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Sample Research Methodology
Sample Research Methodology
RESEARCH METHODOLOGY
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TABLE OF CONTENTS
1.0 INTRODUCTION
6.0 CONCLUSION 15
5.0 REFERENCE 15
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1.0 Introduction
Tesco was founded in 1919 by Jack Cohen from a market stall in Londons East End. Over the
years the business has grown and now it operates in 12 countries around the world, employ over
530,000 people and serve tens of millions of customers every week. Tesco have always been
committed to providing the best shopping experience. Today Tesco continue to focus on doing
the right thing for its customers, colleagues and the communities.
In Malaysia, Tesco has opened many stores across Peninsular Malaysia since the launch in 2002.
Following the launch of grocery home shopping in 2013, Tesco grew its grocery home shopping
business in its first year of operation in the country.
The company offer a wide range of 4,000 own brand products 90% of which are sourced in
Malaysia.
The purpose of this assignment is to know whether its feasible for Tesco Stores Malaysia to
introduce its own branded chili sauce to the Malaysian Consumer.
The advantage of having own brand is its inspires customer loyalty leading to repeat sales. For
the objective of a research process study, perception of an own brand such as producer, price,
shape or effects takes into account. Own brands have experienced significant image revolution
and are no longer a synonym for cheap and poor quality imitation. Let us see if Tesco will be
successful in introducing its own branded chili to the Malaysian Consumer.
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2.0 Research process
Research process involved in Tescos effort of having own branded chili sauce.
Problem
identification
Formulate research
questions
Literature review
Research design
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The researcher must review the literature related to the research problem. This provides
foundational knowledge about the problem area.
Step 3: Clarify the Problem
Here the researcher clarifies the problem and narrows the scope of the study. This can only be
done after the literature has been reviewed.
Step 9: Conclusion
Tesco Malaysia offers various brands of chili sauce which is a very popular in Malaysia. Since
theres continues demand for this product the Management of Tesco in Malaysia decided to
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introduce their own Tesco brand chili sauce for Malaysia consumer. Nevertheless the
management wanted to know if it will be feasible to introduce its own branded chili sauce. They
having doubt if their own branded chili sauce would be able to compete with the other well-
known branded, that are already in the market for very long.
The question arise is what would be the demand for the Tesco own branded chili sauce and how
will it be accepted by the local customers. Will the Tesco group allow their local branding
process?
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2.5 Population and Market Advantages over the competition
Other competitors advertise their products, provide trials, free taste and other marketing strategy
to promote their products. Tesco should also apply the same strategy to enter the new market by
promoting their product, price, promotion at various places and also can expanding their market
out of Malaysia if wanted.
Critical Appraisal
Brainstorming
of literature
Sources of
Research
Exposure to field Previous Research
Problem
situations
Existing Theories
Folklores
Personal
Consultation with
Experience
experts
Practical
Experience
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3.1 The development of a research question
A research question is a brief question that helps direct our efforts to collect, critically read, and
evaluate the sources. Research question involves five steps:
Articulating a clear and concise research question is fundamental to conducting a robust and
useful research study. Research question is useful when deciding what research methods to use.
Tesco carries out a systematic market research process to identify new product ideas, to be
brought to the market.
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3.4 The purpose of market research
Market research is the collection and analysis of data in order to identify and satisfy
consumer needs and to reduce risk and to help in decision making.
Step 1: Generating
Tesco Research and Development team are continually to look for innovation which can be
developed into a profitable product. Brainstorming sessions are used to generate ideas.
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4.1 Turning the idea into a finished product
Now the product had to be a finished product and ready to be a marketable product. Tescos
researcher team would identify product that similar to existing and have innovative features to
attract new customers.
A few packaging were suggested. Research was carried out among consumers to identify the
most favorite.
The results were as follows:
This result shows glass bottle was preferred, thus glass bottle was designed and it carries Tesco
logo. It also includes information on ingredients and weights as required by Malaysian law.
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4.4 Test Marketing the Tesco chilli sauce
Test marketing is the process of finding out consumer reaction to a product before full
production commences. It reduces the risk of making a costly mistake.
A sample survey using interviews was carried out. A total of 520 people were asked to
sample four products in different locations
Four products were included in the test:
a standard chilli sauce.
A Thai chilli sauce.
a super hot chilli sauce.
A less hot chili sauce
The products were tested against a background of other similar products. Testing was
conducted in Jan 15th until March 15 2015.
Product
The product must be one that can satisfy consumer need, is top quality. Test marketing
indicated that Tesco chilli sauce met these criteria.
Price
Price must be competitive, cover costs and offer consumers value for the money.
Research indicated that the product should be priced at RM 25 per bottle.
Promotion
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Tesco chilli sauce was advertised in all kind of medias like radio, papers,magazine and
also in television.
Place
This is the distribution channel where consumer can get products. The chili sauce will be
sent to these places before it is launched. This is to ensure it reached consumers
immediately.
