Applied Market Research: Literature Review and Action Plan

Running head: APPLIED MARKET RESEARCH
Applied Market Research
Name of the Student:
Name of the University:
Author’s Note:

1APPLIED MARKET RESEARCH
Table of Contents
Introduction................................................................................................................................2
Literature Review.......................................................................................................................2
Reflection of the work of the last 3 weeks.................................................................................4
Action Plan.................................................................................................................................5
Future work................................................................................................................................6
Conclusion..................................................................................................................................7
Bibliography...............................................................................................................................8

2APPLIED MARKET RESEARCH
Introduction
This report intends to shed light on the progress which I have made regarding the
research work that I am supposed to do for the coursework. The topic which I have selected
for the research work and on which I gave the proposal draft was for the approval of the
coursework supervisor is “The marketing strategies which the Nelson Stoke, New Zealand
can use for the promotion of the Yoga Studios which it has recently opened”. Furthermore,
the primary aim with which I undertook the research topic on which I would be completing
my research work was to develop an effective marketing plan for the Yoga Studios of the
Nelson Stoke, New Zealand which would enable them to not only capture the business
market of the nation but at the same time would help to enhance the amount of profit earned
by them in a significant manner. The formulation of the research proposal was the first stage
and after I got the approval from the unit supervisor I began to undertake an analysis of the
literature which were available on the concerned topic that are likely to help me in a
significant during the course of the completion of the entire research work. This report
intends to share the progress that I have made since getting the approval from the unit
supervisor regarding the research work and also the detailed plan which I have made for the
completion of the research work.
Literature Review
I am personally of the viewpoint that the Literature Review section of a particular
research work and the effectiveness of the entire research work depends to a large extent on
the manner in which the Literature Review have been performed. At the same time it is also
important for the concerned researcher to align the Literature Review which he or she is
conducting so that the outcomes as well as the results of the entire research work are in
synchronicity with the objectives and the aims of the concerned research works. Moreover,

3APPLIED MARKET RESEARCH
the authenticity of the sources or the past literature which has been used for the composition
of the Literature review is of paramount importance. Thus, it is with this particular objective
that after I got the approval from the unit supervisor regarding the research proposal that I
have submitted I began to search for peer reviewed articles over Google Scholar, ProQuest
and other databases.
For the purpose of the composition the first thing that I did was to have a clear idea
about the different concepts as well as frameworks of mechanism of marketing and also the
manner or the style in which it is being used in the business world. It is with this particular
intention that I started to browse through Google Scholar about the different peer reviewed
articles related to the theme of marketing. The first relevant article that I came across of
Google Scholar was “Navigating the institutional logics of markets: Implications for strategic
brand management” (2015) by the authors Ertimur and Coskuner-Balli. This particular article
provided me with a detailed information about the various processes of marketing that are
being used by the contemporary organization and also the manner in which it is related to the
concept of brand management and also strategic management. At the same time I would like
to say that this particular article provided me an idea of the manner in which the process of
marketing can be used to enhance the effectiveness of the concerned organization.
The next useful article that I found and which is likely to help me in a significant
manner during the course of the entire research work is “Lululemon Athletica and a Series of
Bad Marketing Decisions” (2015) by the authors Thomas and Peters. This article is useful for
the process of the development of the marketing plan for the intended yoga studio because of
the fact that the article provides an overview of the kind of marketing decisions that the
business enterprises should refrain from making for the process of the policy of marketing
followed. Another important article that I found which will be useful for the research work is
“What Drive the Consumers to Buy Yoga Studio Services” (2015) by Law. This particular