Mojado Brothers Product Entry into Australian Market - Research Proposal Example

Marketing Research Report Table of Content Table of Content 1 Executive Summary 2 Introduction 2 Purpose of the Report 3 Mission 3 Findings 4 Research Method 4 Data Collection Method 4 Market Research Process 5 Market Needs 7 In relation to Australian market trend and development it has reduced by 12% since the economic crisis of 1996. This study is based on assumptions that the senior engineers and local senior consultants salaries raised by 25%. This was in regard to the low man-hour cost offered at the Australian skilled manpower market. Taking advantage of the situation, Mojado Brothers aims at utilizing Australian resources for better serving in both global and regional markets. 7 The high unemployment rate in Australia together with slow down in construction projects have led to decrease in Australian economy in the country. To this, Mojado Brother will have to increase their production and reduce the cost of their product to allow them improve their product demand in the new market. 8 Identification of Methods for Recording Market Data 8 Data Collection Method on Internal and External Business Environment 8 External Business Environment 8 Presentation & Implementation of Research Plan 9 Conclusion 10 Recommendations 10 References 11 Executive Summary Mojado Brothers is involved with designing and production of large scale screening of T-shirts, hooded sweaters, baseball hats and wool/leather jackets. This marketing research report is purposed to discuss on key issue that Mojado Brothers Organisation will observe while collecting their additional information regarding their further release of their products into Australian market. The paper proposes the use of interview guide as a tool for data collection and the use of computer program (SPSS) to analyse the data. It further discusses the steps followed in marketing research in relation to marketing research at Mojado Brothers. Looking at the market needs in Australian market, it gives the organisation great ideas about concerning the laws to be observed to conduct their business in the country successfully. The paper recommends for effective research team to be selected to enhance the results of the research. Introduction This marketing research report is purposed to discuss key issues that Mojado Brothers Organisation will observe while collecting their additional information regarding further release of their products into the Australian market. Mojado Brothers is involved with designing and large scale screening of T-shirts, hooded sweaters, baseball hats and wool/leather jackets (Kotler et al 1996). Some of the key areas to be discussed include, proposed data collection method, business requirement for the organisation, proposed research method to be used during the process, proposed data recording method, market need in Australia together with proposed ways to implement the research plan. Other than that, the report also seeks to look at the benefits that Mojado Brother Clients’ get from t-shirt usage. This will enable the organisation to determine whether or not their products meet the clients’ expectation in the market. Purpose of the Report At the end of the report, the paper aims to achieve the following: To identifying; method of data collection to be used during the marketing research To identify the relationship between the research and marketing research process To identify the research method to be implemented To identify the ways to implement the research plan in the organisation To come up with data recording method to be used during the research To identify Australian market needs and opportunities To identify method to be used to confirm the business requirements of Mojado Brothers Mission Mojado Brothers has been the leading company in screen printing T-shirt all over the world. Their productions have got its access into Australian market together with other international market. Thus, the paper seeks to find better ways to be implemented at the organisation to enhance better penetration into Australian market. Mojado Brothers Organisation presents companies, NGOs, reliable individuals and government institutions with cost effective and high quality products as well as services (Kotler et al 1996). Some of Mojado Brothers services include market intelligence, business development, channel development, market development and industrial sector analysis on a global scale together with sales assistance for global companies in Australia market. Australian market is characterised by low investments appetite, cutting cost among industries, slashed budget and tough times in the market. With this knowledge, Mojado Brothers will come up with proper strategy that will enable them to expand their entry into Australian market and make good profits. To this, they will have to practice all the marketing research process offering them with good opportunities on ways to handle their clients in the market. Findings Research Method This will be qualitative marketing research. This is whereby the research deals with small number of respondents (Nigel 2007). The respondents are sampled out from the population by use of purposive sampling method to attain the required people to give required information for the research. In purposive sampling method, the researcher selects the sample group with confidence that the individual selected have relevant information needed for the research. Interview guide is the tool used in data collection in this type of method interviews. Data Collection Method Information is the key element in any research conducted in market. The failure or success of the research greatly depends on information collected from the field. Thus, one has to come up with effective method to be used while collecting data from the market to enhance promote the success of the research. Information are categorised into two main categories; primary data and secondary data. Primary data are the fresh information collected for the purpose of answering the research questions at that particular period, while secondary data are information collected by other people for other research and thought to be useful in the research being carried out (Nigel 2007). In regard to marketing research to be carried out by Mojado Brothers in Australia market, the primary data will be collected with the help of interview guide. The researchers will come up with questions to be included in the interview guide and select the sample from the population who will be required to give answers for the question. To add on the value of the information being collected, the researcher will have to reduce on time and money used on accessing the information, thus, they will conduct the interviews through the phone for people who will be far away from the organisation and face to face interview for the close sample. During the process, the researcher will be required to read the question to the respondent, give more explanation of the question if need be and write down the response offered. The secondary data will be collected through review of the past marketing research conducted at the organisation, reading books and journals on Australian market and reviewing other companies’ journals. This will give the researcher better knowledge on what the organisation have done, their success, limitations and how they can develop them for better results in the organisation. While collecting this information, the researcher will need to come up with sub heading to guide him on the type of information to collect. Market Research Process Marketing research is attained using systematic approach. There is a given guideline that one has to follow to ensure the success of the research is achieved. These will be discussed in relation to the marketing research to be carried out by Mojado Brothers Organisation in Australian market. First and fore most, the researchers have to define the problem at hand. While doing this, one has to look at the purpose of the research, study relevant background information that might be of