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Measuring market demand for an executive summary of a product

Hank is very happy with your work and has asked you to go ahead and develop a marketing research proposal to determine if the company should pursue development of products for the consumer market. At this point you are not concerned with specific product features, just the feasibility of creating a position for JavaJoy in the consumer coffee brewer market. Consider how much of the recently developed information will be applicable to this project, and what new information will be required.

Be sure to include how you will measure market demand to place JavaJoy in a competitive advantage.

I am having problems with writing an Executive Summary.

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Details: Hank is very happy with your work and has asked you to go ahead and develop a marketing research proposal to determine if the company should pursue development of products for the consumer market. At this point you are not concerned with specific product features, just the feasibility of creating a position for Java Joy in the consumer coffee brewer market. Consider how much of the recently developed information will be applicable to this project, and what new information will be required.

Be sure to include how you will measure market demand to place Java Joy in a competitive advantage.

Executive summary
The results from the recently developed marketing research indicate that there are potentials for Java Joy in the coffee brewer markets if consumer needs and the market conditions are carefully considered. The focus is to assess demand and getting to know customer needs. To assess the demands for the product in a particular region, it is important to understand the culture of that region/country, buying behavior of consumers, current trends in the market, government's policies, laws, regulation, competition etc. There are both the quantitative and qualitative research techniques.
Understanding the consumer is another important thing to identify the needs of the consumer and further to define the strategy of the organization. With the goal is to provide excellent coffee brewer to the customers, we have to study the consumer behavior. The differences in consumer behavior can be due to culture, habits, tradition and psychology. A marketer must understand psychology of how consumers think, feel, reason, and select between different alternatives; how the consumer is influenced by his or her environment; the behavior of consumers while shopping or making marketing decisions.
There are also other important research areas including forecasting and business trend research; evaluating market share and market potential; segmentation and marketing mix research and imaging market characteristic research. Understanding the market and its consumers will ensure Java Joy an advantageous position in the coffee brewer market.

The American Marketing Association Official Definition of Marketing Research is that
'Marketing research is the function that links the consumer, customer, and public to the marketer through information - information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the methods for collecting information, manages and implements the data collection process, analyzes, and communicates the findings and their implications.'

Thus it is researching about the entire marketing process of a company. A systematic approach should be used for marketing research:
? Define the problem. Make the focus of the research something you 'need' to know.
? Collect the data. There are various ways to collect data to be analyzed.
? Select a sampling ...

Solution Summary

The solution provides detailed explanations and answer for the problem, including a PowerPoint presentation file.

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