BUS703 Managing Research: Electrolux Business Growth Research Proposal

This research proposal outlines a study to investigate the challenges faced by Electrolux Company in growing and expanding its business in Australia. It addresses the problem of low sales and flat revenue, proposing to identify ways to improve customer relations, acquire capital during losses, offer customer incentives, and improve product quality. The proposal includes research questions about addressing challenges in selling appliances and management decisions related to optimal location, information dissemination, ethical regulations, and worker training. Objectives include identifying market trends, determining reasons for low profits, understanding customer challenges, and assessing risks associated with market expansion. This document is available on Desklib, where students can find past papers and solved assignments.

Research Proposal 1
BUSINESS RESEARCH PROPOSAL
By
Course
Professor’s Name
Institution
Location of Institution
Date

Research Proposal 2
Growing the Business of Electrolux Company in Australia
Electrolux Company is one of the biggest manufacturers of home appliances. Some of
their products are produced locally whereas others are imported from China and Europe. They
aid in the production of home electronic appliances such as refrigerators, ovens, washing
machines, vacuum cleaners and air conditioners for use in professional or domestic. With the
intensive investment and marketing, the company, the business has been facing some challenges
in the expansion of their business to realize more profits on the sales. The purpose of this
proposal will provide a framework for the evaluation of how the company could be expanded to
reach more customers both in Australia and in the world.
Background to the problem
The proposed research study is to investigate the challenges faced during the growing and
expanding of Electrolux Company when selling their products to their customers. The business
involves the selling of different kinds of house appliances. The firm faces problems as it has a
low output of sales and thus flat overall revenue of the sales. For the business to grow, it is
required to address the challenges that are faced in the business and address them where
appropriate (Onkvisit and Shaw 2008, p.55). The proposal will focus on the problems that
Electrolux Company has been facing with the selling of the appliances and come with solutions
to address them to expand the business. The questions that will be addressed in the proposal
would include ways of dealing with customers and the means to acquire more capital when the
businesses undergo a loss. Additional problems that would be addressed in this study will
include the methods of offering incentives to the customers to attract their consumers and help
them make more purchases of their products. The proposal will involve the calculation of the

Research Proposal 3
number of funds that can use to ensure that all the activities in the business are carried out well.
The problems that involve amount used when traveling or paying their employees in
organizations and ways of improving the quality of goods are to be addressed in this proposal.
Through carrying out these ways of improvement would ensure the customers continuously
purchase the products from the business (Rigopoulou, Chaniotakis, Lymperopoulos and Siomkos
2008, p.512).
Research question
The research question will be; “How will the challenges that face Electrolux Company of
selling machines and appliances be addressed for the business to grow?
Management decision
One of the management questions that will be addressed in the study is; "is the location
of the firm at the best place in favor of its customers?", The location of any company determines
the overall output of sales. Therefore, a suitable location for the Electrolux Company will be
determined to get more customers. Through learning of the marketplace, would help identify
ways to work out their competitors through carrying out a healthier competition and ensuring
that the products are of high quality and lower the prices for consumers to make them convenient
to everyone (Manuj and Mentzer 2008, p.198).
Another management question will be; “how will the information of the company’s
products be conveyed to their potential customers?” The avenues that the customers would
follow when purchasing the equipment from the Electrolux Company will also be essential to
expand the business; there should also be incentives in transporting of goods to the premises of
customers and installing the machines they have been sold this would attract more customers and

Research Proposal 4
thus making more profits. There should be ways of checking the commodities before they are
sold. This would help in regulating the goods by ensuring they are safe for use by people.
Another question to be addressed will be; “are there any ethics regulations which governs
the workers of the firm?” There should also be a favorable environment to expand the Electrolux
company business to realize profits. Also, the management decision will be based on how the
workers have been trained on how to handle the problems that are brought by customers.
Objectives
The objectives that were derived from the research problem include:
1. To find out ways of expanding Electrolux Company’s business of selling appliances
through identifying the trends in the market and take advantage of it.
2. To find out why the Electrolux Company has been recording low profits.
3. To determine the possible challenges, those have been facing customers while purchasing
their products from the Electrolux Company.
4. To find out the possible risks associated with the expansion of the market.
References
Manuj, I. and Mentzer, J.T., 2008. Global supply chain risk management strategies. International
Journal of Physical Distribution & Logistics Management, 38(3), pp.192-223.
Onkvisit, S. and Shaw, J., 2008. International marketing: strategy and theory. Routledge.
Rigopoulou, I.D., Chaniotakis, I.E., Lymperopoulos, C. and Siomkos, G.I., 2008. After-sales
service quality as an antecedent of customer satisfaction: The case of electronic

Research Proposal 5
appliances. Managing Service Quality: An International Journal, 18(5), pp.512-
527.