Question

Learning Objectives At the end of this exercise, you should be able to: • LO 4.2: Define the marketing information system and discuss its parts. .LO 4.3: Outline the steps in the marketing research process. • LO 4.4: Explain how companies analyze and use marketing information. Scenario eCompete USA is a competitive video gaming tournament company headquartered in Palo Alto, California. Video game tournaments are organized competitions where multiplayer video games are played for cash prizes of up to $500,000. Gamers and fans are flocking to tournaments both in- person and virtually. Recently, an eSports tournament housed at the Staples Center sold out in under an hour, which surprised even industry insiders. eSports is gaining popularity worldwide with audience sizes exceeding 134 million. The industry is currently valued at over $747 million, and many predict that the value will top $1.9 billion by 2020.The industry is currently dominated by males (85% male, 15% female) and young people (60% of viewers are under 35 years old). Currently, eCompete USA has a relatively small share of the market, but the company feels there are significant opportunities for growth and profitability. You have recently been hired as a research analyst reporting to the VP of Marketing, whose task is to help eCompete USA grow its business. Click Next to begin your challenge. Good luck!

Answer 1

The objective over here is to grow eCompeteUSA business.

Ideally, the 1st step is to define the problem that what are the impediments that the VP Marketing is thinking about the growth. Once the problem is known, we can examine the secondary data for more clarity. Post that we need to design survey for obtaining primary data.

Hence, the first step is to set up a meeting with the VP of marketing and other involved parties to define the problem that needs to be solved.