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Miroslawa Hau
C212 Marketing Communication
Task 1
May 8, 2024
, NewTProductTIntroduction
AsTownersTofTMesaTParkTVineyardsT(MesaTPark)TinTPalisade,TCOTweThaveTbeenTwo
rkingTonTexpansionTofTourTcompany.TPalisade,TCOTisTknownTasTtheTColorado’sT“wineTcount
ry”TandTisTlocatedTnearTRockyTMountains.TPalisadeTisTdenselyTpopulatedTwithTother,Taward-
winningTvineries.TMesaTParkTopenedTinT2018.TCurrently,TtheTvineyardToperatesTinTtheTsubur
bsTofTPalisade,TCO.TWeTproduceTandTsellT10TdifferentTbottledTwines.TTheTvineyardTfeatures
TaTsmallTtastingTroomTwhereTweTofferTdailyTwineTtastingTtoTourTvisitors.T ToTdate,TourTmost
TpopularTsellersTareT2018TRieslingTandT2018TRoseT(MesaTParkTVineyard,T2020).TAsTourTco
mpetitionTcontinuesTtoTgrow,TweThaveTdecidedTtoTchangeTgearsTandTexpandTourTproductTran
ge.TOurTtwoTnewTproductsTwillTincludeTtwoTofTourTtop-sellingTwinesTinTaTready-to-
shipTsmallTboxedTversion.TEachTwineTwillTbeTsoldTindependently,TinTsoftTcardboardTboxesTa
ndTcontainT0.5TliterTofTeitherTwhiteTorTroseTwine.TBothTproductsTwillTbeTmanufacturedTatTo
urTcurrentTsiteTinTPalisade,TCO.TOurTnewTsmallTboxedTwinesTwillTbeTsoldTinTPolandTasTrese
archTshowedTthatTPolishTwineTmarketTisTforecastedTtoTgrowT8.9%TinT2015-
2020T(Cision,T2017).
A1a.TThreeTresearchTMethods
TheTfirstTmethodTofTresearchTusedTtoTdetermineTwhetherTthereTisTaTviableTmarketTforT
ourTproductTwasTanTonlineTsurvey.TSurveyMonkeyTwasTused.TOnlineTsurveysTareTreadilyTavai
lableTtoTaTwideTaudience,TareTnotTrestrictedTbyTlocationTofTrespondentsTandTcanTtargetTmanyT
ageTdemographics.TTheTsurveyTaskedTquestionsTonTpreferredTsizeTofTwineTboxes,TmostTfrequ
entlyTsought-
afterTtypesTofTwinesTandTpreferenceTforTregionTofTproductionTwithinTtheTU.S.A.TResultsTwere
TquickTandTshowedTinterestTinTourTnewTproductsTmadeTinTColorado.