University of Business: Research Proposal - Mercedes-Benz & Covid-19

This research proposal examines the impact of the COVID-19 pandemic on Mercedes-Benz sales in the UK automotive sector. It begins with an introduction defining retail and highlighting evolving trends, including sustainability, COVID-19, and innovation. The background section provides an overview of Mercedes-Benz, including its history, mission, vision, and strategy. The aims and scope section focuses on the impact of COVID-19 on sales, posing a research question about the pandemic's influence on revenue generation in 2021. The methodology outlines a qualitative research approach, utilizing questionnaires distributed to sales managers, along with secondary research through literature review and theoretical models. The proposal concludes with a list of relevant references, providing a comprehensive framework for investigating the effects of the pandemic on Mercedes-Benz's business performance.