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

Project proposal
Table of Contents
Field of Research
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Research question
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Scope and limitations
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Resource
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Budget consideration
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Gantt chart
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Risk register
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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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