Market Analysis and Sales Development of Godiva-Hong Kong

The assignment is a Business School Application for Ethical Approval for Taught Degrees, specifically for a market analysis and sales development project on Godiva-Hong Kong. The project aims to determine the current marketing strategy and sales growth of the company, as well as the impact of market segmentation and strategies on the market and sales performance. The research methods include primary data collection through questionnaires, multi-source secondary data, and group interviews, with a focus on maintaining confidentiality and security of the data. The project also requires participants to be informed of the research objectives, purpose, and Data Protection Act compliance.

Coursework Header Sheet
Course BUSI 1319 Consultancy Project Course School/Level B/UG
Coursework Proposal Assessment Weight 20%
Tutor Dr David Chu Submission Deadline 2 Mar 2017
Student ID 000948206
Coursework is receipted on the understanding that it is the student's own work and that it has not,
in whole or part, been presented elsewhere for assessment. Where material has been used from
other sources it has been properly acknowledged in accordance with the University's Regulations
regarding Cheating and Plagiarism.
Tutor's comments
Grade Awarded___________ For Office Use Only__________ Final Grade_________
Moderation required: yes/no Tutor______________________ Date _______________

Title : Market Analysis and Sales Development of Godiva-Hong Kong
Table of Contents
Background......................................................................................................................................3
Research questions...........................................................................................................................3
Research objectives.........................................................................................................................4
Research methods............................................................................................................................4
Research design...........................................................................................................................4
Data collection............................................................................................................................4
1. Semi-structure...................................................................................................................4
2. Group interviews...............................................................................................................5
3. Questionnaires...................................................................................................................5
4. Multi-source secondary data.............................................................................................5
Timescale.........................................................................................................................................6
Data analysis....................................................................................................................................7
Resources.........................................................................................................................................7
Equipment................................................................................................................................7
Finance.....................................................................................................................................7
Data access...............................................................................................................................8
References........................................................................................................................................9
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Background
Industry Background
The leading brands of the chocolates in the world are found in the Hong Kong market. The supermarket
of Hong Kong has an array of brands in Hong Kong. The consumption of chocolate are seen to vary from
country to country. For example, the Asians are seen to eat less sugary products whereas European are
seen to enjoy it. The Asian have a clear preference for dark chocolates due to its bitter taste. Due to the
huge production of chocolates in Hong Kong, the chocolate has always been on the shopping list of the
tourists coming to Hong Kong.
Company background
Godiva Chocolatier is a Hong Kong based company which began its processes in 1926 in Brussels,
Belgium. The company is recognized as one of the leading brand of fine chocolates. The fine products of
Godiva range from praline chocolates, shell-molded chocolates and truffles, coffees, biscuits collections,
chocolate drinks representing the dedication of the company towards excellence. Godiva has been
embodying the art of chocolates with a creative and innovative approach towards texture, flavor and
appearance.
Research questions
The aim of the research is to analyze the Hong Kong market of Godiva and find the size of the retail
network of Godiva. The customer responses towards Godiva would be asked so as to go through the
interest of purchasing and using of Godiva products. Therefore, the demand of the products would be
analyzed in this project so as to accomplish the business objectives and sales development of the
company.
According to Kotler, Rackham, and Krishnaswamy (2006), the sales function is considered to be the
closest contact to their customers and further a strong customer orientation (Homburg and Jensen, 2007).
Therefore, the information must be shared with the market analysis and R&D department so as to
improve the process of assessing, finding and selecting better and innovative ideas for the company.
What are the strategies that can be employed by the company for advancing the sales volume of the
company?
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Research objectives
To determine the current marketing strategy and sales growth and the impact of market segmentation and
strategies on the market and sales performance of the company.
Research methods
Research design
The paper will follow the approach of a case study in order to understand the various aspects of the
market presence and sales development of the company. This approach would be the best in order to
understand the current position and future state of the company with further improvement in the company
(Baxter, P., & Jack, S., 2008). The mixed research design would be beneficial in conducting the research
study and the paper will combine the qualitative as well as quantitative data collection and its technique
(Dörnyei, Z., 2007). The research would be descriptive in the research design for analyzing the
information that is important for the study. The descriptive research design will help in collecting the
necessary information from the market and then analyzing the information based on the market aspect.
