NatureCare Market Research Analysis

This assignment requires a thorough analysis of market research conducted for NatureCare, an organic product company. Students must evaluate the research findings, including recommendations for product line expansion, target audience segmentation (men and children), and brand positioning as premium organic products available both online and offline. The analysis should also address the project's performance, budgetary issues, timelines, data validity and reliability, research methodology, and alignment with research objectives. Students are encouraged to provide recommendations for improving future market research processes.

Task 2
INSTRUCTIONS:
NatureCare Products is based in Brisbane, Queensland Australia and commenced business in 2006
manufacturing and retailing eco-friendly, high quality beauty skin care products. The business was
established to cater for a growing demand for skin products that contain eco-friendly and natural
ingredients. There is also an emphasis on eco-friendly packaging.
The company has a range of products (not organically certified) currently that include:
 Cleansing creams to soothe skin during make-up removal. Primary ingredients include Shea butter to
nourish the skin and plant extracts that are also rich in essential oils with regenerating and anti-
inflammatory properties. This product will be for delicate and mature skins and could also be used as a
baby cream.
 Multi Protection Day Moisturising Creams for dry to normal skin types that help protect the skin during
the day and includes Shea butter and extracts from fragile green algae that provides hydrating and
protective properties.
 Regenerating facial scrub to remove dead skin cells and to promote regeneration of healthy new cells.
This product will be used for most skin types.
The company has become well established in the Australian market and sells its products in health stores
across the country. It also sells its products online through its own website. The company targets customers
that want high quality, eco-friendly products. The company’s target customers are currently professional
women aged 25 – 55. The current strategy of the company as identified in its latest Marketing Plan is niche
marketing to the target group based on positioning the products as high quality and eco-friendly. The
company is in a strong financial position as shown in its Business Plan.
Company staff include the CEO, General Manager, Marketing Manager, Marketing Officer and

Administration/Project Officer and a receptionist.
The company has not previously undertaken formal market research. The research is now required to assist
in growing the company through identification of new products and/or new markets.
Due to lack of staff time, it has been identified that external consultants should be used to conduct the
primary market research. A budget of $30,000 has been allocated for this primary research. Staff time only
will be required for the secondary research and so will not attract specific costs.
Management has indicated the following information for use in developing the required market research
policies and procedures:
 External consultants should be used to conduct primary market research.
 Market research must be completed within two months of commencement.
 A market research report must be completed at the end of the market research summarising the
research and providing recommendations.
You, in the role of Marketing Manager, have been given the role of the Project Manager for this market
research.
PLEASE COMPLETE THE TEMPLATE PROVIDED BASED ON THE ABOVE CAST STUDY.

Market Research Project Plan
NatureCare Products
Written and prepared by:
Purpose
Detail the purpose of the research.
The purpose of the research is to conduct a primary and secondary market research for
NatureCare Products. The company aims to strengthen its market penetration by niche
marketing and catering to more specific demands of its consumers.
Market research objectives
List your key market research objectives
The four key market research objectives of NatureCare are as follows:
1. To initiate niche marketing.
2. To cater more specifically to its customer segments.
3.To identify new products and markets.
4.To position its products as high quality and eco-friendly.
Market research methods and activities
List market research information/methods to be employed based on your research of the most
appropriate market research methods.
The market research team would carry out primary methods of information collection
like survey and interview. They would conduct survey to gain more appropriate information
about the consumption patterns of the target customers. The staff would interview the
existing customers about their experience of using the products of NatureCare and about their

