Question

We will be using the Saxonville Sausage Case Study more than once. For this week, you need to develop and submit the answers to the following questions related to the 'Saxonville Sausage Company' Case Study. What was Anne Banks main research objective? Could you identify the Marketing Research Process steps in what she designed? What type of research did she use: qualitative (focus groups) or quantitative (questionnaries)? Do you consider that she used a good marketing research approach?

Answer 1

Answer:

We have used the Saxonville Sausage Case Study here.

Anne Banks main research objective:- The main research objective for Anne Banks is as below - Well position the Saxonville’s Italian Sausage Brand in the nation as a national category leader in sausage and they want this sausage to be available in each grocery shop for consumer needs in the US.

We could identified the Marketing Research Process steps in what she designed are as below

• Identification of target customer – Female Head of Household
• Understand the competitive analysis of national player and local/regional player – They do not have any national player and only have 29 local/regional platers.
• They identified the purchase timing – Dinner time eating occasion. Peak volume Oct to Feb.
• Distribution strategy – a potential challenge.

The process steps are as below

• Understanding the behavior and needs of the target customers
• Building on learning from the focused groups.
• Developing into actual concepts and customer prioritization
• Monadic Testing.

The type of research she used is qualitative focus groups.

Yes, we considered that she used a good marketing research approach because this research is helpful in getting the desired output for the objective of the research. The research outcome was useful for the objective and they could be able to make the meaning actions from the analysis and improved the brand position in their target market.