BUSI 1319 Consultancy Project

Added on - 24 Sep 2019

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Coursework Header SheetCourseBUSI 1319 Consultancy ProjectCourse School/LevelB/UGCourseworkProposalAssessment Weight20%TutorDr David ChuSubmission Deadline2 Mar 2017Student ID000948206Coursework 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 fromother sources it has been properly acknowledged in accordance with the University's Regulationsregarding Cheating and Plagiarism.Tutor's commentsGrade Awarded___________For Office Use Only__________Final Grade_________Moderation required:yes/noTutor______________________Date _______________
Title : Market Analysis and Sales Development of Godiva-Hong KongTable of ContentsBackground......................................................................................................................................3Research questions...........................................................................................................................3Research objectives.........................................................................................................................4Research methods............................................................................................................................4Research design...........................................................................................................................4Data collection............................................................................................................................41.Semi-structure...................................................................................................................42.Group interviews...............................................................................................................53.Questionnaires...................................................................................................................54.Multi-source secondary data.............................................................................................5Timescale.........................................................................................................................................6Data analysis....................................................................................................................................7Resources.........................................................................................................................................7Equipment................................................................................................................................7Finance.....................................................................................................................................7Data access...............................................................................................................................8References........................................................................................................................................92
BackgroundIndustry BackgroundThe leading brands of the chocolates in the world are found in the Hong Kong market. The supermarketof Hong Kong has an array of brands in Hong Kong. The consumption of chocolate are seen to vary fromcountry to country. For example, the Asians are seen to eat less sugary products whereas European areseen to enjoy it. The Asian have a clear preference for dark chocolates due to its bitter taste. Due to thehuge production of chocolates in Hong Kong, the chocolate has always been on the shopping list of thetourists coming to Hong Kong.Company backgroundGodiva 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 ofGodiva range from praline chocolates, shell-molded chocolates and truffles, coffees, biscuits collections,chocolate drinks representing the dedication of the company towards excellence. Godiva has beenembodying the art of chocolates with a creative and innovative approach towards texture, flavor andappearance.Research questionsThe aim of the research is to analyze the Hong Kong market of Godiva and find the size of the retailnetwork of Godiva. The customer responses towards Godiva would be asked so as to go through theinterest of purchasing and using of Godiva products. Therefore, the demand of the products would beanalyzed in this project so as to accomplish the business objectives and sales development of thecompany.According to Kotler, Rackham, and Krishnaswamy (2006), the sales function is considered to be theclosest 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 toimprove 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 thecompany?3
Research objectivesTo determine the current marketing strategy and sales growth and the impact of market segmentation andstrategies on the market and sales performance of the company.Research methodsResearch designThe paper will follow the approach of a case study in order to understand the various aspects of themarket presence and sales development of the company. This approach would be the best in order tounderstand 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 researchstudy 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 theinformation that is important for the study. The descriptive research design will help in collecting thenecessary 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 ina proper manner. The aim of the study is to analysis the market of the Godiva in Hong Kong and the salesdevelopment of the company. Therefore in order to justify the analysis of the company in the mostefficient manner, the research would be performed in the deductive research approach for making the linkwith the existing state of the company and the existing theories. These research methods and design willbe suitable in determining the current dtate of the company along with determine the various factorsleading to sales development of Godiva- Hong Kong.Data collectionThe paper will use the qualitative as well as quantitative approach for collecting the data.1.Semi-structureFor 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 questionsrelated to the current as well as the future state of the company. The outcome of these semi-structuredinterviews will be studied. This mode will be beneficial in providing the knowledge which is associatedwith the internal and external factors of the company that might affect the future performance of thecompany. Three interviews will be conducted with an overall duration of around 45 minutes to an hour.4