This website uses cookies to ensure you have the best experience. Learn more

Market Research Implementation Plan Essay

1915 words - 8 pages

Market Research Implementation Plan
Introduction
There are many times throughout the product life cycle when an organization may decide to enhance or upgrade one of its products so that it can remain competitive in an ever-changing business world. The changes that the organization decides to make will have a decisive effect on the continued sale of the product. For an organization to successfully make changes that will benefit and appeal to potential customers, it must first conduct extensive market research to pinpoint the changes that will provide the greatest benefit to the sale of the product. Barnes and Noble are in the process of upgrading its version of a tablet, the Nook. Prior to making changes, the management team responsible for identifying the necessary changes must first perform market research and create an implementation plan.
Marketing Research
In an effort to provide multiple avenues for purchase of the Nook, Barnes & Noble reached a deal with Best Buy to become a retail channel for their tablet. The popularity of games caused Barnes & Noble to announce a software update, including a web browser and android-based games. Other upgrades Nook has put into effect include additional reading and device performance enhancements. The Nook also has improved page turn speed, faster access to e-books that have already been opened, and an enhanced color touch-screen navigation system (Kolakowski, 2010).
Nook is also offering a new version that supports only a Wi-Fi connection and is competitively priced at $149. Tony Astarita, vice president for digital products at Barnes & Noble.com, has stated that the new Nook was built in response to market research and customer feedback. "It's targeted at someone who's a solid reader but someone with Wi-Fi availability at home or outside the home and is not as mobile a traveler or reader as a 3G person," he told PCWorld. Additional features include time-limited lending of books between users on the Nook platform. This also includes software that runs on a number of mobile devices, including Apple’s Ipad "Our strategy is any book, any time, any place," Astarita stated. It also offers complementary access to some 20,000 AT&T wireless hotspots across the country (Mello, 2010).
Barnes & Noble has marketed the Nook Color with a heavy emphasis toward women, because they make up the majority of e-reader owners. Barnes& Noble CEO William Lynch once told Peter Kafka, a senior editor at All Things Digital that Nook’s target audience is “a woman with 2.3 kids.” In an attempt to appeal to women, Barnes & Noble is running a marketing campaign featuring bestselling authors. We saw one spot starring Glee star Jane Lynch who recently published her memoir Happy Accidents. Other ads will feature James Patterson, Danielle Steel and Stephen King. Lynch also mentioned at a press conference that the Nook easily fits into a purse (Owen, 2011).
A recent survey shows that while portable and console gaming industry...

Find Another Essay On Market Research Implementation Plan

Market Audit Research Plan: Dell Inc

4080 words - 16 pages additional research and development to create new product designs that can differentiate Dell's offerings from the competition could give Dell a fresh look and enhance their reputation of providing cutting edge technology first.- Develop a Retail Solution that Works - Many competitors are using the retail market with high effectiveness and Dell needs to reconsider jumping into the mix again. Technology advances and availability of technology

Action Research Plan to Analyze a Professional Development of East Memorial Elementary Implementation

2073 words - 8 pages staff. The purpose of this paper is to discuss the implementation of this action plan that was developed based on the findings from the action research. Action Research Plan Goal: To create the use of study groups to be use during the school year Objectives Tasks Success Criteria Time Frame People involved School leadership will setup small study groups The leadership will place teachers in groups based on content areas. All fourth grade teachers

Business plan, uses of business plan, marketing mix, marketing tools, market research, constraints

10767 words - 43 pages plan. Information such as customer needs and wants has to be considered. Other information that needs to be researched is current market trends, legislation impacting the business and the product or service, competitors, marketing mix and factors that will affect the demand of my product. Secondary research can be conducted via internet, books, TV programmes, and government reports.Primary researchPrimary research is when businesses will conduct

Marketing Strategy Implementation in Higher Education

946 words - 4 pages The scholarly article which I selected to review addressed the strategic implementation of marketing initiatives within international higher education entities (Naidoo & Woo, 2011). This article was of particular interest to me due to its specific focus on marketing within higher education entities (HEI’s). The authors focused their research on 10 universities which recruit international students; specifically, on 570 questionnaires from mid

Strategic Plan

1815 words - 8 pages NAIT Strategic Plan The STR/581 Strategic Planning and Implementation week five individual assignment is to provide a strategic plan for the Northern Alberta Institute of Technology (NAIT). The paper includes implementation plan, strategic controls, and contingency plans. Grand Strategy The grand strategy for NAIT as recommended in the STR/581 Strategic Planning and Implementation week four individual assignment: Strategic Choice and Evaluation

