JOYOUNG SOYMILK MAKER CASE

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JOYOUNG SOYMILK MAKER CASE

Management Decision Problem

The major problem the company faced in 1994 when launching its product was lack of market
research to understand what target market was using to extract soy milk, the challenges they
faced, and hence understand whether introduction of an new automatic soy milk extractor was
viable in the market.
The main problem that the company faced at the time was that it assumed that soy milk
was popular in China hence its automatic soy milk extraction machine would also be popular.
This was an assumption-based marketing strategy because the company did not take time to
understand the market well before launching the product. The company failed to research what
people were using to extract soy milk and the problem they faced with extraction so that it could
positions its new automatic machine as the solution to the problem people were facing. The
reason why its product remained stacked on the shelf is that no one saw the need for the product
because it was not geared towards solving any of their problems and even if it could, it was not
properly introduced for them to understand it.

Category:

Description

AMN403 Marketing and Survey Research
Assessment 1
Semester 1, 2018
Weighting: 20%
Individual or group: Individual, or in groups of up to three students. For group
work only one assignment needs to be uploaded, but
please ensure all student names are shown on the title
page.
Word limit: 1000 (Maximum – eg no +10%) including references
Note: Please don’t ask your tutor to read your draft writing to
“see if it is ok”.
Instructions:
This assessment requires your analysis of Joyoung Soymilk Maker case, which has
been uploaded to Blackboard. The focus is (1) to identify the central problem that
Joyoung faced in 1994; (2) as Joyoung’s marketing director, how to address the problem
using qualitative research. Use 1.5 line spacing, and either ARIAL or TIMES NEW
ROMAN 12 point font. Include a title page with your name(s). Structure your
report as follows, and note that no executive summary, introduction or
summary/conclusion are required:
1. In your own words, clearly describe the management decision problem (MDP)
in one sentence. Provide a one-paragraph rationale for this MDP. No references
from the academic literature are applicable in the rationale as the information
can only be drawn from the case. No assumptions should be made about
anything that is not mentioned in the case. JOYOUNG SOYMILK MAKER CASE.
2. Design a marketing research question (MRQ), again in one sentence, which
addresses the MDP. Provide a one-paragraph rationale for this MRQ.
Reference the definition for any construct included in the MRQ rationale.
3. List two research objectives to address the MRQ. JOYOUNG SOYMILK MAKER CASE.
4. Discuss the appropriateness of the Focus Group for addressing one of
your objectives. Briefly outline how the technique could be implemented to
address the objective. JOYOUNG SOYMILK MAKER CASE.
5. For your second research objective, describe how the application of another
qualitative research technique (other than the Focus Group) could be used
in the project’s research design. Briefly describe how you would collect this
data. JOYOUNG SOYMILK MAKER CASE.
Academic Honesty
QUT expects students to act honestly in assessments. The issue of plagiarism is
taken seriously and students are reminded to ensure that assessments submitted
represent their own work.
Late submission policy
It is QUT policy that assessments submitted after the due date will not be marked,
and therefore receive a mark of zero. JOYOUNG SOYMILK MAKER CASE.
Marking criteria
The attached marking criteria will be used for this assessment. Each of the six criteria
are weighted equally. The maximum mark for each criteria is 16.6/100. JOYOUNG SOYMILK MAKER CASE.
2
AMN403 Marketing and Survey Research Marking Criteria – Assessment 1
7 6 5 4 3 2-1
MARK 16.6 or 14.2
(100% or 85%)
14 or 12.5
(84% or 75%)
12.3 or 10.85
(74% or 65%)
10.7or 8.4
(64% or 50%)
7.7 or 4 or 0
(46% or 24% or 0%)
Problem Identification, Research and Decision-Making
Management
decision
problem
(MDP)
You succinctly define, with
logical justification in your
rationale, the managerial
problem and clearly
demonstrate
understanding of the
decision maker’s key goal.
You define a plausible
managerial problem and
demonstrate some
understanding of the
decision maker’s key goal
in your rationale.
You define a plausible
managerial problem but
do not clearly
demonstrate
understanding of the
decision maker’s
motivation in your
rationale.
You attempt to define the
managerial problem and
identify the decision
maker’s key goal. You
may not have provided
sufficient justification,
and/or may not have
differentiated between
problems and symptoms.
You fail to capture
the management
problem clearly in
your MDP and/or
your rationale.
Marketing
research
question
(MRQ)
You succinctly define the
research question, which
is explicitly related to the
MDP, and clearly indicate
in your rationale a relevant
construct from the
literature. Well referenced.
You define the research
question, which is related
to the MDP, and indicate in
your rationale how the
research will enable
decision making. Your
