MSc Dissertation Proposal Template

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MSc Dissertation Proposal Template
MSc Dissertation Proposal Template
MSc in Supply Chain Management
Project Working Title: __________________________________________________
_____________________________________________________________________
Author:
Student ID:
Date:
Student contact details
DIT e-mail address:
Personal e-mail address:
Skype username:
Where will you be based while working on the dissertation? (please mark with an X)
Dublin: ☐ Ireland (not Dublin): ☐ Outside Ireland: ☐

MSc Dissertation Proposal Template
This template aims to guide your focus on the purpose and structure of your
dissertation. At this stage, this is a working document but one which reflects the
intent and outlook of your dissertation. It is likely and permissible that as you
progress with your dissertation, several aspects of content, direction or emphasis of
the dissertation.
1. Research Aim or Purpose:
An exploratory study of the impacts of consumer behaviour on demand
management and forecasting. A Case on Tesco Plc.
2. Research Objectives and/or Questions
In present investigating research, investigator is going to work on an aim i.e.
“An exploratory study of the impacts of consumer behaviour on demand
management and forecasting. A Case on Tesco Plc.”. Along with this, based on the
aim, researcher has developed a range of objectives and these are:
 To explore the importance of Customer loyalty on demand management and
forecasting.
 To identify the effectiveness of customer satisfaction in improving demand
management.
 To determine the different ways through which Tesco Plc can easily create an
emotional attachment with consumers.
 To examine the significance of customer knowledge management in
increasing production of Tesco Plc.
Research questions can be:
 What is the importance of Customer loyalty on demand management and
forecasting?
 Explain the effectiveness of customer satisfaction in improving demand
management?
 Evaluate the different ways through which Tesco Plc can easily create an
emotional attachment with consumers?
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MSc Dissertation Proposal Template
 What is the significance of customer knowledge management in increasing
production of Tesco Plc?
3. Literature review
Literature review is a type of scholarly paper which includes current
knowledge related to substantive findings as well as methodological and theoretical
contributions to a specific topic. This section of research is essential because it will
help a researcher to explore particular issue and area of study through different
sources such as scholarly articles, books etc. Along with this, main purpose of
literature review is to identify conflicts and gaps in previous research (Agus and
Shukri Hajinoor, 2012). With the help of this section, researcher is able to address all
objectives and questions of research in systematic and effective manner.
The importance of Customer loyalty on demand management and forecasting.
According to Brandon Carter, (2018), customer loyalty is when an individual
transacts with a brand or buy a particular product on an ongoing basis. It introduce
to an effective situation where a customer creates a long standing loyalty or
preferences towards a specific service or products. It is the important objectives of
customer relationship management and defines the loyalty which is develop
between a clients and organisations, products or brands. Along with this, demand
management and forecasting is recognizing entire demand for products and services
to assist the marketplace. Demand of product is prioritized when its supply is lacking.
Proper management of demand facilitates the use of resources and planning
for profitable and positive outputs and may consist marketing programs designed to
maximise or decrease demand in a relatively short period of time. Therefore long
lasting and strong customer loyalty is highly support in managing and forecasting
demand systematically. It will help a Tesco by reducing its marketing cost, minimizing
service cost, improving brand image etc. Thus with the help of better customer
loyalty company can easily forecast and manage demand (Ahi and Searcy, 2013).
There are another benefits of customer loyalty which will help an organisation to
forecast and manage demand systematically. It includes; loyal customers can act as a
brand ambassadors, they protect their business from competitions, offer constrictive

MSc Dissertation Proposal Template
feedback and help a company to retain strong position at market. On the other
hand, it has been critically analyse that customer loyalty plays a crucial role for
demand management and forecasting. If companies will directly keep their focus on
improving customers experience it will directly impact positively upon loyalty.
Through this, demand management and forecasting could easily be developed are
managed at work station for a longer period of time in Tesco. Along with this, it can
also be said that customer loyalty always do not impact positively because in order
to fulfill all the needs and to give hi experience to customer, it will require a huge
investment every single time and this could affect profit margins of a company like
Tesco.
The effectiveness of customer satisfaction in improving demand management.
According to the Sophia Bernazzani, (2019), customer satisfaction is a metric
followed to quantify degree to which a buyer is happy with a service, product or
experience. It is a effective term used to define a scenario when an exchange meets
the expectations and needs of its user. Along with this, it captures the provision of
services and goods that fulfil expectation level of customers in terms of services and
quality in relation to price paid.
Customer satisfaction in an organisation also be used in order to measure
how supply of services and goods surpasses customer expectations. Beside this,
demand management is refer as a planning methodology applied to manage and
forecast the demand of services and products of Tesco. High level of customer's
satisfaction is essential for the growth and success of an organisation within
predetermined time period (Barney, 2012). In demand forecasting and management,
customer satisfaction is number one goal for an organisation because it will help
them in increasing profitability. It will also support Tesco by minimizing its inventory
costs and improving brand awareness at marketplace. When company accurately
forecast demand, they only require people or place to manage the inventory their
customers need in the short term. It will help company to increase their profit and
market share within given time duration. Therefore, customer satisfaction is more
significant and beneficial for the development and success of company at
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