.
Statistics of 2011 are presenting an industry of £26.18bn that this year hired more than 600.000 people. The financial recession however influenced negatively most of its major players apart from quick-service restaurants which seem to have gained market share. On the other hand, encouraging is the fact that the GDP is expected to increase during the forthcoming years and this will have a positive impact on the market’s development.
As far as the objectives are concerned, the study will primarily research consumer insights and specifically their opinions about the menu, the pricing strategy, the restaurant’s atmosphere and the service. Additionally, according to the given brief there is a need of defining the competition (direct, indirect and also the possibility of consumer’s cooking at home). Finally, the possibility of targeting a new range of buyers and expanding Jamie’s Italian distribution points will be examined through a number of ways.
Therefore, three main

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