201104_마케팅 리서치 피자헛 (고대 경영 A+영문)

소개

마케팅 리서치 영문 발표 자료입니다. 케이스는 피자헛 입니다 (고대 경영 A+)

목차

.Defining Research

.Background

.Situation

.Problem Definition

.Research Objective

. Pre-Research

.Desk Research

.Expected Output

.Research Proposal

.Quantitative Research

.Qualitative Research

본문내용

Situation?Value for Money
PHK has lower VFM than its competitors
Definition
VFM = A satisfaction derived from every purchase or every sum of money spent
Is price the only important attribute? Thorough analysis of VFM is NECESSARY

Problem Definition
PHK is currently facing several market uncertainties and needs to be recognized fundamental problems
Uncertainties
Are there any other critical attributes to VFM when purchasing Pizza? (Especially regarding product)
Among these attributes, which are not met with consumers’ needs? And Why? (Regarding competitors)
How important are these attributes to target customers?
Among these uncertainties,
PHK needs to figure out the most effective way to answer:
‘How is PHK going to make its’ Brand more valuable?’

Research Objective
The overall objective is ‘to examine why consumers view PHK of having comparatively lower VFM to its competitors’

참고자료

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