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Abstract: This research focuses on exploring the correlation between dietary benefits and brand?s sales performance. In recent years, Thailand?s confectionary industry has become more competitive with many new entering brands especially in the ice cream business due to the hot weather.
Hypothesis: By promoting healthy ice creams that are less fattening than other brands, customer?s buying decisions would be more favorable towards the brand.
This paper aims to explore a point of differentiation that will sustain a brand?s position of Gelate Italian ice cream company ( http://gelateicecream.com/ ) in the Thai market, build a strong brand and develop into the market leader.
Keywords: healthy, ice cream, Thailand, Gelate ice cream Thailand, diet, differentiation, brand positioning.
Methodology
1. Questionaire: Age 18-35 (Existing customers, potential customer and non-ice cream eaters )
To gain information from potential and current customers such as why they buy the ice cream.
2. Compare sales performance between the case study and competitors.
PS. In the future Gelate is planning to expand its franchise to other countries but the company has not had the consistent marketing plan includes branding and development strategies to survive in the Thai market due to competitive situation so that for the future research I will do more research about what development strategies have Gelate had to adopt to survive in ice cream market in Thailand?
Tasks Your research proposal must be written and presented in the format outlined
below:
Title
Background
Industry Background
Research aim, research questions or hypotheses and objectives
Research Methodology
Timescale
Resources
References
Guidelines Please read carefully or you could end up penalising yourself.
Below are some points to consider for your research proposal.
??Background section: Review of Literature (no more than 2000 words)
– Why is research that you are planning worth the effort?
– Use of academic journals
– Identify your area of research
– Demonstrate your knowledge of the relevant literature
– Clarify where your proposal fits into the debate in the literature
– Identify gaps in existing literature
– Show a clear link between the previous work that has been done in
your field of research interest and the content of your proposal etc
– Identify relevant academic theory, models, frameworks and
concepts
??Industry Background (no more than 250 words)
– Place the research into context.
– This should clarify further why the research is being done, under
what conditions it is being done and what its impact is hoped to be.
??Research aim, research questions or hypotheses and objectives
– What does this research aim to explore/find out?
– Research questions (no more than two)
– Hypotheses (no more than two)
– Objectives (Minimum 3 & Maximum 4)
??Research Methodology (no more than 1500 words)
– This section will detail how you intend to go about achieving your
research objectives
– It will explain your choice of research philosophy
– It will also justify your choice of method in the light of these
objectives
– It will also clarify where you intend to carry out the research
– It will also detail which sectors of the market you have chosen to
research and why you chose these sectors
– It will explain how your research will ensure validity and reliability
– Justify the relationship between your research aim, research
questions, research objectives and research methods
– Discuss the appropriateness of triangulation to your research
??Timescale
– This section needs to be very detailed and realistic
– You must produce a detailed schedule that illustrates weekly
activities and allows time for unexpected delays
??Resources
– What resources do you need
– Will you be able to access the data that you need to conduct your
research
??References
– Must be written carefully using the Harvard Referencing System
NB: Marks will be awarded for proper referencing and originality of work. Also note
that plagiarism is a serious offence and your submission will be electronically
checked. Proper referencing means a) that for every citation in the text there is an
entry in the List of References at the end of the text, b) for every entry in the List
of References there is at least one citation in the text.
Your research proposal must be handed in electronically no later than the date
stated on this assignment brief.
Please note that lecturers and students are not allowed to negotiate individual
extensions.
Formatting
Your assignment should be submitted in the format of a research proposal
Use 12pt font size Arial, with 2.5cm margins all around and double-spacing.
References, table of contents, and tables/figures/graphs may be single-spaced with
a font size 10.
Deviations from the set formatting guidelines will severely affect your
grade, regardless of report content. This is to ensure optimal length
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