Marketing Research Proposal for a Study about Determination of Coffee Essay

Marketing Research Proposal for a Study about Determination of Coffee Shop Franchisee Business in Western Australia - Essay Example The client management feels that the strategy to open franchisee stores in the upcoming suburban areas with considerable young population will be appropriate. However they are not sure whether it will do well. Other coffee bars have already come up in the said areas. However, it is too early to say whether they too will be successful. The client wants to gauge the demand for their products which is pizza and coffee with and assortment of snacks. They would like to find the demand for their brand of stores and the way people in the region perceive it. It wants to know whether enough opportunity for franchising exists in the region. To know whether there is enough possibility for the brand to open and run a new store in every area identified for the same in the next two years. Apart from the immediate demand, the client wants to know whether considerable business opportunity for a relatively sustainable span of time exists or not. Research problem As mentioned above, the client wants t o measure the demand for its franchisee stores in the identified areas. They have hired us for the purpose and expect us to present the report within a span of three months. The client problem warrants a thorough study of the market, with measurable outcomes. In order to accomplish the task, a study shall be undertaken to understand the underlying factors for current state of the demand and its future ramifications for the coffee industry in general. The Coffee chain store brands need to be subject to a comparative analysis and the competition from stand alone coffee stores needs to be gauged. A thorough analysis of the consumer trends and preferences towards coffee consumption needs to be done with respect to the locations identified by the client for the purpose. The locations shall be subject to separate inspection on measurable parameters which will eventually contribute to the measurement of the location wise demand for the client coffee and snacks store brand. The study will a lso seek to establish the possibility of enough franchisee ventures at the rate as mentioned by the client. The study will not only seek to measure the current demand for the Clients’ stores but also enough demand for future. The study will analyse the historical sales figures and consumer preferences. In combination with the survey of the consumer tastes it will try and arrive at sales projections for the next five years for each proposed store location. The projections will be categorized for different items on the Client coffee store menu and will suggest ways to maximize profits by better menu planning. Research Objectives Thus, based on the discussion of the research problem, the study will be directed at fulfilling the following salient research objectives: Measurement of current demand for coffee and snack stores in the region (O1) Measurement of current demand for client brand of stores in the locations specified by the client (O2). Measurement of the current and futu re demand for the client’s brand of stores for next five years, based on the Franchisee model in the specified locations (O3) The study shall first seek to do a contextual scan of the above objectives and will check the validity of the objectives against the Client’s research problem. The scan shall be performed with the help of the pre study feedbacks and interactions with the client