Writing
UL Marketing Manager Problems Facing Mark & Spencer Company PPT

University of London

Question Description

I’m stuck on a Marketing question and need an explanation.

The marketing manager for a clothing retailer requires information on its brand image to help in developing her promotional strategy for the coming year. Undertake both qualitative and quantitative data collection from both customers and non-customers of the brand to provide the retailer with information and recommendations.

You may select one of the following:
Mark & Spencer
Guess
Gap
Abercrombie & Fitch


*The two examples group project rather than individual projects and so are more lengthy than what is required in this course. However, they will provide a good guide as to the various sections of a report.

**Individual research report examples are also provided

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MARKET RESEARCH DIVISON OF ROYAL HOLLOWAY, UNIVERSITY OF LONDON A MARKETING RESEARCH STUDY OF MARKET POTENTIALITY FOR COSMETIC SURGERY IN SINGAPORE CONTEXT Prepared for Prepared by January, 2015 MAREKT RESEARCH STUDY ON COSMETIC SURGERY TABLE OF CONTENT LISTS ILLUSTRATIONS………………..……………………….………... OF 4 EXECUTIVE SUMMARY…………………………………………..…………... 5 1.0 INTRODUCTION……………………………………………………….…... 6 1.1 Background to Problem…………………………………….….………. the 6 1.2 Statement of Problem……………………………………….…………. the 7 1.3 Statement of Objectives………………………………………... Research 8 1.4 Hypotheses……………………………………………………… Research 8 2.0 APPROACHES DESIGN………….…………. TO PROBLEM & 2.1 Design……………………………………………………….…… RESEARCH 9 Research 9 2.2 Source of Type………………………………………….…….. Information 1 0 3.0 SECONDARY ANALYSIS…………………..……………………. DATA 1 0 Secondary 1 0 3.1 Data...………………………………………………….……….. 2 MAREKT RESEARCH STUDY ON COSMETIC SURGERY 3.2 Conclusion on Data…………………………………………… Secondary 1 3 FOCUS 1 4 COLLECTION 1 5 of 1 5 5.2 PreTesting………………………………………………………..…………. 1 6 5.3 Sampling Size Method…………………………………………..…….… 1 7 4.0 GROUP………...…………………………………………………. 5.0 DATA METHOD………...……………………………….. 5.1 Development Questionnaire……………………………………….……. & 5.4 Fieldwork……………………………………………………………………. 1 8 5.5 Methods to Method……………………………... Non-sampling 1 8 & 1 9 Focus 1 9 the 2 0 Target 2 3 of 2 4 Marketing 2 5 Reduce 6.0 ANALYSES FINDINGS…………………………………………………. 6.1 Group………………………………………………………………… 6.2 Profile of Sample……………..……………………………..…….……. 6.3 Market…………...………………………………………..…………. 6.4 Perception Consumers...………………………………………..…….… 6.5 Communication…….…………………………………………… 3 MAREKT RESEARCH STUDY ON COSMETIC SURGERY 6.6 Hypotheses….……………………………………………………..………... 2 8 7.0 LIMITATIONS…………………………….…………………………………. 3 1 8.0 CONCLUSION………….………………….……………..………………… 3 2 9.0 RECOMMENDATIONS…………………………………………………….. 3 3 REFERENCES……………………………..……………………………….... .. 3 5 APPENDIXES...…………………………………………..…………………... . 3 7 LISTS OF ILLUSTRATIONS Figure 1 Samples Representative By Gender and Age…………………… 20 Figure 2 Samples Representative By Gender and Income……………….. Figure 3 Ways Of Learning More On Cosmetic Surgery………….……..... 22 4 26 MAREKT RESEARCH STUDY ON COSMETIC SURGERY Figure 4 Who To Consult Before Cosmetic Surgery……………………….. 27 Table1 Key Vocabularies Identified from Focus Group ……………………. 19 Table 2 Age & Tendency Of Undergoing Cosmetic Surgery……………… 23 Table 3 Physical Appearance & Acceptance for Cosmetic Surgery……… 24 Table 4 Perceive Importance Level Of Choosing Cosmetic Surgery Clinic 25 Table 5 Correlation Of Gender & Desire For Cosmetic Surgery………….. Table 6 Correlation Of ‘Before & After’ With Desire For Cosmetic Surgery……. 29 5 30 MAREKT RESEARCH STUDY ON COSMETIC SURGERY EXECUTIVE SUMMARY With the rising global demand of cosmetic surgery, Grand Clinic (client), Korea’s most established cosmetic organization, aims to expand its operation into South East Asia. Singapore consequently becomes Grand Clinic’s pioneering-plan. A market study was therefore implemented on the population of Singapore to evaluate its market potentiality. This report attempts to present findings which are anchored upon three primary objectives; specific demographic of consumers, perceptions, and most suited marketing communication. The process constitutes both exploratory and descriptive researches that endorsed analyses from secondary data, focus group and primary data in sequential order. These collected data were subsequently cross-referred for greater validation to our conclusion and recommendations. Essentially, data from the primary collection were computed into SPSS where a selection of tests such as Independent Sample, Paired Sample, Correlations and other relevant tests were conducted and presented in the form of charts and tables. Following that, results were interpreted by our team to address various initial assumptions (hypotheses) so as to attempt some closures. All in all, we firmly conclude that Singapore does remain lucrative for Grand Clinic’s expansion where specific target market and marketing communications have been identified and addressed in the final section. 