Structure of the assessment: TMA 02 is made up of two parts. Part 1 is worth 25 marks. Part 2 is worth 75 marks. You must answer both parts of this assignment.
Assessment weighting: This assignment accounts for 30% of your total assessment for the module and will be marked by your tutor.
Word...
MARKETING RESEARCH PROPOSAL REPORT
For the attention of: Felicity Gordon, Marketing Manager
Client: McGregor Holdings
Selected research brief (insert the number and title of the selected brief): Research Brief 3: Meat-free
Option
Part 1 (750 words max)
Analysis of the Key Consumer and Marketing Trends (From the exploratory research, identify and
summarise what trends are relevant to the selected brief and outline why are they relevant to constructing
your proposal.) (Approximately 500 words). 402
We firstly need to identify the targeted consumer, which in this case would be vegetarians and
vegans. Do we want to narrow it down to age and gender also? When discussing the cookery
school opportunity, there was talks around targeting a type of lifestyle as the courses were suited
to single travellers, couples or families; depending on which lifestyle route they chose to pursue.
Marketing trends currently show that the majority of meat-free consumers are ‘Millennials’ and
‘Generation Z’ so between the ages of 16 and 30. There could be a potential to include
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