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Take Home Assignment
Course Code: BUS 620
Course Name: Marketing Management
Submitted To
Dr. Farzana Nahid
Assistant Professor
Department of Marketing and International Business
SBE | North South University
Submitted By
Saimun Hasan
Id: 2115262660
Sec: 5
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Assignment Tittle:
Take Home Assignment on
the Marketing Research Details of a Local SME,
Café 0 Point
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Table of Contents
Introduction ………………………………………………………………………………………………………………………………… 4
Company Profile …………………………………………………………………………………………………………………………. 4
Market Research Details ………………………………………………………………………………………………………………. 4
Segmentation, Targeting & Positioning (STP) ………………………………………………………………………………… 5
7Ps of Marketing Mix ………………………………………………………………………………………………………………….. 6
Competitor Analysis ………………………………………………………………………………………………………………….. 10
Competitive Advantage/ Unique Selling Point ………………………………………………………………………………. 11
The Impact of Market Analysis on the Business ……………………………………………………………………………. 11
Conclusion ……………………………………………………………………………………………………………………………….. 11
References ………………………………………………………………………………………………………………………………… 13
Introduction
Marketing research plays a crucial role in the success of any business. A marketing research can make a
company or business aware of its upcoming events. It can be done in the form of a survey, a product–
preference test, a sales forecast by region, or an advertising evaluation. Nowadays many small companies
do this informally but they must do it to sustain in the competition in the long run. Good marketing insights
often form the basis of successful marketing programs. A marketing research must be done by the people
who are willing to start a new business. Marketing research is defined as the systematic design, collection,
analysis, and reporting of data and findings relevant to a specific marketing situation facing the company
(Kotler & Keller, 2012). Marketing research is not limited to giant companies only; it can be done by small
companies in an affordable way as well. Nowadays small and medium enterprises (SMEs) are focusing on
marketing research in order to keep pace with the competitive market. SMEs are bloodline for our country’s
economy which contribute 25% to our GDP. The covid-19 pandemic has hit the hardest the SMEs creating
problems such as lack of access to finance, poor market linkage, absence of skilled labor, and lack of export
market (Khan & Newaz, 2020). A proper marketing research can help the SMEs significantly to thrive in
the near future.
Company Profile
Café 0 Point is a café plus restaurant where people can enjoy a variety of coffees as well as different types
of set menu with their friends and family members. They started their journey in 16th of December 2020.
They serve different types of Coffees, a variety of Burgers, Sandwiches as well as Fried Rice, Mutton
Biriyani, Fried Chicken, Chinese and Thai soups of multiple flavors and so on. each and every corner of
their restaurant is well decorated with enough lighting which makes it look really arresting specially during