help to the research, point the information needed for the research and significance of the information to the research (Nigel 2007). For better problem definition, the researcher have to discuss the idea with the key management of the organisation who will provide the actual situation at hand, their future expectations and strategies that they intend to implement to attain their goals. These will facilitate better understanding of the problem and good decision making concerning the issue. For instance, the Mojado Brothers researcher, have to discuss with the top management of the organisation concerning the additional information needed for their entry at Australian market. This will give him a clue on what to research on from the market. Secondly, the researcher has to develop good approach to the problem. This will include, coming up with proper hypothesis that will guide the research, identify characteristics that will influence the research design, formulate theoretical framework together with research questions that the research intends to answer at the end of the process. At this stage, the research comes up with theories that the research has to test whether they are valid or not at the end of the process. In relation to this, the research will have to justify the hypothesis; more entry of Mojado Brothers Organisation into Australian market will increase their product demand in the new market. In research design formulation step, the researcher decides on the type of research, method to be used in data collection and type of sampling to be implemented (Nigel 2007). This gives clear definition on how the research will be conducted in relation to their result. This report gives more information on qualitative marketing research to be implemented together with the use of interview guide as their data collection method. After establishing the method of data collection, the researcher has to go to the field and collect the information needed. While doing this, one has to maintain high value of the information collected to increase its effectiveness to the research results. In relation to the research at hand, the researcher will have to generate interview guide of which he will use to attain the information from the samples selected. He will be forces to keep good records so as to avoid errors during data analysis. The data collected will then need to be analysed to come up with final decision. The analysis of data will be done through the use computer software (SPSS) that will generate substantial decision in regard to the information recorded. During the analysis period, the researcher will be very keen to minimise on errors from the data. The last step in research is the preparation of report and its presentation (Nigel 2007). The report will be prepared only after the analysis of the data has been certified to be correct. In the report, the research question will be restated, better description of research method, data collection method, findings obtained from the research and recommendations drawn from the research findings. These have to be presented to the management for their action at the organisation. Market Needs In relation to Australian market trend and development it has reduced by 12% since the economic crisis of 1996. This study is based on assumptions that the senior engineers and local senior consultants salaries raised by 25%. This was in regard to the low man-hour cost offered at the Australian skilled manpower market. Taking advantage of the situation, Mojado Brothers aims at utilizing Australian resources for better serving in both global and regional markets. The high unemployment rate in Australia together with slow down in construction projects have led to decrease in Australian economy in the country. To this, Mojado Brother will have to increase their production and reduce the cost of their product to allow them improve their product demand in the new market. Identification of Methods for Recording Market Data In order to maintain high standards of the information collected, the researcher will need to check their accuracy every time before proceeding to the next step. During analysis of the information, the researcher has to minimise the error percentage through correct calculation to maintain its accuracy. Data Collection Method on Internal and External Business Environment The key success of Mojado Brothers depends on the hands of internal and external business environment in the market, thus excellent strategy has to be put in practice to facilitate accurate collection of information. In regard to the internal business environment, the researcher will discuss the issues with the top management, head of department together with selected representatives of their employees who will be required to offer information as to how they thinks the organisation can improve their market entry in Australia. External Business Environment Australian market is living in the era of changing from old economy to new economy that has brought about a tremendous development growth of e-commerce, liberalization to the region and mobility of capital. With change in economy, the market structure, company structure and industry structure also changed together with profile of clients in the market. The clients have evolved from being solution demander to value demander and thus, Mojado Brother has to come up with better products that will meet the values of the clients in the market. In order to obtain this information, the researcher will study the reactions of clients in the market in regard to other products and relate to their own product. Presentation & Implementation of Research Plan Having collected the relevant information from the field, the researchers will use computer program to analyse the information to come up with final findings. These, will be presented to the management in form of a talk with the aid of power-point software which will facilitate better understanding of the market demographic features as well the geographical features of the market. To enhance its effectiveness in all departments at the organisation, each section will be offered with a copy of the research report together with their key areas that they have to observe in implementation of the result. For more effective result, Mojado Brothers will implement their result on six techno-graphical market segments present at their organisation. These include; Large corporations: the most significant market segment comprises of suppliers, turnkey contractors, large manufacturers, banking, technology providers and financial institutions. These companies will cooperate with Mojado Brother in attaining their employees’ uniforms in form of t-shirt in which they will be able to place their labels easy identification of their employees in different departments. Medium sized growth organisations. Mojado Brothers will provide an attractive development alternative that will allow the organisation to concentrate on opportunities in new market segments. Academics institutions, the organisation will be able to reach the youth in the country in relation t o their dressing code in the nation. Small business owners Individual clients Regional governmental offices, in connection with the launching of the new Regional autonomy law in Australia, Mojado Brothers will provide innovative help in export facilitation and investment promotion. Conclusion In conclusion, the marketing research for Mojado Brothers product entry into Australian market has to be handled with more concern. This is because the organisation already has some percentage of entry into the market and thus need better information to enhance their product demand in Australian market. Recommendations The report thus recommend the management of Mojado Brothers organisation to seek effective research team that will provide them with appropriate information to facilitate high demand for their product in Australian market. References Nigel, B. (2007) Marketing Research Tools & Techniques Oxford University Press Kotler, P. et al (1996) Principles of Marketing Prentice Hall Canada Read More