Determining the Current State of Godiva-Hong Kong: A Mixed-Methods Approach

Godiva-Hong Kong aims to analyze the factors leading to sales development in their organization. To achieve this goal, both qualitative and quantitative approaches will be employed to collect data through semi-structured interviews with company officials, group interviews with employees, questionnaires for customers, and multi-source secondary data from annual reports. The research timeline spans three months, starting from February 13th to April 1st. Data analysis will be done using MS Excel tools, statistical procedures, and formal ethics guidelines. The study is led by a consultant team of three experts with MBA qualifications in Marketing and Sales, Marketing Management, and International Management, respectively. The project budget includes expenses for supervision, consultancy, equipment, finance, data access, and references.

Market Analysis and Sales Development of Godiva-Hong Kong
Name
Submitted to
Date

Table of Contents
Market Analysis and Sales Development of Godiva-Hong Kong..................................................................1
Background..................................................................................................................................................3
Aim of the study......................................................................................................................................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
Project Timeline...........................................................................................................................................5
Data analysis................................................................................................................................................7
Resources................................................................................................................................................7
Equipment...........................................................................................................................................7
Finance................................................................................................................................................7
Data access..........................................................................................................................................7
References...................................................................................................................................................8

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.
1. What is the current marketing strategy and sales growth of the company?
2. What are the strengths of the company as compared to its rivals?
3. What are the strategies that can be employed by the company for advancing the sales
volume of the company?
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.

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.
Project Timeline
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.

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 ($HK)
Supervision 1 Job 1000 HK$ 1000 HK$
Consultancy 1 Job 1000 HK$ 1000 HK$
Total 2000 HK$
Payment
Payment
Initial payment Confirmation of the service 10,000 HK$
Last Payment Completion of the report 20,000 HK$

Total 30000 HK$
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.
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.

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.