Initiating Applied Research: Marketing Strategy for 7-Eleven Coffee

This report presents an applied research initiative focused on the marketing and strategic overview of 7-Eleven Coffee, particularly within the Sydney market. It identifies key competitors like Starbucks and Dunkin' Donuts, and defines the target market as the Sydney population, focusing on medium-priced coffee promoted via social media. The research emphasizes understanding the importance of marketing and identifying effective strategies, with the marketing department as the primary business unit of focus. Objectives include understanding the implementation of a marketing plan and assessing consumer attitudes, behaviors, and coffee consumption levels. The suggested approach involves primary research through surveys with a sample size of 50 people, utilizing tools like MS Excel and SPSS for data analysis. The report outlines timing constraints, budget considerations, and ethical considerations, emphasizing data privacy and voluntary participation. Key findings are derived through statistical analysis, incorporating relevant research theories and models to provide a comprehensive assessment of 7-Eleven Coffee's marketing approach. Desklib provides access to similar solved assignments for students.

INITIATE AND LEAD
APPLIED
RESEARCH

Task 1: Market and strategic
overview
 7 Eleven coffee is one of the famous coffee
products
 Some of its competitors include Starbucks,
Coffee Bean and Tea Leaf, Caribou Coffee
and Dunking Donuts
 Currently it focuses on selling coffee
products
 The target market is the Sydney population
 Medium priced coffee with social media as a
communication strategy

Task 2: Background and role of
the research
 The research can help in understanding
the importance of marketing
 Marketing strategies can be identified
 The business unit that is in focus is the
marketing department
 The constraints can be lack of
information and alerting the customers

Task 3: Objectives
 Business objectives: To understand the
implementation of marketing plan
 Research objectives: To understand the
attitudes, behaviors and level of coffee
consumption

Task 4: Suggested approach and
research template
 Research question includes: What are the
major beverage that rich communities in
Sydney, Australia consume?
 Sample size can be 50 people
 Primary research in the form of survey is
conducted
 Doctoring of information and lack of regard
for responses
 Ms Excel and SPSS will be used to calculate
the responses

Task 5: Reporting requirements
 MS Word and MS PowerPoint will be
used
 MS Word for report, PowerPoint for
presentation of the report
 Statistical analysis and findings can be
provided in detail

Task 6: Timing
Constraints include:
 Gaining authentic information about the responses of the target
market
 Finding the people that are interested in consuming coffee
 Identifying the target market and convincing them about the
reason for the research
 Ensuing that enough information is gathered for developing
theories
 Getting the responses of the target market in an efficient manner
 Ensuring that the statistical methods used are accurate
 Financial limitation in the form of making the pages for survey
 Gaining access to libraries and internet connections that are
more private

Task 7: Budget

Task 8: Conduct research
 Data can be stored in computers and
privacy need to be maintained via rules
of Data Protection Act 1998
 PowerPoint slides will be used for
making the presentation
 Ethical consideration includes:
 Abiding by the legal laws
 Participant cannot be forced to respond
to questions

Task 9: Findings including
analysis of data
 Analyse the data by abiding by the
restrictions
 Research related theories and models
 Use statistical analysis tools in an
effective manner

Reference
 Armstrong, Gary, et al. "Marketing: an introduction." (2015).
 Armstrong, Gary, et al. Principles of marketing. Pearson Australia, 2014.
 Babin, Barry J., and William G. Zikmund. Exploring marketing research.
Cengage Learning, 2015.
 Baker, Michael J. "What is marketing?." The Marketing Book. Routledge,
2016. 25-42.
 'Coffee, Cappuccinos, Iced Coffee & Seasonal Blends | 7-Eleven' (7-
eleven.com, 2018) <https://www.7-eleven.com/coffee> accessed 3
December 2018
 De Mooij, Marieke. Global marketing and advertising: Understanding cultural
paradoxes. SAGE Publications Limited, 2018.
 Fill, Chris, and Sarah Louise Turnbull. Marketing communications: brands,
experiences and participation. Pearson, 2016.
 Garnica, Clotilde Hernández, and Claudio Alfonso Maubert
Viveros. Fundamentos de marketing . Pearson Educación, 2017.