Market Research Project: Evaluating Perfume Launch for Marks & Spencer

This individual market research project evaluates the feasibility of Marks and Spencer launching a new perfume product. The report begins with an executive summary and introduction, followed by an analysis of the company's background, including a SWOT analysis, and the objectives and rationale for launching a perfume. It delves into market segmentation, targeting strategies, and the development of a potential buyer persona. The research methodology includes a quantitative research design with data collection through questionnaires and secondary sources. Data analysis and findings reveal consumer preferences and the potential market for the new product. The project concludes with recommendations based on the research findings, aiming to guide Marks and Spencer's decision-making process regarding the perfume launch, ensuring they understand market opportunities and customer demands. The project's ethical considerations and limitations are also addressed.