Marketing managers often commission formal marketing studies of ad hoc problems and opportunities. This is the smudge presented with Saxonville Sausage Company. Ann Banks was hired as the new marketing managing director at Saxonville to assess the Italian opportunity for the company. Saxonville?s Italian blimp line, Vivio, was the one line that was showing outgrowth across producers of the retail sausage market. Banks? job was to develop a subject product under the Vivio name or as a new brand. The idea was to get more farmingal piteous picture as Vivio was only available in 16% of the nation?s large supermarkets. And the ancient areas of distribution was formulation problems overbold England and South Carolina. Once Banks? contumacious on a search approach, she had to design a sampling plan. There are a couple of questions that must be considered when preparing for this, and Banks went about it in the sideline way. First, Banks had to determine the populat ion that was to be surveyed. Her first throng concern four to six men and women aged 25-50. This consumer yield any branded or store-brand Italian sausage products. This assort of researchers was used to form focus groups. Next, Banks had to determine how many pot were to be sampled.
Since larger samples give more reliable results, thither were 437 women that were cold-called to infix in the study; upon screening, 103 were qualified. Finally, Banks had to decide how the respondents would be chosen. It was decided that females were the principal(a) purchasers of Italian sausage. Female heads of household who pu rchased and prepared Italian sausage at leas! t once every six weeks were chosen. A lot of information was generated from the focus groups. Banks and her team learned the uncomplicated ?targets? of each line of Saxonville?s sausage (brats, breakfast sausage, and Vivio Italian sausage). If you want to get a full essay, order it on our website:
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