Research Proposal: Organic Wine Sales in Direct Wines Limited, UK

This research proposal investigates the organic wine sales and management practices within the context of Direct Wines Limited, a prominent UK-based wine merchant. The study aims to analyze the current state of organic wine sales, identify methods for enhancing profitability, evaluate the impact of management practices on sales and productivity, and assess the challenges faced by the company in implementing creative management strategies. The research will explore the concept of management in organic wine sales, alternative methods for increasing sales and profit, and the challenges related to organic wine production and sales. The study will employ a qualitative research approach, utilizing an inductive research approach and positivism research philosophy to gather and analyze data. The proposal outlines the research methodology, including the research type, approach, and philosophy, as well as a timeline for completion and a comprehensive literature review.

RESEARCH PROPOSAL

TABLE OF CONTENT
TABLE OF CONTENT...................................................................................................................2
Topic................................................................................................................................................3
Aim..................................................................................................................................................3
Objective..........................................................................................................................................3
Background......................................................................................................................................3
Rationale..........................................................................................................................................4
Significance......................................................................................................................................5
Literature Review.............................................................................................................................5
Research Methodology....................................................................................................................6
Timeline.........................................................................................................................................10
REFERENCES..............................................................................................................................13

Topic
To evaluate the organic wine sale and its management in the industry in United Kingdom : A
study on Direct wines limited.
Aim
To analyze the organic wine sale and its management in the overall sale in Direct wines limited
industry.
Objective
To study concept of management in the organic wine product sale.
To identify different alternative methods for enhancing the organic wine sale to increase the
profit of the industry and in direct wines limited.
To evaluate impact of management practices on the overall sales and productivity of the
organic wine.
To analyse challenges face by the firm in implementation of creative management practices.
Background
The wine industry in the UK has experienced a drastic growth in the market as consumers now
spend an average part of the income in the consumption of organic drink every month. The more
growth has been expected this year because the changing weather and increasing in the sales of
wine is motivating more companies to explore in this market. With providing the organic
certification the people will convince that the wine they are purchasing is actually the
environmental friendly and match the standard with animal-welfare (Silva,”and et.al” 2018).
Hence, from the remarkable sales of organic wine last year, the wine producing companies now
planning to start producing eco-friendlier products and consumers will show interest in
purchasing it. Direct Wines Ltd. is one of the largest wines merchant worldwide which is UK
based company. The company is already managing to create large number of customers with
producing itself a huge number of wines bottles every year and done its operations in multimedia
marketing. The management of the Direct wines limited and this industry are providing a lot of
services in the market with new wines and organic wine products. Wine product and organic
wine are in trend in market and it is also helping the organization in achievement of business
goals & objective of Direct wines limited. Direct Wines also face many difficulties as the
business growing including the logistics or warehousing issues, problems in cash flow but later

to manage to restructure the company in exchange for a percent share (Mann, Ferjani,and
Reissig, 2012). This report will discuss about the research method and technique that help in
increasing the profitability or sustainability of the organic wines in the log run. Further, it
elaborate significance and rationale along with the literature review. Lastly, the time frame will
be highlighted in which the investigation will be finished.
Research Question
 What is the concept by management in increasing the sale of organic wine?
 What are the methods by which Direct wines limited can increase the profitability by sale
of organic wine?
 How can the management practices help Direct wines limited in increasing the profit by
sale of Organic wines?
 What are the challenges Direct wines limited and the management are facing in
influencing the sale of Organic wine in this industry?
Rationale
The topic is selected to make aware about the influencing of wine in this sector which is helping
the organization in improving the profitability. It is done to explain the process in increasing the
sale of wine is benefit to this industry. This can be the research issue also because nowadays
companies are using the organic word to attract more customers so that their sales can be
increase. In the case of organic wine sale it has become issue because the consumers are saying
both positive and negative things regarding organic wine. Through thematic perception test
technique research can give some light on the level to which the organic wine is affecting the
sales of the company. It is also the issue that the organic wine is expensive and due to recession
the purchasing power of the consumer goes down which is creating the problem in the sale of the
organic wine. The issue is there is more competition in the market it is because companies are
coming with the innovative products. The growing of organic crop comes with lot of expenses
and this is the issue because it is increasing the price of wines and in the competitive market it is
becoming difficult for the company to sell products at such high prices. Taking every market

