This document provides a market research proposal and plan for DA Gardener supplies. The proposal outlines conducting research to understand why the company's sales have been declining in some areas over the past two years. The plan involves gathering both internal and external data through interviews and surveys. The objectives are to identify the target market, understand customer needs and buying patterns. The proposed methodology uses qualitative research like interviews and focus groups initially, followed by quantitative surveys. The project will take place over a year and within a $15,000 budget. It aims to provide guidance to increase various areas of the business by 6-10% within 16 months.
This document provides a market research proposal and plan for DA Gardener supplies. The proposal outlines conducting research to understand why the company's sales have been declining in some areas over the past two years. The plan involves gathering both internal and external data through interviews and surveys. The objectives are to identify the target market, understand customer needs and buying patterns. The proposed methodology uses qualitative research like interviews and focus groups initially, followed by quantitative surveys. The project will take place over a year and within a $15,000 budget. It aims to provide guidance to increase various areas of the business by 6-10% within 16 months.
This document provides a market research proposal and plan for DA Gardener supplies. The proposal outlines conducting research to understand why the company's sales have been declining in some areas over the past two years. The plan involves gathering both internal and external data through interviews and surveys. The objectives are to identify the target market, understand customer needs and buying patterns. The proposed methodology uses qualitative research like interviews and focus groups initially, followed by quantitative surveys. The project will take place over a year and within a $15,000 budget. It aims to provide guidance to increase various areas of the business by 6-10% within 16 months.
This document provides a market research proposal and plan for DA Gardener supplies. The proposal outlines conducting research to understand why the company's sales have been declining in some areas over the past two years. The plan involves gathering both internal and external data through interviews and surveys. The objectives are to identify the target market, understand customer needs and buying patterns. The proposed methodology uses qualitative research like interviews and focus groups initially, followed by quantitative surveys. The project will take place over a year and within a $15,000 budget. It aims to provide guidance to increase various areas of the business by 6-10% within 16 months.
To: Dave and Alison Gardener From: Caterina De Filippo, Marketing graduate, ILSC Brisbane Date: 13 th May 2014 Subject: Market Research Proposal
Thank you for inviting us to put in a proposal for conducting Market Research for DA Garden Supplies. Enclosed is a brief that will detail a plan that we will undertake to review the problem your organization has which is narrow the target, understand how the clients will use the product,explore the market potential and the competition. This proposal will provide insight how we intend to understand and discover the costumers needs, understand the market potential and the competition. Market Research finding will provide the company information to change direction from nursery and garden supplies sales dropping to increase these sales.
I look forward to receiving your response,
Yours sincerely,
Dott.ssa Caterina De Filippo
3 TABLE OF CONTENT
Background 4 Project rationale 4 Draft objectives 5 Research objectives 6 Possible methodology 6 Timing 7 Information sources 7 Relevant legislation 7 Reporting and presentational requirements 8 Budget 9 Conclusion 9
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Background
D.A. Garden was established in Brisbane in 2001 and has become very popular in the CBD and the surrounding areas. It is ideally located in east Brisbane and is the closest nursery to Brisbane's CBD at a touch over 4 kilometres from the city centre. It offers a unique blend of services, combining convenience with the elegant charm of yesteryear, quality dining and beautiful greenery. It is developed into tree sectors: garden nursery, The Caf and the landscaping supply. Although the whole business concept is great, there are areas of the business that are doing well or are stable like the caf and the landscaping supply, but their total business net profit has dropped steadily over the last two years. This proposed market research will certainly benefit D.A. Garden Supply because it will provide some future guidance and direction to identify the issues and change the direction of the current situation.
Project rationale
Market research, which includes social and opinion research, is the systematic gathering and interpretation of information about individuals or organizations using statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making. It is a fundamental component of business strategy. It represent the key factor to maintain an advantage over competitors. It provides relevant informations to identify and analyze the market need, market size and competition. The role of market research is to collect and interpret data because the company needs more informations so it would make better decisions. To solve problems as to understand the reasons why the company has a decrease in sales. Market research allows businesses to make better decisions about product development, new markets to enter etc. thanks to operational and strategic decision making.
5 In this case a market research will help D.A. Garden understand the reasons of their business achievements and future planning.