MRQ is either not succinct
or it is unclear what the key
construct of interest is.
Well referenced.
You define the research
question, which is related
to the managerial
problem statement. May
be too broad or too
narrow. It is either
unclear what the key
construct of interest is, or
lacks appropriate
referencing.
You discuss a research
question in a manner that
could be more succinct
and more explicitly
related to the problem
statement. It is unclear
what the key construct of
interest is and is not well
referenced.
You fail to capture
the research
question clearly in
your MRQ and/or
your rationale.
Application and Evaluation
Research
objectives
You clearly demonstrate
an understanding of the
role of research objectives.
Your objectives are
focused and measurable,
and comprehensively
address the research
problem.
You clearly demonstrate an
understanding of the role of
research objectives. Your
objectives are generally
focused and measurable,
and go some way to
address the research
problem.
You demonstrate an
understanding of the role
of research objectives.
Objectives could be more
focused and/or
measurable, and go
some way to address the
problem.
You demonstrate some
understanding or the role
of research objectives.
Objectives are either not
focused and measurable,
or do not address the
problem.
You fail to
demonstrate an
understanding of the
role of research
objectives in relation
to the case.
Focus group You demonstrate an
excellent understanding of
the role of focus group,
and clearly describe how
the technique could be
used to address an
appropriate research
objective. Well referenced.
You demonstrate a general
understanding of the role of
focus group, and describe
how the technique could be
used to address an
appropriate research
objective. Well referenced.
You demonstrate some
understanding of the role
of focus group, although
your discussion could be
more focused in
describing how the
technique could be used
to address an
appropriate research
objective.
You demonstrate some
understanding of focus
group, but with
insufficient detail relating
to how the technique
could be used to address
one of the research
objectives. Some
confusion about key
concepts.
You fail to capture
the rational for using
the focus group
technique.
Another
qualitative
research
technique
You demonstrate an
excellent understanding of
the role of qualitative
research by clearly
describing in detail an
appropriate technique for
an appropriate research
objective. Well referenced.
You demonstrate a general
understanding of the role of
qualitative research, and
describe in detail an
appropriate technique for
an appropriate research
objective. Well referenced.
You demonstrate
understanding of the role
of qualitative research by
describing a technique
for an appropriate
research objective.
Greater depth of
discussion would
strengthen.
You introduce a
qualitative research
technique. Discussion
lacks depth to
demonstrate
understanding of the role
of the technique. Some
confusion about key
concepts, or does not
indicate which objective.
You fail to
demonstrate an
understanding of the
role of qualitative
research.
Communication and Interpersonal Skills
Presentation You organise content
clearly and make no
technical errors.
Appropriate referencing.
Follows suggested format
precisely. Free of
grammatical errors. Word
limit adhered to.
You organise content
clearly and make few
technical errors. Generally
appropriate referencing.
Follows suggested format.
Few grammatical errors.
Word limit adhered to.
You generally organise
content well but make
some technical and
grammatical errors, such
as spelling, referencing
and/or layout. Word limit
adhered to.
You organise content in a
manner that may be
difficult for the reader to
follow at times. A number
of technical and
grammatical errors
throughout, or word limit
not adhered to.
You present content
in an incoherent way
and make frequent
technical errors
throughout paper,
and/or word limit not
adhered to. JOYOUNG SOYMILK MAKER CASE.

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JOYOUNG SOYMILK MAKER CASE

Management Decision Problem

The major problem the company faced in 1994 when launching its product was lack of market
research to understand what target market was using to extract soy milk, the challenges they
faced, and hence understand whether introduction of an new automatic soy milk extractor was
viable in the market. JOYOUNG SOYMILK MAKER CASE.
The main problem that the company faced at the time was that it assumed that soy milk
was popular in China hence its automatic soy milk extraction machine would also be popular.
This was an assumption-based marketing strategy because the company did not take time to
understand the market well before launching the product. The company failed to research what
people were using to extract soy milk and the problem they faced with extraction so that it could
positions its new automatic machine as the solution to the problem people were facing. The
reason why its product remained stacked on the shelf is that no one saw the need for the product
because it was not geared towards solving any of their problems and even if it could, it was not
properly introduced for them to understand it………

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