opportunities is not very easy for the company because the company have limited budget and in
that budget taking all the market opportunities are not possible.
Significance
The research is done so that people get to aware about the influence of win and organic wine in
the industry. It helps those consumers who are really addicted to the wines hence; with the help
of organic wine they can ultimately satisfy their needs without much harmful effects on their
health as compare to conventional wines. The organic wines is made with very less amount of
sugar added, lower level of alcohol content, the synthetic additives or sulfites cannot be included
that promotes the healthy or bliss living in the society (Di Vita“and et.al”, 2019). As the
manufacturing of organic wines is very costly, so it likely be possible that the lower class people
cannot afford it and result in decreasing the crime rates in the society. The manufacturing of this
type of wines is helping in boosting the economic condition of the country because it promotes
or supports the organic farming methods and production. With the regular wine, the excess
amount of sulphites are become the main cause of dreaded hangover which is not in the case of
the organic ones so it doesn't matter if a person is having a bit extra amount of the organic wine.
It is helping the organization in increasing of sale and profitability as it attract the consumers
towards those companies who really care about the environment (Caliskan, Celebi,and Pirnar
2020). It also helps to organization to become more successful or well known and stand out in
the market by taking unique initiative of spreading the vital message of sustainable living to all
audience that definitely increased the chances of growth and sustain its business for a longer
period of time.
Literature Review
As per the view of (Jaffery, Annuar and AlagiarajThambuRaj, 2020), there are a lot of
positive impacts which organic wines have in a business so that there is going to be higher
performance which is going to be present. Customers are getting health conscious therefore
getting this product in the market is going to help the company be able to have captured a larger
market share for them. However with that Novelli (2020)also said that there are various other
negative effects as well with the organic wine and because of which it has to consumed in an
limited quantity. Businesses operate and perform well in the market because of the innovation
and methods they have been using in the market so that there is going to be higher performance

and economic growth. Organic products in the market are helping the company be able to
operate effectively and gain competitive advantage as well since the competition in this industry
is increasing rapidly.
According to (Qasem, Algharabat and Alalwan, 2020), management of Direct wines
limited is trying to improve the sales and make the company be able to gain an advantage in the
market so that there is going to be higher functioning. But also there are various complexities as
well which has to be addressed and due to which appropriate steps have to be taken. Since the
competition in the market is increasing therefore it is important for the company to get in new
products as well in the market so that there is going to be higher performance and demands are
going to be matched making the customers be more satisfied in the market. Following the
demands and needs of the customers is important therefore the company is trying to focus on this
factor which is a great opportunity for the company to have in the market (Chanie Derso, 2019).
Jones and Grandjean, (2018) presented their views that organic wines are more healthy
and vibrant. In the Direct wine limited the soil of its vineyard is fertile and have very less
chemical deposits and ideal for organic grapes. By this the vineyard soil can remain healthy of
the long period. The staffs or workers of the company are also not getting harm from the
chemicals. This is helping the company in increasing the sales of organic wine. There is the craze
for consuming the organic products and which is definitely helping the company in growing. The
label on the wine bottle is very attractive with good design which is helping the company to
attract the customers.
Schäufele and Hamm, (2020) said that Direct wines limited should focus on creating new
products in the organic range which will help the company in gaining the competitive advantage.
The cost of organic viticulture is much higher as a result making wines very expensive and
because of the costly product company is losing the market share. The process in the certification
is also very expensive and because of the expensive process company has increased the price
over the product which reduces the sales of wines. The weather change is also damaging the
crop.
Research Methodology
Research Type:

Research is the careful consideration of specific activities in such a way that preexisting
knowledge and understanding in such a way that new strategies can be developed for achieving
specific targeted output (Snyder, H., 2019). Research in mainly divided into two different
approaches which are, qualitative and quantitative approach in which qualitative approach is the
research method in which research data is collected from question, text messages, videos and
other means. Whereas in case of quantitative research method data is collected from the means of
numeric approaches because of which it highly relies on documented data as compared to
personal experience. Since qualitative research method provide in-depth analysis of different
experiences due to which qualitative research approach is chosen for the analysis in this report.
Qualitative research approach will be highly beneficial for identifying the key requirements
which are expected from the organization because of which strategies can be developed
accordingly by which chances of goal achievement can be increased. Qualitative research is
selected as the organic wine is the theoretical topic so can be effectively addresses through this
technique.
Research Approach:
Research approach is the plan for research which is used for broad assumptions for
detailed methods for data collection, interpretation and analysis. In terms of data analysis
research approach is of two different types such as, inductive and deductive approach. In which
for doing qualitative research inductive approach is chosen whereas on the other hand deductive
approach is chosen for quantitative research approach (Mohajan, 2018). In case of deductive
approach researcher tend to start with the preexisted social theories by which and then tend to
compare it with the collected data, then on the basis of difference investigations are done.
Whereas in case of inductive research, data is collected from several means and then through
proper evaluation patterns are searched and then concentrated theoretical approaches are taken
for identifying appropriate solution. Inductive approach is selected for the current investigation
because it chooses appropriate theory on the basis of physical issues by developing appropriate
patterns because of which inductive approach is chosen for the analysis in this report.
Research philosophy:
Research philosophy is the way through which data collection for particular research are
done. Research philosophy is mainly classified into different segments which are pragmatism,

