Independent - Research Proposal Example

INDEPENDENT RESEARCH PROPOSAL Independent Research Proposal Table of Contents Independent Research Proposal Title The title gives readers an opportunity to choose on whether to read on; hence, it is meant to captivate the interest of the audience (Al-Riyami 2008, pp. 66-69). Marketing gives me an opportunity to explore and examine various organisations and some of the strategies they use to ensure a competitive edge. For instance, studying on the development and marketing strategies that are used in a company like Kentucky Fried Chicken (KFC) is imperative as it highlights some of the competitive strategies used, which other firms should emulate. In that case, the title of the research proposal is the KFC’s development strategy and marketing of localisation in China. Subject Area The subject areas that are under scrutiny are marketing and strategy. Therefore, the research proposal will aim at highlighting, explaining, and analysing various development strategies that are employed by the KFC and how the company has used the concept of localisation in China and its impacts. Relevance/ Purpose of the Study The independent research proposal is relevant in my undertaking of masters in the international management because by examining the development strategies of the KFC, I will be in a superior position to make certain a competitive edge in my future company. Additionally, I will be able to learn on some of the development and marketing strategies that organisations use; hence, closely examine on their effectiveness in the international arena. On the same note, by analysing the topic, I will get to understand why most of the international brands prefer localisation. For instance, according to Anastasiou and Schaler (n.d, pp. 3-5), localisation is paramount in boosting the value of a brand. Therefore, by examining on the concept of localisation, it is easy to understand that before a firm decides to launch a product in a foreign land, it is imperative to ensure that all marketing and product collateral are suitable and effective for the target market (Coca-Stefaniak., Parker & Rees 2010, pp.677-681). The major motivations in carrying out the research stems from my interest in marketing and various strategies that organisations use in ensuring success. For instance, the main strategies used by the KFC includes offering competitive prices, developing quality and diverse products, and ensuring that the products are in convenient locations where the target markets can easily access (Montgomery & Chester 2009, pp. 18-23). Finally, the study will help in exploring the development strategies of the KFC and comparing it with other international restaurants such as the McDonalds. Therefore, if problems are detected in the strategies, areas of weakness will be identified and recommendations will be made. Research Methods/ Methodology Using of scientific methods is essential in providing an organised structure for making theories as well as solving problems. On the same note, it minimises bias and shows the proper steps that ought to be taken in order to reach a conclusion (Ware & Brewer 2013 pp. 105-109). In addition, a research design is the overall strategy that is used in integrating the research components in a logical and sound manner to fully address the problem (Bryman & Bell 2011). The research proposal will employ a mixed methodology of both qualitative and quantitative analysis in which there will be an understanding on the existing development strategies and analyse the issue of localisation of KFC in China. Therefore, secondary sources such as scholarly journals from databases such as ebscohost, books, credible websites, newspapers, and magazines will be used. Secondary analysis involves the use of the existing data. One major benefit of using it, is that it is easy to pursue a research interest that is completely different from the original work. Moreover, the use of secondary sources is imperative in helping generate new knowledge in regard to marketing and strategies and reduces the burden of recruiting other subjects (Blumberg., Cooper & Schindler 2008). However, one of the main limitation and ethical consideration in regard to secondary sources is in regard to confidentiality. This is for the reason that there is a possibility of breaching the privacy of the respondents in case they did not give consent. Nevertheless, it is easy to get credible information from scholars though some authors base their argument on opinions; hence, causing bias. The proposal will also employ both an action and historical research design. The action research design helps in understanding the issues and coming up with intervention strategies(University