Market and Marketing Strategies of Coles and Woolworths Research

This research proposal investigates the market and marketing strategies of Coles and Woolworths, two prominent retail companies. It begins with an introduction, followed by clearly defined project objectives and scope. The research explores the research questions focusing on identifying major market strategies, analyzing their benefits, and determining associated challenges. The methodology section details both qualitative and quantitative research approaches, including data collection methods, sampling techniques, and considerations for reliability and validity. The proposal also addresses potential research limitations, such as the formulation of objectives, data collection methods, sample size, and the scope of discussion. A Gantt chart is included to illustrate the project's timeline. The report concludes with a comprehensive list of references.

RESEARCH
PROPOSAL

Table of Contents
INTRODUCTION...........................................................................................................................1
PROJECT OBJECTIVES................................................................................................................1
PROJECT SCOPE...........................................................................................................................1
RESEARCH QUESTIONS.............................................................................................................1
RESEARCH METHODOLOGY.....................................................................................................2
RESEARCH LIMITATIONS .........................................................................................................4
TIME SCALE..................................................................................................................................5
REFERENCES................................................................................................................................8

INTRODUCTION
In today's world most of the companies establish their business in the market so that their
products can be delivered and in return firm can get maximum benefits. Thus, organisation
intend to make goods through which desires and needs of customers can be fulfilled (Armstrong
and et. al., 2014). Therefore, in general term market is a place where customers gets a wide range
for purchasing commodities according to choices and preferences. This research is based on two
companies named Coles which was founded in the year around 1914. On the other hand, another
firm is Woolsworth and this was established in the year around 1924. Both the organisation deals
in retail sector and since they have founded they are providing better services and facilities to its
customers. This research will focus on research methodologies through which research can be
made valid and reliable.
PROJECT OBJECTIVES
Topic : “To identify market and marketing strategies of Coles and Woolworths.”
PROJECT SCOPE
With the change in course of time, market has provided many opportunities to companies
who are running their business. Therefore, it is crucial that superiors of Coles and Woolworths
had to look after current market scenario, so that effective strategies can be made which can
further assist them in sustaining in the market area for a longer period of time. Thus, effective
market strategy will aid company in providing services according to the needs and wants of
customers or with the help of market strategy firm can attract large number of consumers
towards company. As a result, revenues can be generated and profits can be gained from the
same (Sultan, Wong and Sigala, 2018).
RESEARCH QUESTIONS
Primary Questions:
 To identify the major type of market strategies
Secondary Questions:
 To analyse the major benefits of marketing strategies.
 To determine the major challenges faced by company while implementing marketing
strategies.
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RESEARCH METHODOLOGY
Qualitative Research: It is determined as a broad field of doing any kind of research and
most probably uses unstructured method of data collection. Furthermore, to do the same several
methods are used such as observation, interviews, surveys, documentations etc., as a result, it
helps researcher in finding themes and meanings for having better understanding regarding to
specific topic. Most of the researcher use qualitative research in order to cover wide areas of
research topics. Generally, qualitative research can be done across many discipline like social
sciences, healthcare, business educational and workplace. There are certain steps that are
included in process of qualitative research and these are explained below:
Approaches to reliability and Validity: In this, a research questions is being identified
on which entire research will be based. This has to be clear, specific and manageable so that if
complications arises that it can be taken care off without much issue. Furthermore, it is also
crucial that whatever topic is being chosen is reliable and it can provide valid results as well. In
relation with qualitative research, it is quite difficult to identify validity or reliability because it
depends upon the “trustworthiness”. Therefore, trustworthiness has four indicators and these are
mentioned below:
 Whatever responses are given by the respondents are believed and consider them as a
credibility of results according to participant's perspectives.
 Research instrument are transferred so that it can be used by others.
 Results that are collected must be similar whenever it is used thus, it shows dependability
of the instrument.
 Last indicator shows the confirmability which means results which are gathered should
be confirmed by others.
Sampling: It is a procedure which is basically used for doing statistical analysis and for
this, from the large population predetermined number of observations are collected. Sampling
can be classified into two segments based on the methodology used and types of analysis is being
performed by the researcher and these are probability sampling: this is a sampling technique
which is used and sample is collected from a larger population thus, respondents are selected
randomly from the population. Non-probability sampling: this is an another sampling technique
in which a person in the population doesn't get equal chance of getting selected. Further,
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probability sampling is considered to be an appropriate method because it helps in conducting
the research and evaluating a valid conclusion.
Sample Size: It determines the number of people who were included for collecting and
having observation with the use of survey or experiment. For example: researcher has conducted
research on 40 respondents than the sample size will be 40. Sample size is generally denoted
with “n”.
Data Collection Method: There are many methods through which researcher can collect
data and information. In terms of qualitative method of data collection researcher can use face-
to-face personal interviews, qualitative surveys in which investigator can use web-based
questionnaires, focused group etc., this will not only provide help in determining behaviour and
perception of respondents but will also aid in gathering appropriate information. In relation with
qualitative method of data collection it generally based on the philosophy of rationalism. In this a
person basically gain knowledge because of the capacity to reason which means human being
acquire through sensory experience.
Quantitative Research: This is a kind of strategy through which researcher collect data
