Case study-Marketing Research
HOLMES INSTITUTE
FACULTY OF
HIGHER EDUCATION
Assessment Details and Submission Guidelines
Trimester T2 2020
Unit Code HC2022
Unit Title Marketing Research
Assessment Type Individual Assignment 1 (Case study analysis)
Assessment Title Individual Report
Purpose of the assessment (with ULO Mapping)
1/ Demonstrate theoretical and practical knowledge of Marketing Research in the context of marketing-related business decisions.
2/ The objective of this case is to demonstrate how marketing research has contributed to making a small business into a successful national chain.
Weight 15 % of the total assessments
Total Marks 15
Word limit Not more than 1500 words
Due Date Week 8
Submission
Guidelines
All work must be submitted on Blackboard by the due date along with a completed Assignment Cover Page.
The assignment must be in MS Word format, no spacing, 12-pt Arial font and 2 cm margins on all four sides of your page with appropriate section headings and page numbers.
Reference sources must be cited in the text of the report, and listed appropriately at the end in a reference list using Harvard referencing style.
Page 2 of 3
HC2022 Marketing Research
HC2022 Marketing Research Individual Report
Assignment Specifications Purpose:
The objective of this case is to demonstrate how marketing research has contributed to making a small
business into a successful national chain.
Krispy Kreme has become the American household icon for great-tasting hot doughnuts and coffee. Since its
beginning in 1937, the company has grown and spread over the United States. Company executives and
store managers credit their success to a limited, consistent-tasting product line and clean and inviting stores
that attract consumers across all socioeconomic categories. The company also prides itself on its
involvement in charitable and service activities in the communities in which the stores are located.
Special Instructions:
1. Must watch the video (uploaded on Blackboard under Assignment 1). 2. Answer the following three questions in reference to the video:
a. To succeed in the Global Market, what market research should Krispy Kreme undertake? b. What market research activities does Krispy Kreme engage in to determine where to build a
site? c. Krispy Kreme is currently facing criticism from low-carb diet practitioners which have
lowered sales. How can market research help them deal with this problem? Provide at least examples of approaches that can be applied.
3. Provide some recommendations with evidence support.
Assignment Structure should be as the following:
1. Executive Summary
2. Introduction
Background information about the company and marketing research and market research.
3. Define the Problems and discussions
Clearly explain the problem that requires market research
4. Conclusions and Recommendations Conclude by citing key findings and provide two specific recommendations Krispy Kreme.
5. Reference
Page 3 of 3
HC2022 Marketing Research
Marking criteria
Marking criteria Weighting
Summary and Introduction highlight key points that will be covered in the discussions 2
Clearly defined problems to be solved 4
Critical analysis and discussions 4
Key findings and recommendations 3
Overall presentation and referencing 2
TOTAL Weight 15%
Assessment Feedback to the Student:
Marking Rubric
Excellent Very Good Good Satisfactory Unsatisfactory
1 Show the data you have
collected. Data collected is very:
relevant, well organised
and easy to understand.
Data collected is:
relevant, well
organised and easy
to understand.
Data collected is somewhat: relevant, well
organised and easy
to understand
Data collected is
somewhat: relevant,
well organised and
easy to understand
and contains some
errors
Data collected is not relevant, disorganised and difficult to
understand
2. Accurately analyses the
relevant secondary data
including recommendations
Very accurate analysis
of the relevant
secondary data
including
recommendations
Accurate analysis of
the relevant
secondary data
including
recommendations
Somewhat accurate analysis of the relevant secondary data including
recommendations
Analysis of the
relevant secondary
data including
recommendations,
but with some
errors
Little to no analysis of the relevant secondary data including
recommendations
3. Shows knowledge of relevant theory
A deep knowledge of
the theory shown Good knowledge of
the theory shown Some knowledge of
the theory shown Knowledge of the
theory shown at
times
Little to no knowledge of
the theory shown
4. Overall presentation and
referencing Presentation and
referencing are at a
high standard
Presentation and
referencing are at a
high-medium
standard
Presentation and
referencing are at a
medium standard
Presentation and
referencing could be
improved
Presentation and
referencing are at a low
standard
Applied Sciences
Architecture and Design
Biology
Business & Finance
Chemistry
Computer Science
Geography
Geology
Education
Engineering
English
Environmental science
Spanish
Government
History
Human Resource Management
Information Systems
Law
Literature
Mathematics
Nursing
Physics
Political Science
Psychology
Reading
Science
Social Science
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Essay
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HC2022IndividualAssignment1ReportGuidelinesT22020checkedbyAnh.pdf
Home>Business & Finance homework help>Marketing homework help>Case study-Marketing Research
HOLMES INSTITUTE
FACULTY OF
HIGHER EDUCATION
Assessment Details and Submission Guidelines
Trimester T2 2020
Unit Code HC2022
Unit Title Marketing Research
Assessment Type Individual Assignment 1 (Case study analysis)
Assessment Title Individual Report
Purpose of the assessment (with ULO Mapping)
1/ Demonstrate theoretical and practical knowledge of Marketing Research in the context of marketing-related business decisions.
