| Course | GMK-7030 Global Marketing |
|---|---|
| Module | Module 3 |
| Paper type | Module 3 written assignment: marketing information systems and markets |
| Length | About 501 words, 4 pages |
| Format | APA 7 student paper |
| School | Thomas Edison State University |
| Program | MBA in Marketing |
| Updated | October 2026 |
Free sample paper for GMK 7030 Module 3
Who Buys Blueberries in Japan? A Research Plan and Target Segments for an Imported Snack
Student Name
MBA in Marketing, Thomas Edison State University
GMK-7030: Global Marketing
Mentor Name
Month Day, Year
Who Buys Blueberries in Japan? A Research Plan and Target Segments for an Imported Snack
Introduction
Before Pine Barrens spends money on packaging or partners in Japan, it needs answers to three questions: who buys dried fruit snacks there, what they pay and where they buy them. Keegan and Green (2019) describe a global marketing information system as the ongoing process of gathering, analyzing and using such information. This assignment sets out the company's research plan and then uses its expected findings to segment and target the market.
Secondary Research
Published sources come first, since they cost little and answer the sizing questions quickly. The company will use reports from the U.S. Department of Agriculture's Foreign Agricultural Service, whose attachés in Tokyo publish market and regulatory reports on Japanese food imports; trade statistics on blueberry imports by source country; national statistics on household spending; and the trade association data and retailer announcements that show how convenience store chains choose snack products. These sources will size the market, identify competing suppliers from Canada, Chile and Japan, and show price points on shelves.
Primary Research and Its Problems
Secondary data cannot tell Pine Barrens whether Japanese consumers will like its product, so primary research follows: an online survey of about 600 consumers through a Japanese panel provider and taste tests in two stores in Tokyo and Osaka. Craig and Douglas (2005) warn of problems that are specific to international research. Questions must be translated and back-translated so that terms such as "snack" or "healthy" carry the same meaning. Rating scales may be used differently; respondents in some cultures avoid extreme answers, which makes direct comparison with American data misleading. The survey will therefore compare Pine Barrens with competing Japanese products within Japan rather than compare Japanese scores with American ones.
Segmentation
Using expected survey results, the market divides into three segments.
| Segment | Who they are | What they want |
|---|---|---|
| Health-minded working women | Ages 25 to 49 in large cities | Portioned, low-sugar snacks for the office and gym |
| Active seniors | Ages 65 and over | Natural foods associated with eye and heart health |
| Gift buyers | All ages, at seasonal gift periods | Attractive, premium packaging |
Targeting and Positioning
Pine Barrens should target the first two segments. Health-minded working women buy snacks often, shop in convenience stores and respond to social media, which makes them reachable and frequent buyers. Active seniors are numerous, have high savings and already associate blueberries with health. Gift buyers are attractive but seasonal and demand costly packaging, so they can be served later.
The positioning statement for both targets is: for health-minded adults in Japan, Pine Barrens is the dried blueberry snack grown and dried on one New Jersey family farm, with nothing added, so every pouch tastes of real fruit. The statement uses country of origin as a quality cue; Verlegh and Steenkamp (1999) found that country of origin has a meaningful effect on how consumers judge product quality, and American farm products carry a reputation for safety and scale in Japan.
References
Craig, C. S., & Douglas, S. P. (2005). International marketing research (3rd ed.). John Wiley & Sons.
Keegan, W. J., & Green, M. C. (2019). Global marketing (10th ed.). Pearson.
Verlegh, P. W. J., & Steenkamp, J.-B. E. M. (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology, 20(5), 521-546. https://doi.org/10.1016/S0167-4870(99)00023-9
What the GMK 7030 Module 3 instructions ask for
The third GMK-7030 written assignment covers marketing information systems and the analysis of markets. Expect questions on how to gather information about a foreign market, the difference between secondary and primary research, the special problems of international research such as translation and comparability, and how to segment, target and position a product in another country. Keep each answer to roughly 250 to 500 words and use the product and country you named for the plan. One of the two Edison Live sessions falls in this module, so sketch your research plan before attending. Use APA style. Use the product and country you named in Module 2 so your answers become drafts of the plan's research and targeting sections.
How this GMK 7030 Module 3 example is built
The introduction poses the three questions the research must answer. A secondary research section names specific sources, including the USDA's attaché reports, and says what each will show. A primary research section designs a translated survey and taste tests, then explains back-translation and scale bias and how the design handles them. A table sets out three segments with their needs. The targeting section chooses two segments and explains why the third waits, and a positioning statement in standard form uses country of origin, supported by meta-analytic research. Each section produces a decision the plan will use. The segmentation table states what each group wants, which makes the choice of targets easy to follow.
Reading the GMK 7030 Module 3 grading rubric
In this assignment mentors weigh the research design itself, the correct use of segmentation terms and whether the chosen targets and positioning grow out of the evidence. Naming specific, credible sources earns more than general statements about using the internet. Recognizing problems of international research and showing how to address them demonstrates graduate-level understanding. A positioning statement that is specific to the target and the product, rather than generic, earns more credit. Answers should be concise and cited in APA style. Mentors give credit for research designs that are realistic for the company's budget, such as a panel survey and store tests rather than a nationwide study. The positioning statement should fit the targets and be specific enough to guide pricing and promotion later in the course.
GMK 7030 Module 3 help: mistakes that cost marks
Students lose points by describing research in general terms without naming sources, by ignoring translation and comparability problems, or by segmenting only by demographics without saying what each segment wants. Others target every segment, which is not targeting. Name at least three secondary sources. Explain how your primary research handles language and scale use. Choose targets and say why others wait. Write a positioning statement that a competitor could not copy word for word. A free first sample for your own GMK-7030 Module 3 market is available on request. Keep your segments distinct, with needs that differ, so that targeting one rather than another is a real choice.
Write yours, or have the desk draft it
This paper is an original model document written by our desk, not a submitted student paper and not an official Thomas Edison State University document. Read it for the moves, then write your own to the instructions in your classroom. If you want one built to your exact prompt and rubric, the first custom sample is free and arrives in 24 to 48 hours.
More GMK 7030 and MBA in Marketing sample papers
- GMK 7030 Module 1: Written Assignment: Why a Small Food Company Should Go Global
- GMK 7030 Module 2: Written Assignment: Japan's Environment for an Imported Snack
- GMK 7030 Module 4: Midterm Assignment: Choosing How to Enter Japan
- GMK 7030 Module 5: Written Assignment: Branding and Pricing Dried Blueberries in Japan
- GMK 7030 Module 6: Written Assignment: Getting Blueberries Onto Japanese Shelves
- GMK 7030 Module 7: Final Project: A Global Marketing Plan for Japan
- GMK 7030 Module 8: Presentation: Presenting the Japan Marketing Plan
- DMA 7040 Module 4: Final Project: Trend Report on Marketing Mix Modeling and Incrementality
GMK 7030 Module 3 questions, answered
Where can I find a free GMK 7030 Module 3 sample paper?
This page sets out the whole Japan research plan for the blueberry brand, ending in three segments, two chosen targets and a positioning line.
What is a global marketing information system?
An ongoing process for gathering, analyzing and using information about markets, customers and competitors across countries.
Why is back-translation used in international research?
Translating a questionnaire into the local language and back again checks that the questions keep their meaning.
What is the difference between segmentation and targeting?
Segmentation sorts buyers into groups whose needs are alike; targeting is the decision about which of those groups to pursue.
Does country of origin affect buying decisions?
Research shows it influences how consumers judge quality, especially when they know little else about a product.