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2 pages/β‰ˆ550 words
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APA
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Business & Marketing
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Coursework
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English (U.S.)
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Topic:

Designing and Conducting Market Analysis

Coursework Instructions:

You have been hired to design and conduct a marketing analytics project for a company/organization of your choice. List the big blocks of the tasks that you will need to do (list them chronologically). Outline the big blocks of your plan (the big picture), so do not get into too much detail.
Please use a company/organization/charity/small business that you are familiar with and avoid using big brands such as Apple, Nike, etc (you will lose 3 points if you do so). The goal is to see your creativity in applying your learnings to the company. You must focus on one company and avoid making general statements about all businesses. If you are using a small business, add a couple of sentences about it and include the website if available.

Require reading: https://www(dot)mckinsey(dot)com/business-functions/mckinsey-analytics/our-insights/ten-red-flags-signaling-your-analytics-program-will-fail
http://www(dot)datasciencepublicpolicy(dot)org/home/resources/data-science-project-scoping-guide/
Hagerty, 2017 Planning Guide for Data and Analytics, Gartner (The 2019 version is not publicly available). Note: This is a lengthy report, so skim through it and read the parts you find more interesting.

Coursework Sample Content Preview:

Marketing Analytics
Student Name
Institution Affiliation
Marketing Analytics
Conducting market analysis and designing of best strategies is significant for growth for any kind of business. Market analysis can help in reducing risks, understanding the market conditions, and demand of potential customers. It also increases the chances of improving or developing the products offered by the business. Below are the steps that were considered in conducting market analysis for Menchie’s Frozen Yogurt Company.
Industry description and outlook
Menchie's Frozen Yogurt is a franchise making frozen yogurt and baking cakes. It was founded in 2007. The company's headquarters is in San Fernando, California, and it has 540 Stores in 17 countries across the world of which 433 of them are in the US. It has been on a trajectory growth with revenue sales of $187 million in 2018 ().
Target market 
Menchie's offers self-serve frozen yogurt with different choices of yogurt flavors, toppings, and cakes. Its main target markets are young female adults aged 18 to 35, families, and friends in the region where they operate. They also target birthday parties, graduation ceremonies, weddings, and other family celebrations. The market size of frozen yogurt has been impacted negatively since 2007 following the slowdown in world economic growth. Frozen yogurt market size had a growth rate of 28.4% between 2013 to 2016. According to the market watch report (2020), the global market for frozen yogurt is valued at $ 974.5 million in 2020 and is expected to reach $ 3.999 billion by the end of 2026, growing at a rate of 22.1% during 2021-2026. Menchie's market total sales dropped to $149million in 2019.
Competitive analysis 
           The biggest competitor to frozen yogurt is ice scream. The market of frozen yogurt is also flooded with very many suppliers, creating stiff competition and thinner margins of growth in the US market. The 2020 statistical analysis report of frozen yogurt compe...
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