and information in a numerical form. In other terms, quantitative research is said to be deductive
view which states a relationship between theory and research. Therefore, quantitative research is
more than a quantification of numerical values but it also have a distinctive epistemological.
Research Instrument: In relation with quantitative research, there are many instruments
which are linked with them. In order to understand the same in a better manner research
instrument can be classified into two categorise researcher-completed which includes rating
scales, interview schedules, flow chart etc., On the other hand subject completed is another
component and it incorporates questionnaires, self-checklists, attitude scale, personality
inventions and many more.
Quantitative Data Analysis Process: Every research is considered to be valid when it
provides better outcomes. Therefore, in relation with quantitative research data are analysed on
the basis of what quantitative information researcher has collected. Thus, perception and choices
of option determines what will be the valid conclusion.
Sampling and Sample Size: for collecting data and information both random and non-
random sampling are used according to the requirements of researcher. Furthermore, random
sampling can be classified into simple random sampling, stratified random sampling, cluster
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sampling. Whereas non-random sampling includes quota sampling, accidental sampling,
snowball sampling and many more. But there is a difference when talking about sample size,
researcher always takes low sample size if compared with qualitative because in future it can be
difficult for investigator in analysing all the data and come to a valid conclusion.
Reliability and validity of data: In relation with quantitative research, it includes
validity and reliability like face and content validity: this helps in establishing a logical link
between objectives and questions so that issues can be answered. Concurrent and predictive
validity: This is used by researcher in order compare different research tools which are used
against another in order to get a positive outcome. Construct validity: This is a statistical
process that helps in determining every aspect with the help of research tools. Whereas, in
context with reliability, reliability is said to be an ability of getting constant answer whenever the
teat is conducted. This can depend upon certain factors such as mood of an interviewer and
respondent, nature of interaction etc.,
RESEARCH LIMITATIONS
While conducting a research, on one hand it helps in improving skills and knowledge
where as on the other hand it has some limitations as well. But it is crucial that even after
limitations investigator should determine some scope. Therefore, to understand the concept of
research limitations it can be understood like research has multiple limitations which can further
puts an impact while conducting a research. Some of the limitations that are related to this, are
mentioned below for better understanding:
Formulation of research aims and objectives: There might be a possibility that
researcher develops aims and objectives that are too broad and doesn't provide any conclusion.
Thus, it is important that whatever aims and objectives are formulated are narrow and precise
because of which focus of study can be increased (Research Limitations, 2018).
Implementation of data collection method: There are numerous methods for collecting
data and information. It depends upon researcher whether they want to choose primary or
secondary method of data collection. For example: if investigator wants to get authentic
outcomes than they can use primary method. Whereas, for making literature review part
appropriate than secondary method is one of the appropriate tool. Therefore, this can act as a
limitation if it is not undertaken properly.
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Sample Size: Research problem determines the sample size because if sample size taken
by researcher is too small than they can find difficult in analysing and interpreting data in an
effective manner. On the other hand if sample size is too large than generating accurate results
can be difficult. Therefore, it is crucial that research take sample which can be studied through
both qualitative and quantitative research methodology.
Lack of information and appropriate knowledge: Although research is conducted in
order to have proper knowledge and information. But before choosing a topic it is important that
researcher have some information so that in initial level of research can be conducted. This can
act as a limitation because objectives can further assist in doing findings of literature review.
Scope of discussion: In regards to research this is considered as an important limitation
which can be faced by researcher because there might be a possibility that researcher doesn't
have experience in a particular topic like how much sample size is to be taken, what will be the
method for doing the research etc., Therefore, scope of discussion can be vague and this can
provide conclusion which is not suitable.
TIME SCALE
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Gantt Chart: Gantt chart is considered as a type of bar chart which is used for having
proper information regarding schedule of project like when is to be completed and what are the
steps that are to be considered for the same. This chart was developed by Henry Gantt in order to
monitor project activities under the time period it has to be completed. From the above Gantt
chart it can be evaluated that setting of the topic and doing the first part of i.e. Introduction will
take around 2 days. Apart form this, for developing project objectives on the basis of research
topic will take approximately 3 days and this is sufficient for formulating the same. Unlike this,
project scope will take take around 4 days so as to complete the same. In relation with research
methodology it will take approximately 5 days and it helped in covering vast areas of methods
that can be used by a researcher in order to make research more appropriate according to the
research topics. Lastly, after evaluating various factors for knowing limitations that can put
impact while conducting research will take around 7 days. Therefore, this helped in analysing
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what are the factors that needs to be considered so that issues and problems can be evaluated and
precautions can be taken for the same.
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REFERENCES
Books and Journals
Armstrong, G. and et. al., 2014. Principles of marketing. Pearson Australia.
Sultan, P., Wong, H. Y. and Sigala, M., 2018. Segmenting the Australian organic food consumer
market. Asia Pacific Journal of Marketing and Logistics. 30(1). pp.163-181.
Nenycz-Thiel, M. and Romaniuk, J., 2012. Value-for-money perceptions of supermarket and
private labels. Australasian Marketing Journal (AMJ). 20(2). pp.171-177.
Devin, B. and Richards, C., 2018. Food waste, power, and corporate social responsibility in the
Australian food supply chain. Journal of Business Ethics. 150(1). pp.199-210.
Dwivedi, A. and Merrilees, B., 2013. Retail brand extensions: Unpacking the link between brand
extension attitude and change in parent brand equity. Australasian Marketing Journal
(AMJ). 21(2). pp.75-84.
Online
Research Limitations. 2018. [Online]. Available Through:
<https://research-methodology.net/research-methods/research-limitations/>.
Research methodology. 2018. [Online]. Available Through:
<https://arxiv.org/pdf/physics/0601009.pdf>.
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