MANAGE MARKET RESEARCH

BSBMKG607B

Zeeshan Murtaza
Assessment No.1
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1. Market Research Plan

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VISION

The plan included for a period of 3 years involved a marketing research on

two possible strategies to achieve increase profitability. The first strategy is
operating an in-store Coffee Shop. The second one is structure a Loyalty
program to be scanned after each purchase to get points that can then be
used for customers to redeem a rage of gifts or select in-store items.

MISSION: Research and develop a new and diverse revenue.

STRATEGY: Over than next 3 years the organization would competitive with
mainstream organizations to increase the revenues from out profit and
increase market search.

GOAL: VIP CARD

OBJECTIVE No.1

Table 1. SMART ANALYSIS LOYALTY CARD

Specific Contract an external consultants company to do marketing
research.
Measurable Analyzing the External survey consultation results by
2weeks
Achievable Manage engagement as the outsourcing company
specialist
Reliable On time and Budged
Time 12 weeks

Second Goal *Coffee Shop in-house

GOAL: OPEN A COFFEE SHOP

OBJECTIVE No.2

Table 2. SMART ANALYSIS CAFFEE SHOP

Specific Develop a internal survey for our current customers
Measurable Analyzing the internal survey consultation results by 2
weeks
Achievable Specific team of our staff ask our specific demographic
customers with a Sample of 350.
Reliable On time and Budged
Time 12 weeks

Table 3. Key Stakeholders

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Key Method Responsibility Time

Tool
Stakeholders
Written - Quantitative * Consultants 2 Weeks
and * Marketing
Customers
Qualitative Team
Survey
Written - Reports * Marketing Agreed
- Contract / manager Times
Consultants Agreement

Marketing team Verbal - Meeting * Marketing Review

- Marketing manager
committees
- Management
consultant

Written - Repots: * Milestone

Financial Representatives
review, Data of Department
base Analysis
- Minutes of
meetings
Managements Verbal - Policy Chair of Milestone
procedures management
Written -Meetings Executive
- Committees
- Consulting

Table 4

ACTIVITIES Two types of surveys will be undertaken for each strategy (a quantitative and a
qualitative). This will take place at the entrance of the premises to a sample of 350
customers along 4 Sundays Morning, as it is the day and time when greater
assistance is estimated at Store.

CONSTRAI Legal Forms.

NTS
The Australian Consumer Law. (Schedule 2 of the CCA) -
misleading or deceptive conduct, unconscionable conduct,
unfair practices, conditions and warranties, product safety and
information, liability of manufacturers for goods with safety
defects offences, country of origin representations.

The Competition and Consumer Act 2010 (CCA) covers most

areas of the market: the relationships between suppliers,
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wholesalers, retailers, and consumers. Its purpose is to

enhance the welfare of Australians by promoting fair trading
and competition, and through the provision of consumer
protections.

VENUE Internal: at our location: Ridge Street, Greenslopes

Internal Staff
RESOURCE Time: Sunday morning
S Budged: $5000
Technology: Computers, tablets.

REPORT

Introduction

Mission: The organization's mission is to increase by 1.5% profitably over

the next 3 years.
The goals are to research the validity of in-house coffee cafe.

1. Collection data we are doing internal survey by setting goals and

objectives (using SMART) researching the viability of:

A. Introduction of new revenue stream through coffee caf in-house.

B. The development a VIP customer card: Tear, VIP, Loyal to enhance
spending from our customer base.

2. By using Research Company to obtain and analysis intelligence for

the VIP card system to be reviewed by the organization's key
stakeholders for review this will require a financial and time budget
that can be reviewed in Appendix 2.

The outward marketing division will develop survey methodology to

again and analysis intelligence to be represents for review by the
organization key stakeholders. This data to be reviewed in
Appendix 3.

3. The External research consultant which had an over run of $600 and
2 weeks. We need to adjust over Financial and time budget.

