Marketing Opportunities Business Report - A report for the directors of Venetian Ices Ltd.

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Our Lady’s Catholic High School (46637)        Business Studies        Chris Berry (7017)

        Unit 5

Venetian Ices Ltd


Marketing Opportunities Business Report

- A report for the directors of Venetian Ices Ltd  -

Author: Chris Berry, Consultant for Venetian Ices Ltd 

Date: February 2002


Item No        Item        Page No


1                Title page                                                                1

2                Contents page                                                        2

3                Terms of reference                                                3

4                Information Chart                                                4

5                Procedure                                                                5

6                Findings                                                                7

7                 Conclusions                                                        11

8                 Recommendations                                                13

9                 Appendix                                                                 14

Terms of  Reference

My role in this report is to act as a consultant. I am working for Venetian Ices Ltd, a company in the ice-cream retail and production industry. I will assess the possible marketing opportunities in the ice-cream market, the impact that introducing these marketing opportunities into Venetian Ices Ltd will have, and present my findings to the directors of Venetian Ices Ltd. In this report I will also investigate and research the effects of introducing marketing strategies into other businesses in the ice-cream industry and how these have affected their company.

I will then make recommendations based on my findings to the directors of Venetian Ices Ltd as to whether it would be worthwhile introducing any of the possible marketing opportunities I discover, if I discover any at all. If I recommend to the directors of Venetian Ices Ltd that introducing any marketing strategies will be beneficial to the company I may also make other recommendations to the directors such as the most efficient method of introducing these strategies into Venetian Ices Ltd.


For this report I have researched and investigated the possible marketing opportunities for companies in the ice-cream industry, and assessed the possible effects of introducing these opportunities into Venetian Ices Ltd. I have also looked at the effect of introducing different marketing opportunities into other industry sectors, as a comparison, and noted the long-term effects on their business sector. There are also some examples of other competitors introducing several marketing strategies, so their experiences will be extremely useful to Venetian Ices Ltd.

In preparation for my research I produced and information chart containing several items of information, which I think, would be appropriate for this report. I also included how I intended to carry out this research and why I think it would be appropriate. As this was only a plan not all of the information was collected and the information that was may not have been collected with the method planned.

As part of my research I have collected both primary (Field) and secondary (Desk) research. Field research is research that has been carried out for a specific task to collect new data direct from consumers, such as the data collected by my market research group, this research is generally specifically commissioned by a business for a particular purpose, i.e. the reception a new product is likely to receive. The biggest down side of field research is that it is usually quite costly. Desk research is gathering data that already exists and used for another purpose and has been recollected because someone else has carried out the main research and work involved. Desk research is much cheaper to use but does not necessarily answer specific questions.

I mainly collected the secondary data from Internet sites, catalogues and various other sources of data. I was also a member of a market research group, which collected information from random types of people. My group collected the data using a questionnaire, based on questions we produced that we decided would produce the most useful set of results for our analysis.

The data collected from the market research group I was a member of has been compiled in the form of graphs and placed in my Appendix. All the data and information I have collected and researched has been organised and stored in the form of an Appendix at the end of this report. I have also noted the sources of my research in my Appendix.

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The main points I have described in this report are the marketing strategies adopted by other similar companies in the ice-cream market, possible new marketing strategies and possible new technological marketing possibilities. I have also looked at the affect that specific marketing strategies have had on the companies and whether they proved successful in their aim of appealing to consumers.

The main points of my report are based in the findings section. There I have gone into greater detail about these points and information and findings that will influence my conclusions on these points.        

Information Chart


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