... part of marketing is the research and this has been done by Hovis, mainly using primary research e.g. asking customers which bread they prefer and what they would like. Percentages were also worked out to show which breads were sold most and when. This in tern gave a clear idea of what the customers preferred and are looking for. This meant they can try and meet the customers requirements, which is one of there main objectives to eventually allow them to grow in size. The 4 P's are also essential for market research. (Product, Place, Price and Promotion). The crusty loafs that already exist are popular, but only at the weekends because they have a short shelf life. One of Hovis's other objectives Is to make the crusty loaf last longer and therefore meet even more customer requirements and be available to be eaten all through the week. A lot of ...

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