interpretivism, positivism and realism (Ngozwana, 2018). This approach is used to seek out the
facts for social phenomena in a systematic way because of which positivism is a scientific
method for analysis. Realism is the core conceptual idea which rely of idea regarding the
independence of natural reality from the perspective of human mind as a branch of epistemology.
Interpretivism is the research approach in which researcher tends to interpret the factors on the
basis of arising reality because of which it tends to do research on the social constructions.
Pragmatism research philosophy states that there are several different perspectives through
which social diversity can be evaluated and because of which it tends to analyze the scenario
from different perspective. Interpretivism philosophy is chosen for the analysis in this report
because organic wine and development can be effectively discussed through this technique.
Data Collection:
Data collection is the way through which data for the evaluation in the report is collected.
Data collections is of two different types which are primary and secondary sources, in which
primary data is the data which is collected from the ground level interrogation with the
employees and customers in such a way that effective ground level evaluation can be achieved
(Daniel, Kumar and Omar, 2018). Whereas secondary data collections are the process in which
data is collected from external sources through which efficient external environment analysis can
be achieved. Thus for efficiently evaluating the organizational environment data is collected
from primary sources for increasing the effectiveness of proposed research methodology. Thus
through this approach of primary research a proper effectiveness can be achieved on the basis
ground level implementation experience of employees and external environment consideration of
customers because of which effectiveness of developing strategy can be increased.
Sampling:
Sampling is the process of conducting a research about a group of people for the purpose
of collecting data based on their particular experience. Sampling is of two different types which
are, probability sampling and Non-probability sampling. Probability sampling is the process in
which samples for conducting research is taken from random selected individuals which is used
for statistical inferences in such a way that through an efficient probabilistic approach survey can
get a detailed analysis of specific targeted group by which company can identify the changing
market trends (Ndlovu-Gatsheni, 2017). Non-probability sampling involves selection of

candidates which are non-random and are selected according to the convenience or according to
other criteria by which easiness of data collection process can be increased. Non-probability
sampling is used for the taking the sampling for the analysis in this report and because of which
for the purpose of this survey, data is collected from 30 organizational customers and employees.
Data Analysis:
Data analysis is the process of systematically arranging the statistical and logical
techniques. Thematic perception test technique is one of the widely used technique in this
technique is selected because it is highly effective in terms of analysing the qualitative data in
which highly effective way because of which the overall effectiveness of data analysis increases.
This happens by analysing the different responses from several themes in such a way that a
proper evaluation of data is achieved (Clandinin, Cave and Berendonk, 2017). Thus in order to
efficiently manage the samples collected from several sources this approach is highly effective.
Thus for analysing the qualitative data regarding the amount of transcripts looking and thus by
evaluating similarity of subsequently finding themes and developing categories. Thematic
perception test technique will be used as this subject can be addressed from this test.
Research Limitations:
Shortage of time, limited amount of budget and limited unavailability of sources were the
main reasons because of which report faces limitations in integrating more information. This
happens because due to the limitations of capital investment and sampling of analyzing the
ground report is limited, however because of which only the employees at higher position in
organization were chosen and with the sampling is concentrated on the loyal customers of the
organization because of which it is highly effective (Haydon, G., Browne, G. and van der Riet,
P., 2018). Due to the shortages of money and time frame quantitative tools such as SPSS were
not considered in the development of this report because of which report faces shortages in
integrating wide range of content. However due to this limitation other covered contents have
been evaluated in detailed analysis because of which the report is rich in quality in terms of
gathering a complete analysis of external and internal characteristics.
Reliability and Validity:

For maintain the reliability of the report the content for the evaluation has been taken
from the reliable sources because of which the report provides a accurate evaluation of the
ground level consideration of accruing factors because of which it is completely reliable. For the
evaluation in this report information have been gathered from papers and articles which are
published after the year 2016 because of which the content covered in the report is latest and
since copyright protected content has been analyzed in the report because of which its reliability
increases. With that the content for the evaluation in this report have also been taken from the
primary research from customers and employees because of which the report is having a high
level of accuracy in terms of analyzing the ground level consideration of organizational
environment. Therefore, since copyright protected content and article published after the year
2016 have been covered because of which the reliability of the report increases.
Ethical consideration:
In order to comply the ethical aspect for the development of this report the consent forms
were filled from the participants which completely describe the participation of the chosen
participants and with the privacy content of the participants also not copies for maintaining the
ethical grounds of the report development. During the process of development of this report all
the ethical grounds were fulfilled and also at the same time report does not contain copied
content because of which it is completely made on the ethical grounds by fulfilling all the
required criteria’s. While taking the sampling from participants no form of biasing has been done
and also the closeness to true ground level condition has been maintained because of which the
report fulfills all the ethical grounds.
Timeline
Activities 1 2 3 4 5 6 7 8 9 10 11 12 13
Selection
of the
research
topic
Developme
nt of the
research
aims and

objectives
and also
framing
the
questions
which are
according
to the topic
Drafting of
the brief
research
proposal
For the
developme
nt of the
brief thesis
secondary
sources are
analyzed
Assessmen
t and
selection
of the
research
methods
Designing
of the
questionnai
re for the
open-
ended and
close
ended
questions
Primary
data
collection
through
questionnai

re
Analysis of
the
collected
data
Conclusion
s given
Recommen
dations for
the growth
as per the
issue
Arrangeme
nt of file in
the
standard
format
Feedback
taken from
the tutor
about the
study
Modificati
on in the
study as
per the
structure
given by
the tutor
Submissio
n