Initiate and Lead Applied Research

This article discusses the market and strategic overview of 7 Eleven coffee, its background and role of research, objectives, suggested approach and research template, reporting requirements, timing, budget, conducting research, findings and analysis of data.

Running head: INITIATE AND LEAD APPLIED RESEARCH
Initiate and lead applied research
Name of Student
Name of University
Author Note

1
INITIATE AND LEAD APPLIED RESEARCH
Table of Contents
Task 1: Market and strategic overview............................................................................................2
Task 2: Background and role of the research..................................................................................3
Task 3: Objectives...........................................................................................................................3
Task 4: Suggested approach and research template........................................................................4
Task 5: Reporting requirements.......................................................................................................4
Task 6: Timing.................................................................................................................................5
Task 7: Budget.................................................................................................................................5
Task 8: Conduct research.................................................................................................................9
Task 9: Findings including analysis of data..................................................................................10
Bibliography..................................................................................................................................11

2
INITIATE AND LEAD APPLIED RESEARCH
Task 1: Market and strategic overview
The 7 Eleven coffee is considered to be famous across its home country as it provides
satisfaction to the customers with its authentic taste. The product is famous more in Canada and
it provides for a unique flavour in the form of a well-balanced and smooth coffee drinking
experience1.
The major players in the market are the coffee market includes Starbucks, Coffee Bean
and Tea Leaf, Caribou Coffee and Dunking Donuts. These companies also serve as a strong
competitor 7 Eleven coffee in the coffee manufacturing and production department.
The past activity of 7 Eleven is to be involved with selling all types of beverages for the
satisfaction of the customers that also included candy and prepared food. The current activity is
focused on the development of the coffee business in the country and beyond2.
The target market for conducting the research is in Sydney, Australia. The high cultural
people that are involved with the drinking of coffee as a regular beverage are targeted with a
high standard in the society3.
1 'Coffee, Cappuccinos, Iced Coffee & Seasonal Blends | 7-Eleven' (7-eleven.com, 2018) <https://www.7-
eleven.com/coffee> accessed 3 December 2018
2 'Coffee, Cappuccinos, Iced Coffee & Seasonal Blends | 7-Eleven' (7-eleven.com, 2018) <https://www.7-
eleven.com/coffee> accessed 3 December 2018
3 'Coffee, Cappuccinos, Iced Coffee & Seasonal Blends | 7-Eleven' (7-eleven.com, 2018) <https://www.7-
eleven.com/coffee> accessed 3 December 2018

3
INITIATE AND LEAD APPLIED RESEARCH
The regulation required for making the coffee need to comply with the manufacturing of
food laws in the country. Coffee can be consumed mostly at the winter and the distribution can
be made directly by the company from its stores. The pricing need to be kept at medium so that
low-income groups can enjoy the authenticity of the coffee. Communication about new products
can be done with the help of social media like Facebook4.
Task 2: Background and role of the research
The reason for conducting the research is that it can help in understanding the importance
of market and the manner in which a simple store can compete against the big names in the
coffee manufacturing industry5.
The research helps in identifying the marketing strategies as well as the effectiveness of
the target market while trying to contemplate the existing marketing plans. Marketing
programme in the form of identifying marketing plan need can be made after the research.
The business unit that the research has most impact are the marketing of an organisation.
The marketing manager of 7 Eleven can be considered as involved in identifying the target
market so that effectiveness in the gaining the satisfaction of customers can be made6.
The constraints that may occur while undertaking the research includes alerting the
customers about the number of coffee shops that exist, along with the effectiveness it has on the
4 'Coffee, Cappuccinos, Iced Coffee & Seasonal Blends | 7-Eleven' (7-eleven.com, 2018) <https://www.7-
eleven.com/coffee> accessed 3 December 2018
5 Lovelock, Christopher, and Paul Patterson. Services marketing. Pearson Australia, 2015.
6 De Mooij, Marieke. Global marketing and advertising: Understanding cultural paradoxes. SAGE Publications
Limited, 2018.

