Distribution Strategy for SME and Micro Food Businesses - Essay Example

This reflective log will examine my personal experience that I have gained in carrying out the actual consultancy process. The report also seeks to synthesis between theory and practice as experienced during the consultancy project. Though I will constantly make reference to our consultancy report, I will specifically focus on my personal experience and reflection towards the actual process of conducting the research. As part of the consultancy group consisting of third year students at the University of Lincoln, we carried out a consultancy study titled: “Distribution strategy for SME and micro food businesses: Select Lincolnshire for Food (SLFF).” In this report, we specifically focused on critically analyzing the operations of SLFF in a bid to come up with recommendations that can be implemented in order to turn around the fortunes of the organization. First and foremost, I have learned that conducting a research study about a particular organization is a process that is characterised by different stages that cannot be ignored. As a point of departure, the introduction of the report should be clear and precise such that the reader can easily grasp the purpose of the study. I have noted that the introduction should be reflective about the broader aspects going to be covered in the report. In this case, our introduction provided the background information to the study and it also provided the information about the topic as well as the company under investigation. The introduction also highlighted the research methods going to be used in the study. The other issue covered relates to the main reason why Select Lincolnshire for Food would like to develop cost effective, efficient and positive opportunities for its members especially with regard to improvement of individual and joint supply chain systems. From my own perspective, I have realized that this information is very important since it helps the reader to quickly grasp what the paper is all about. This information provides the hook for the study and I have observed that it is likely to appeal to the interests of the readers. The other aspect I have learned is that you must avoid long and winding statements in the introduction since they contribute to creation of boredom among the readers such that they may not continue reading the paper though it may be insightful to them. The other important component in carrying out research is related to literature review. This section is mainly concerned about providing some background information related to the subject area under study. For instance, other studies have indicated that the consumers are particularly interested in understanding where the food they consume comes from and are taking more of an interest in this (Hingley et al., 2010). We also included the following literature in our report; ‘In May of 2014 food minister George Eustice said “The locally-produced food sector is valuable and it's growing. The market research company Mintel has done some research into the subject, which put estimated sales of locally-sourced foods at around £5.7 billion. They're also forecasting that it would rise by around 14 per cent in the next few years”(Shackleton, 2015). We also included other literature related to the area of study. I have learned that some background information covering literature related to the subject area is very important since shows that the subject is of interest to the people. Previous researches show that the subject area continues to stimulate interest among the players involved in the related industry. This has enlightened me in that I have realised that it would be pointless to conduct a research about the subject that is of no interest to the targeted audiences. In this case, I noted that the problem area can be shaped from the literature reviewed in the study. For instance, I observed that “There is a lack of research surrounding the distribution of local food on a small scale this is due to the fact it operates in alternate markets and there is not much literature on this in comparison on what would be deemed the conventional markets which food is traced from field to plate. Locally sourced food has a variety of barriers such as cost, consumer demand, quantity demanded, infrastructure and logistics dealing with multiple suppliers and others,” (Gregoire et al., 2005). Indeed, I have observed that our subject area has been supported by literature obtained from previous studies. This makes the study authentic since it would be based on literature obtained from credible sources. The other thing I have observed is that each research study should be scholarly in nature so as to ensure that it is authentic. All the sources used should be dully cited and a reference list should be put at the end of the study. This is a basic rule that should be observed whenever carrying out an academic result. Failure to acknowledge the sources renders the report invalid or may constitute plagiarism which is a serious offence in as far as academic work is concerned. Our report was mainly focused on the development of supply chain strategy for SLFF and it began by outlining information related to this area. For instance, the study outlined the main objectives as well as the research questions that would be answered in undertaking the research. This shows that a problem related to the area of study exists and it should be addressed or solutions have to be found in order to give advice to the affected organization about the most appropriate course of action that can be taken in order to operate viably. This means that both existing and new information has to be utilised in order to come up with an effective supply chain strategy. From my own perspective, I think this process constitutes the crux of the research study. Essentially, research is all about gathering information that can be used to answer the research questions posed in the study. Failure to address the issues raised means that the study is null and void. I have noted that this section is very important since it validates the data that would be used in the study. Secondary data was also incorporated into the study and this is very important as a result of the fact that