The Project Agreement pro-forma
Word length: 1500 words maximum.
Name : Thu Vo
Student no : 14040384
Your degree programme : Marketing
Mobile no : 07477404060
UWE email : Thu2.Vo@live.ac.uwe.uk
Personal email : itsvnat@gmail.com
Provisional title of your project
Introduction
I have been working at Tesco Café Eastville in Bristol for more than 9 months and have realised that the store has a very low brand awareness even though it has been brought to operation for nearly 2 years. As a Marketing student and a dedicated team member, I would like to suggest a marketing plan based on my primary data collection, evaluation and conclusions on the stage of knowledge, with recommendation for practice.
The research objectives will be:
· To investigate perceptions and attitude towards supermarkets’ café
· To develop a marketing communications plan for Tesco Café to reach a wider
Why this particular topic is important
This particular topic is important as Tesco has diversified geographically and into different areas and. Howerver, not many people is aware of Tesco Café. Unlike Coffee shops at other supermarkets (Sainbury’s, Morrison), Tesco Café is unfamiliar to Tesco’s customer. To be a team leader in the market, the company should have a better, different marketing plan.
Please indicate the relevant subject field (noting the restrictions in the handbook).
Accounting & Finance
Economics
Events & Tourism
Human Resource Management
Law
Marketing
x
Operations & Information Management
Organisation Studies
Strategy & International Business
Access to organisations
The organisation where I will undertake my project is Tesco Café in Tesco Extra Eastville, Bristol, which run via the Tesco subsidiary Tesco Family Dining. The cafe offers everything from breakfasts to salads and roast dinners – has been operated by catering firms Elior and Compass. As an employee who is currently working at the place, I have access to conduct research and was permitted to have interview with people working at higher positions.
My rough plan has been informed and accepted. The research will soon take place.
Research Methodology
My rough plan of conducting the data is to use mix method as the café always serves a large amount of different customers everyday. Since the study will rely on a large representative sample, the first stage, quanitative data collecting of the proposal will focus on identifying the customers’ experiences of the store as well their menu. The cross-sectional survey design, which implies the data will be collected at one point in time. Particularly, the cross-sectional survey design helps find the prevalence of the outcome of interest. The primary technique for collecting quatitative data will be self-experience questionnaire with different formats : multiple choices, yes-no questions, Likert type and open-ended questions.
The qualitative data collecting stage will focus on explaining the results of statistical tests which obtained in the first stage. The primary technique will be conducting in semistructure group interviews of five. The use of interviews can help gather valid and reliable data that are relevant to research and objectives. ( Saunders, ). In this stage, since the target sample is divided into 2 subgoups: Asians respondents and non-Asian respondents, semistructure is the most suitable as the themes and questions may vary from interview to interview to fit with each type of group’s characteristic.
The interview will include ten open-minded questions, and will be pilot tested. The content of the protocol questions will be grounded in the results of the stastistical tests of the relationship between social media and mobile gaming. The order of questions may also be varied depending on the flow of the conversation ( Saunders, ). Consequently, it will take 25-40 minutes for one group interview.
Open questions: It courage the interviewee to reply as they wish.
Quantitative data
First section of the survey starts with questions related to participants’ expericens and frequency in using social media. They includes the selection questions related to the most recent activity in social network sites, the choice why do they choose such social media platforms. The second section are measured participants’ comfort level with sharing information online and their involvement to social media on a 5-point Likert type scale from “Very uncomfortable” and “Very comfortable”; “Strongly engaged” and “Hardly engaged” respectively. The third section is focused on partcipants’ experiences with Tesco Cafe. The fourth section asks for self-evaluation of how often customers use/buy services. The scale from 1 to 5, from “Rarely communicate” to “Actively communicate”, is used along with requirements for specific reasons. Demographic question constitute the final section of the questionnaire. The participants will be asked to provide information regarding their ages, gender, employment, cities and contact details. Some question in the survey have an open-ended “Other” to specify one’s correct answer for every subject in the proposal.
The survey questionnaire will be web-based and access through the URL,. This action is to maximize the possible numbers of participants to get the best of the survey. One of the advantage of web-based surveys is that participants’ responses will automatically be stored in a database and can be easily transformed into numeric data in Excel or SPSS format. Also, it takes advantages of the ability of the Internet to provide access to group and indivisuals who would be difficult, if not impossible, to reach through other channels ((Garton, Haythornthwaite, & Wellman, 1999; Wellman, 1997).
Qualitative data
The qualitative data collecting stage will focus on explaining the results of statistical tests which obtained in the first stage. The primary technique will be conducting in semistructure group interviews of five. The use of interviews can help gather valid and reliable data that are relevant to research and objectives (Saunders). In this stage, since the target sample is divided into subgoups, semistructure is the most suitable as the themes and questions may vary from interview to interview to fit with each type of group’s characteristic.
The interview will include ten open-minded questions, and will be pilot tested. The content of the protocol questions will be grounded in the results of the stastistical tests of the relationship between social media and mobile gaming. The order of questions may also be varied depending on the flow of the conversation (Saunders). Consequently, it will take 25-40 minutes for one group interview.
Open questions: It courage the interviewee to reply as they wish.
Topics that qualitative methods can address include:
· Customers’ experiences about Tesco Café : the menu, the venue, prices and promotion and quality of staffs.
· Understanding different perspective of what makes a qualified café.
The recording equipment will be hidden to make the group discusstion more spontaneously, so the interview will be less likely as the conversation between respondents and the record equipment.
Timetable of Research Activity
Ethical Considerations
A list of references and a bibliography.
References
Solomon, M.C. (2013) Consumer Behaviour. 5th ed. : Pearson Education.
Saunders, M. (2012) Research Methods for Business Students. 6th ed. : Pearson.
Kotler, P. and Armstrong, G. (2008) Principles of Marketing. 13th ed. : Pearson.
Fill, C. (2013) Marketing Communications: Brands, Experiences and Participation. 6th ed. : Pearson.
Bibliography
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