4
INITIATE AND LEAD APPLIED RESEARCH
market. At the same time, the research can be met with restrictions in the form of gathering
authentic information.
Task 3: Objectives
Business objective: The business objective of the research is to understand the manner in
which marketing plans can be implemented for making a company successful in a competing
environment.
Research objective: The research objective is to understand the attitudes, behaviours and
consumption of coffee that people undertake. At the same time, the expectations of the customers
over the coffee shop can be analysed after conducting the research. The research is more of a
quantitative manner as the responses of the customers need to be recorded, ascertained and
measured.
Task 4: Suggested approach and research template
The research groups that can be of interest in conducting the research may include the
rich community people residing in Sydney. Hence, research question that can be developed
includes:
What are the major beverage that rich communities in Sydney, Australia consume?
The valid population or sample size for conducting the research can be of about 50
people that are interested in consuming coffee on a regular basis7.
The data collection methods that are adopted are the primary collection in the form of
survey. This is mainly due to identifying and calculating the responses of the target market.
7 Armstrong, Gary, et al. "Marketing: an introduction." (2015).

5
INITIATE AND LEAD APPLIED RESEARCH
The limitation of the research design includes the authentication of the data as the
responses may be doctored and at the same time, every people in the target sample population
may not provide responses
The research tools and techniques that will be used for the research includes the survey
method and analysis using tools statistical calculation in Ms Excel and SPSS.
Task 5: Reporting requirements
The requirement that needs to be present while conducting the research includes
assistance from MS Word and MS PowerPoint. The MS Word will be used for making the report
while the PowerPoint will be used for providing a presentation.
The presentations need to include the type of data that has been collected and the manner
in which it can help in understanding the effectiveness of the research. The presentations can
provide details about the statistical analysis and the findings.
Task 6: Timing
The constraints that exist while conducting the research includes:
 Gaining authentic information about the responses of the target market
 Finding the people that are interested in consuming coffee
 Identifying the target market and convincing them about the reason for the research
 Ensuing that enough information is gathered for developing theories
 Getting the responses of the target market in an efficient manner
 Ensuring that the statistical methods used are accurate
 Financial limitation in the form of making the pages for survey

6
INITIATE AND LEAD APPLIED RESEARCH
 Gaining access to libraries and internet connections that are more private
Despite these constraints, it can be said that the research can be completed within the given
period. This is mainly because the objectives set for conducting the research can be achieved
without having to deviate a lot from the research topic. Cooperation from every manager can be
gained for identifying the authenticity of the responses. At the same time, the objectives are
divided into two parts, which provides an idea about the priorities that needs to be achieved at
the start of the research.
Task 7: Budget
Sources of Capital
Owners' Investment (7 Eleven coffee)
7 Eleven coffee ownership
$
3,000,000
Other Investor 25,000
Other Investor 2,500
Other Investor -
Total Investment
$
3,027,500
Bank Loans
Bank 1
$
2,500
Bank 2 1,500
Bank 3 -

7
INITIATE AND LEAD APPLIED RESEARCH
Bank 4 -
Total Bank Loans
$
4,000
Other Loans
Source 1
$
65,000
Source 2 15,000
Total Other Loans
$
80,000
Startup Expenses
Buildings / Real Estate
Purchase
$
55,000
Construction 4,500
Remodeling 500
Other 500
Total Buildings and R / E
$
60,500
Leasehold Improvements
Item 1
$
5,500
Item 2
$
5,500
Item 3
$
5,500
Item 4
$
5,500
Total L / H Improvements
$
22,000
Capital Equipment List
Furniture
$
10,000
Equipment
$
25,000
Fixtures $

