Question

Moki Hunt recently purchased Swift Waters Adventures, a kayaking and canoeing rental business near the Salt River in Arizona. Swift Waters Adventures had been in operation for five years and was located in an ideal area. Even though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two months of operation, it became clear why the previous owners had sold the business. While the business appeared to be ideally located, sales were extremely disappointing. ​ Refer to Scenario 5.2. Moki decided to apply some of the things he had learned in his marketing research class to his business. The first thing he should do is to ___________ which will help him ______.

Answer 1

First thing he needs to do is:

• properly describe the problem he is facing

This will help him:

• decide what kind of data he needs to gather

Moki is experiencing low sales which means that he needs to embark on a marketing campaign. If he does not know what exactly is wrong however, he cannot do much in the campaign.

The first step therefore is to properly describe the issues he is facing. This will help him know what kind of data he needs to enabled him to come up with a good enough plan to reverse his fortunes.

In conclusion, Moki Hunt should describe his problem and then collect the appropriate data.

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