4. The intelligences to be presented by the External Consultant

concluded.
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- The preferred Loyalty Program with a 70% response will be the point
system. Then with a 20% response will be the Tier System. Then, with
a 10% Share the VIP System. (Please review Appendix 4)

It is also consider the effectiveness with an overwhelming response of 50%

very likely to the effectiveness of the VIP card program. (Please review
Appendix 4)

5. The Internal Market find research team developed a quantitative and

qualitative survey and poled 350 current clients of Outdoorwares
responding to whether or not Outdoorwares should open a Coffee
shop in-house. If so what type.

Summery

In summary, by using and executive quantitative and qualitative

methodology we have produced intelligence required of the executive to
make desired decision for their strategy moving forward for the next 3
years.
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APPENDIX 3
QUESTIONARE

DEMOGRAPHIC. Case Study.

SAMPLE: 350 our current customers

Age: 30 -65
Gender: See spending patterns
Married State
Children: Income
Offer: 5% discount on any purchase over $100.
Hunan resources: Internal sales staff 2 at a time for 2-3 hour Shifts

SURVEY * Coffee Shop

From 1 to 5, being one (1) the LEAST LIKELY, five (5) being MOST
LIKELY.
1. How likely are you to buy a coffee while shopping at Outdoorwares?

1 Least 2. Less 3. Unlikely 5. Most

Likely Likely 4. Likely Likely

From 1 to 5, being one (1) the LEAST LIKELY, five (5) being MOST
LIKELY.
2. How likely are you to shop as a family at Outdoorwares?

1 Least 2. Less 3. Unlikely 5. Most

Likely Likely 4. Likely Likely

From 1 to 5, being one (1) the LEAST LIKELY, five (5) being MOST
LIKELY.
3. Are you more likely to shop on Sunday Morning?
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1 Least 2. Less 3. Unlikely 5. Most

Likely Likely 4. Likely Likely

4. Describe in 3 words what Sunday Morning means to you.

1. _________________
2. _________________
3. _________________

From 1 to 5, being one (1) the LEAST LIKELY, five (5) being MOST
LIKELY.
5. Are you more likely to spend $10 on coffee and a snack while shopping on
Sunday Morning?

1 Least 2. Less 3. Unlikely 5. Most

Likely Likely 4. Likely Likely

6. What are 3 food snacks you would eat on a Sunday morning from our
Coffee Shop?

1. _______________ 2. _______________ 3.
_______________

4. _______________ 5. _______________

From 1 to 5, being one (1) you DO NOT AGREE, five (5) being
STRONGLY AGREE.
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7. To improve the shopping experience our customer service, would you use
the Outdoorwares Coffee Shop?

1. 2. Less 3. Unknow 5.
Disagree Likely 4. Agree 100%Agre
e

APPENDIX 4

QUESTIONARE RESULTS

The graph shows that 29% of respondents are not likely to buy coffee while
shopping at Outdoorwares. Another 29% yields a neutral response which are
the two highest percentages in the chart. Only 14% of respondents offered a
positive response.
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The pie graph shows that 45% of respondents are most likely to shop as
family and the second highest figure is 22% are likely to do it, against 11%
who do not.

The results show that the two highest figures of graph are 34% and 33%
which correspond to the most likely and likely customers who shopping on
Sunday Morning, respectively. The lowest response is 11% of unknown
answer.

Q4. Describe in 3 words what Sunday Morning

means to you.
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The bar chart shows 15 words more named by customers, being "Relax" and
"Family" the most listed for them. Followed by "TV", "Tired" and "Shopping".

The graph shows that 40% of respondents are most likely with the same
figure (40%) who are likely to spend $10 on Coffee and a snack while
shopping against 20% least likely.
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The bar chart shows 25 food snacks more named by customers, being
"Eggs" and "Cakes" on the peak. Followed by "Sandwich", "Pancakes",
"Sweet pie" and "Fruits".

The pie graph shows that 63% The highest figure of respondents are Strong
agree about using the Outdoorwares Coffee Shop with the 12% that do not
agree.