Mm 522 - Marketing Research Model for Childcare with Boutique

MM522 MARKETING RESEARCH MODEL FOR CHILDCARE WITH BOUTIQUE

1.0 Marketing Research.

Objective: The main intention of Pamper and Plays' Marketing Research Proposal is to be an apportionment in support to a national concern based on the steadily increases of child care needs due the substantial integration of women to the workforce resigning to the traditional role of full-time mother and homemaker. Nationally, there is a noticeable 20% increment in mothers from both, single and two-parent household with pre-school and school-age children that constitute the fastest growing segment of the paid workforce, since 1970 (U.S. Census Bureau, 1984).

1.1 Identifying Community needs and potential customers: Pamper and Play's is located at the Millennia area, Orange County, and pursuing to determine the child care need in the community, will acquire this initial information from the most valuable resource in this case which is the parents. In order to collect facts from a focus group, we have to conduct an interview with several families, or we can administer survey by phone or mail. Those participants can be reached through local churches or community groups.

According 2010 U.S. Census Bureau, population in Orange County reached 1,145,956 people, in which 17,191 households 2005-2009 are included. We are offering a distinctive Shopping, Beauty and Spa, Birthday Party Planning services aiming for a considerable part of those parents and families enjoy together and also socializing with friends, spouse, and/or family members while we take care of the kids.

1.1.1 Demographics: As part of this Marketing research we are managing with U.S. Census Bureau data (2010), for Orange County as source for required demographic information at very interesting cities for our marketing purposes as, Alafaya, Apopka, Bay Lake, Belle Isle, Christmas, Doctor Phillips, Eatonville, Edgewood, Gotha, Hunter's Creek, Lake Buena Vista, Maitland, Oakland, Ocoee, Orlando (County Seat), Tangerine, Windermere, Winter Garden, Winter Park, Zellwood.

Based in the following map, figure 1, we notice the high possibility of establish our customer segmentation around 19 consuming cities, in order to accomplish our demographic information as follow:

Figure 1. Orange County Map

* Number of families in Orange County, and

* Number of working families with children zero to six years old.

* Number of working families in with children seven to fourteen years old.

* Number of recent marriages.

* Number of new housing starts.

* Geographic