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Global Market Research Case Study Analysis Mkt 441 Final

Unformatted text preview: Running head: MARKET RESEARCH IMPLEMENTATION PLAN PHASE 1: Market Research Implementation Plan Phase 1: Problem Identification and Project Outline Marketing Research MKT/441 1 MARKET RESEARCH IMPLEMENTATION PLAN PHASE 1: 2 Market Research Implementation Plan Phase 1: Problem Identification and Project Outline Introduction The Easter Seals Blake Foundation is a non-profit organization that provides services to children and families. The parent aide program within the Blake Foundation works directly with Child Protective Services (CPS). Parent aides supervise visitations between family members involved with CPS. They also provide one on one parenting education classes to adult family members in need of the service. The parent aide program has been assessing the benefit of adding a new service to the existing program. The new service consists of: a voluntary 2 hour group parenting session held once a week. In addition to the most of the clients most likely receiving the one on one parenting education this new service would also provide the family members a forum to share similar experiences and provide feedback to one another. This new service will be titled “Parent Aide Group Therapy”. Market Research Needed Population: In 2010 47% of the population actively participating in CPS services was individual females between the ages of 17 and 46, 41% of the population actively participating in CPS services were married/significant other couples and 12% of the population were individual males. Target Market: The Blake Foundation intends to gather the portion of the population involved with CPS that is keenly working towards reunifying their family unit. These peoples are in effect working their CPS case plans successfully, by attending all of their court mandated programs, classes, CFT’s (Child, Family, Team Meetings), court dates, contacting their CPS case managers as required, attending all visitations with children, and any other MARKET RESEARCH IMPLEMENTATION PLAN PHASE 1: 3 requirements set forth by the courts and CPS. The Blake Foundation is not interested in gaining participants that are not committed to the reunification process. The Blake Foundation will also focus on those families that are already receiving some type of service from the Blake Foundation. Per Capita: The total population in Tucson Arizona in 2010 was 520,116(United States Census 2010, 2010). There are currently 4,412 families in Tucson, Arizona that have an open CPS case. Many of those with the open CPS case are at the poverty level economically. In fact, many of them are unemployed, on welfare, or engage in illegal activity to make money. The per capita income in Tucson, Arizona for 2010 was $19,785(United States Census 2010, 2010). The average income of CPS involved families is only $7,214 annually. Market Research involving population, target market, and per-capita criterion will assist the Blake Foundation in determining if the new service will be triumphant. For example, if it is found that the majority of peoples involved with CPS are not participating in mandatory services such as visitations and court dates then it would be futile to add the new “Parent Aide Group Therapy” service which will be voluntary. Also, market research will provide the elements required to tailor the group setting to meet the needs of the target market. This will be fundamental to create a group that the participants will attend and complete. Market Research Implementation Plan Outline I. Objectives: The Blake Foundation will create and launch the new program “Parent Aide Group Therapy”. The minimum percentage of participants will be reached, which is 20 persons per Blake Foundation location. There will be a 70% graduation rate for each series of classes. The new program will satisfy CPS’s expectations so that in 2012 the Blake Foundation will be eligible for a renewal contract from CPS. MARKET RESEARCH IMPLEMENTATION PLAN PHASE 1: II. 4 Competitive Analysis: Presently, there are 3 major competitors in the children and family services market. AVIVA is a relatively new provider but is rapidly progressing. Ameripsych has been in operation for around 10 years but has remained small in the services it provides. CPS has also formed its own division of parent aides and would be the most formidable competitor. III. SWOTT Analysis: The Blake Foundation has been in operation for 61 years and continues to expand its services. The organization has been able to successfully adapt to changes within the market to remain in operation. With many different programs there is the capability for a thriving program to provide financial assistance to a new program until it is able to carry itself financially. There is some strong competition in the children and families market. There are competitors that are willing to provide the same service at a fraction of the price that the Blake Foundation charges. The number of CPS’s cases continues to rise each year providing more opportunity for the Blake Foundation to attain participants for the program. There have been several budget cuts imposed by the government to children and family services. With the threat of more possible budget cuts voluntary programs such as the proposed “Parent Aide Group Therapy” would likely be one of the first programs to be eliminated. Now more than ever there is an existence of voluntary programs within the market and also continuative services. The Blake Foundation has a chance to be a leader in this new trend. IV. Monitoring Process: There will be reviews of the program on a monthly basis and at the succession of each of group. These reviews will appraise: graduation rates, attendee’s behaviors, cost-effective materials and services, growth and anticipated MARKET RESEARCH IMPLEMENTATION PLAN PHASE 1: growth, environments (socio-cultural, technological, political/regulatory/legal, economic, geographic, and competitive), targeted progress and corrective action, and the effectiveness of promotional activities. 5 MARKET RESEARCH IMPLEMENTATION PLAN PHASE 1: 6 References United States Census 2010. (2010). U.S. Census Bureau Delivers Arizona's 2010 Census Population Totals. Retrieved from http://2010.census.gov/news/releases/operations/cb11cn76.html Aaker, D. A. (2006). Marketing Research. Retrieved from The University of Phoenix eBook Collection database. ...
