Marketing Survey for Gourmet Cupcakes Research Paper

Marketing Survey for Gourmet Cupcakes - Research Paper Example The research report author recommends that the Gourmet Cupcakes Bakery undertakes an expansion strategy into the key markets of Canada, the United Kingdom, Germany, New Zealand, Australia, China, Japan and South Africa. Opportunites exist to position the product as a luxury item in these markets. 4. Introduction The purpose of the following report is to put forward a study that gives quantitative insight into current consumer response toward the product offering, gourmet cupcakes, from the Gourmet Cupcake Bakery. The report intends to identify current and future opportunities for the Gourmet Cupcake Bakery to expand its operations beyond its present location in the United States to an international market. The report also points to a secondary opportunity for the Gourmet Cupcake Bakery to co-brand with specialty food stores in the United States and internationally to build sales and develop a strong brand reputation. To date the Gourmet Cupcake Bakery has focused its operations exclu sively in the United States market. However, international demand for the Gourmet Cupcake Bakery product can be stimulated through a series of strategic partnerships and co-branding initiatives. Key target markets exist in Canada, the United Kingdom, Germany, New Zealand, Australia, China, Japan and South Africa. The report seeks to highlight future opportunities that serve the Gourmet Cupcake Bakery strategic vision. In order to accomplish the stated goals of the project, the research report author employed the web based Qualtrics survey software to create an online survey of consumer responses to the current gourmet cupcake product offerings produced by the Gourmet Cupcake Bakery. The Qualtrics software allowed the research report author to... The report intends to identify current and future opportunities for the Gourmet Cupcake Bakery to expand its operations beyond its present location in the United States to an international market. The report also points to a secondary opportunity for the Gourmet Cupcake Bakery to co-brand with specialty food stores in the United States and internationally to build sales and develop a strong brand reputation. To date the Gourmet Cupcake Bakery has focused its operations exclusively in the United States market. However, international demand for the Gourmet Cupcake Bakery product can be stimulated through a series of strategic partnerships and co-branding initiatives. Key target markets exist in Canada, the United Kingdom, Germany, New Zealand, Australia, China, Japan and South Africa. The report seeks to highlight future opportunities that serve the Gourmet Cupcake Bakery strategic vision. In order to accomplish the stated goals of the project, the research report author employed the w eb based Qualtrics survey software to create an online survey of consumer responses to the current gourmet cupcake product offerings produced by the Gourmet Cupcake Bakery. The Qualtrics software allowed the research report author to perform quantitative statistical analysis, create a survey database and export the results to a simple Excel document for further examination. The result is a comprehensive and thorough analysis of consumer purchasing intention for the product offered by the Gourmet Cupcake Bakery, using its present branding strategy.