University Research Proposal: Kogan TV Market and Strategic Analysis

This research proposal focuses on evaluating the efficiency of Kogan TVs within the e-commerce market, specifically comparing them to other brands showcased on the same platform. It begins with a market and strategic overview, highlighting the shift from traditional to modern business models and the increasing importance of online retail. The proposal outlines the current market for televisions, major players like Samsung, LG, and Sony, and the target market for Kogan.com, primarily Australia and New Zealand. It then delves into the background of Kogan electronics, its product range, and its direct-to-factory business model. The objectives are to assess the effectiveness of the business plan and the selling potential of Kogan TVs. The suggested approach involves conducting a survey with marketing experts and buyers, using both quantitative and qualitative research methods. The proposal also includes reporting requirements, a timeline, and a budget for the research project.

Running head: RESEARCH PROPOSAL
Research proposal
Name of the Student
Name of the University
Author note

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Research proposal
Table of Contents
Task 1: Market and strategic Overview.....................................................................................2
Task 2: Background:..................................................................................................................3
Task 3: Objectives:.....................................................................................................................4
Task 5: Reporting Requirement.................................................................................................4
Task 6: Timing...........................................................................................................................4
Task 7: Budget...........................................................................................................................5
Task 8:........................................................................................................................................5
Task 9:........................................................................................................................................5

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Research proposal
Task 1: Market and strategic Overview
With the rapid development of technology and internet most of the traditional
business process is changing to modern and effective model. The retailer and goods exchange
process are also shifted from a physical handover process to the internet based websites. 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. According to a test
result, 3.6 million people still use pay tv subscription which is dramatically decreasing due to
the rapid availability and functionality of smartphones and laptops. 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. Having said this, IHS Markit believes that
Australian pay TV providers are still well positioned to compete and will do so as long as
they continue to offer compelling content.
Major players: There are dozens of popular company who manufacturers smart Tv and quite
popular s well. Samsung, LG and Sony are at highest chart for selling most amount of
television. These companies are in the market from a long time and changing their
technology rapidly to stay relevant in the market as well.
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. The business of the
kogan is Australia centric, even though they are extending their business to New Zealand.

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Research proposal
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:
Kogan electronics is one of the most recognized retailer in the Australia. In their e-
commerce website they have wide range of categories including consumer electronics,
appliances, homewares, hardware, toys, and many more of several brands. Additionally, they
offer features products and services of theirs own such as kogan mobile, kogan internet,
kogan insurance, kogan travel and kogan TV. 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. Kogan explains
that his private label strategy will always lag the big breakthroughs in technology because he
has to source products from the same suppliers to the global brands. There are 13 separate
private labels in the Kogan portfolio.
But he says there is a significant benefit for consumers because when he does offer the latest
technology it will be at a much cheaper price than the branded products. A typical

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Research proposal
Kogan.com private label TV sells for up to 50 per cent less than a globally branded product
sold in the major chains.
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 order to conduct the comparison report, a survey can be taken with some marketing
experts and general buyers. The survey can be conducted online thorough sharing the survey
link or conduct a small interview to find out different perspective of peoples. 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. This type of information can be gained from studying some literature
which are previously published and available online.
Task 5: Reporting Requirement
The sell report of the kogan Tv along with other brand is necessary. For reporting
requirements word report or PowerPoint is preferable which suits the research as well.
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

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Research proposal
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
Task 8:
Task 9: