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I completed this marketing research report during my senior year at Biola University. The project began with attaining a client. After speaking with numerous small business owners, Paola at Chop'd was interested in having this report done about her new business. I spend time researching the health food industry, growing fast casual dining, and trends in the greater Los Angeles area. I moved into customer interviews and asked customers about their experience at Chop'd. A research driven survey was created, administered, and 100 completed surveys were collected. Then, analysis was done on the 100 surveys using Survey Pro 4. After analyzing the data, a full report was compiled and presented to Paola at Chop'd.
After spending a semester on this report, I spent time reflecting on what I would have done differently if I were to do it over again. I recognized that I would have asked for others critique of my project in order to enhance it earlier on. Although it can be difficult to hear, others opinions can be crucial in shaping my work to be some of my best. I also would have set aside time to review each section at its completion to ensure it was easy to understand and free from error. This took time at the end of my project and it would have been less stressful to do throughout the semester. Lastly, I would have encouraged the owner of the business to communicate with customers in order to yield a higher number of surveys collected. With a higher number of surveys there would have been more to analyse and increased value to the client.
During the last semester of my undergraduate journey I took a nonprofit marketing class. The goal was to find a nonprofit with a cause that I cared about, spend time there, interview people throughout the organization, interview people who used the services they provided, and design a one year marketing plan for the organization. Through looking at internal and external factors I was able to design a relevant and useful report for a nonprofit in Orange County called Serving Kids Hope. Through this project I learned the value of consistent communication, gaining diverse perspectives, and perseverance.
Looking back on this project there are a few things I would do differently if I was to do it again. First of all, I would have been more intentional about collecting interviews with primary stakeholders in the organization earlier on. Due to a language barrier, it was difficult to find a staff member to translate and the time to talk to people visiting the nonprofit for long enough to get the depth that would have been so beneficial. Being able to talk to people who are invested in the organization in person would have allowed me to continue to shape my interviews as I continued to talk to people.
A study of the ice cream industry with specific emphasis on baskin-robbins and haagen-dazs. Throughout a semester I interviewed customers, industry professionals, and did extensive research on the industry. The project is a compilation of that work in order to create a company that could successfully enter the industry.
After completing the Target Market Project I felt incredibly accomplished. It was a big project that I spent countless hours pouring time into outside of class through research and interviews. Looking back, I wish I would have been more aggressive in getting my initial interviews done so that I could have started asking more pointed questions in the secondary interviews. In hindsight, I also should have set aside time for each section, at its completion, to edit it thoroughly.