Marketing Research Essay Example | Topics and Well Written Essays - 2500 words

Marketing Research - Essay Example This research identifies a marketing idea for Live Healthy Eat Fresh Company, which is a specialized diet center that provides a complete nutritional plan, preparing dieters and normal people to set clear goals for weight loss or healthy lifestyle. The market research analyzes the market situation of the aforementioned organization, in terms of competitive forces and environmental forces. Also, in this marketing research, issues pertaining to the target market, positioning, marketing mix, budget, external and internal factors and controls for the company have been evaluated and analyzed. First Part Business Live Healthy Eat Fresh is a diet center which provides unique, healthy food. The center provides a complete nutritional plan, preparing dieters and normal people to set clear goals for weight loss or healthy lifestyle, foreseeing roaring appetite and "need to eat" moods and anticipating conduct to deal with them. The enterprise ensures that clients are welcomed by trained personne l to ensure that their welfare and satisfaction are addressed sufficiently. Through qualified and certified dietitians, Live Healthy Eat Fresh is committed to help its customers modify their standard way of eating and transform it into a healthier one. The main aim of Live Healthy Eat Fresh is to provide a unique healthy food with the best ingredients. To achieve this goal, Live Healthy Eat Fresh will be serving a variety of menus, which include, Lebanese, Indian, Italian, Chinese and American food, where quality be given the first priority. Understanding the skills that will be used to meet and exceed the customers’ expectations is important in building a market base (Shiring, Jardine and Mills 69). Therefore, the needs, wants and demands of clients will be fulfilled by provision of a variety of ingredients. Market Situation The market of the hotel and hospitality industry in the UAE is expected to improve by more than 10% in three years to come (Jones par 1). This means tha t more than Dhr 17.99 billion of revenue will be realized from the hotel and hospitality industry (Jones par 2). This dynamic growth in the hotel industry has lead to the emergence of innovative hotel designs, as well as, attraction of diverse talents. Openings by chained hoteliers and local players, as well as, internationally respected brands have been witnessed in the UAE (Euromonitor International Par 2). More hotels have been opened since 2004, making the industry more competitive. Given these developments, Live Healthy Eat Fresh is set to be affected by both environmental and competitive forces. Environmental Forces Harsh climatic conditions are prevalent in the UAE. Therefore, the country is not food self sufficient, leading to importation of majority of the country’s food and beverage products because on fifteen percent of dairy, poultry and sea products and fruits and vegetables are produced locally (International Markets Bureau Par 4). In terms of population, the UA E is composed of a large percentage of transient, expatriate-based workers. The most populated emirate is Abu Dhabi, followed by Dubai. The tremendous economic growth and development in the country has resulted into majority of the population settling in urban areas. The UAE culture has its