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Introduction & Methodology

INTRODUCTION

Salamat Cookies is aspiring to expand their business and is looking for effective ways to connect with their target audience.  With this goal in mind, our team has spent the semester researching different approaches to increase the consumers' overall interest and loyalty to Salamat Cookies.  We have provided a full report including a methodology section that contains details of our local study, an analysis of our research, recommendations, a review of literature, an appendices section and a brief closing.

Instagram Images provided by @salamatcookies 2020-2021

METHODOLOGY

The goal of this report is to find ways to expand Salamat Cookies as a business and its target audience. To do this, the team met with the owner, Michael, on March 3rd, 2021 to establish a clear understanding of the current audience and current management. The meeting guided the team’s decision on research topics, brainstorming ideas, and recommendations for expansion.

 

Research 

The focus of our research was primarily on expanding business and the target audience as a small local business. For our library research, we used reliable databases and search engines, mainly through the IUPUI University Library, where we found articles and information referring to different aspects of expansion of small business. Other databases we used included Google Scholar, EBSCO, and ProQuest. The team used the following search terms: 

 

Search Terms:

  • Viral Marketing Strategies 

  • Social Media Marketing

  • Delegating small business

  • Community expansion strategies

  • Managing small business 

 

Local study

We surveyed young adults and college age students through Google Forms in order to find what kind of video content they prefer, how Salamat Cookies can become accessible to this age group, and their knowledge of the Filipino culture and cuisine. The survey was distributed through Facebook Groups, family and friends, and resulted in the response of 56 individuals.

 

The questions on the survey were all multiple choice. This was the best format for our project because it would provide us with the data we need without expanding on the answers. We chose Google Forms to conduct our local study. It enabled us to connect to young adults and college age students since it is one of the formats that most of the audience is familiar with.

 

After analyzing the findings of the local study, we had more insight regarding what video content young adults and college age students prefer, how Salamat Cookies can become more accessible to this age group, and how much knowledge this audience has of Filipino culture and cuisine. This data gave us more insight to enhance the quality of our recommendations and focus on short form video content, social media presence, and increasing awareness of Filipino culture and cuisine.

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