Scenario: You are the founder and CEO of a Marquette, Michigan retail clothing e-commerce business that derives its revenue from several customer types such as tourists, snowmobilers, ATV 4-wheelers, hikers, boaters, kayakers, skiers, craft beer aficionados, Northern Michigan University students and the local citizenry. The name of your enterprise is Upper Peninsula Supply Co. (https://upsupply.co). You also have a brick-and-mortar store on Marquette’s main shopping street. You have noticed a recent troubling decline in online and brick-and-mortar sales which is threatening your organization’s ability to survive and grow. You have decided to implement the Five-Step Marketing Research Approach to help clarify the problem and develop the remedial strategies necessary to resolve the problem.
Develop a 1,050-word plan using the scenario above and employing the Five-Step Marketing Research Approach concepts in which you detail the steps you will use to determine the marketing problem that your organization is facing.
Address the following in your role as Upper Peninsula Supply Co’s CEO:
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