Further, the descriptive research design will help in making a long-tern analysis for the company.
Further a deductive approach will be used by the researchers for analyzing and conducting the research in
a proper manner. The aim of the study is to analysis the market of the Godiva in Hong Kong and the sales
development of the company. Therefore in order to justify the analysis of the company in the most
efficient manner, the research would be performed in the deductive research approach for making the link
with the existing state of the company and the existing theories. These research methods and design will
be suitable in determining the current dtate of the company along with determine the various factors
leading to sales development of Godiva- Hong Kong.
Data collection
The paper will use the qualitative as well as quantitative approach for collecting the data.
1. Semi-structure
For determining the current position of the market and the sales growth of the company, semi-structure,
in-depth interview will be conducted in for the company so as to encompass the themes and questions
related to the current as well as the future state of the company. The outcome of these semi-structured
interviews will be studied. This mode will be beneficial in providing the knowledge which is associated
with the internal and external factors of the company that might affect the future performance of the
company. Three interviews will be conducted with an overall duration of around 45 minutes to an hour.
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2. Group interviews
In order to determine the sales performance and development of the company, the employees will asked
to participate in the group interviews so as to assess the perceived values and market position by the
employees of the Godiva. Group interview methods would help in determining the relationships in the
various departments of the company.
3. Questionnaires
The questionnaire is a statistical tool for analyzing the desired data and information regarding the issue
from the respondents. These documents are printed and then distributed among the respondents and may
have various subjective and objective questions. This methods helps in collecting the opinions of the
people along with evaluating the answers. Therefore the customer satisfaction and other related views can
easily be estimated using the questionnaire. It will have twenty questions and will intend to collect as
much information as it can. The customers will be given questionnaire via the mail to over eighty
customers. In order to avoid any type of bias, random sampling will be performed.
4. Multi-source secondary data
The annual documents, reports and forms of the company will be used for conducting the analysis of the
company so as to determine various factors affecting the internal and external environment of the
company.
5

Timescale
The research will be conducted in the period of around three months which will begin from 13th February
and will end in the 1st week of April. Further, the timescale given below will show the activities which
will be taken into consideration while completing the research. Therefore, the timescale is shown with the
help of the Gantt chart. The following table represents the course of activities to be performed during the
whole project.
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Data analysis
The information was collected in the form of the questions and were analyzed later. The company will
utilize MS excel tool for analyzing the data where charts and graphs would be used for interpreting the
data. This data will be helpful in determining the findings of the research study. The software would help
in easing the burden as compared to the traditional method of data analysis and will help in producing a
powerful analysis. The data analysis would use formal statistical procedures for analyzing the data in the
most ethical manner as possible.
Resources
Consultant Qualification Experience
Number 1 MBA in Marketing and Sales 15 years
Number 2 MBA in Marketing
Management
10 years
Number 3 MBA in International
Management
4 years
Price Quotation
Description Qunatity Unit Price Amount ($HK)
Supervision 1 Job HK$1,000 HK$1,000
Consultancy 1 Job HK$1,000 HK$1,000
Total HK$2,000
Payment
Payment
Initial payment Confirmation of the service HK$10,000
Last Payment Completion of the report HK$20,000
Total HK$30,000
Equipment
MS excel will be used as the statistical tool for analyzing the collected data.
Finance
During the primary research various resources like stationary, telephone expense, travelling expense etc.
would be the financial expenses. It would require the most of the financial expense due to the first-hand
information being collected in this step.
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Data access
The researchers would be asked to make a verbal agreement with the company for accessing the
documentation, reports and forms of the annual reports in the company. Further, data would be taken from
the market research report and can easily be collected from the online library.
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References
Kotler, P., Rackham, N., & Krishnaswamy, S. (2006). Ending the war between sales and
marketing. Harvard Business Review, 84(7/8), 68.
Homburg, C., & Jensen, O. (2007). The thought worlds of marketing and sales: which differences make a
difference?. Journal of Marketing, 71(3), 124-142.
Baxter, P., & Jack, S. (2008). Qualitative case study methodology: Study design and implementation for
novice researchers. The qualitative report, 13(4), 544-559.