6 MAREKT RESEARCH STUDY ON COSMETIC SURGERY 1.0 INTRODUCTION 1.1 Background to the Problem Cosmetic Surgery Industry In recent decades, million across the globe have gone under the knife to enhance their appearances where demand for cosmetic surgery has tremendously risen (Chang & Thompson, 2014). With the word ‘Cosmetic’ or ‘Plastic Surgery’ been widely articulated on the lip of many, the remunerative business of cosmetic surgery cannot no longer be taken lightly, peculiarly on national scale (Olen Martin, 2012). We have thus; make a broad assumption that Singapore is potentially tracking a similar trail, where local demand and factors are sufficient to fuel the expansion of cosmetic surgery industry. Our research study seeks to unveil the market potentiality for cosmetic surgery in this nation where recommendations on certain touch points, our client – Grand Clinic – will have to consider before making their way into Singapore. Singapore Singapore, spanning across 720-kilometer square, is a small nation located at the southern end of Malay Peninsula. An estimated population of 5.5 million people with annual tourism flows of nearly 11 million visitors (World Statistics, 2014). Geographically, Singapore is strategically located in the central of many Asian nations; peculiarly South-East Asia (see Appendix. 1) where regional population has rose to near 618 million people in 2014 (World Statistics, 2014). 7 MAREKT RESEARCH STUDY ON COSMETIC SURGERY Singapore is thus considerably interesting due to its level of demand, location, demographics, tourism and state’s obsession in transforming the nation into industrial hubs. Considering the above factors, the idea of expanding cosmetic surgery supply (by Grand Clinic) at this stage does remain lucrative. Nevertheless, our team believes that presently, there is inadequate information available in the market to explicitly conclude the decision of Grand Clinic Grand Clinic Grand Clinic, established in 2004, has been operating across Gangnam and Busan Center. Presently, the organization is the biggest in Korea, covering over 4300 meter squares; a 21-stories building built with four respective centers Main Surgery, Facial-Contouring, Body-Line and Dermatology (Grand Clinic, 2014). They lay priorities on research, welfare, charity and customer-based management, equipping with excellent facilities and technologies that offer a wide-range of surgeries performed by reputable medical specialists. Grand Clinic’s primary objective has always been to be the world’s No.1 and thus, they have been proactively seeking for opportunities to expand current operations towards regional scale. 1.2 Statement of the Problem As the market in South Korea is gradually saturating while demand from other parts of the world remaining highly lucrative, oversea expansion inevitably becomes one of the best options for Grand Clinic to embark upon. Lately, 8 MAREKT RESEARCH STUDY ON COSMETIC SURGERY decisions from top management (Grand Clinic) have considered Singapore to be the jumping board for South-east Asia. Our market research study primarily focuses on cosmetic surgery industry as a whole, considering both simple and complex surgery procedures, within the national perimeter of Singapore. In order to comprehend deeper about Singapore’s market potentiality, investigations will be conducted on the basics of acceptance, perception, risk, level of investment and demographic groups. 1.3 Statement of Research Objectives 1) To conclude the specific demographics of potential consumers. 2) To investigate beauty perception & acceptance level of cosmetic surgery. 3) To investigate the most suitable market communication for Grand Clinic. 1.4 Research Hypothesis Hypothesis (1) Null: There is a relationship between gender and desirability for cosmetic surgery. Alternative: There is no relationship between gender and desirability for cosmetic surgery 9 MAREKT RESEARCH STUDY ON COSMETIC SURGERY Hypothesis (2) Null: There is a relationship between ‘Before & After image’ advertising and desirability for cosmetic surgery. Alternative: There is no relationship between ‘Before & After image’ advertising and desirability for cosmetic surgery. 