of Southern California 2006). Therefore, in regard to the proposal, the strategy will help in analysing issues pertaining development strategies and coming up with a formula in which they can be enhanced or other methods can be used to ensure a competitive edge. The reason behind carrying out action research is that it is pragmatic and solution oriented. In addition, the historical design is paramount in helping collect, synthesise , and authenticate information from diverse sources. In that case, using it will help in adding an imperative contextual background that is needed to understand the KFC and interpret its strategies as well as localisation issue in China. Timeline/ Timetable Project Task Objective Proposed Completion Date Status Submit the IRP proposal To be given a go ahead to carry out the actual research 30th January to 2nd February To-do Meet with the supervisors To be given advise in regard to the research proposal and ask necessary questions 21st February to 28th March To-do Carrying out research on KFC’s development strategy from books, journals, and credible websites To have a better comprehension of what to take account of in my paper and what to do away with 1st April to 28th April To-do To write a draft in regard to the topic of discussion To ensure all areas are covered and there are no spelling and grammar mistakes 2nd May to 17th May To-do To write a final copy To have it submitted 18th may to 28th may To-do To submit the independent research to the lecturer For marking purposes 29th June To-do Literature Review Various scholarly materials have analysed the issue of KFC in regard to its development strategies. For instance, Varadarajan (2010, pp. 119-124) asserts that KFC’s development strategies include providing quality products and services to the consumers. In that case, the company introduced low fat meals in the UK and Ireland; thus, enhancing their new choices in regard to nutrition. Additionally, it has competitive prices whereby it offers high quality services and products at a low cost; thus, attracting more customers. The KFC has other essential strategies such as offering of diverse products at convenient locations. Therefore, this is beneficial to consumers as it banks them time and extra money and provides them a broad range of choices to choose. Moreover, concerning localisation of market in China, the KFC used various strategies such as infusing a brand that had characteristics of the Chinese culture and expanding rapidly by pursuing smaller cities in China to build on their brand (Montgomery & Chester 2009, pp. 18-23; Suvenus & Kawpong 2009, pp. 51-55). In addition, it used logistic network such as distributors and built a warehouse in China to help deliver food to its restaurants. Other strategies used include training of its employees on customer service and paying more attention on ownership rather than simply franchising (Cho 2009; Bell & Shelman 2011). References Al-Riyami, A, 2008, ‘How to Prepare a Research Proposal’ , Oman Medical Journal, Vol. 23, No. 2, pp. 66-69. Anastasiou, D & Schaler, R, n.d, Translating Vital Information: Localisation, Internationalisation, and Globalisation, Available at[viewed 28 January 2014] Bell, D & Shelman, M, 2011, ‘KFC’S Radical Approach to China’, Harvard Business Review, [Online] Available at (http://hbr.org/2011/11/kfcs-radical-approach-to-china/ar/1> [viewed 28 January 2014] Blumberg, B., Cooper, D & Schindler, P, 2008, Business Research Methods, New York: McGraw-Hill Higher Education. Bryman, A & Bell, E, 2011, Business Research Methods 3e, Oxford: Oxford University Press. Coca-Stefaniak, A., Parker, C & Rees, P, 2010, ‘Localisation as a Marketing Strategy for Small Retailers’, International Journal of Retail & Distribution Management, Vol. 38, No. 9, pp. 677-697. Cho, K, 2009, KFC China’s Recipe for Success, [Online] Available at [viewed 28 January 2014] Montgomery, K & Chester, J, 2009, ‘Interactive Food and Beverage Marketing: Targeting adolescents in the Digital Age’, Journal of Adolescent Health, Vol. 45, No. 3, pp. 18-29. University of Southern California, 2006, Organising your Social Sciences Research Paper, [Online] Available at[viewed 28 January 2014] Suvenus, S & Kawpong, P, 2009, ‘The Impact of Brand Personality Dimensions on Brand Association and Brand Attractiveness: the Case Study of KFC in Thailand’, Journal of Global Business & Technology, Vol. 5, No. 2, pp. 51-62. Ware, M & Brewer, C, 2013, Handbook for Teaching Statistics and Research Methods, New York; Psychology Press. Varadajan, R, 2010, ‘Strategic Marketing and Marketing Strategy: Domain, Definition, Fundamental Issues, and foundation Premises’, Journal of the Academy of Marketing Science, Vol. 38, pp.119-140. Read More