Kogan Electronics Research: Proposal on Market Strategy and TV Sales

This research proposal evaluates the effectiveness of Kogan Electronics' strategy of selling its TVs alongside more expensive brands on its e-commerce platform. It identifies the television market dynamics, major players like Samsung, LG, and Sony, and Kogan's target market of over 7 million Australians. The proposal outlines the research's purpose to assess the business plan's effectiveness, with the marketing unit responsible for evaluation. The business objective is to analyze the approach, while the research objective is to determine Kogan TV's selling potential and popularity compared to other brands. The suggested approach involves quantitative research with at least 50 participants through surveys, supplemented by qualitative research for basic marketing strategy insights. The proposal includes a detailed timeline and a budget allocating costs for research activities.

KOGAN Electronics
RESEARCH PROPOSAL

Task 1: Market and strategic
Overview
 The research will be conducted for evaluating the efficiency of
the Kegan tv comparing to other brands which are also
showcased under the same e-commerce web page.

Current Market:
 Television are popular in all over the world because along with
watching schedule programs, viewers can access internet and
streaming services.
 Nowadays, peoples just do not use TV for watching schedule
programs, as streaming services are changing the dynamics of
the pay TV industry in Australia.

Major players
 There are dozens of popular company who manufacturers smart
Tv and quite popular as well.
 Samsung, LG and Sony are at highest chart for selling most
amount of television.

Target market
 Kogan.com had 910,000 unique active customers as of April, but
these are only the tip of the database iceberg. More than 7
million Australians are on the Kogan.com database thanks to
some interaction since the site was started in 2006.
 This two nations are identified as the key target market for selling
the kogan tvs along with other products and services.

Key Factors:
 The range of the kogan tv is starts from 130 to 3000 dollar and
that has lifted Kogan's personal stake in the company from $68
million to $112.8 million
 They showcases the televisions along with Samsung and Sony
smart Tvs which are way expensive comparing to the television.

Task 2: Background:
 . According to their published report, kogan provides nation’s
number one electronics product, mainly kogan tv by doing
business directly with the factory and cutting out the middle
man.

Purpose:
 The purpose of the research is to identify the effectiveness of the
business plan to sell the kogan tvs along with the other brand’s
televisions. The marketing unit of the company will be
responsible to evaluate the effectiveness of such approach

Task 3: Objectives:
 Business objective: The business objective is to find out the
effectiveness of the approach and construct a business analysis.
 Research objective: Research objective is to find out the selling
potential and popularity of the kogan tv comparing with other
brands.

Task 4: Suggested Approach
 In this research minimum 50 participants are essential. Afters
selecting key questions and research participants, a survey link
can be shared with them along with deadline of the survey.
 The quantitative research can be the most suitable to understand
achieve the research goals. However, qualitative research can
also be conducted to gain some basic idea about the marketing
strategies.

Task 6: Timing
Task Name Duration Start Finish
Research Plan 32 days Mon 19-11-18 Tue 01-01-19
Background Reading 4 days Mon 19-11-18 Thu 22-11-18
Brainstorming 4 days Mon 19-11-18 Thu 22-11-18
Gather Information 3 days Fri 23-11-18 Tue 27-11-18
Concept selection 2 days Fri 23-11-18 Mon 26-11-18
Research methodology plan 3 days Wed 28-11-18 Fri 30-11-18
Selection of the appropriate
research techniques
3 days Tue 27-11-18 Thu 29-11-18
Conduct the secondary research 6 days Mon 03-12-18 Mon 10-12-18
identify the participants for survey 9 days Fri 30-11-18 Wed 12-12-18
select questionaries’ 3 days Tue 11-12-18 Thu 13-12-18
conduct primary research 8 days Thu 13-12-18 Mon 24-12-18
gather and sort the results 5 days Fri 14-12-18 Thu 20-12-18
Publish research report 6 days Tue 25-12-18 Tue 01-01-19

Task 7: Budget
Task Name Cost
Research Plan $220.00
Background Reading $0.00
Brainstorming $0.00
Gather Information $0.00
Concept selection $0.00
Research methodology plan $0.00
Selection of the appropriate research techniques $0.00
Conduct the secondary research $0.00
identify the participants for survey $50.00
select questionaries’ $0.00
conduct primary research $100.00
gather and sort the results $50.00
Publish research report $20.00