new requirements. Then they can use the information to design the new products, which the
company is aiming to introduce into the market.
Stakeholder engagement and reporting
Outline who the stakeholders are and when and how they will be communicated with.
The stakeholders for the market research and the subsequent introduction of new
products into the market are customers, employees, suppliers, logistics, marketing
companies engaged in the marketing of the products of NatureCare and shareholders.
NatureCare must inform the shareholders by holding meetings before they actually
start the project of new product launch. The employees too have to be informed by their
departmental heads in advance. The suppliers have to informed in advanced in written forms
like emails and letters and through conferences to inform them about the new requirements of
the raw materials. NatureCare must inform the logistics companies and the marketing
companies about the new products, their attributes and prices. This would help these two
stakeholders to frame their distribution and marketing strategies respectively. The company
can then advertise the products through the marketing companies to create demands about the
new environment friendly products. The marketers must stress on the different variants in
which the products would available in the market. The distributors can then make the
products available in the market according to the needs of the customers.
Timing
Detail timelines:
NatureCare needs to again support of five types of stakeholders namely, customers,
employees, shareholders, suppliers, logistics companies and marketing companies within two
months. The company is required to inform the shareholders about the capital requirements to
support the new product strategy of introducing eco-friendly high quality products to achieve

niche marketing. The suppliers have to be informed about the new raw material requirements
for the products. The employees have to be informed the new product strategies of the
company and they steps they need to follow to execute the strategies. These three categories
of stakeholders have to informed and engaged ahead of the target period of two months. The
marketing companies can then conduct the research within two weeks of the two months
frame so that they can gain information about new consumer needs and incorporate them in
their new products. The marketing companies can then advertise the products in the market
for six weeks to create demand. The company can use the logistics network to stock and
make the products available on the market from the beginning of the sixth week.
Actions
Document all actions required for the research. Expand rows as required.
Action Responsibility When
Approval from the apex management to
conduct the research
CEO, General
manager, marketing
manager, marketing
officer, accounts
head
At least two months
before the target start date
Allocating of funds
Accounts
departments,
marketing manager,
assistant managers
At least a month before
the target start date
Formation of strategies to conduct the
research
Marketing manager,
project officer
First week

Interviewing people Interviewer and
project officer,
marketing research
company
Second week, third week
and fourth week
Surveying people at the store Store staffs,
marketing officer,
store manager and
project manager
Fifth, sixth and seventh
week
Compiling of the interview and survey
data
Marketing officer,
project manager and
marketing manager
Eighth week

Budget
Draft a simple budget for the market research project.
Particulars
Amount(A
U$)
Amount(A
U$)
Budget
surplus(A
U$)
Allocated funds 30000
Add: Expected
reveneu
0 30000
Questionand
Answer Market
research charges
including GST
25000
Add: Additional
expenditure
0 25000 5000
Colinbryants
charges including
GST
26000
Add: Additional
expenditure
0 26000 4000
Handprints
MarketResearch
23000

including GST
Add: Additional
expenditure
0 23000 7000
The budget above shows that NatureCare has allocated $3000 for the budget while
the expenditure consists of external consultant charges. The budget considers the surplus
amounts the company would generate by involving three consultants. The chosen consultant
is Colinbryants, marked in green, with $26000 and which generates a budget surplus of
$4000.
Ethical and legal requirements
Outline the application ethical and legal considerations for this project.
See the Market Research Policy and Procedure for details.
The ethical and legal considerations for the market research initiatives like survey and
interview are:
1. The surveyors and the interviewers must obtain the consent of the respondents before
interviewing them.
2. The company should publish the details about the respondents only after obtaining their
prior consent.
3. The surveyors and interviewers should ask questions strictly related to their consumption
and skin care patterns and expectation from NatureCare. There should be no question which
pertains to their personal lives.