2.0 APPROACHES TO PROBLEM & RESEARCH DESIGN 2.1 Research Design In response to research design, our team engaged both exploratory and descriptive research sequentially (Burns & Bush, 2014). The former, entailing an unstructured and informal methodology, allows greater background insights to our research problems and hypotheses (Kolter et al, 2013). The methodology consists of secondary data analysis, followed by focus group as shown in later sections. Descriptive research will thereafter be implemented to represent our findings towards a larger population. A cross-sectional study, survey questionnaire, was thus conducted in December 2014 to provide our research ‘an accurate snapshot’ of Singapore’s current market (Burns & Bush, 2014, p. 103). Regardless of the sequential order, the choice of research design does present high-interdependency; where findings from secondary data analysis, focus group and survey questionnaire can be made into comparison for greater validation towards our recommendation (Patton, 1990). 10 MAREKT RESEARCH STUDY ON COSMETIC SURGERY 2.2 Source of Information Type The source of our analysis mainly comes from primary and secondary sources. As a highly lucrative industry, cosmetic industry has drawn considerable large amount of contemporary industrial and academic studies. Our team will therefore be utilizing extensively on these studies as secondary research. Nevertheless, basing on this collected information has proven insufficient to justify our findings to Grand Clinic. Thus, we would be concentrating heavily on questionnaire survey as primary research. Above all, analyses from our focus group will also be taken into consideration for more precisions. 3.0 SECONDARY DATA ANALYSIS 3.1 Secondary Data Global Demand As the introductory section identifies a rising trend in global demand, cosmetic surgery is no longer been treated as shameful act or ignominy in our contemporary world (Thorpe, et al., 2004). Empirical evidences have shown, for instance by American Society of Plastic Surgeons (ASPS, 2010), surgeries in 2009 for U.S. market alone has increased by 69% as compared to 2000, accounting up to 12.5 million procedures. Furthermore, nations like Taiwan, has 11 MAREKT RESEARCH STUDY ON COSMETIC SURGERY seen its cosmetic procedures surpassing millions in 2001 (Cullen, 2002). The prototypal cosmetic nation, South Korea, reveals that nearly half of its women population aging 18 and above has conducted cosmetic surgery at least once in their lifetime (Chosunilbo, 2007). A study on 810 Koreans (Um, 2007) further supports such astounding claim with 70% responding their willingness towards cosmetic surgery. This high demand consequently factored the rise of cosmetic surgery industry where hundreds of thousands from Asia began to flood into Seoul for surgeries. Local Demand Within the context of Singapore, recent years have witnessed an increase rate of 30 percent of the population age below 21 becoming more acceptance and aware of cosmetic surgery (Xiong, 2011). Fully-sponsored influential individuals such as Bloggers & Celebrities who have undergone cosmetic procedures have openly shared their experiences. For instances, famous local blogger like Tammy Tay and singer, Daryl Yow have shared their stories virally across social media, influencing numerous Singaporeans to follow suit (Lee, 2013). A recent study by Tee (2011) identifies that more career-minded Singaporeans with highdisposable income began to reckon the importance of appearance, resulting a 70 percent increase in aesthetic beauty industry. In a report by RNCOS, business consulting firm, found out that Singaporeans have increasing demand for cosmetic products, equally from both male and female consumers. Essentially, the male-sector is expecting an annual growth rate of 4 percent from 2013 to 2017 (Rncos, 2012). In order to cater such niches, more men’s 12 MAREKT RESEARCH STUDY ON COSMETIC SURGERY grooming products have consequently been made available in today’s market (International Business Publications, 2009). Marketing Communication As mentioned earlier on, one of the market research’s key purposes was to identify a suitable set of marketing communications to our client. Modes of marketing communication for cosmetic surgery essentially became pertinent to our collection of secondary data. With technology becoming more advanced, today’s consumers are unconsciously being exposed to infinite amount of information, peculiarly online platforms. Social-media Celebrities and bloggers inescapably became the main contributors in pressuring the ideal perspective of beauty, impacting consumers to feel more uncomfortable in their own skin and to perceive that not only facial symmetry is essentially, so does body symmetry to signal mate quality (Rhodes et al, 1998). Consequently, these led to many to perceive inner and outer beauty as equally important. In reference to the giants of cosmetic surgery, our secondary findings interestingly unveil that Korean surgeons practically built a ‘Brand Museum’ to better communicate with potential consumers. These museums, characterized with features and ambience, allow their consumers to learn more about cosmetic surgery