MT219 Assignment Unit 6
Marketing Research Plan Proposal U Drive Transport
Amy Burman
Kaplan University, MT219 Marketing
Professor Kathryn Kelly
Marketing Research Plan Proposal
Introduction
U Drive Transport (UDT) is headquartered in Chicago and is a car sharing business located in over 20 major city centers and employees over 500 people. UDT serves densely populated urban areas where consumers tend to feel burdened by owning a vehicle. Consumers are able to subscribe to UDT on a yearly basis, anywhere from 2-80 hours per month, or consumers can rent a car for a 2 hour minimum, a day, a week, or a month. UDT has dominated the US market as the premier car sharing business and is looking to expand into the global market.
Purpose Statement
Conducting secondary research, UDT marketing team has identified great growth potential in the global marketplace. They have also learned there is a way to create partnerships in other parts of the city, have electric or gas vehicles used in the northern hemisphere, place solar and electrical cars in Florida, Arizona, and California, and they can expand the number of recharging stations for their vehicles. The purpose of this marketing research plan proposal is to present the opportunities for collecting and analyzing data that will help UDT determine if they need to make an investment in the global marketplace (Lamb et al., 2014).
Marketing Research Process
The marketing research will help UDT’s business strategy, determine a market segment, and improve operations. Upon approval by Jenna, Marketing Manager, and Karl, Automotive Maintenance and Information Technology, this marketing research project will get a final budget and implementation. The proposal can then be implemented into the global market within one to two years.
Research Questions The following questions will inform UDT whether or not it would be a good investment to move into the global marketplace.
1. What international location would result in growth potential for
Amy Burman
Kaplan University, MT219 Marketing
Professor Kathryn Kelly
Marketing Research Plan Proposal
Introduction
U Drive Transport (UDT) is headquartered in Chicago and is a car sharing business located in over 20 major city centers and employees over 500 people. UDT serves densely populated urban areas where consumers tend to feel burdened by owning a vehicle. Consumers are able to subscribe to UDT on a yearly basis, anywhere from 2-80 hours per month, or consumers can rent a car for a 2 hour minimum, a day, a week, or a month. UDT has dominated the US market as the premier car sharing business and is looking to expand into the global market.
Purpose Statement
Conducting secondary research, UDT marketing team has identified great growth potential in the global marketplace. They have also learned there is a way to create partnerships in other parts of the city, have electric or gas vehicles used in the northern hemisphere, place solar and electrical cars in Florida, Arizona, and California, and they can expand the number of recharging stations for their vehicles. The purpose of this marketing research plan proposal is to present the opportunities for collecting and analyzing data that will help UDT determine if they need to make an investment in the global marketplace (Lamb et al., 2014).
Marketing Research Process
The marketing research will help UDT’s business strategy, determine a market segment, and improve operations. Upon approval by Jenna, Marketing Manager, and Karl, Automotive Maintenance and Information Technology, this marketing research project will get a final budget and implementation. The proposal can then be implemented into the global market within one to two years.
Research Questions The following questions will inform UDT whether or not it would be a good investment to move into the global marketplace.
1. What international location would result in growth potential for
References: Canada Mortagage and Housing Corporation. Retrieved on November 23, 2014 from http://www.cmhc-schl.gc.ca/en/co/buho/sune/sune_005.cfm#CP_JUMP_98152 Enterprise Car Share. Retrieved on November 20, 2014 from http://www.enterprisecarshare.com/ Lamb, C. W., Hair, J. F., & McDaniel, C. (2014). MKTG7. Mason, OH: South-Western, Cengage. Livingin-canada. Retrieved on November 23, 2014 from http://www.livingin-canada.com/living-in-ottawa.html Ottawa Canada. Retrieved on November 23, 2014 from http://ottawa.ca/en Zipcar. Retrieved on November 20, 2014 from http://www.zipcar.com/