Marketing Research

1177 words - 5 pages marketing strategy is multichannel and includes developing a variety of advertisements for radio spots, newspapers, and television commercials. Additionally, the marketing budget includes public relations activities, onsite events, and sponsorships. The marketing plan also includes activities to drive word of mouth marketing to higher levels (Apollo Group, Inc., n.d.).Importance of Market Research and Areas Needing Additional Market ResearchBefore

how can i improve my communication skills

610 words - 2 pages the library master, general ledger, accounts payable, and import master modules. Provide professional assistance related to this new system and coordinate the bridge to and from the Wile Research and Coyot, Ltd. software. Success of this project is dependent not only on the software, but also on your personnel's skill, effort, and willingness to work as a cohesive team.SCOPE OF SERVICESProceduresAssist in planning implementation of the Model 60

i am Australian

610 words - 2 pages the library master, general ledger, accounts payable, and import master modules. Provide professional assistance related to this new system and coordinate the bridge to and from the Wile Research and Coyot, Ltd. software. Success of this project is dependent not only on the software, but also on your personnel's skill, effort, and willingness to work as a cohesive team.SCOPE OF SERVICESProceduresAssist in planning implementation of the Model 60

Marketing Research

960 words - 4 pages . Identifying the best tools can be critical to the successful implementation of a market research plan. This paper will discuss some of the differences between the different types of marketing research and the tools that each approach uses. Primary Research versus Secondary Research Marketing researchers must decide what is going to work best for their purposes. This begins by understanding the fundamental differences in the types of research that

PROPOSAL ON THE LAUNCH OF ST. MICHAELS CHILLED FOOD IN KINGS SUPERMARKT INC. USA

1674 words - 7 pages potential of launching Marks & Spencer's (M&S) range of chilled food through Kings Supermarket under the brand of St. Michael into the United States market. The first part of the report highlights specific areas of interest that requires further research. These areas are outlined to form a guideline for devising a prominent marketing plan. Second part of the report features the preliminary marketing and action plan. 2.0         CULTURAL

Tactics and Strategic Marketing

712 words - 3 pages strategies in the plan, poor implementation, and changes in the environment after the objective was specified and the strategy was implemented.Based on an analysis of the market profile, consumer research, manufacturer and trade practices, and trends in the industry, specific conclusions and marketing objectives concerning the opportunities that this market could offer, as well as what would have be done to capitalize on these opportunities are prepared every year.ReferencesPearce, J., & Robinson, R. (2005). Strategic Management (9th ed.). Boston: McGraw Hill.

Similar Essays

Market Research Implementation Plan Essay

1929 words - 8 pages Market Research Implementation Plan Disney resorts currently exist in numerous locations across the world. In an effort to expand to South America, Disney must determine how potential customers, as well as locals to the Rio de Janeiro locale would feel about the new resort. Disney must utilize marketing research to make this determination, and the following discusses the four types of research methods Disney might use. Determining the research

Market Research Implementation Plan: Problem Identification And Project Outline

1468 words - 6 pages Market Research Implementation Plan: Problem Identification and Project Outline From humble beginnings in 1901 to current day, Harley-Davidson strives to build and provide not only a mode of transportation but also a lifestyle. According to Harley-Davidson (2001-2011), the company mission reads “We ride with our customers and apply this deep connection in every market we serve to create superior value for all of our stakeholders” (Company

Market Research Implementation: Mc Donalds Essay

1260 words - 5 pages Market Research Implementation We have come to the phase that allows Team A to apply the research tools and implement a market research plan. Team A will review various marketing research tools that are available for researchers to use such as secondary research, secondary on-line research, exploratory research, nondirective interviews, and the Likert scale. Our secondary research is showing that consumers are demanding healthier menu options

Implementation Plan Research Essay

7889 words - 32 pages Implementation Plan Research PAGE 1 Running Head: Harrison-Keyes Implementation Plan ResearchHarrison-Keyes Implementation Plan ResearchUniversity of PhoenixHarrison Keyes Implementation Plan ResearchFounded in 1899, Harrison Keyes has been a leader in publishing business, scientific and technical information. Due to recent changes in the industry, and an attempt to revamp its former successes, the company is in the process of redefining