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RESEARCH PROJECT CHAPTER 1: INTRODUCTION1 Introduction 1 1.1 Introduction 1 1.2 Research Objectives 2 1.5 Research questions 2 1 1.1 Introduction 1 1.2 Research objectives 2 1.5 Research questions 2 3

Formulate a research project specification and implement the research project within agreed procedures and to specification.

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Added on  2020-07-23

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RESEARCH PROJECT CHAPTER 1: INTRODUCTION 1 1.1 Introduction 1 1.2 Significance of research1 1.3 Research Aim 1 1.4 Research objectives2 1.5 Research questions 2 CHAPTER 2: LITERATURE REVIEW 2 2.1 Introduction 2 2.2 Use of marketing strategies3 2.3 Necessity of competitive advantage 3 2.4 Interrelationship betweenmarketingstrategiesandcompetitive advantage4 2.5 Major tools of marketing 4 CHAPTER 3: RESEARCH METHODOLOGY5 3.1 Introduction 5 3.2 Types of investigation5 3.3 Research design 5 3.3 Research philosophy3 3.4 Research approach 6

RESEARCH PROJECT CHAPTER 1: INTRODUCTION1 Introduction 1 1.1 Introduction 1 1.2 Research Objectives 2 1.5 Research questions 2 1 1.1 Introduction 1 1.2 Research objectives 2 1.5 Research questions 2 3

Formulate a research project specification and implement the research project within agreed procedures and to specification.

