MKTG1002: MARKETING RESEARCH PROPOSAL PART A-
INDIVIDUAL ASSIGNMENT
Due: Sunday 24th March 11.59pm (Week 5)
Weighting: 10%
Word Count: 1000 words
INSTRUCTIONS
You have been asked to develop a marketing research proposal for one of the following
four brands (scenarios provided below):
1. Peter Alexander
2. Boost Juice
3. Grill’d
4. Tesla
You should assume that you work for a marketing research company and have been
approached by one of these brands to conduct research to solve their current problem.
Your proposal is the document that you would present to your client (the brand) to show
them what you intend to do if they hire you to conduct the research. Therefore, your
proposal should be presented in a professional manner, ready to present to your client.
Later in the semester you will be allocated to a group with 3-4 other students who
completed the same scenario as you. As a group you will then complete Marketing
Proposal Part B and a Presentation. The purpose of submitting Part A is to get early
feedback from the teaching team on the choices that are you making. You will need to
incorporate the suggested feedback and changes into Part B to improve your grade.
Please be aware that you are not required to collect any primary data (e.g., completed
surveys or focus groups) as part of these assignments. Your proposals and presentation
should only outline what your company would do if you were hired to complete the
research. You cannot contact these brands and the scenarios provided are fictitious.
A complete marking rubric for both Part A and Part B can be found on Canvas.
CLIENT BRIEF 1
Peter Alexander is Australia's leading sleepwear designer brand, making fashionable
pyjamas for men, women, and children for more than 30 years. The clothing is crafted
from the most comfortable and luxurious fabrics. Peter Alexander also sells loungewear,
daywear, footwear, and gifts. The brand has noticed a severe reduction of foot traffic in
their retail stores. Staff have observed that potential customers are entering the store,
doing a quick lap, and exiting without purchasing any products. They have also noticed
that parents with prams and people with trolleys are no longer entering the store at all.
Peter Alexander is considering a total store redesign to try and address these issues.
Before the redesign, however, they want to conduct marketing research to better
understand the characteristics of store design that their target market deems
important. Peter Alexander would like to use the findings from this research to make
decisions regarding how the store should be redesigned, to increase customer’s
likelihood of purchasing in store.
CLIENT BRIEF 2
Boost Juice is an Australian multinational retail outlet that specialise in fruit juice and
smoothies. Boost was created in the year 2000 with the first store located in Adelaide,
South Australia. The company now has over 580 stores and has expanded
internationally to locations in Asia, Europe, South America, and the United Kingdom.
Boost’s current product range consists of thirty-four smoothies, eight blended drinks,
twelve juiced drinks and six crushed drinks, giving them a total of sixty drinks on their
menu. In addition to this Boost also sell limited food items such as protein balls. Boost
have decided that they want to expand their product offering and plan to introduce
Superfood Smoothie Bowls to their menu. These smoothie bowls would feature a variety
of superfoods such as acai, chia seeds, goji berries and granola. Boost wants to conduct
marketing research as they are unsure whether consumers would be likely to purchase
the smoothie bowls and what price they should be.
CLIENT BRIEF 3
Grill'd is an Australian-owned multinational casual dining restaurant chain specialising
in healthy burgers. Founded by Simon Crowe in 2004 in Hawthorn, Melbourne, the
brand has over 150 restaurants. Grill’d was originally founded after Crowe stated that
he was frustrated by a lack of "decent burgers" in Australia and wanted an enticing,
nutritious meal combined with engaging service. In 2010, Grill’d committed to only
using beef and lamb that is grass-fed and free-range, and in 2016 all their chicken
became RSPCA approved. In 2019, Grill'd opened their first international restaurant, in
Bali, and in 2023, Grill'd opened its first halal-certified restaurant in Blacktown.
Building upon this expansion Grill’d is now looking for new locations to open stores. They
have identified USYD’s Camperdown Campus as a potential location. Grill’d wants to
conduct marketing research as they are unsure whether students would visit the new
store and if it is likely to be successful.
CLIENT BRIEF 4
Tesla is an American multinational automotive and clean energy company
headquartered in Austin, Texas, which designs and manufactures electric vehicles (cars
and trucks), battery energy storage devices, solar panels and related products and
services. As of 2023, Tesla was the world's most valuable automaker. The company
introduced the Model 3 in 2017, which is the bestselling plug-in electric car worldwide.
In June 2021 the Model 3 became the first electric car to sell 1 million units globally.
Tesla have now decided that they want to expand their product offering and plan to
introduce an e-bike into the Australian market. These e-bikes would be fitted with a
battery-powered assist that comes via pedalling. Tesla wants to conduct marketing
research as they are unsure what features and design aspects consumers would be
looking for in the bikes and how much Australian consumers would be willing to pay.
SECTION GUIDE
The following has been created to assist you in understanding what is expected within
each section of your proposal. It is recommended that you use this information alongside
the marking rubric.
BACKGROUND AND PROBLEM DEFINITION
You have been provided with information regarding what your brand would like to
achieve through marketing research. However, you should perform your own
background research to gain an understanding of what may be happening in the
market.
Your background and problem definition section should make it clear why this research
needs to be conducted. Draw from a range of sources (e.g., published statistics, industry
reports, media reports etc) to highlight the existence and nature of the problem.
OVERARCHING RESEARCH QUESTION AND OBJECTIVES
Based upon the given scenario and your background research you need to develop ONE
overarching marketing research question. Your research question should outline what
the focus of your research is going to be.
Based upon this research question you need to develop TWO marketing research
objectives. Your marketing research objectives should clearly define the information
needed to answer your marketing research question.
RESEARCH DESIGN
This section should identify and justify the overall research design. Would you use
exploratory research, descriptive research, or causal research? Why would this design be
the most appropriate? Your choice of research design needs to be consistent with your
objectives outlined above.
DATA COLLECTION APPROACH
This section should identify and justify how you plan to collect your data (e.g., focus
groups, in-depth interviews, observation, survey etc). Why would this data collection
approach be the most appropriate? Your choice of data collection approach needs to be
consistent with your research design identified above.