The purpose of this report is to explain the four steps of the marketing research process and investigate and justify which of the steps is the most difficult to undertake

... Table of contents Executive Summary 1 1 Introduction 2 1.1. Purpose 2 1.2. Scope 2 1.3. Method 2 1.4. Limitations 2 1.5. Assumptions 2 1.6. Definition of Supermarket Industry & Industry Overview 3 2 Porter's Five Forces Model 3 2.1 The threat of new entrants ...........................................................................4 2.2 The bargaining power of buyers ....................................................................4 2.3 The bargaining power of suppliers .................................................................5 2.4 The availability of substitutes .................................................................................6 2.5 The intensity of rivalry ..............................................................................6 2.6 Market Position Classification .....................................................................6 3 The Generic Strategies ................................................................................7 3.1 Cost Leadership Strategy...........................................................................7 3.2 Differentiation Strategy ...........................................................................7 3.3 Focus Strategy .......................................................................................8 4 Value chain analysis .................................................................................... 8 5 Trends & Recommendations 9 5.1 Petrol vouchers issue .................................................................................9 5.2 Plastic bags issue .....................................................................................9 5.3 Food safety concerns ................................................................................9 6 Appendix .................................................................................11 7 References 13 1 Introduction 1.1. Purpose The purpose of this report is to explain the four steps of the marketing research process and investigate and justify which of the steps is the most difficult to undertake. 1.2. Scope The report generally describes each step in the marketing research process. The report also discusses the hardest step in the whole process and provides an

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