directly and physically. Apart from that, traditional medium like TV advertisements play a big role in every industry of Korea where the Koreans primarily communicate with consumers about their cosmetic brands through TV 13 MAREKT RESEARCH STUDY ON COSMETIC SURGERY advertising. TV programs like “LET ME IN” features and captures the change of a person from its original self into a whole new person. The cost of surgery will be fully bared by the program company which in return the company got to widely advertise the expertise of their surgeons, providing both consumer knowledge and brand awareness. This form of advertising has proven effective where consumers are constantly exposed to selective type of information required. This finding, in our assumption, concludes a most feasible method that prevents consumer sensory overload. 3.2 Conclusion on Secondary Data A quick glance on the above data enables our team to conclude on several assumptions. First, the increasing global demand, well-supported by statistical evidence, justifies the potentiality of today’s cosmetic surgery business and that the shift of universal perceptions towards such act has been accounted for, also, in the perimeter of Singapore. Second, the expected rise of male consumption in Singapore’s cosmetic industry has reaffirmed the decision of ensuring equal gender-distribution in our (quota) sampling. Third, in the search for suitable marketing communication, we have seen interesting forms of advertising methods endorsed by the Koreans, thus providing us an alternate source for deeper investigation. Last, scoping back into the context of Singapore, we realized that only minute research studies have being conducted despite the rising demand towards local industries. All in all, our findings from secondary 14 MAREKT RESEARCH STUDY ON COSMETIC SURGERY data concludes that although numerous contemporary studies were been made available (more towards the Americans & Koreans), it remains clear that a focus group on local context should be implemented before diving deeper into our primary research. 4.0 FOCUS GROUP As the analyses from the above unveils little information on Singapore’s industry, our team turned towards focus group as an alternative to conduct our exploratory research (Burns & Bush, 2014). Essentially, the 70-minutes open discussion comprised a group size of six participants; led by a moderator that seeks to generate maximum insights pertaining to our research problem (Greenbaum, 1988). The moderator (MR) was a military officer (Lieutenant) of the Singapore Army. Being the conducting officer to numerous military meetings, he is liable for directing the discussion and to portray professionalism throughout the process. Among the six participants, three were local females (A, B and C) studying at Kaplan Singapore whom we initially presumed to be the potential consumers for cosmetic surgery due to gender and age demographics. The remaining three were an early-twenties male (D) who is currently serving his term in National Service, a middle-aged foreign male (E) from Indonesia who has lately moved to Singapore under work permit, and a middle-aged, female (F) from A&A Wellness Spa, a beauty therapist who has 15 MAREKT RESEARCH STUDY ON COSMETIC SURGERY been in the field for more than a decade. In view of time constraint, the idealistic number of (min. two) sessions was reduced to a one-off session (Patton, 1990). A transcript from the discussion illustrated in Appendix 2, was keyed via the playbacks of an audiocassette. 5.0 DATA COLLECTION METHOD 5.1 Development of Questionnaire Prior to the development, our team adhered several “dos” and don’t” in the theoretical work of Burns & Bush (2014). The questionnaire was formulated grammatically-simple and clear, avoiding all leading and double barrelled scenarios. Essentially the questionnaire hovers over structured, multi-choice and dichotomous questions. The questionnaire was broken down into four sections. The initial section consists of warm-up questions to obtain general opinion. Following that, specific questions on perceptions, acceptance and communication were touched upon. The final section consists of the demographic of our respondents for greater understanding to research objective (3).The sequencing of questions fundamentally serves as a funnel that filters relevant information to match our research objective (Jeanne, 2011). Question 1 became critical in acting as an indicator to identify relevant respondent; where a ‘No’ response will be immediately excluded from the studies. The types of 16 MAREKT RESEARCH STUDY ON COSMETIC SURGERY measures endorsed comprises of nominal, ordinal and ratio where the former allows the assignment of subjects to given cate ...
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