MARKET RESEARCH REPORT INSTRUCTIONS

The purpose of the market research report is to help define your marketing objective for the
group project.
The marketing objective should address a meaningful challenge faced by your brand that can be
feasibly solved using digital marketing. What challenge is considered meaningful will vary from
group to group depending on the market conditions that the brand is facing. For example,
increasing awareness is a meaningful challenge for a start-up or a brand newly entering
Singapore, but increasing awareness is not very meaningful for an already established brand in
the market.
Examples:

1. Addressing a problem or misconception with the brand (e.g., convincing the customers
that a food brand is healthy instead of fattening)
2. Educating consumers about what the brand provides (e.g., highlighting the value
propositions of an unknown or small brand that consumers are not familiar with)
3. Marketing the brand to a different customer segment (e.g., the Ford Fiesta)
4. Localizing the brand to a different market (e.g., adapting a global brand’s messaging to
suit the taste of Asian consumers)

To help you identify a meaningful and feasible marketing objective, please conduct market
research to describe the brand, the marketplace condition, and the challenges the brand face.
Note that the marketing objective you choose will serve as the goal to be fulfilled by the 4 pieces
of content of your group project. In other words, your digital marketing campaign (4 pieces of
content) will be evaluated based on how effectively you are able to apply course concepts to
address the marketing objective you have outlined in this market research report.
Directions: In 1,500 words or less (excluding title page, figures, references, appendix), the
report should contain any of the information below that you find relevant to identifying your
marketing objective and justifying why it is meaningful:

• Background information on your brand/product

o What does your brand/product do?
o Who are the target customers?
o What do consumers think about your product?
• What is the competitive landscape?
o Who are your competitors and how are they positioned in the market?
o What has your competitors done within digital marketing?
• What is your brand/product’s existing digital marketing presence?
o How successful has your brand/product’s existing digital marketing efforts been?
o How do the consumers discover the brand and product online?
• What are your brand/product’s weaknesses?

DEADLINE: Please submit your market research report (including Section # and the Last name,
First Name of the team members) onto Luminus before Wednesday, September 7th at 9:00 pm.