TASK 3
WHAT DO I HAVE TO SUBMIT?
 Part A – Project brief and selection criteria along with a memo/email
 Part B – Communication to assessor with a list of consultants and the selected consultant
 Part B – Recording of verbal conversation with external consultant *
 Part C – Email to external consultant
 Part C – Email to internal staff
 Part C – Updated market research project plan.
Part A
Great news, the CEO has approved your plan to conduct the market research and given you
approval f to contract a consultant to conduct the primary market research component.
Complete the following activities:
1. Develop a project brief for the consultant that addresses the market research requirements.
The project brief should include:
 A brief overview of the company:
NatureCare is an organic skin care products manufacturing and marketing company
founded in 2006 in Brisbane, Australia. The aim of the company is to provide ladies aged
between 25 and 55 with herbal skin care products.
 An outline of the market research to be conducted:

The market research is to be conducted using primary methods like surveys and
interviews by a third party company. The period assigned for the research is two months.
 Particular requirements as listed in Assessment Task 1
The firm require to employ a third party firm, an external consultant to conduct
primary market research and the tenure of the research is two months. The firm requires
the conduct the research to gain information about customer preferences, which would
form the bases of the new product it, would introduce to use niche marketing strategy.
 Timelines
Action Responsibility When
Approval from the apex management to
conduct the research
CEO, General
manager, marketing
manager, marketing
officer, accounts
head
At least two months
before the target start date
Allocating of funds
Accounts
departments,
marketing manager,
assistant managers
At least a month before
the target start date
Formation of strategies to conduct the
research
Marketing manager,
project officer
First week
Interviewing people Interviewer and
project officer,
marketing research
Second week, third week
and fourth week

company
Surveying people at the store Store staffs,
marketing officer,
store manager and
project manager
Fifth, sixth and seventh
week
Compiling of the interview and survey
data
Marketing officer,
project manager and
marketing manager
Eighth week
 Budget.
Particulars Amount(AU
$)
Amount(AU
$)
Budget
surplus(AU
$)
Allocated funds 30000
Add: Expected
reveneu 0 30000
Questionand Answer
Market research
charges including GST
25000
Add: Additional
expenditure 0 25000 5000
Colinbryants charges
including GST 26000
Add: Additional
expenditure 0 26000 4000
Handprints
MarketResearch
including GST
23000
Add: Additional
expenditure 0 23000 7000
 Your project brief should also include your contact details for submission of the quote and the date by
which the quote is to be submitted.
 The brief should be no more than one page, address all of the above points and should be written in clear
and concise English.

Part B
You have received three quotes from the companies above as outlined below.
 QuestionandAnswer Market Research
Quoted $25,000 plus GST for completion of the work. Can meet the timelines specified in the brief. Four staff
will be assigned to the project including two senior members of the team. Suggest using focus groups and
one-to-one interviews as the research methodology. Have access to a large database of possible market
research respondents. Will conduct all the focus groups in Brisbane and interviews will be by phone and
cover a range of respondents nationally.
Company has also provided information on the range of organic products market research it has conducted. ColinBryants
Quoted $26,000 plus GST for completion of the work. Can meet the timelines specified in the brief. Two
senior members of staff will be assigned to the project. Suggest using focus groups and surveys for
conducting market research. Have access to a large database of possible market research respondents. Will
conduct one focus group in each capital city. Will email out survey to identify market research respondents.
The company is focussing on its nationwide reputation as a high-quality provider of market research
services. HandPrints Market Research
Quoted $23,000 plus GST for completion of the work. Can meet the timelines specified in the brief. Four staff
will be assigned to the project. Suggest using focus groups and surveys for conducting market research. Will
conduct all of the research in Brisbane.
The company has focussed on its credibility in terms of working with small to medium sized
businesses.
Complete the following activities
1. Identify external consultants
No. Name of the
consultant
Quote
+GST($)
No. Of
staffs
assigned
for
market
Can
meet
time
line of
2
Methodology used Area
covered

research
months
(Y/N)
1 Question and
Answer Market
Research
25000 4
includin
g two
Y Focus group interview. Has
large database of a large
number of respondents. The
marketing firm would
conduct the research over
telephone.
Brisbane
2 Colinbryants 26000 2 senior
staffs
Y Focus group and surveys.
Conduct a focus group email
interview in each capital city
State
capitals
3 Handprints
Market
Research
23000 4 staffs Y Focus groups and surveys for
conducting market research
Brisbane
1. Select external consultant
 Assume that quotes have been received from three external consultants as set out below. Review the
scenario information and evaluate each consultant against the selection criteria. Select the one you think is best
suited for the role.
The above table shows that Colinbryants charges $26000, which is higher than the other
two consultants charge which is one of the important criteria. However, the purview of their
research, the second criterion, includes the state capitals of Australian states while the other
two marketing research companies restrict their interviews and surveys within Brisbane. This
shows that compared to QuestionandAnswer, Colinbryants and Handprints, Colinbryants is
the best.

