The Current Problem of Penetrating an Existing Daily Newspaper Market with Several Competitors - Research Paper Example

This is because the combination ensures a very high level of empirical representation of data as well as consolidates the validity and reliability of data collection and analysis. It is estimated that the present research will cost USD 900 and span for 2 months. It would however become the hub of comprehensive information for Al Waseet to identify its market base and rightly strategize on both short-term and long-term to take advantage of this market. Background Al Waseet enters the Daily New Paper market as a new entrant who is faced with several critical competitions, which if not addressed could affect and undermine the success of the business (Project Management Institute, 2008).

But to address the issues effectively, it is important to have comprehensive marketing research that identifies key opportunities, threats, strengths, and weaknesses of the company (Alexis, 2007). It is against this background that the present marketing research proposal is necessary. It would be observed that access to information is fast becoming a necessity for the ordinary person on the streets of Bahrain (McClain, 2002). This is partly because the world is shrinking in terms of access to information and becoming closed up under the wheels of globalization.

The Daiky Newspaper industry has therefore become competitive in Bahrain. This notwithstanding, Al Waseet is in a position to create a competitive advantage that would make it not just a local force in the business but a company with international repute (Perry, 2008). Problem Definition/ Objectives of the Research There exists a well-formulated Newspaper industry in Bahrain (Gabby, 2009). This however does not mean that the door is closed to new entrants. The only problem is that new entrants would have to have their own competitive advantages and marketing strategies that would help them win new lines of customers.

The objective of the research is therefore to come out with both short-term and long-term strategic marketing plans that would ensure that Al Waseet gains a competitive advantage as a new entrant in the Bahrain market. Approach to the problem As a marketing research, it is highly important that the proposed research has qualities that make it possible to have tangential access to information (Tawiah, 2009). More to this, it is important that data collected can be ascribed to both qualitative and quantitative scrutiny.

In light of this, there shall be a mixed approach towards the research whereby the researcher shall use a mixed approach made up of qualitative and quantitative research approaches. Research Design The selection of research design is directly linked to the research approach because the research design should be selected in a way that makes it possible to achieve the provisions of the research approach, which is proposed to be a mixed approach. To this end, the researcher proposes the use of a survey research design for the present study.

With a survey research design, the researcher will be offered the opportunity to use several data collection instruments to collect a combination of qualitative and quantitative data from both the field and existing literature (Alpha, 2005). Fieldwork/ Data Collection The fieldwork is going to constitute an important component of primary data collection. What this means is that the researcher is going to use fieldwork to collect