Heinz Company Management - Research Proposal Example

Name Professor’s Name Course Details Date Research plan for Heinz Company Introduction The Heinz Company is requesting proposals for market research to set the baseline of current activities and facilitates strategic planning sessions that will take place afterward. The target market is the general public; male and female residents in Britain and around European countries. The Heinz Company was founded in 1977. It is a regional Britain company delivering on the various products in the United Kingdom mostly the households products. The existing competitors have a well-established customer base, experienced sale personnel, and strong brand loyalty (Churchill, Gilbert & Dawn, 2010). Their weaknesses are the poor quality of their products, higher pricing, poor market coverage and lack of access to distribution channels. The market entry strategy is through the use of distributors that is the use of middlemen in the channel o distributors, pricing strategies and advertising and promotion strategies. Heinz Company has one hundred employees who include management and administrative personnel. The purpose of this research proposal is to help in conducting a survey of how Heinz Company can successfully undertake a marketing plan of the new product before investing in the product. Implementation of the research proposal should be concluded after one year. The start of data collection is proposed to be in the first month of January 2016 and conclusion done and presented to the sales and marketing at the end of the month of December, 2016 Definition of the issue and Purpose of Research The purpose of this research is to solicit the perceptions and opinions of the consumers in the market regarding the products that will be provided by the companies. The survey will be done to specifically: 1. Assess the reasons consumers choose to consume that particular product, and why taking into consideration their needs is essential for any Company in the market to be successful. 2. Determine the best method of supply Heinz Company can use for their product in order to meet the market or consumer needs effectively. 3. Determine the best branding, packaging for the product of Heinz Company in the market. 4. Determine the customers’ tastes, preference and choice when it comes to consumption of that particular product. Research Objectives The main or the general objective of the research proposal is to define how best Heinz company can identify new product opportunities in the existing market or new market. It will also aim at identifying potential challenges that might be faced and enable the organization plan for them. To enable arrive at the general objectives; the research will be done in order to facilitate the following specific objectives: i. To oversee qualitative and quantitative research processes, such as new product ideation, pricing, concept testing, needs assessments and marketing sizing. ii. To executes strategic approaches, such as one-on –one contact with the consumers and employees iii. To manage product branding and positioning by improving and refining core brand attributes, brand extensions and informing marketing and communications strategies iv. To identify target markets, consumer needs, optimal product or services offering and appropriate pricing. v. To improve business strategy and drives strategic growth initiatives by reallocating budget and guiding the direction of the new product. vi. To optimize on the new product launch processes with a thorough understanding o launch procedures. To enhance sales and service delivery through effectives change to policies and procedures in the market. vii. To explore customer segmentation; identify strengthens, weaknesses and opportunities in the current customer base, opportunities, and challenges or growing the customer base. Method of Data Collection The study will involve the use of questionnaires and surveys as the methods of data collection. The primary data collected will be analyzed in form of inventory records and sales figure. i. Questionnaires It will be done by posting short questions to the users of the product, who will act as the respondents. The form of the questions to be asked will include explaining the benefits of using Heinz product and if the product is costly to acquire. ii. Survey The researcher conducted a survey about the customer’s choice and preference. The needs and attitudes of the products were analyzed. However, the survey method consists of a lot of problems such as the respondent’s refusal to cooperate, the dishonest answers provided by the consumers contacted. The researcher’s biased and dishonesty while carrying out the survey. Research Methods i. Case study The case study is a research strategy that focuses on understanding a phenomenon within its natural setting (Brace & Ian, 2008). The research method will involve the use of a case study whereby the company is expected to devote a significant period of their time to go and gather information in the field and study the phenomenon within the social and cultural context. The Heinz Company can use its employees as part of the group being investigated. The Heinz Company prevailing data collection technique will be participant observant and the use of the case study method will help understand the contextual conditions, for example the financial constraints (Churchill, Gilbert, Dawn, 2010). The case study of any company is regarded as highly relevant to the marketing plan being investigated because it will set a benchmark of the expected results when the research is done in the whole market. The sample to be given the case study will be picked at random in the entire market so that the responses may be a true representation of the whole market. In the year 2014, the Heinz Company was the second largest producer of household’s goods in the Britain and across the Europe. The Heinz Company held more than 76% of the Britain market or production o the manufacture in volume. However, its share in the European market was less than 6%. The Heinz Company share in the market changed drastically with the reduction in the numbers of sales return. The reduction in the sales return was due to changes in technology, regulation and competitive forces. Consequently, Heinz Company had to change as well; this was done through research and innovation on new products therefore diversifying into consumer products. ii. Interview The interview will be carried out with a well outlined plan of the company marketing plan. It will involve posting questions to the employees and the general market about how they feel about the product and services that they were and will be getting. It will involve the use of comment cards to find out the expectations of the customers about the product that will be provided by the company. The questionnaires and one on one interview will be carried out to get information about their attitudes towards the company products and services. iii. Focus Groups Focus group will be another method to be used in the research plan. It will involve identifying a sample population and conducting a one on one discussion on a specific area such as cost reduction. This will involve a small sample size and might be not a suitable representation of the whole target population. The research and development department will identify a group of consumers whom they will contact and carry a face to face discussion to get their opinion about the newly innovated product and the old products in the market. The company will also carry out chats and focus forums to enable the company to get quick answers to the research problems conducted. The topics for which the discussion will be conducted will be based on the product brands, company sales and the product positioning. Justification of the Research methods used The case study will entail the use of intensive description and analysis of the company’s product that is proposed to be introduced in the market. The reason or the use of case study as a method of research is that it helps to generate good opportunities or innovation. For instance, the case of Heinz Company involves the lack of satisfaction of the customers taste and preference. It will also help to challenge the theoretical assumptions of the company market share. It will utilize the research of the target population in detail by asking questions related to the new product and more specifically regarding issues related to the adoption of global sourcing in the firm. This will be done to collect sufficient data to come up with a detailed conclusion. Interviews will also be a suitable method of research as it will give timely information that is accurate about the product. Interviewing a person directly will also facilitate feedback instantly and the interviewer would be able to read non-verbal communications. Focus groups will be suitable as they focus on a chosen area that the company thinks that will be advantageous to them if it is well handled. These three methods of research will provide timely information that can be used instantly to make informed decision. They will also enable the company form a basic and general representation of the whole population opinions, tastes and preferences. Work Cited Brace, Ian. Questionnaire design: How to plan, structure and write survey material for effective market research. Kogan Page Publishers, 2008. Churchill, Gilbert A., and Dawn Iacobucci. "Marketing research: methodological foundations." (2010). Read More