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Unformatted text preview: Running head: THE IMPORTANCE OF MARKETING RESEARCH PAPER 1 The Importance of Marketing Research Paper Marketing Research MKT/441 THE IMPORTANCE OF MARKETING RESEARCH PAPER 2 The Importance of Marketing Research Paper The Definition of Market Research In the text “Marketing Research” by Carl McDaniel Jr. and Roger Gates marketing research is defined as: The preparation, compilation, and examination of information applicable to marketing evaluation making and the statement of the outcome of this examination to the organization’s management team. The illustrative function of marketing research is described as: The collection and giving of testimonials of truth (McDaniel Jr. & Gates, 2007). Marketing research began to formulate in the 1920’s. It was conceptualized to bring about the discovery of what people needed or wanted in regards to products or services. Many companies began to employ market research to benefit their organizations and better serve their consumers. A company that utilizes market research currently is the ESBF (Easter Seals Blake Foundation). ESBF serves the elderly/disabled and children/families population. They have many services that benefit these individuals such as transportation, case management, child and parenting education, intervention services, family building services, health-care services, daycare/pre-school services, recreational services, attendant care/respite/rehabilitation services, development and job placement services, transitional assistance, and many other related types of services. ESBF receives most of its funding through state and federal grant programs. ESBF must create and produce services that meet the criteria stipulated by the government contracts. With a variety of competitors all seeking the same government grants ESBF must effectively differentiate itself from the competition. Market research is means to this goal. THE IMPORTANCE OF MARKETING RESEARCH PAPER 3 The marketing research done at the ESBF is done by the marketing department. The marketing department manager’s main focus is to decipher the most productive cost efficient ways to conduct current services and more importantly to evaluate new program opportunities that present themselves. For example, ESBF is assessing if and when to extend a current program that consists of supervised visitations and parent education for CPS involved families. The new extension of the program would then consist of in-home services to these families once the children have been returned home to the parents. The steps by which ESBF conducts market research is: Identify the problem Establish research design Ascertain data varieties and foundations Evaluate and translate the data Organize the research testimony (Quick MBA 1999-2010) Identify the Problem In the case of the new in home program ESBF marketing managers must look at the likely hood of the market accepting the new program. This would be dependent upon the probability of the proposed clients (children and parents) accepting the new service as well as government officials. The intention is that all potential dilemmas are clearly outlined such as clients being opposed to ESBF professionals going into their homes. The previous scenario and every other contemplated contingency are made evident. Research Design ESBF being a non-profit agency must carefully gather accurate data to ensure that business ventures are profitable for the sake of the company as a whole. To rule out needless THE IMPORTANCE OF MARKETING RESEARCH PAPER 4 costly market research procedures ESBF uses descriptive research which is more rigid. Utilizing descriptive research allows ESBF to determine pertinent factors like the portion of the population that needs the service and also prophesize forthcoming demand for the service. It decreases cost by providing the opportunity to make applicable changes before the data consumption process commences (Quick MBA 1999-2010). Ascertain Data Varieties and Foundations Another way ESBF lowers costs is through the use of secondary data internally and externally. There are many past programs that are similar to future programs. The market research done for the past programs offers valuable effortless data for the future programs. ESBF also uses the government census as a secondary data source. In conjunction with secondary data primary data is also used. Indicators like motivation, behavior, awareness and knowledge, lifestyles, intentions, attitudes and opinions, and socio-economic and demographic attributes are determined (Quick MBA 1999-2010). Evaluate and Translate the Data Once all data is confirmed ESBF must correct all errors and alleviate them. Then the data is coded. A cross tabulation is created. This system separates the sample into sub-categories to demonstrate the variations between categories. The evaluation should reveal important variables that maintain if the launching of the new program is lucrative (Quick MBA 1999-2010). Organize the Research Testimony This last step is organizing all previous steps and combining them into a concise testimony. Tests of statistical analysis are many times done such as ANOVA, discriminant, factor, and cluster analyses. These tests can delve into the plotted data even further and unveil skewed data (Quick MBA 1999-2010). THE IMPORTANCE OF MARKETING RESEARCH PAPER 5 ESBF conducts market research on each and every potential service program. It does not promise that the service program will succeed. However, it does many times prevent ESBF from beginning service programs that are revealed during market research to be unprofitable and the findings during each market research interval can be used as secondary data for future market researches. THE IMPORTANCE OF MARKETING RESEARCH PAPER References McDaniel Jr., C., & Gates, R. (2007). Marketing Research. Retrieved from The University of Phoenix eBook Collection database. Quick MBA. (1999-2010). Market Research. Retrieved from http://www.quickmba.com/marketing/research/ 6 ...
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