Effect of Economic Crisis to the Marketing Strategy of Volkswagen in Asian Market - Research Proposal Example

The Case of Vietnam: Effect of Economic Crisis to the Marketing Strategy of Volkswagen in Asian Market Abstract Volkswagen has been focus on their objectives to attain power and support of the firm in order to dominate the automotive sector in Asian markets. However, an economic crisis in the Asian market has led to adverse effects on their marketing strategies. Nevertheless, the Volkswagen has been focusing on ways to remain competitive through implementation strategies such as addition of more resources to improve the quality of their products in order to compete with other companies in the automotive industry. Therefore, the paper will discuss the effects of economic crisis to marketing strategy of Volkswagen in Asia market, in Vietnam context. The Case of Vietnam: Effect of Economic Crisis to the Marketing Strategy of Volkswagen in Asian Market 1. Rationale for the Research Importance of the research The significance of this project is to analyze the effects of economic crisis to marketing strategy of Volkswagen in Asia market, particularly in Vietnam. Therefore, this research will scrutinize brand situation of the Volkswagen Company and entire performance of their marketing strategies. Research gaps What are the marketing strategies of Volkswagen in Vietnam? How is the economic crisis in Asian markets? What are the effects of the economic crisis on marketing strategies of Volkswagen in Vietnam? Reasons for researching the topic Researching on this topic provides imperative information in taking the steps of overcoming the effects of economic crisis on marketing strategies of Volkswagen in Vietnam. Therefore, researching on this topic focuses on establishing proactive measures, which can be used in facilitating uptake of evidence based on interventions. New things added to the subject by completing the research The research will explore the automotive industry in Vietnam, which involves evaluation of the companies assembling vehicles and their response to the economic crisis. This will provide a basis for comparing their strategies with those of Volkswagen. 2. Project aims and objectives The project will focus on bridging the research gaps through identifying the marketing strategies of Volkswagen in Vietnam and exploring the economic crisis in the Asian markets. Therefore, the research will evaluate the strategies applied by the company in entering the market and causes of the economic crisis on the Asian markets. Other objectives involve evaluating the brand position of Volkswagen and the entire performance of the marketing strategies. This comparison will involve an overview of the competitors and Volkswagen Company, thereby identifying the difference in their strategies of dealing with the crisis. The research papers will emphasis on identifying the effects of economic crisis on marketing strategies of Volkswagen in Vietnam and ways in which the company is dealing with these effects. Furthermore, the paper will provide some recommendations on ways in which Volkswagen Company can implement strategies in order to deal and cope with effects of economic crisis in Vietnam. 3. Research methodology According to Kumar (2005), research is referred to as a systematic and scientific way of information explorations concerning a certain area of study. This study will focus on an evaluation of the effects of economic crisis to the marketing strategies of the Volkswagen in Asian market. Therefore, there is need for developing relevant research methods in order to achieve the research objectives. This chapter will be divided into six sections. The first section entails a research philosophy based on a certain approaches among, which include positivist or interpretivist. The other section will provide an illustration of the research design, through qualitative and quantitative approaches. These approaches will be evaluated and a suitable approach will be selected. An illumination of the research question will be in the third section, while in the fourth section there will be significance of enlightening the research methods. Alternative method of research will be chosen, while the other section will evaluate the reliability and validity of the research. The last section of the chapter will lay emphasis on the ethical factors concerning the research; thus, enlightening on ethical consideration of adopted study. Information in the research will be based on materials delivered by the Volkswagen Group such as their annual report, interim reports; thus, it can be considered a legitimate source of data. However, in a situation when information concerning certain areas of the analysis will be unavailable in these sources, data will be gathered from the company website and other internet sources. Data gathered for these sources will be evaluated to ensure the accuracy, while the models and theories will be borrowed from the marketing management learning. Research will include basic tools in the methodology, and it will be based on personal observations, review of relevant sources from the company and internet; thus, it cannot be considered hundred percent accurate and trustworthy. The research will take a philosophy of positivism, while considering the research question, findings acquired from the study. This is due to the need for a substantial amount of the statistical data leading to a need for a qualitative approach. The research will use questionnaires, as the techniques of gathering data, though there will be a consideration of other relevant methods. Therefore, the other section of the paper will focus on the research design. The research design will focus on assisting in ensuring that the process of collecting data is feasible accurate. Nevertheless, there are two function of the design