Marketing Reasurch Case
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1. Introduction
State your research objectives and the background for the case
Research Objectives:
To determine whether or not Lennox Barnes should open a sporting goods store. (ie. Can Welland support one: populatation?, is there a market segment for hockey? Etc)
To define Lennox Barnes target market
To obtain more information about demographics, psychographics about Welland that would help inform Barnes to make a more informed decision.
Background:
Lennox Barnes is a local sports hero (a role model, creditable figurehead)
Wants to open a sports store in Welland, Ontario (population: 28,000)
Over 40% of hockey players (20% of the population) are under 15 years.
The average cost to outfit players under 15 years or younger is $750, Someone over 15 $1000
Most people begin to play hockey at the age of five
One other sporting goods store in Welland (does not carry much hockey equipment)
Most people drive to larger cities to shop
Families with young children are moving into the city.
2. Data Presentation
Create a demographics graph, to plot the population staistics
Hockey Participation in Welland
Family Income Per Year
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