Draft objectives
D.A. Garden Supplies has been in business for over 10 years and during the last two years their net profit has decreased. The main objective of the company is to increase their sales and boost the total business net profit. To achieve these results, we feel it is necessary to think about their specific needs and goals. These have been broken into the following sub-objectives:
Garden Supplies
Current: sales have dropped by 5%, contributing 34% to overall profits. Goal: increase sales by 5% within 16 months. Needs: by conducting an internal research by interviewing the owners and the staff to identity the top products to obtain top profit. And by an external research which will allow us to identify the costumers preferences and need in order to gain precise data to be able to create promotion strategies with the top products.
Nursery
Current: sales have dropped by 5%, contributing 41% to overall profits. Goal: increase sales by 6% within 16 months. Needs: Recognize their potential target and create specific strategies for each market group.
Landscaping
Current: numbers have been flat, contributing 10% to overall profits. Goal: increase sales by 6% in 16 months.
6 Needs: it is essential to understand the market potential and future development.
Caf
Current: sales have been increasing 2-3% per annum, contributing 15% to overall profits. Goal: increase sales by 6% in 16 months. Needs: it is essential to do an analysis of the competitors.
Research objectives
The main objective is to identify the target market . Most important, we have to understand their consumer profile. This will give us main details and a complete profile of age, income and gender. In addition, in order to be able to create precise and efficient advertising strategies we will analyze the buying pattern and the costumers needs.
Possible methodology
At this stage we will gather both secondary and primary data with a formal research. We expect to use both qualitative and quantitative approach. We will use the qualitative research to define the problem and identify variables. The methodology which will be used for this research will be one to one discussion, focus groups and in-depth interviews. The quantitative research will be used to obtain descriptive and precise data. The methodology which will be used for this research is a survey.
7 Timing
The project timeframe will include over a whole year. Phase 1 will take about 3 months and phase 2 will take about 7 months.
Information sources
The business informations given us by David and Allison have allowed us to understand the current situation of their company and their future goals. We intend to interviewed all the staff members of the company about their idea and feeling of the business to understand their point of view. To sum up, we will gather data within internal and external interviews and surveys.
Relevant legislation
All small companies have the obligation to follow specifical rules. For this reason D.A. Garden Supplies needs to comprehend the Commonwealth State and local governments laws which are states to regulate the business practices. The information collected can also be used for bench marking purposeses. The following legislation will be review in the proposal Food legislation: food safety standards place obligations on Australian food businesses to produce food that is safe and suitable to eat. Employing people legislation: private sector employers and their employees in all states and territories other data in Western Australia are now covered by the national workplace relations system established by a fair work 2009. Equal employment opportunity & anti-discrimination: in Australia, national and state laws cover equal employment opportunity and anti- discrimination in the workplace.
8 Trade Practices Act and Fair Trading Laws: to run a business in Australia the company needs to operate fairly and ethically and that means working within the confines of the Trade Practices Act as well as the Fair Trading laws in the respective State and Territory. The Privacy Act: it is an Australian law which regulates the handling of personal information about individuals. This includes the collection, use, storage and disclosure of personal information, and access to and correction of that information. Codes of practice: Businesses need to adhere to mandatory standards under the Competition and Consumer Act 2010 (formerly known as theTrade Practices Act 1974) that covers issues such as product and consumer safety. NGISA Code of ethics: the NGISA Inc is a not for profit Association that aims to provide the Nursery and Garden Industry in South Australia with professional leadership, technical advice, relevant training and encourage the profitability of the members.
Reporting requirements
Following this brief, we will present a research proposal. We would be pleased to have a meeting to discuss this written brief and we will pursue with the following steps: A research plan will be developed once this initial proposal is accepted that will detail reporting, timing and budget A formal report and two presentation to all stakeholder to report on finding A short presentation at the end of phase 1 and the second at the end of phase 2 with the report.
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Budget
For this project there is a set budget of $15,000 but this amount will be confirmed in the Research plan. We will develop a detailed breakdown of the direct cost and staff time in the proposal.
Conclusion
With this brief which has stated the purpose and the intent of the market research, the owner of D.A. Garden Supply will be informed of the current situation to be able to take a conscientious decision. This market resource has the object to collect essential datas that if interpreted correctly will change positively the current situation of the company.
Dott.ssa Caterina De Filippo Marketing Graduate ILSC Business College Tel. 0435 060 667 Email: defilippo.cate@gmail.com