To meet the required procedure, one must submit a market research project proposal that covers all the specified aspects.
Your assessor will assess your compliance with relevant legislation, including but not limited to: Anti-discrimination legislation and principles of equal opportunity, equity and diversity; ethical practices; Trade Practices Act; Privacy Laws; codes of practice. They will also evaluate the application of market research principles and practices in your proposal, such as developing hypotheses and understanding the role of research in enterprise development. You should demonstrate the use of project planning principles and practices, including obtaining approvals and conducting needs analyses. Ultimately, you need to present a clear proposal that can be used by senior management when deciding whether to commission a full market research plan.
David and Alison have been operating a garden supply and nursery business for 1
...3 years. David manages the nursery and garden supply section, while Alison takes care of administrative tasks, bookkeeping, and oversees landscaping projects. Their staff includes two full-time gardeners, a part-time landscaping consultant, and two part-time cashiers. The business operates during the following trading hours:
- Monday – Wednesday: 9 am – 6 pm
- Thursday – Friday: 9 am – 6 pm (9 am – 9 pm in summer)
- Saturday: 8 am – 6 pm
- Sunday: 10 am – 6 pm
Their business is located on a main road opposite a small suburban shopping center that includes a supermarket, department store, cafe, and twelve specialty shops. There is also a large Bunning's store about two kilometers away.
The business has thrived over time with a consistent flow of satisfied customers who appreciate the quality, affordability, and expert advice on the goods and services provided. David has built
strong relationships with many of these customers and personally ensures their gardens receive proper maintenance. In addition to the nursery, David and Alison expanded by opening a small cafe five years ago. Currently, they employ two full-time staff members and one part-time staff member who works during lunchtime and weekends. During school holidays, Alison's daughter also lends a hand in the cafe.
A cafe opened its doors 18 months ago in a small strip of shops attached to a business park. This cafe operates from Monday to Friday, serving breakfast and lunch between 7am and 3pm. It specializes in gourmet food and beverages.
The owners, David and Alison, decided to expand the cafe's operations about three years ago. They added more tables, offered a larger lunch menu, and extended the trading hours to match the nursery's schedule. Currently, the cafe opens at the same time as the nursery but closes one hour earlier.
Customers have the option to dine in or take away their orders from an extensive menu. The menu includes various beverages, made-to-order sandwiches, salads, gourmet pies and sausage rolls, quiches and savory slices, chips and wedges,cakes and slices , ice creamsand sorbets . Additionally during winter season there is also a kids menu available alongside soupsand casseroles.
The concept was good, but the company's net profit has steadily declined in the past two years, while gross revenue has remained acceptable. David and Alison are unsure of what went wrong and ask for your help. They explain the problem and you recommend conducting marketing research as the initial step to identify and resolve the issue.
You have been given sales performance data for the past three years, highlighting
the following: Nursery sales have decreased by 5% over the past two years.
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