How to formulate a research specification
UNIT 8: RESEARCH PROJECT
1. Understand how to formulate a research specification
2. Be able to implement the research project within agreed procedures and to
specification
3. Be able to evaluate the research outcomes
4. Be able to present the research outcomes.
You have now reached in your last semester where you are given an opportunity to
apply the concepts and techniques acquired during the taught programme, in a
business practitioner environment, in order to complete the formal learning
experience.
You will be required to attend weekly reviews with your research supervisor at which
you will be expected to present new research acquired/conducted and revise further
research requirements and schedules.
Your research supervisor will guide you through the process and assist you in your
selection of a suitable topic area, which you will then have to conduct your research
on.
Task 1 – Research specification
In preparation for your final research project to complete your HD/ HND, you are to
prepare a research proposal/specification relating to a specified area of business.
The proposal should:
1.1 Formulate and record possible research project outline specifications
1.2 Identify the factors that contribute to the process of research project selection
1.4 Produce a research project specification
1.5 Provide an appropriate plan and procedures for the agreed research
specification
The research specification / proposal should include the following:
An identification of the research question or hypothesis with justification for
choice
A justification of the chosen methodology in terms of the research question
An action plan with target dates and methods for monitoring and planning
A code of ethics for the conduct of the study
Solution
Introduction
McDonald’s has been able to develop an intelligent promotional mix as an effective
strategy to drive its sales. This has enabled the company establish itself in the international market
and compete favorably. The success of McDonald’s can this be associated with the creativity level
and innovative skills in promotional strategy. This literature review examines the different
promotional mix used in the food industry in general and the ones used at McDonald
Literature review
According to the recent study that was undertaken by Bo Rundh (2005, p. 670), it is clear
that the internationalization and the concept of globalization in the modern days has forced most
businesses and companies to significantly re-strategize and reconsider what really contributes to
the notion of competitive advantage. Currently, it is evident according to this author that the
global market is facing stiff competition as a result of globalization trend that has brought various
businesses to a given market and competes for the same customers hence the need for creativity
and inventiveness of the firm when it comes to the use of promotional mix. Packaging, for
instance, is one of the most common factors that companies have considered recently to win
customer’s loyalty. The study conducted by Bo Rundh (2005, p. 673), critically focuses on the
role of packaging to enable companies to win competitive advantage. There are various structural
changes that have been made within the European food industry and according to Bo Rundh
(2005, p. 675), there has been the need for the reinforcement of the firm’s competitiveness. This
was believed to be achieved through the use of packaging. Based o his analysis, the packaging is
the most effective tool that can create a positive product brand hence creating a distinction
between various similar products offered in the market. The study has shown that McDonald’s
marketing mix is significantly strategic, and that can be related to the diverse approaches that
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have been used for many years. First the marketing manager successfully identified and adopted
that 4Ps that has placed them ahead of their competitors. In terms of packaging, McDonald has
been successful in the creation and establishment of effective packaging that has distinct their
products from those of the competitors.
Further, it is argued that innovative packaging is the perfect solution for the firm to attain
competitive advantage and be successful in a market characterized by high level of competition.
The question raised should be focused on what exactly to be included in the packaging to
make it viable. It is, however, important to incorporate cultural factors in order to ensure the type
of packaging effectively relates and takes into consideration consumers’ cultures and norms.
Companies recently have taken a greater interest in the use of packaging, and this has for many
years be used as one of the strategic weapons in addition to a marketing tool that has placed the
business on the top of the market. However, how does packaging as a promotional tool enough to
drive the success of companies? This would demand an integrated approach where the firm will
have to ensure that the product quality is achieved first before introducing the aspect of packaging
(Bo Rundh, 2005, p. 675).
Studies conducted by Sparkes & Thomas, (2001, p. 331), focused on the use of the
internet as one of the most effective promotional tools to create product awareness among food
industries and companies. Their analysis focused to understand the major challenges facing the
majority of the Celtic Fringe agric‐food SMEs and came to the conclusion that the major
challenge was how to significantly sustain growth especially in the global market. It is evident
therefore that the global market is highly competitive hence the needs for the firms to be creative
on a strategy that will enable them to compete favorably with others in the market. Internet use
via the application of e-commerce has created meaning and awareness among the global audience,
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especially in the food industries. According to Sparkes & Thomas, (2001, p. 333), the internet use
has recently been vital as an avenue for awareness creation since it is believed to reach a wider
number of potential customers spread globally. It is actually one of the costs effective strategies
that have recently been applied by firms targeting the modern day’s population. These authors
believed that the use of e-commerce as a promotional tool to create product awareness could be
effective for food industries such as McDonald, particularly in the twenty-first century. Studies
have shown that McDonald has been successful in the adoption and implementation of an
effective promotional tool strategy that has enabled the company market its varied products and
services on the international market. It is important for the firm to understand the culture, climate,
preferences and tastes of potential customers in order to develop an effective promotional tool that
will drive sales through the creation of strong product awareness. It can thus be argued that
selection of a right promotional mix will enable the company to communicate effectively with its
customers hence creating awareness of their products and services. McDonald has been effective
in the use of advertising and sales promotion, and this has enabled the company to attain a
competitive advantage over its competitors. It is thus clear that the promotional mix strategy that
integrates the aspect of media advertising is highly favorable since it is believed to have the
capability of reinforcing organization’s existence and further persuading potential consumers to
purchase that particular product.
