Executive SummaryExecutive Summary

Writing an Executive Summary

Presenting Research about Customer Preferences

Topics

Analyzing survey results

Summarizing information

Creating an Executive Summary

The Situation

Campus Fresh Markets $($CFM$),$ a renowned grocery store chain based in Boston, is considering opening a

new store in or around Boston University. At present, there are no competitive grocery stores within

one mile of the campus.

CFM targets college students, focusing on offering healthy, convenient, and affordable food options

suitable for their busy lifestyles. As a Market Research consultant, your task is to help CFM understand

the preferences of the target market around Boston University and assess the potential success of this

new venture. The company aims to: ascertain the feasibility of opening a grocery store near Boston

University; identify the types of products that should be stocked; determine the brands that would

resonate most with the students; and pinpoint an optimal location for the store.

Possible locations for the store include a permanent storefront on Commonwealth Avenue, a different

spot in Kenmore Square, or a pop$-$up store in Kenmore Square or its vicinity.

An online survey $($Qualtrics$)$ was conducted in April $2023,$ targeting $600$ students from various faculties

at Boston University. The table below contains the questions and results. Questions are not in any

particular order.

YOUR TASK: Analyze the data from the survey and determine the most significant information and

results that you need to present to the CFM executives. Finally, make recommendations to CFM on

their best plan of action for the proposed new store based on these results $($and these results only$).$

Write your Executive Summary. CAREFULLY review the PPT and planning materials loaded to CANVAS

before you start this.$\backslash$table$[[($not all respondents answered every question$),$Total$],[$#$,\%$ of total$],[$How often do you take advantage of sales and discounts at grocery stores?$],[$Frequently$,350,58\mathrm{.}30\%$

Writing an Executive Summary

Presenting Research about Customer Preferences

Topics

Analyzing survey results

Summarizing information

Creating an Executive Summary

The Situation

Campus Fresh Markets $($CFM$),$ a renowned grocery store chain based in Boston, is considering opening a new store in or around Boston University. At present, there are no competitive grocery stores within one mile of the campus.

CFM targets college students, focusing on offering healthy, convenient, and affordable food options suitable for their busy lifestyles. As a Market Research consultant, your task is to help CFM understand the preferences of the target market around Boston University and assess the potential success of this new venture. The company aims to: ascertain the feasibility of opening a grocery store near Boston University; identify the types of products that should be stocked; determine the brands that would resonate most with the students; and pinpoint an optimal location for the store.

Possible locations for the store include: a permanent storefront on Commonwealth Avenue, a different spo in Kenmore Square, or a pop$-$up store in Kenmore Square or its vicinity.

An online survey $($Qualtrics$)$ was conducted in April $2023,$ targeting $600$ students from various faculties at Boston University. The table below contains the questions and results. Questions are not in any particul$$

YOUR TASK: Analyze the data from the survey and determine the most significant information ar results that you need to present to the CFM executives. Finally, make recommendations to CFN their best plan of action for the proposed new store based on these results $($and these results of Write your Executive Summary. CAREFULLY review the PPT and planning materials loaded to CANVAS before you start this.