Project Proposal: Impact of Launching Romaqua Group's Beer Product in UK through E-commerce

This project proposal aims to explore the impact of launching Romaqua Group's beer product in the UK through an e-commerce platform. It will study consumer behavior, competitors, marketing strategies, and consumer preferences for online beer products.

Project proposal
Table of Contents
Field of Research...............................................................................................................2
Research question..............................................................................................................2
Scope and limitations.........................................................................................................3
Resource............................................................................................................................3
Budget consideration.........................................................................................................4
Gantt chart........................................................................................................................5
Risk register.......................................................................................................................5
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Project proposal
Field of Research
The aim of this research is to explore the impact of launch of Romaqua Group’s beer product
in UK through e-commerce platform only. The focus of the research will be studying the
consumer’s behaviour while purchasing a premium level product through is imperative to the
organizations of today to do marketing in order to stay ahead in the consumers mind.
However, there are too many brands and too many marketing messages that consumers are
bombarded with daily. In such a world, it is difficult for consumers to remember every brand
and thus, they are very selective. It is thus important for companies to understand how their
marketing messages are creating impact on consumer so that they can build right strategies to
retain them (Mittal, 2013).
Research question
The aim of this project would be achieved upon answering following research questions:
 Which competitors are already selling similar product in UK market?
 Among the competitors which of them are selling through e-commerce medium?
 What consumer behaviour patterns can be observed in the online ecommerce space?
 How do companies market their products online in the ecommerce space?
 What are preferences of online consumers for beer products?
 How are important consumer touch points where brands interact with consumers?
 How do marketing messages create an impact on the ecommerce consumer
behaviour? (Mijhael & Pimentel, 2015)
On the basis of research questions mentioned above, following are identified as research
objectives:
 Understanding the competitors of UK markets in beer industry.
 Understanding behaviour of customers of online purchasing of UK.
 Exploring many factors which can cause satisfaction through online purchasing.
 Understanding the strategy used by competitors for satisfying the customers.
 Studying the industry best practises and then comping up with recommendations on
creating online purchasing for achieving high level of customer satisfaction.
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Project proposal
 Exploring the consumer’s perception on brand value, quality of service and perception
of brand in UK which provides online purchasing services (Sashi, 1994).
Scope and limitations
Following are in-scope items of the proposed research:
 The research will remain limited to beer industry in UK.
 Depending on the selected research type, researcher or data sources shall be
approached.
 Understanding how consumers purchase beer in UK
 Exploring different strategies to manage beer consumption in the country.
 Understanding the working of online business in UK
 Investigating the possibility of selling beer on online medium only.
 Understanding the mechanism to start online business without having a physical store
in UK
 Exploring technologies which be used to change the process of buying beer via online
medium and then coming up with an emergency issue resolution centre so that trust of
the customers is not lost.
 Exploration of how the selling of beer can be benefited through online medium.
Resource
Following resources will be used in developing the proposed project
 Researcher – This resource will report to the instructor and will be responsible for
performing tasks such as developing framework for the research, conduct surveys, etc.
Besides, human resource, the key resource to be used in the research is the questionnaire.
Primary method shall be used to collect data for analysis. It has two components i.e.
questionnaire and interview. Questionnaire can be prepared using services like Google forms
(free) or by using paid services like SurveyMonkey. It does have a free version as well. I will
go for the Google form considering its easy-to-use user interface.
In case of interviews, an interviewer and interviewee will be required. Interview shall include
the employees of e-commerce firms or the market analyst. The interviewer resource needs to
visit the interviewee and using the questionnaire, the responses shall be recorded. Around 20
different responses are required for performing efficient data analysis.
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Project proposal
Budget consideration
Time phased estimation will be used to estimate the cost of the proposed research. It includes
estimation of both primary and secondary research (Pinto & Verma, 1998). As mentioned in
the previous section, main research method shall be primary but it is better to have budget
estimation of the both the techniques:
Project Activity Month 1 Month 2 Month 3 Month 4
Study of research background 10 £
Formulation of objectives 20£
Study of past literature on subject 30£
Identification of research
methodology
10£
Data collection 50£
Data analysis 30£
Data Interpretation and discussion 10£
Report preparation -
Taking care of formats and references -
Proofreading and editing of report -
Research Report submission -
Total for each week 70£ 90£ 0 0£
Cumulative total 70£ 160£ 160£ 160£
Gantt chart
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Project proposal
Risk register
Risk category Risk Severity
Responsibilit
y
Data
collection Incorrect collected data 1 Researcher
Insufficient collected data 2 Researcher
Data analysis Lack of SPSS knowledge 3 Researcher
References
Mittal, A. (2013). E-commerce: It’s Impact on consumer Behavior. Global Journal of
Management and Business Studies. , 131-138 .
Mijhael, O., & Pimentel, T. (2015). Consumer behaviour in E-Commerce. Helsinki
Metropolia University of Applied Sciences.
Virine, L. (2013). Integrated Qualitative and Quantitative Risk Analysis of Project
Portfolios. Casualty Actuarial Society.
Pinto, J. & Verma, V. K., 1998. The Project Management Institute Project Management
Handbook. s.l.:PMI.
Sashi, C. M., 1994. Conflict Resolution Strategies and Marketing Channel
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