With all elements in place Tesco chilli sauce is launched in July 2015. Tesco chilli sauce has
made a successful launch in the marketplace and certainly will be profitable.
A literature review reviews the scholarly literature on a specific topic by summarizing and
analyzing published work on that topic.
A literature review provides the reader with a comprehensive overview and helps place that
information into perspective.
The article introduces four basis for a successful concept development. They are consumer
wants and needs, emotional connections, brand equity, and competitive landscape.
The author said in-depth understanding of product through consumers eyes is required to
understand consumers wants and needs.
Whereas, emotional connections is often what makes the difference between a product that looks
good but fail in positioning in market to a product that wins the heart and mind of a consumer.
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Emotionally connection can be achieved by studying specifically how a product, brand or
category fits into the consumers life.
Collecting brand equity information means exploring consumers on its current image, strengths
and weaknesses. Successful positioning will help maintain and strengthen a brand.
Finally the author emphasized on successful positioning and product strategy. Companies should
know their competitors very well. This enables development of concepts that take advantage of
competitive vulnerabilities and capitalize on market opportunities.
This research is on why is the retailer brand market share of Tesco Korea higher than that of
local Korean retailers. Of the foreign grocery retailers who have expanded
into Korea, Tesco has achieved the most outstanding performance, with the highest retailer
brand share in the market. After the withdrawal of Wal-Mart and Carrefour from Korea in
2006, Tesco Korea has been positioned as the successful foreign retailer.
Based on in-depth interviews with retailers and suppliers, store observations, the authors own
experience in retailer brand development, and company documentation, this research explored
the differences between Tesco Korea and domestic Korean retailers in how they develop and
handle their own brands. Tesco Korea has taken advantage of retailing know-how, that is,
retailer brand development skills created by Tesco UK. With the help of Tesco UK, the
retailer brand development process of Tesco Korea is differentiated in a number of areas from
that of the local Korean retailers.
The entry of retailers with advanced retailer brand development knowledge into markets
where retailer brands are less well developed is a catalyst in promoting retailer brand
markets, and in intensifying retail competition. This research suggests that retailer brand share is
related to the degree to which retailers are proactively involved in the development and handling
processes for retailer brand product ranges, as well as to how sophisticated or advanced their
knowledge of the retailer brand development process is. Advanced development and handling
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skills make a considerable contribution to increasing retailer brand share in markets with a lower
share or no presence of retailer brands.
The author says McDonalds has a new strategy that is being less like McDonalds. McCafe in
Camperdown, Sydney has changed its from Mc Caf to The Corner. The Corner is the first of
four Customer Learning Labs that will open this year, with another 10 planned for early 2015,
where McDonalds can experiment with new dishes.
Its not only selling Mc Donalds original fast food item but also other invention like gingerbread
men and muesli pots, or create their own meal at the soup or salad station from a variety of
options. Thats including salads featuring Moroccan roast chicken breast, chipotle pulled pork,
brown rice, pumpkin, lentil and eggplant salads, sandwiches and barista-made quality coffee.
Besides this customers can also build their own burger from a self-service digital device,
choosing from a range of breads, cheeses and sauces, which is delivered to the table on a wooden
board, with chips in a basket.
The author said Starbucks has successfully expanded its business to China despite knowing the
country is fan of tea. By year 2012 Starbucks Starbucks opened more than 570 stores in 48 cities
since it first entered China in year 2000. This shows Startbuck has think differently to invest their
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coffee in the country of majority of tea lover. Starbucks has revolutionized how Chinese view
and drink coffee.
Startbuck implemented a smart market entry strategy by not using any advertising and
promotions that could be perceived by the Chinese as a threat to their tea-drinking culture.
Instead Starbuck focused on selecting high-visibility and high-traffic locations to project its
brand image.
Starbucks understands the value of its global brand and has taken steps to maintain brand
integrity by training new employees through best baristas who act as brand ambassadors.
It is critical for global brands to adapt their businesses to local markets in order to succeed in
China, and Starbucks has done just that.
With various cultures, Starbucks has partnered with three regional partners as part of its
expansion plans to address the complexity of chinese market.
6.0 Conclusion
Every research methodology process have been discussed in detail. Problem and solution been
identified thus we can conclude the proposal of the Tesco Management in Malaysia in branding
and production of local chili sauce is very feasible in Malaysia. It is very affirmative that this can
bring a good response during their introduction.
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5.0 Reference
1) Alison Wicks (2006) Conceptual and practical issues in qualitative research: Reflections
on a life history study
Tom Lemanski and Tina Overton (June 2011) An Introduction to Qualitative Research
2) http://www.quirks.com/articles/a2003/20030208.aspx?
searchID=622320897&sort=5&pg=1 [retrieve: July 24 2015]
3) http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/11317485/McDonal
ds-has-a-new-tactic...-be-less-like-McDonalds.html [retrieve: July 24 2015]
4) http://www.forbes.com/sites/helenwang/2012/08/10/five-things-starbucks-did-to-get-
china-right/ [retrieve: July 24 2015]
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