Case Study - Ethical Trading Group

Your manager Jaime Strickland has asked you to conduct research about the pros and cons of a Brand Ambassador (celebrity endorsement) for Ethical Trading Group (ETG).

For this case study, reference the additional information provided to you in the Ethical Trading Group website.

Answer each of the following questions to determine the scope of your information gathering and research.

1. You are required to clarify the requirements of the research project with Jaime. Draft an email to your Jaime and:
2. outline the research requirements given to you by Jaime, and
3. ask at least two additional questions about the research that will help you define the research objectives.

Hi Jaime,

Thank you for your time during our meeting today.

I would like to confirm and clarify some of the requirements of the research project we discussed earlier.

[draft the remainder of the email]

Kind regards,

[your name]

Response from Jamie

Thanks for confirming the details of our discussion and your questions.

I would like to add that the purpose of the research is to improve ETG's market share by 10% in the next financial year, hence we need to analyse whether it would be worth engaging a Brand Ambassador.

That is why the research project also needs to be completed by the end of this financial year and will need to be presented to ETG's Managing Director, Christina Ponds.

I'll get back to you on some of your other questions in a later email.

Kind regards,

Jaime Strickland