Dörnyei, Z. (2007). Research methods in applied linguistics: Quantitative, qualitative, and mixed
methodologies. Oxford University Press.
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Business School Application for Ethical Approval for Taught Degrees
February 2017
This form should be completed for any research involving primary data collection conducted by students on taught degrees of the Business
School. This procedure particularly aims to minimize ethical issues where the primary data involves human data and includes human
beings and their records (such as medical, genetic, financial, personnel, criminal and test results including scholastic achievements). Please
note that no research may be conducted in the Business School where participants are children.
A copy of this application will be retained by the School for up to 6 years. The Business School will provide summary information to
University’s Research Ethics Committee (UREC) and will provide further information to UREC as requested.
1. Title of project:
Market Analysis and Sales Development of Godiva-Hong Kong.
2. This Project is:
UG Research linked to Taught Course* UG Dissertation*
PG Research linked to a Taught Course* PG Dissertation*
*May require University UREC approval – if this is the case, then a new application using the UREC form will be required.
PLEASE ENSURE THAT THIS FORM IS APPROVED BEFORE COMMENCING RESEARCH. IF NOT, YOUR RESEARCH MAY BE
SUSPENDED WITH IMMEDIATE EFFECT.
3. Principal Investigator(s):
Family Name: Given Name: Banner ID: Programme:
000948206 Consultancy Project
4. Details of the Project
Proposed start date: February
2, 2017 Probable duration: 42 days
Brief outline of project (Describe the objectives and methods. Write approx 150 words in everyday language)
 Research objectives:
1. To determine the current marketing strategy and sales growth of the company.
2. To determine the impact of market segmentation and strategies on the market and
sales performance of the company.
3. To determine the various aspects for increasing the sales development and market
presence of the company.
4. To analyze and determine the effectiveness of marketing strategies of Godiva
 Research methods:
1. Research design- primary and the secondary sources and the secondary source will
include the approach of case study.
2. Data collection methods- questionnaires, multi-source secondary data and the
group interviews.
5. Will the research involve primary data collection?
Yes Yes No (if ‘no’ go to Question 10)
Will the research involve human participants?
Yes Yes No (if ‘no’ go to Question 10)
6. Could the participants be considered to…
a) be vulnerable? (e.g. mentally ill?) Yes No No
b) feel obliged to take part? (e.g. employees in organisationally sponsored projects)
Yes No No
If the answer to either of these is ‘yes’, please explain how ethical considerations will be minimised
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7. If the research generates data relating to individuals (e.g. interview quotes or unique questionnaire
responses), describe the arrangements for maintaining anonymity and confidentiality
The information will be kept confidential and will be handled with complete safety. The data will be secured
confidentially with the personal information of the participants and will not be used by other people. When
the research is complete, the data will be destroyed.
8. Describe the arrangements for storing data and maintaining its security as part of the project.
The data will be stored in hard drive and will be analyzed in the system of the company. Once the data has
been used in the company, the data will be destroyed so that the data is not misused.
It is a requirement of the Data Protection Act 1998 that individuals are aware of how information about them is managed.
Tick to confirm participants will be informed of data access and security arrangements. yes
9. Describe how will participants be informed of the research project’s objectives, purpose and Data Protection Act
compliance (per question 8) Please attach a participant information sheet.
The participants will be informed about all the details personally and also through a consent form which is
attached at the end in the appendix.
10. If the research is going to be conducted within the University or its subsidiaries or partners, which Manager
or Officer of the institution has granted access?
No
11. If there are other relevant issues that have not been mentioned in this form please note them
below:
No
12. Declaration of Principal Investigator:
1. The information contained in this application, is, to the best of my knowledge, complete and correct. I/we have read the
University of Greenwich’s Research Ethics Policy and accept responsibility for the conduct of the procedures set out in this
application in accordance with it. I/we have attempted to identify all risks related to the research that may arise in conducting
this research and acknowledge my/our obligations and the rights of the participants.
2. I have discussed the project with my proposed academic supervisor or course leader, and she/he indicates they have approves the
planned research.
Signature(s): ............Annie.............................................(please insert an image of your signature)
Greenwich email address: [e-mail] Date: …02/03/2017……….………………
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