it also authenticates the validity of the study. The other issue that I have learned from conducting research is that the population sample has to be clearly defined so that the researchers will remain focused. Failure to stick to the population sample selected may result in writing irrelevant information that may compromise the quality of the study. There are quite a number of factors that can be taken into consideration when segmenting the targeted participants in the study. For instance, aspects such as age, level of education, income as well as gender are very important to be taken into consideration. I think it is essential to group people with similar interests in the same population sample since these can display similar characteristics as well as behaviour. This can help the researchers to make informed recommendations in the event that they have gathered data from a sample that is comprised of people who share the same interests and needs. In carrying out the study, I have also learned that it is essential to analyse the operations of the other competitors in the same industry. This helps to gain insight about how these competitors conduct their business and this can also play a significant role in helping the researchers to come up with effective strategies that cannot be matched by the competitors. We mainly used surveys, interviews and questionnaires to gather data for our study. I have noted that each tool has its own advantage as well as some limitations. For instance, the interview technique helped us to obtain first hand information from the respondents while its major limitation was that some of the respondents were not at liberty to express their views. Surveys were advantageous in that they covered large numbers of respondents and these people were able to give their responses without any fear. By comparing the strategies used by SLFF and Castle Hill Food Market, I realized that this strategy helped us to gain more knowledge about the operations of the other competitor so as to be in a better position to select effective strategies that can be implemented to turn around the fortunes of the company under review. We listed each question and the responses from the participants in the study with regard to different aspects impacting on the operations of SLFF in terms of elements such as distribution and supply. For instance, in one of the surveys, we found that in terms of distribution of specialty food, there is need for improvement of SLFF marketing with 44 out of 90 having heard about the company. We also listed the responses of the participants under each question. From this method of presenting data, I have learned that it makes it easy to interpret the responses of different people. It also helps to present data in a clear fashion that is easy to understand. It is also easy to interpret data if it is classified according to different categories. This stage is very important since it presents the answers to the questions posed in the research. The other issue of concern is related to the method of analyzing the findings from the data collected. I have noted that the method we adopted is very effective and has many advantages. A descriptive method of analyzing data is very effective in that it helps the researcher to clearly explain the main issues that have been covered in the study. After analyzing the data obtained from the study, I have also learned that the other important aspect that should be taken into consideration is to provide recommendations for the future with regard to the operations of the organization. In our case, we found that B2B and B2C strategies were essential but need to be constantly improved. The study has also noted that members should try to set up a pop-up store for products that they want to sell as quickly as possible. SLFF should also open a warehouse in order to store the raw products used in the fast food business. In giving these recommendations, I have observed that this part is very important since it shows that the study has achieved its main goals and objectives. This goes along with the conclusion of the study which indicates that the study has come to an end and it has accomplished its goals. However, I have also observed that by virtue of concluding the study, this also opens room for other studies to be carried. Essentially, research is an ongoing process and it does not end with one study. This experience has been so enlightening and I am sure I will do better in many aspects of conducting research in future. The other additional information such as list of references and appendices is very important since it helps the readers to grasp more knowledge about the study. The other issue that I have noticed is that all references should be presented in a professional manner and be clear to the readers. I have significantly gained in this aspect in that like any scholarly work, a research study should be authentic and should list all the sources where the information used has been obtained. The information that is presented in a clear manner is easy to understand and the readers can also gain knowledge from the study. Above all, I have learned that conducting a research is a process that significantly differs from writing ordinary essays or assignments. There are quite a number of issues that ought to be taken into consideration and this helps to validate the study. A study that has been conducted in a haphazard manner may fail to achieve the desired goals and objectives. A research study should contribute to the body of knowledge that already exists in a particular subject area. It also helps to identify gaps that may exist in that area. References Gregoire, M. B., Arendt, S. W. and Strohbehn, C. H. (2005). Iowa producers' perceived benefits and obstacles in marketing to local restaurants and institutional foodservice operations [Electronic Version]. Journal of Extension, 43. Hingley, M., Boone, J. and Lindgreen, A.(2010)Development of local and regional food networks: Cases from the UK. sSchackleton, H. (2015) Investing in the counter [online] Speciality Food. Available from http://www.specialityfoodmagazine.com/content/news/local_food_worth_5.7_billion_says_mp [Accessed 13 January 2015] (SLFF member, Personal communication, 2015) Read More