8
INITIATE AND LEAD APPLIED RESEARCH
25,000
Machinery
$
25,000
Other
$
1,500
Total Capital Equipment
$
86,500
Location and Admin Expenses
Rental
$
-
Utility Deposits 2,500
Legal and Accounting Fees 2,500
Prepaid Insurance 2,500
Pre-opening Salaries 2,500
Other 5,500
Total Location and Admin Expenses
$
15,500
Opening Inventory
Category 1
$
1,500
Category 2
$
1,500
Category 3
$
1,500
Category 4
$
1,500
Category 5
$
1,500
Total Inventory
$
7,500
Advertising and Promotional
Expenses
Advertising
$
1,500
Signage
$
1,500
Printing
$
1,500

9
INITIATE AND LEAD APPLIED RESEARCH
Travel & Entertainment
$
-
Other / Additional categories -
Total Adv and Promo expenses
$
4,500
Payroll and payroll taxes
Expense 1
$
25,000
Expense 2 25,000
Total Payroll and payroll taxes
$
50,000
Summary Statement
Sources of Capital
Owners' and Other Investments
$
3,027,500
Bank Loans 4,000
Other Loans 80,000
Total Source of Funds
$
3,111,500
Startup Expenses
Bldgs / Real Estate
$
60,500
Leasehold Improvements 22,000
Capital Equipment 86,500
Location / Admin Expenses 15,500
Opening Inventory -
Advertising / Promo Expenses 4,500
Other Expenses 50,000
Total Startup Expenses
$
6,462,000

10
INITIATE AND LEAD APPLIED RESEARCH
From the analysis of the budget it can be seen that 7 Eleven coffee is the sole investor of
the coffee as it provides more than $3,000,000. It also shows that the company needed to
remodel its structure so that opportunity for the development of coffee can be made. These can
be considered as two negative points for the company in its financial quest. However, on the
positive side it can be seen that it does not have to spend any amount on travel and expenses
meaning the amount saved can be used to meet the other requirements of the company.
Task 8: Conduct research
The data that is gathered need to be stored in a private manner so that people not involved
with the research does not have any access to it. One of the manner in which data can be stored is
by the use of computers. The survey responses need to be stored in computers so that statistical
calculation can be done easily. Data Protection Act 1998 needs to be abiding by during the
research.
The presentation techniques that need to be considered include the use of PowerPoint for
making the presentation slides.
Research ethics and codes of conduct include abiding by the rules of the Data Protection
Act, 1998. At the same time, none of the information received can be used for purposes other
than the research. No participant can be forced to respond to the research questions.

11
INITIATE AND LEAD APPLIED RESEARCH
Task 9: Findings including analysis of data
For further research, it is necessary to understand the theories and models that are
associated with the topic at hand. The use of tools like SPSS and Ms Excel need to be made in a
manner that can help in identifying the ease of calculation of data.

12
INITIATE AND LEAD APPLIED RESEARCH
Bibliography
Armstrong, Gary, et al. "Marketing: an introduction." (2015).
Armstrong, Gary, et al. Principles of marketing. Pearson Australia, 2014.
Babin, Barry J., and William G. Zikmund. Exploring marketing research. Cengage Learning,
2015.
Baker, Michael J. "What is marketing?." The Marketing Book. Routledge, 2016. 25-42.
'Coffee, Cappuccinos, Iced Coffee & Seasonal Blends | 7-Eleven' (7-eleven.com, 2018)
<https://www.7-eleven.com/coffee> accessed 3 December 2018
De Mooij, Marieke. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited, 2018.
Fill, Chris, and Sarah Louise Turnbull. Marketing communications: brands, experiences and
participation. Pearson, 2016.
Garnica, Clotilde Hernández, and Claudio Alfonso Maubert Viveros. Fundamentos de
marketing . Pearson Educación, 2017.
Lovelock, Christopher, and Paul Patterson. Services marketing. Pearson Australia, 2015.
Malhotra, Naresh K., and Mark Peterson. Basic marketing research. Pearson, 2014.
McDonald, Malcolm, and Hugh Wilson. Marketing Plans: How to prepare them, how to profit
from them. John Wiley & Sons, 2016.
Tuten, Tracy L., and Michael R. Solomon. Social media marketing. Sage, 2017.