The Assignment Task
You are required to produce a market research proposal report for an international market of your choice. You are advised to choose either China or India. Below you are given a scenario along with a research brief (appendix two) for which you must base your report. A template for your proposal is provided in appendix two but you should also read around the topic of market research proposals to help you with your report.
Task scenario:
You work as a marketing research manager for an international marketing research agency. You have received a market research brief (appendix 1) requesting your agency to submit a proposal to undertake market research on behalf of Samsung Home Appliances. You must respond to this brief by providing a market research proposal on behalf of your agency.
You must choose and clearly state which international market you wish to base your proposal on. You need to choose one or two appliance categories. As part of your proposal you need to review the potential of Samsung using an omni-channel. You should choose the agency you wish to represent according to the chosen international market and based upon the requirements of the brief and the type of research you are proposing.
Home appliance categories:
Refrigeration appliances
Home laundry appliances
Large cooking appliances
Microwaves
Dishwashers
General guidance
Your report should be written with the intended audience of the business customer using business English and using a clear report format. This is a practical scenario but you should use evidence from a wide range of appropriate literature to provide justification for your decisions and recommendations in this proposed research.
You must not carry out any primary research, instead you must provide the details of the type of primary research you are proposing with justification. For the secondary ‘desk research’ conduct some preliminary desk research findings to support your proposal.
For this task you must choose which marketing research agency you are working for. You must not contact any companies directly. All details of the agency should be gained via the company website or associated organisations.
Learning Outcomes
The learning outcomes that are being assessed in this assignment are:
Knowledge and Understanding
b) Critically evaluate the challenges and implications of designing and implementing effective marketing research in an international context.
d) Design and justify creative and robust research solutions for identified problems taking into account the nuances associated with working internationally.
Subject Specific skills
e) Adopt an autonomous evidence-based approach to problem solving.
Your grade will depend on the extent to which you meet these learning outcomes in the way relevant for this assignment. Please see the grading rubric at the end of this assignment brief for further details of the criteria against which you will be assessed.
Word Limits (where appropriate)
The maximum word limit for this assignment is 2000 words
In accordance with the Assessment and Feedback Policy, as stated in section 4.40 where a submission exceeds the stipulated word limit by more than 10%, the submission will only be marked up to and including the additional 10%. Anything over this will not be included in the final grade for the assessment item. Abstracts, bibliographies, reference lists, appendices and footnotes are excluded from any word limit requirements.
In line with section 4.41 of the same Policy, where a submission is notably under the word limit, the full submission will be marked on the extent to which the learning objectives have been met.