research, which entails recognition and development of functions focusing on the quality of procedures applied in data validity. Therefore, there will be need for conducting necessary investigations and identifications and relevant research structures needs that will be formulate before the process of collecting data. 4. Which code of conduct/practice have you used to guide your research ethics? EXCELLENCE: there is need to focus on the excellence in the process of conducting the research; thus increasing the possibility of disseminating information of the higher quality. HONESTY: the researchers will seek to establish and sustain a culture of the research, which involve supporting honesty in research, whereby the researchers will be honest in their work. INTEGRITY: during the research, there will be compliance to the legal and ethical expectations that are relevant to the subject of the study. ACCOUNTABILITY: the researcher will acknowledge the need accountable to the public for the information provided through the research; thus, there is need to act accordingly. TRAINING AND SKILLS: opportunities for training and acquiring relevant skills for the researchers will be provided in order to enable them conduct research within the required standards. SAFETY: researchers will focus on the self-respect, rights, protection and wellbeing of participants in research. This will prevent any unreasonable risk or harm to be subjected to the participants of the study (UK Research Integrity Office, 2009, 9). Source Link: http://www.ukrio.org/ukR10htre/UKRIO-Code-of-Practice-for-Research1.pdf 5. How will you ensure ‘informed consent’ is gained from anyone involved in the research? Informed consent is considered a crucial component in the process of researching and it involves a lot than acquiring a signature on a form provided to a participant. Informed consent will be provided to the participants without coercion, and they will be made to understand the things they should expect to encounter during the research. Moreover, the discussion of the consent will commence before the procedure in the research, whereby giving the subjects enough time to make decisions. During this period, the subjects acquire a reflection of potential benefits, risks and a possibility of a discomfort during the participation. There will be a need to customize the informed consent to suite the conditions of the study, and provide appropriate and feasible situation that will be experienced by the participants during the research. 6. How will you approach data protection issues during your research? In order to facilitate protection of the data during the research, caution will be taken to ensure that the terminals, computers storing the data are accessible to unauthorized persons. Authorized researchers will use passwords, which will be kept confidential, and they will be regularly reminded that not to leave logged in computers without logging out. In fact, the sensitive data that will be stored in these computers include data obtained from the Volkswagen Company, personal information about the participants such as racial or ethnic background, political affiliation, gender, membership of trade union. Therefore, information obtained from the participants that will be in this nature will be categorized as sensitive. In this case, information will be used for safety assurance, compliance with government requirements, adhering to a policy that prohibits disclosure of personal data. Furthermore, data obtained in this research will be disclosed to unauthorized third parties such as family government bodies or organizations, competitions under any circumstance. In fact, the researchers will seek to exercise caution when requested to disclose the information gathered in the research (University of Salford, 2012, 4). 7. What other ethical issues should you consider when conducting this research and how will potential ethical risk/harm be avoided? There will be high compliance to the legal and ethical requirements and guidelines applicable to the research. Firstly, there will be submission of a research proposal for ethics review and researchers will abide by the results of the review (UK Research Integrity Office, 2009, 11). Researchers will ensure that the project is approved by applicable bodies, ethical, and regulatory for ensuring that there is good practice in research forms that will be integrated with the research strategy and policy. Researchers will ensure that the procedures in the research as matching policies of the organization, and create awareness is created among the team members concerning the policies and procedures that will be adhered to in the organization. Training will be provided to the researcher in order to reduce vulnerability to ethical risk or harm, whereby they will be supported and provided with necessary resources. There will be promotion and maintain of a reasonable environment that can facilitate and sustain required ethical standards, co-operation and professionalism. Good culture in the process of conducting a research will be promoted, whereby identifying and addressing cases of inappropriate conduct. Supervision will be provided to researchers in order to set out lines for accountability and management of the research. In fact, the supervisors and researchers will focus on meeting the ethical expectations in the process of conducting research. There will be encouragement focused on participation in training and mentoring of new researchers. References Kumar, R., (2005), Research Methodology: A Step by Step Guide for Beginners. London: SAGE Publications UK Research Integrity Office, (2009), Code of Practice for Research: Promoting good practice and preventing misconduct, Retrieved on 28 December 2012 from: University of Salford, (2012), Data Protection Policy, Retrieved on 28 December 2012 from Read More