Market Research Proposal for Gino's Cafe Slough during COVID-19

This market research proposal aims to identify the issues faced by SME's situated in UK due to the outbreak of COVID-19. The study is focused on Gino's Cafe Slough and examines the problems faced by the cafe, strategies adopted to deal with negative implications, and trends in marketing strategies adopted after COVID-19.

Market Research proposal

Contents
INTRODUCTION...........................................................................................................................3
Overview of the organisation.................................................................................................3
Contemporary challenges faced by the organisation..............................................................3
Research aim..........................................................................................................................3
Research objectives................................................................................................................3
Research questions.................................................................................................................3
RESEARCH BACKGROUND.......................................................................................................4
Problems faced by Gino's Cafe Slough due the outbreak of global pandemic COVID-19....4
Strategies adopted by Gino's Cafe Slough to deal with negative implication on their business
during COVID-19?.................................................................................................................4
Trends in marketing strategies adopted by Gino's Cafe Slough after COVID-19?................4
RESEARCH METHODS................................................................................................................5
A PROPOSED TIMELINE & SKILLS DISCUSSION..................................................................6
A DISCUSSION OF THE QUALITY/LIMITATIONS AND ANY ETHICAL
CONSIDERATIONS IN RELATION TO YOUR RESEARCH PROPOSAL...............................7
REFERENCES................................................................................................................................8

INTRODUCTION
Overview of the organisation
Gino’s café is situated in Slough, UK and they provide different types of eatable
cuisines to their customers. Gino’s is known for their breakfast, Panini, omelette and salads
which are prepared with fresh salads.
Contemporary challenges faced by the organisation
In the current time due to outbreak of COVID-19 Gino’s café is facing issues in
managing their business functions due to lowering of customer base (Bahmanyar, Estebsari and
Ernst, 2020). The COVID-19 has impacted the buying behaviour of customer and so on Gino’s
is facing issues in their survival.
Research aim
To identify the issues faced by SME's situated in UK due to the outbreak of COVID-19.
A study on Gino's cafe Slough.
Research objectives
 To examine the problems faced by Gino's Cafe Slough due the outbreak of global
pandemic COVID-19
 To discern the strategies adopted by Gino's Cafe Slough to deal with negative
implication on their business during COVID-19
 To determine the trends in marketing strategies adopted by Gino's Cafe Slough after
COVID-19
Research questions
 What are the problems faced by Gino's Cafe Slough due the outbreak of global
pandemic COVID-19?
 What are the strategies adopted by Gino's Cafe Slough to deal with negative implication
on their business during COVID-19?
 What are the trends in marketing strategies adopted by Gino's Cafe Slough after
COVID-19?

RESEARCH BACKGROUND
Problems faced by Gino's Cafe Slough due the outbreak of global pandemic COVID-19
According to there are various issues that was faced by Gino’s café during the global
pandemic as the supply chain management were impacted and due to this reason the
organisation was not able to meet expectations of their existing and potential customers. Being
a small and medium size venture the company also faced issues related with their working
capital which means that they did not have enough cash liquidity to operate their business
without facing any prominent issue (Panzone, Larcom and She, 2021). The company was
working with their limited staff and at the same time in order to survive into the market they
had to align their business functions with needs of preferences of their customers. Gino’s is
known for their freshly baked sandwiches which are made of fresh salads so that during the
time of COVID-19 they faced issues in supply chain which has created the greatest barrier.
Strategies adopted by Gino's Cafe Slough to deal with negative implication on their business
during COVID-19?
According to Baum and et. al., (2020), Gino’s café has adopted different strategies in
order to deal with the issue of COVID-19 so that they can acquire range of customers and
manage their supply chain as well. The organisation firstly maintained cleanliness and hygiene
measures so that they can win trust of their customers . On the other hand, the company tried to
use their working capital in effective manner so that they would not go out of capital and
manage their business proceedings in clear manner. They have also provided different discounts
and other benefits to their customers so that they can retain their customers for longer period of
time. The company was also emphasised on their customer service so that to provide value to
their customers and to retain them.
Trends in marketing strategies adopted by Gino's Cafe Slough after COVID-19?
According to Stephens, Cross and Luckwell, (2020), there are different marketing trends
that were adopted by Gino’s during managing their marketing at the time of COVID-19. In this
manner social media marketing was the one of the finest and cheapest method that was adopted
by Gino’s café. This has given major benefits to them in terms of market image and customer
retention. Besides this Gino’s café also used search engine optimisation so that to grab attention
of their customers and manage their business process.