 Submit a communication to your CEO (your assessor) seeking approval to proceed with offering a contract
to the consultant. Your communication will need to list the three consultants that you identified in point 1, and
will also need to identify the consultant you have selected in point 2 along with an explanation of how they
have met the selection criteria.
QuestionandAnswer, Colinbryants and Handprints are the three consultants considered
and Colinbryants is the consultant house selected. The comparison considers the charges, the
area covered, number of staffs assigned and methodology used. Colinbryants charges the
highest among the three but conducts email surveys in the capital cities of the Australian
states while the surveys of the other two consultant houses are restricted to Brisbane. Thus,
the survey conducted by Colinbryants would help NatureCare gain more accurate and
extensive market research data. Hence, Colinbryants is the selected consulting company.
Part C
The market research project has commenced but three weeks into the project you receive an email from the
market research consultants indicating that the research has been delayed due to difficulties in recruiting
suitable market research respondents. The company estimates that this will result in a two-week delay.
You review the risk management plan that you developed for the project and strategies you identified for
delays in the process. You also discuss the two-week delay with the CEO.
As the delay is only two weeks, it is agreed that this is acceptable and that strategies that you identified in
your risk management plan to engage additional staff where timelines occur are not necessary at this stage.
However, there can be no further delays.
Complete the following activities
1. Monitor work and manage external consultant
 The final part of the assessment task requires you to review the information and to identify appropriate
action to be taken. This should include contacting the external consultant to discuss the delays and expected
performance, as well as keeping your team up-to-date with variations.
 You are required to develop an email to the external consultant with an appropriate response based on
the information provided.
Dear consultant,

The information about delay in the progress of the market research due to has been
communicated and discussed with the CEO, Mr ....., at length. The CEO has accepted the
delay for two weeks the difficulty in acquiring appropriate human resources and has agreed
recruitment of additional staff members as a part of the risk management plan. However, he
has also pointed it out that no further delay is acceptable in conducting market research
beyond the stated two weeks.
Regards,
............................... (Name)
Project Manager,
NatureCare Products
Attachment
Action Responsibility When
Approval from the apex management to
conduct the research
CEO, General
manager, marketing
manager, marketing
officer, accounts
head
At least two months
before the target start date
Allocating of funds
Accounts
departments,
marketing manager,
assistant managers
At least a month before
the target start date
Formation of strategies to conduct the
research
Marketing manager,
project officer
First week

Interviewing people Interviewer and
project officer,
marketing research
company
Second week, third week
and fourth week
Surveying people at the store Store staffs,
marketing officer,
store manager and
project manager
Fifth, sixth and seventh
week
Compiling of the interview and survey
data
Marketing officer,
project manager and
marketing manager
Tenth week
Note: the compiling action has been postponed by two weeks as per the decision of the CEO
owing to shortage of human resources.
– You are also required to develop an email to send to your team with an appropriate response.
Dear team,
The information about delay in the progress of the market research due to has been
communicated and discussed with the CEO, Mr ....., at length. The CEO has accepted the
delay for two weeks the difficulty in acquiring appropriate human resources and has agreed
recruitment of additional staff members as a part of the risk management plan. Hence, the
existing members of the team have to work harder to over-achieve the targets so that the loss
caused by the delay can be made up. Your cooperation in this regard is highly accepted and
appreciated.
Regards,
............................... (Name)