2/ The objective of this case is to demonstrate how marketing research has contributed to making a small business into a successful national chain.
Weight 15 % of the total assessments
Total Marks 15
Word limit Not more than 1500 words
Due Date Week 8
Submission
Guidelines
All work must be submitted on Blackboard by the due date along with a completed Assignment Cover Page.
The assignment must be in MS Word format, no spacing, 12-pt Arial font and 2 cm margins on all four sides of your page with appropriate section headings and page numbers.
Reference sources must be cited in the text of the report, and listed appropriately at the end in a reference list using Harvard referencing style.
Page 2 of 3
HC2022 Marketing Research
HC2022 Marketing Research Individual Report
Assignment Specifications Purpose:
The objective of this case is to demonstrate how marketing research has contributed to making a small
business into a successful national chain.
Krispy Kreme has become the American household icon for great-tasting hot doughnuts and coffee. Since its
beginning in 1937, the company has grown and spread over the United States. Company executives and
store managers credit their success to a limited, consistent-tasting product line and clean and inviting stores
that attract consumers across all socioeconomic categories. The company also prides itself on its
involvement in charitable and service activities in the communities in which the stores are located.
Special Instructions:
1. Must watch the video (uploaded on Blackboard under Assignment 1). 2. Answer the following three questions in reference to the video:
a. To succeed in the Global Market, what market research should Krispy Kreme undertake? b. What market research activities does Krispy Kreme engage in to determine where to build a
site? c. Krispy Kreme is currently facing criticism from low-carb diet practitioners which have
lowered sales. How can market research help them deal with this problem? Provide at least examples of approaches that can be applied.
3. Provide some recommendations with evidence support.
Assignment Structure should be as the following:
1. Executive Summary
2. Introduction
Background information about the company and marketing research and market research.
3. Define the Problems and discussions
Clearly explain the problem that requires market research
4. Conclusions and Recommendations Conclude by citing key findings and provide two specific recommendations Krispy Kreme.
5. Reference
Page 3 of 3
HC2022 Marketing Research
Marking criteria
Marking criteria Weighting
Summary and Introduction highlight key points that will be covered in the discussions 2
Clearly defined problems to be solved 4
Critical analysis and discussions 4
Key findings and recommendations 3
Overall presentation and referencing 2
TOTAL Weight 15%
Assessment Feedback to the Student:
Marking Rubric
Excellent Very Good Good Satisfactory Unsatisfactory
1 Show the data you have
collected. Data collected is very:
relevant, well organised
and easy to understand.
Data collected is:
relevant, well
organised and easy
to understand.
Data collected is somewhat: relevant, well
organised and easy
to understand
Data collected is
somewhat: relevant,
well organised and
easy to understand
and contains some
errors
Data collected is not relevant, disorganised and difficult to
understand
2. Accurately analyses the
relevant secondary data
including recommendations
Very accurate analysis
of the relevant
secondary data
including
recommendations
Accurate analysis of
the relevant
secondary data
including
recommendations
Somewhat accurate analysis of the relevant secondary data including
recommendations
Analysis of the
relevant secondary
data including
recommendations,
but with some
errors
Little to no analysis of the relevant secondary data including
recommendations
3. Shows knowledge of relevant theory
A deep knowledge of
the theory shown Good knowledge of
the theory shown Some knowledge of
the theory shown Knowledge of the
theory shown at
times
Little to no knowledge of
the theory shown
4. Overall presentation and
referencing Presentation and
referencing are at a
high standard
Presentation and
referencing are at a
high-medium
standard
Presentation and
referencing are at a
medium standard
Presentation and
referencing could be
improved
Presentation and
referencing are at a low
standard
Applied Sciences
Architecture and Design
Biology
Business & Finance
Chemistry
Computer Science
Geography
Geology
Education
Engineering
English
Environmental science
Spanish
Government
History
Human Resource Management
Information Systems
Law
Literature
Mathematics
Nursing
Physics
Political Science
Psychology
Reading
Science
Social Science
Home
Blog
Archive
Tags
Essay
Reviews
Contact
google+twitterfacebook
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