Potential market for Gino’s café is the local people so that by providing such fresh salads and
other food items the café is able to manage their market position in most effective manner
(Graven and et. al., 2020).
Target customers for Gino’s café is the youths and the people those are prone to eat fresh salads
and sandwiches.
Estimated target market size for the Gino’s café could be the people those are living in nearby
areas. In order to examine the same 40 people are selected at random basis so that primary
analysis can be made.
RESEARCH METHODS
The current research is based on primary and secondary data methods in which different
other methods are also used which are explained as under:
Research approach: Research approach is considered as the plan or approach which is used
within the research for the purpose of examining steps of the research. This is known as step by
step planning which would be helpful in managing different activities within research such as
data collection, data analysis and different others. There are two types of research approach
such as exploratory and explanatory (Pandey, Pandey, 2021). For the current research
explanatory research approach will be used as this is related with investigating the research
questions which were not discussed previously in-depth. This research approach is quantitative
in nature which is the major reason of its selection.
Research design: Research design refers to the overall strategy which is used within the
research for the purpose of integrating different components within research in order to develop
logical way within research. This is the blue print of the research as decides the manner in
which overall research will be conducted. There are two types of research design such as
quantitative and qualitative. For the current research the researcher have chosen quantitative
research design so that to acquire the information in statistical manner. This is the structural
framework in which various research techniques are used by the researcher (Mukherjee, 2019).
The major reason of selecting quantitative research design is that it provides clear
demonstration of research information.

Research method: Research methods are considered as the processes which are used under the
research for collecting information related with research topic. Research method holds higher
degree of importance within research as this enable the researcher to provide legitimacy within
research in which proper results can be taken out. This is the detailed plan which helps the
researcher to track and manage processes of the research and manage the same in smooth
manner. There are different types of research methods such as interview, survey, case study,
focused group and many others. For the current research the researcher will use survey as
research method so that numerical information can be gathered.
Data collection method: There are two types of data collection methods such as primary and
secondary. For the current research both the methods will be used by the researcher such as
primary and secondary. In terms of primary research the researcher will use questionnaire and
for secondary data the researcher will use different books and journals so that to gather
authentic information (Daniel, 2018). The major reason of selecting questionnaire is that is
helpful in gaining opinion of third person which helps in managing transparency whereas in
terms of observation sometimes major parts of the information can be missed which leads into
misleading conclusion.
Sample design: Sample design is considered as the sample size which is used within the
research for gathering information related with research topic. In the current research 40 people
are selected at random basis in which some are employees of Gino’s café and some other is
customers.
Data analysis: In terms of data analysis for the current research frequency distribution table
will be taken so that graphical representation of gathered information can be made.
A PROPOSED TIMELINE & SKILLS DISCUSSION
Gantt chart:

Skill discussion: In the current research different skills of the researcher were undertaken such
as communication skills, analytical skills and many others. The current research was based on

marketing research in which different dimensions of marketing and customers were analysed so
that this is easier for the organisation to get to know regarding their position within the market.
This way by selecting these services of market research out client may examine their accurate
market position so that this would be easier for them to retain their customer and mitigate
different marketing issues.
A DISCUSSION OF THE QUALITY/LIMITATIONS AND ANY ETHICAL
CONSIDERATIONS IN RELATION TO YOUR RESEARCH PROPOSAL
Quality of primary and secondary research: In order to manage reliability and validity the
researcher ensured that to use valid secondary methods such as journals and books. By this
authentic information was collected and at the same time reliability of the research could be
maintained and accurate results can be formed (Hartley, 2020).
Limitations: The major limitation within the research is related with the time as a very short
time span was given to the researcher and in that time frame this was not easier to carry out the
research. Another limitation was related with not identifying authentic source of information
due to which risk of failure was seen.
Ethical consideration: The major ethical consideration within the research is related with
obtaining informed consent with the respondents so that researcher does not face any situation
of objection. Besides this another ethical consideration used within the research is that not
provide any harm to people involved in the research.

REFERENCES
Books and journals
Bahmanyar, A., Estebsari, A. and Ernst, D., 2020. The impact of different COVID-19
containment measures on electricity consumption in Europe. Energy Research &
Social Science, 68, p.101683.
Baum and et. al., 2020. COVID-19’s impact on the hospitality workforce–new crisis or
amplification of the norm?. International Journal of Contemporary Hospitality
Management.
Daniel, B.K., 2018. Reimaging research methodology as data science. Big data and cognitive
computing, 2(1), p.4.
Graven and et. al., 2020. The impact of COVID-19 on the provision of food aid in Bradford–
Interim Report.
Hartley, K., 2020. Economics and the Covid Pandemic in the UK. Peace Economics, Peace
Science and Public Policy, 26(3).
Mukherjee, S.P., 2019. A guide to research methodology: An overview of research problems,
tasks and methods. CRC Press.
Pandey, P. and Pandey, M.M., 2021. Research methodology tools and techniques. Bridge
Center.
Panzone, L.A., Larcom, S. and She, P.W., 2021. Estimating the impact of the COVID-19 shock
on UK food retailers and the restaurant sector. Global Food Security, 100495.
Stephens, M., Cross, S. and Luckwell, G., 2020. Coronavirus and the Impact on Output in the
UK Economy: June 2020. London: Office for National Statistics, p.12.