Market Research

12 Pages 3008 Words

CONTENTS PAGE
CONTENTS PAGE NO.
1. EXECUTIVE SUMMARY 1
2. INTRODUCTION 2
2.1 Background of Marlboro 3
2.2 Decision Problem 3
2.3 Research Problem 4
3. RESEARCH OBJECTIVES 4
4. RESEARCH METHODOLOGY
4.1 Target Population & Sample Size
4.2 Sampling Method
4.3 Data Collection Method
4.4 Survey Period
4.5 Pre ¡V Testing
5. SURVEY FINDINGS 7
6. CONCLUSIONS AND RECOMMENDATIONS
7. APPENDIX (SURVEY FORM) 22

1. EXECUTIVE SUMMARY
Marlboro is a well known brand around the world. Marlboro is from Philip Morris & Co, Ltd. Marlboro stands 39% of the market share around the world. But over the past few years Marlboro sales volume has decreased over the years due to competitions. We have conducted a survey to find out why Marlboro sales volume has been decreasing over the past few years. The total no. of respondents is 60. We have used exploratory methods for the surveys. Our findings reflected that most of the respondents who have switch to other brands of cigarettes were due mainly to the high price of Marlboro. From our findings we can conclude that Marlboro has high quality tobacco. Also we found out that young female smokers might have the tendency to quit smoking in the near future because they find that the new cigarettes package design is too gross and irritating. This goes to show that the anti-smoking campaign in Singapore is quite effective on certain amount of smokers. Our conclusion and recommendations to Marlboro is that they can come up with a new type of cigarettes with lower quality and cheaper prices in order for them to regain their market shares.

2. BACKGROUND
2002 marked the 100-year anniversary for our Company. Philip Morris & Co., Ltd. incorporated as a small tobacco company in New York City in 1902. In 1960, Philip Morris remained the smallest among the six major tobacco companies in the U.S. Our focus on hiring the best people, producing the highest quality products, committing to continued impro...