General Instructions – PLEASE READ THEM CAREFULLY

• The Assignment must be submitted on Blackboard (WORD format only) via allocated folder.
• Assignments submitted through email will not be accepted.
• Students are advised to make their work clear and well presented, marks may be reduced for poor presentation. This includes filling your information on the cover page.
• Students must mention question number clearly in their answer.
• Late submission will NOT be accepted.
• Avoid plagiarism, the work should be in your own words, copying from students or other resources without proper referencing will result in ZERO marks. No exceptions.
• All answered must be typed using Times New Roman (size 12, double-spaced) font. No pictures containing text will be accepted and will be considered plagiarism).
• Submissions without this cover page will NOT be accepted.

Assignment No 2: Case Study

Learning Outcomes:

• Develop critical and analytical thinking necessary to overcome challenges and issues of marketing in the changing global environment. (Lo 4)
• Use effective and collaborative interpersonal skills to carry out scientific analysis of consumers’ needs and wants to formulate a marketing Plan.

Requirement:

Read the Chapter Case Study “Swim, Lift, Play—but also donate: Using marketing research to redefine the YMCA” from Chapter 10 “Marketing Research” Page: – 323 given in your textbook/E-book – “Marketing” (7th ed) by Dhruv. Grewal and Michael Levy (2020) and answer the following Questions:

Assignment Question(s):

• What kinds of market research has the Y conducted? Explain. (1 Mark)
• Which questions has the Y sought to answer with each different type of market research it has conducted? (1 Mark)
• Who are the main stakeholders that the Y is attempting to reach with the information it has gained through its market research?(1 Mark)
• Are there other types of market research that the Y could conduct in the future to answer other important questions? Give some examples of both the questions it still faces and the research methods it could use to answer them. (2 Marks)

Notes:

• Answer the questions based on the concepts discussed in the Chapters.
• Your answers MUST include at least 2 outside references (other than the textbook) using a proper referencing style (APA).

• Using references from SDL will be highly valued.