Project Manager,
NatureCare Products
Attachment
Action Responsibility When
Approval from the apex management to
conduct the research
CEO, General
manager, marketing
manager, marketing
officer, accounts
head
At least two months
before the target start date
Allocating of funds
Accounts
departments,
marketing manager,
assistant managers
At least a month before
the target start date
Formation of strategies to conduct the
research
Marketing manager,
project officer
First week
Interviewing people Interviewer and
project officer,
marketing research
company
Second week, third week
and fourth week
Surveying people at the store Store staffs,
marketing officer,
store manager and
project manager
Fifth, sixth and seventh
week

Compiling of the interview and survey
data
Marketing officer,
project manager and
marketing manager
Tenth week
Note: the compiling action has been postponed by two weeks as per the decision of the CEO
owing to shortage of human resources.
–
 All parties will need to receive an updated market research project plan highlighting the variations.
Update your action plan in the market research project plan and attach it to the emails
Task 4
The market research has been completed. Due to the delay in conducting the focus groups as
explained in the previous activity, there was an overall delay of two weeks. The budget has been
achieved.
You have received a report from the marketing officer at NatureCare Products that the secondary
research conducted internally has identified the following relevant information from a number of
secondary sources:
 Organic skin products are in high demand.
 Younger shoppers (under 28) are increasingly seeking organic skin care products.
 Online shopping is becoming increasingly in demand for purchases of organic products
generally.
 Two certified organic competitors are seeing steady growth in their sales.
 Organic skin care products for infants are in demand.
You discovered through completing the secondary source research that there was a wealth of
information available from these sources and that it may have been better to conduct the
secondary research first, before engaging the consultant.
The report from the external consultants regarding the focus groups and one-to-one interviews

have provided the following findings:
 Four focus groups comprising of six people were conducted. The six people in the group were
all women and were aged over 35.
 One-to-one interviews with 50 people. Each interview lasted ten minutes. Interviews were
conducted with 10 men and 40 women. Age ranges were between 30 and 50.
The overall findings from the qualitative research conducted was:
 Value for money is important even for high-end organic or natural skin care products.
However, consumers were generally willing to pay more than for mainstream products.
 There was roughly a 50% split on whether organic certification was important or not.
 The men interviewed are also seeking organic skin care products.
 Opportunities to purchase in a number of retail outlets, as well as online were sought.
Complete the following activities
1. Analyse the data and prepare an evaluation report
 Use all of the information above to develop a report for your CEO and senior managers (your assessor).
Address in your report:
– The outcomes of the market research
The outcome of the market research is discovery of new market opportunities, which
NatureCare Products can exploit to expand in the Australian organic products market. The
market research revealed that the consumers are willing to spend more to buy branded
organic products. The research also revealed that besides the existing female consumer
segment, two new segments can be tapped to earn more profit namely, children and men.
There are two outcomes from the findings of the market study. First, NatureCare must expand
its product line to cater to both men and children segment and second, the company must
position its products as premium organic products available both online and offline.
– Performance of the project, noting budgetary issues and timelines

– Your view on the validity and reliability of the data provided from the market research, including the
sample size and demographics
The data obtained from market research is very reliable and valid. The first part
interviewed sample sizes of six while the next demographic size was 50 consisting of 40
women and 10 men. A bigger sample size of at least 100 would have made the research more
successful.
– Whether you consider that the right mix of research methods were used
The research methods were rightly used.
– To what extent the research has provided information against the research objectives specified in your
market research project plan
The market research has provided relevant and valuable resources according to
research objectives stated in the research objectives in the project plan of the marketing
strategy.
– Recommended improvements that you would make to the research process in the future including
actions for implementation. Make at least one recommendation for change.
The company is recommended to conduct frequent market researches using its own
resources and not depend on external companies.
 Your report should be clear and written in plain English and sufficiently address each of the points above.
You may also consider using tables and graphs to report your research findings and project performance to
make the report visually appealing and easy to read.