Research In Business: Project Proposal

Scope:

Assessment task 3 requires the preparation of a full project proposal that should contain the following components:

  • A detail statement of the problem that you would like to investigate.
  • Research aim, objectives and research questions: What are the potential research objectives and questions that can address the problem?
  • Justification and potential output of the research project: Why is your chosen project important both theoretically and practically? What are the potential outputs and outcomes of your research?
  • Conceptual framework: An analysis of the literature relevant to the research topic that will give you the conceptual basis for conducting this research.
  • Methodology: Based on the conceptual framework, research aim(s) and objectives, you need to provide a detail description of the data collection methods and tools, data sources and the methods/tools that you will use to analyse the data.
  • Organisation of the study, project budget and schedule: Write the names of the chapters/sections of your research report, and briefly discuss what you will write in those chapters/sections followed by a brief description of budget for conducting this study and project schedule i.e., Gantt Chart.

This is an individual research task. You are required to demonstrate your understanding of the relevant body of works to a real-life business research. We expect you to read and reflect on at least twenty recent refereed journal articles on your topic supported by any other evidence or information that can help refine the problem of your research, formulate conceptual framework and the methods of data collection and analysis. Please see detailed guidelines about specific research requirements on the unit Moodle site. You can write 3000 words maximum for this assignment. The cover page and the list of references are not counted in the word limit.

Possible Solution: 

….

Nestlé is a multinational organisation with its headquarters in Switzerland and boasts a global presence. Despite that fact that Nestlé possesses among the most well-known and most lucrative food brands in the world, it is still under threat from a number of external factors that threaten its position as a dominant brand owner and in turn its sales. The market is continually changing and new brands are emerging aimed at the changing tastes. Marketing strategies are changing and getting more competitive posing a challenge to firms that wish to remain competitive. For Nestlé, the consumer marketplace especially in Australia is evolving rapidly and the only reason it stays competitive is its ability to maintain strong brands, good standing with customers, good connections with retailers and research and development abilities.

Branding is not associated with the design of the product that incorporates both the intrinsic and intrinsic makings of a product. The intrinsic and extrinsic qualities of a product include packaging, material, colour, names and flavours. Branding can be considered as the combined efforts of establishment of brand names that includes brand mark and copyright (Semeijn, Van Riel &Ambrosini, 2004). Without branding, organisations face difficulty in marketing especially in markets where many competitors with similar or alternative products exist.

Problem Statement

The Australian Hospitality Industry has been vibrant and a bit competitive due to the increasing number of Coffee Drink Companies. The increased number of companies and the rapid change that is being observed in the industry is affecting Nestlé’s Brand. There is the need to focus on some of the impacts of branding to be able to establish the gaps in the way the company has positioned itself in the dynamic Coffee Drink Industry.

Research aim

The purpose of this research is to establish and express the effect that branding has on the sales of Nestlé in Australia. It is hypothesised that branding has a major impact on sales. Considering the present day operating environmental conditions, Nestlé requires a strategy to establish its position in the market share for its products. Among the strategies identified are the presence of strong brand names that will provide a competitive edge for the company’s products……

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