   Added on 2020-07-23

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RESEARCH
PROJECT
RESEARCH PROJECT CHAPTER 1: INTRODUCTION1 Introduction 1 1.1 Introduction 1 1.2 Research Objectives 2 1.5 Research questions 2 1 1.1 Introduction 1 1.2 Research objectives 2 1.5 Research questions 2 3_1
Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Introduction...........................................................................................................................1
1.2 Significance of research .......................................................................................................1
1.3 Research Aim........................................................................................................................1
1.4 Research objectives...............................................................................................................2
1.5 Research questions................................................................................................................2
CHAPTER 2: LITERATURE REVIEW........................................................................................2
2.1 Introduction...........................................................................................................................2
2.2 Use of marketing strategies...................................................................................................3
2.3 Necessity of competitive advantage .....................................................................................3
2.4 Interrelationship between marketing strategies and competitive advantage ........................4
2.5 Major tools of marketing.......................................................................................................4
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................5
3.1 Introduction...........................................................................................................................5
3.2 Types of investigation ..........................................................................................................5
3.3 Research design ....................................................................................................................5
3.3 Research philosophy.............................................................................................................6
3.4 Research approach................................................................................................................6
3.5 Data sampling .......................................................................................................................6
3.6 Data collection method ........................................................................................................6
3.7 Ethical consideration ............................................................................................................6
TASK 4: DATA ANALYSIS..........................................................................................................6
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................14
5.1 Recommendations ..............................................................................................................14
5.2 Conclusion...........................................................................................................................15
REFERENCES..............................................................................................................................16
RESEARCH PROJECT CHAPTER 1: INTRODUCTION1 Introduction 1 1.1 Introduction 1 1.2 Research Objectives 2 1.5 Research questions 2 1 1.1 Introduction 1 1.2 Research objectives 2 1.5 Research questions 2 3_2
TITLE – To determine the impact of marketing strategies in order to gain competitive advantage
at marketplace. A case study on Iceland.
CHAPTER 1: INTRODUCTION
1.1 Introduction
Marketing strategies plays an eminent role in growth and success of every business
organisations. It helps people in order to reach their target audiences in a certain time period
time. If a firm has wide range of customers then it can easily achieve its goals and objectives in a
certain time period. There are different types of marketing strategies, such as- business to
business and business to customers which can be adopted a firm so as to gain high competitive
advantage (Sirmon and et. al., 2011). Iceland is the chosen organisation in this present research
project; it is British supermarket chain of frozen foods, including vegetable, fruits and meals. In
addition, the organisation also provides non-frozen grocery products, i.e. meat, diary, dry goods
etc. Iceland Ltd., has covered up almost 2.2% share of overall food market of UK. The firm was
founded in 1970; its net worth is £160 million per year. As it is medium size business entity,
therefore the main objective of the firm is to deliver qualitative and value added food items to
customers in order to attain and retain for long term period.
1.2 Significance of research
The present research is based upon the adoption of marketing strategies so as to achieve
high competitive advantage. Iceland Ltd., uses effective marketing strategies, such as- digital
media, social media, communication channels, internet, web portals, emails, messages etc. It
would assistive in attaining and retaining customers for long term period (Baker, 2014). As a
famous retailer in UK, Iceland Ltd., has to conduct a market research so as to know more about
needs and wants of customers. The firm also have to focuses on quick response on customers'
issues and problems; which can increase their interest towards company. In addition, buyers will
willing to purchase their products and services from that specific brand . Effective promotion
and advertisements on television, radio and newspaper are also helpful in covering high market
share in a certain time period.
1
RESEARCH PROJECT CHAPTER 1: INTRODUCTION1 Introduction 1 1.1 Introduction 1 1.2 Research Objectives 2 1.5 Research questions 2 1 1.1 Introduction 1 1.2 Research objectives 2 1.5 Research questions 2 3_3
1.3 Research Aim
Research Aims are helpful in providing right direction to overall project. It aids
researcher to gain better and effective outcomes to his study. Research aims are decided because
it represents the main purpose of the research. This aim of this present research is, “To determine
the impact of marketing strategies in order to gain competitive advantage at marketplace”. A
case study on Iceland. Therefore, the case study is based upon the role of marketing strategies to
achieve competitive advantage in target market.
1.4 Research objectives
Research objectives plays a significant role in the whole research project. It helps an
investigator in order to decide what activities have to be done regarding this research project.
Along with this, research objectives are also beneficial in regulation of essential tools and
techniques. Some research objectives are defined as under: -
To identify the uses of marketing strategies in the context of Iceland Ltd.,
To determine significance of competitive advantage
To evaluate the relationship between marketing strategies and competitive advantage
To recommend marketing tools in order to gain competitive advantage
1.5 Research questions
Research questions are created on the basis of objectives. In other words, it is a set of
direction what is going to be studied in future. Therefore, research question involves overall brief
of research project. Below mentioned are some research questions: -
Q1. What are uses of marketing marketing strategies for Iceland Ltd. ?
Q2. What is the significance of competitive advantage for a firm-level ?
Q3. What is the relationship between marketing strategies and competitive advantage ?
Q4. Recommend, some major tools of marketing.
1.6 Research specification
There are some elements of project management plan which are described as under:
Cost- Every type of plan requires costing details which will use for making appropriate
report. Real and effective time help makers for continuously flow of research without
2
RESEARCH PROJECT CHAPTER 1: INTRODUCTION1 Introduction 1 1.1 Introduction 1 1.2 Research Objectives 2 1.5 Research questions 2 1 1.1 Introduction 1 1.2 Research objectives 2 1.5 Research questions 2 3_4
facing any barriers and conflicts. There are different things which need for costing such
as Gantt chart, using of IT system and make questionnaire for analysing data.
Scope- Before starting each project it is necessary for understand what areas will be
effective. This will assist developers in working on project site for determining scopes.
Gantt chart, work break down structure, correct techniques and methods for analysing
data.
Time- For any type of project, it is very essential for determining timing which will need
to compete each activity at different levels. Effective scheduling helps in finishing such
project on specific time period. At least 25 days is more than sufficient for completing
this project.
Risk- When any project begin, there are certain risk which can be involved in research.
Such risks dose not allow such projects for getting completed on time.
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RESEARCH PROJECT CHAPTER 1: INTRODUCTION1 Introduction 1 1.1 Introduction 1 1.2 Research Objectives 2 1.5 Research questions 2 1 1.1 Introduction 1 1.2 Research objectives 2 1.5 Research questions 2 3_5
CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
A literature review provides proper information towards what is going to be involved in a
research project. It shows knowledge and critical examination of topic in modern era. A literature
review not an description, even it renders original synthesis of a case study. It is prepared with
the view points of different authors and writers. Along with this, literature review is a
documentation of present research regarding a subject of interest (McWilliams and Siegel, 2011).
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RESEARCH PROJECT CHAPTER 1: INTRODUCTION1 Introduction 1 1.1 Introduction 1 1.2 Research Objectives 2 1.5 Research questions 2 1 1.1 Introduction 1 1.2 Research objectives 2 1.5 Research questions 2 3_6

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