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Marketing Research of Nabisco -
April 7th, 2011
Nabisco (pronounced /nəˈbɪskoʊ/; originally known as National Biscuit Company) is an American brand of cookies and snacks. Headquartered in East Hanover, New Jersey, the company is a subsidiary of Illinois-based Kraft Foods. Nabisco's plant in Chicago, a 1,800,000-square-foot (167,000 m2) production facility at 7300 S. Kedzie Avenue, is the largest bakery in the world, employing more than 1,500 workers and turning out some 320 million pounds of snack foods annually.
Its products include Chips Ahoy!, Fig Newtons, Mallomars, Oreos, Ritz Crackers, Teddy Grahams, Triscuits, Wheat Thins, Social Tea, Nutter Butter, Peek Freans, Chicken in a Biskit, used for the United States, United Kingdom, Mexico and Venezuela as well as other parts of South America.
Nabisco products are branded as Kraft in some other countries. All Nabisco cookie or cracker products are branded Christie in Canada; however, prior to the Post Cereals merger, the cereal division kept the Nabisco name in Canada. The proof of purchase on their products is marketed as a "brand seal".
Nabisco opened corporate offices as the National Biscuit Company in the world's first skyscraper, the Home Insurance Building in the Chicago Loop in 1898.
Due to the limited timeframe and resources, secondary data will be utilized as the basis of the study. Herein, secondary data is collated and plausibly processed by other people excluding the research. Herein, the market situations will be considered. Accordingly, Hong Kong Disneyland was the 11th theme park opened by the Walt Disney Company and it became one of the most famous tourist attractions in the country. In its first year of operation, the park has recorded only 5 million visitors in its first year of operation against its objective of 5.6 million visitors. Since the launch of HK Disneyland in September 2005, the company has difficult time in casting spell over their local media and more essentially, the public with a communication directive that appears to talk up the good, while maintaining tightlipped about its bad
Since the Hong Kong Disneyland launched in September 2005, it had a difficult time casting its spell over the local media and, more importantly, the public, with a communications directive which appears to talk up the good, while remaining tightlipped about the bad. Because of the bad reputation of the theme park to the public during its first year, the company ahs influenced the attraction and expectation of the customers to visit the park.
The major target market of the theme park is a mix of family and non-familial visitors which include married couples without children, young adults, and the elderly. About half of the family visitors came from China mainland. Accordingly, the visitors of Hong Kong Disneyland during the summer of 2006 have boomed and 50% of the total visitors came from China Mainland.
B. PRIMARY DATA
After the face to face interviews had been accomplished, the set of primary data were collected which had been consolidated into a table file. [appendix 2].
VII. PROCESSING AND ANALYZING DATA
Before the data is inputted through a coding system, the editing will be done to correct defaults that happened during the interview. After which, a statistical analysis will be done to have the findings and an interpretation of the information will be reported. The conclusions and recommendations will be provided for managerial decisions.
- Total days taken for whole research process = 30 days
- Respondents rates = 98.5%
è 985 questionnaires were fully completed
Aforementioned, the total number of questionnaires received is 985 pcs. These 985 questionnaires were validated and assess whether it provides adequate information for the research. To make sure that this research will have enough valid and completed survey questionnaires, all the interviewers/staffs had been well-trained. Although there are still some systematic errors noted in the completed questionnaires, hence, only 985 were considered. The summary of the result that covers all the questions are seen in Appendix 2. the major determinants for this research includes Q1, Q4, Q5, Q6,Q16 and Q17.