Value Exploration. Market Research.

 

The Global Chobani Challenge 2014 to break-in to China is a fictional contest to create the perfect strategic brand management plan for entering into this market.

 

Assignment #2 will guide you through the proposed marketing research process as part of the value exploration.

 

The first step will be conducting exploratory research. Focus groups will enable Chobani to capture market insights by providing qualitative data. In the second step, questionnaires will create explanatory results. The outcome of those surveys will sharpen the final target markets and help to eventually create value as Chinese consumers share their perceptions and values with Chobani.

 

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