According to Sparkes & Thomas, (2001, p. 331), there are various advertising tools that
have been applied by McDonald over the years including, the print media, billboards and even the
electronic media meant for promotional and product awareness. In the modern days, social
networking has been used widely by most international food industries to create awareness of
their products. The website has become avenues where people have interacted while trading in
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particular it has been suitable for the younger generation. McDonald has effectively employed the
use of social networking hence has been able to create a powerful market presence, hence
enabling it to keep connected with a large base of its international consumers.
Recent studies by Balmer & Greyser, (2006, p. 730), has shown the importance of
promotional tools and the benefits that would accrue to both the manufacturers and the retailers,
especially in the food industry. Currently, there have increased trade activities globally in addition
to high level of consumer promotion that has enabled them to create their brand and position
themselves strategically in the international market. Store brands have for years been attained
through the adoption of branding as a promotional tool. Recent research Balmer & Greyser,
(2006, p. 736), has further examined closely the adverse effects consumers patterns of food
consumption and the effects of switching in addition to the sales promotion use to create
awareness of various products offered by businesses and as a result have supported the notion of
the positive and substantial effect of short-term promotional tools. The studies established the
importance of promotional tools both in terms of productivity and efficiency in operation within
the food industry. Communication is key among retailers and supermarkets in terms of their
marketing mix development. This is because both organizations will make the strategy of
promotion for a particular food product effective hence increasing and driving sales within the
company. Based on this, Balmer & Greyser, (2006, p. 734), have presented an effective and
efficient framework that would lead to a successful sales promotion in the food industry as based
on the research of 18 food industries and current theory analysis for both retailers and
supermarkets business.
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A recent analysis developed by Melewar & Saunders, (2000, p. 538) focused on Global
corporate visual identity systems as tools for promotions and how they can be implemented for
the success of the company. In the recent times, the majority of the designers have employed the
use of Corporate Visual Identity Systems (CVIS) with the aim of expanding and further widening
the currently used promotional communication tools. This promotional tool can also be integrated
into the food industries to develop a visual identity for the companies and the diverse products
offered to the market. According to Melewar & Saunders, (2000, p. 540) As a promotional tool,
CVIS make use of the company’s or product’s name, the logo, color and the typography with an
aim of establishing a visual identity of the company. This tool for promotion has integrated the
modern technologies to develop an innovative strategy that would enable the company to achieve
increased sales while at the same time wins customer loyalty.
According to Melewar & Saunders, (2000, p. 538), CVI has recently been adopted as an
effective communication strategy within its promotional mix. Standardization of CVIS within the
general food industry has been proven to be effective in the recent days since the firms will
benefit immensely in terms of their communication strategies beyond the commonly used
promotional mix. McDonald’s restaurants have been said to have established clear strategies that
are related to the concepts of promotion, product, price and even placement, and this has enabled
them to be successful for many years both locally and internationally.
For years, men have not be considered as the most viable target market as far as
households purchases are concerned and this therefore entails coupon distribution. The authors
argue that with the current social changes that has taken place over the last decades men have
been argued to be a potential group that would offer a greater opportunity for increased sales in
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various product categories. The study therefore to analyze this, surveyed 206 males and females
who were to identify the existing gender differences in various products purchased, the frequency
of coupon in terms of the product type, and even the coupon source. Further demographics and
parental coupon were used in profiling the gender differences. The study showed that Men played
a major role in the household purchases, especially for the groceries in addition to being light
users of coupons. Men were seen to buy more online products and food delivery services
compared to women however, they use fewer coupons. Lastly, Men were found to be among the
heavy users of the grocery store loyalty cards (Harmon & Jeanne Hill, 2003, p. 166).Studies have
shown that the traditional promotional mix that had been used widely by firms such as McDonald
enabled them enjoy a greater level of popularity for many years. These promotional tools were
regarded as vital ingredients and were capable of driving sales.
Conclusion
From the literature review, it is important that the promotional mix has to focus clearly on
product, pricing, promotion, and placement in order to be successful. There is the need to be
inventive and innovative in order to develop a promotional tool that will be adopted and
implemented by food companies both locally and international to achieve competitive advantage.
McDonald has for years been successful in the use of innovating promotional tools that has for
years enabled it to compete favorably in the market.
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References
Balmer, J. M., & Greyser, S. A. (2006). Corporate marketing: Integrating corporate identity,
corporate branding, corporate communications, corporate image and corporate reputation.
European Journal of Marketing, 40(7/8), 730-741.
Harmon, S. K., & Jeanne Hill, C. (2003). Gender and coupon use. Journal of Product & Brand
Management, 12(3), 166-179.
Melewar, T. C., & Saunders, J. (2000). Global corporate visual identity systems: using an
extended marketing mix. European Journal of Marketing, 34(5/6), 538-550.
Rundh, B. (2005). The multi-faceted dimension of packaging: marketing logistic or marketing
tool?. British food journal, 107(9), 670-684.
Sparkes, A., & Thomas, B. (2001). The use of the Internet as a critical success factor for the
marketing of Welsh agri-food SMEs in the twenty-first century. British Food Journal,
103(5), 331-347.
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