Marketing Research - Business Math

MARKETING RESEARCH

(MARKETING RESEARCH PROPOSAL)

GROUP MEMBERS

ABUBAKAR MEHMOOD 08108061

Submitted to

Mr. Abid Awan

24/05/2011

TABLE OF CONTENTS

TOPICS (PAGE NO)

1. Executive Summary

2. Problem Statement

3. Research Objectives

4. Literature Review

5. Importance of Study

6. Research Design

7. Data Analysis

8. Nature and Form of Result

9. Schedule

10. Facilities and Special Resources

11. Project Management

12. Bibliography

13. Appendices

Executive Summary

We are the students of BBA and we are doing project of marketing research, referred by Mr. Abid Awan. In this phase we are giving our research proposal which include varies things such as we have define our problem statement of lunching Hardee's in our hometown Gujranwala or not. For this purpose our main research objective is "why Gujranwala people prefer Hardee's." To collect data for this question we have done different interviews, focus group, and communicate different users of Hardee's. We did literature review also so we have got any straight forward data. But the points we observe was people prefer Hardee's because it's hygienic, and if fulfill its customer demands. This study is important to us because to get save from big loss. In doing research design we use exploratory and descriptive study and did data analysis by find the correlation between DV and IV. For example its taste is according to Gujranwala people so it has strong relationship. We have to together both qualitative and quantitative data. Our university also helps us a lot by providing different facilities and modern software such as SPSS to do our specific task and with combine efforts of all three group member and last but not the least the help of Allah we all are able to complete our research.

Problem Statement:

The saga of Super Asia started in 1975 by Mr. Mohammad Din, the founder of Super Asia. He made his idea a reality by being the first local manufacturer of washing machines in Pakistan. With the advent of Super Asia Group in 80's became the era that changed lifestyles of generations to come. Super Asia has the honor of producing first of its kind complete plastic body washing machine in Pakistan.

Super Asia work on the lines, caters-to-all and thus has introduced products of different values in the market with the latest technology. They are the market leader in washing machine since 1975 and strive to replicate their strengths in their other products and businesses, thus offering their best across the region.

The very First Washing Machines in the 1975, Room Air Coolers in 1980, Gas & Electric Water Heaters in 1985, Water Dispensers in 1995, Fans in 1998, Motorcycles and Insulation & Packing Material units in 2003, Microwave Ovens and Air Conditioners in 2004, Automotive Parts in 2006, Three-wheeler CNG auto-rickshaw in 2008, Hardees International Burger Chain in 2009, Gas Stove and Cooker Hood in 2010 are some of the major milestones of Super Asia Group.

Super Asia Group is striving to be the leader in all of their products, nationally and internationally and to win the utmost satisfaction, trust and loyalty of their much valued customers.

MDS Foods Private Limited is an associated company of Super Asia Group and a franchisee of CKE International (US based charbroiled burger chain). Super Asia is to open restaurants with the brand name of HARDEES in Pakistan, one of the world's leading brand in Quick Service Restaurants. Three restaurants in Lahore's most prime areas have duly been competed i.e. on MM Alam Road, on Thokar Niaz baig, DHA and other restaurants other areas are also in pipe line. Super Asia is striving hard to bring the best from around the world to facilitate the people of Pakistan and earn good name in the food industry like as well.

Before launching Hardee's in Pakistan they have made a research that whether Hardee's will be successful in Pakistan or not, and after research they got a strong response towards Hardee's launch. After that first they Started Hardee's from Lahore with a single branch and got a very good response and now they are running three branches in Lahore. They have also launched Hardee's in Islamabad. By the end of this year (2011) they have a target to open three more branches in different cities. One of those cities is ours Gujranwala.

Our client Super Asia wants us to do research on launching Hardee's in Gujranwala for that reason we need to do research on "Why do people prefer Hardee's"

Research Objectives:

From the world objectives mean short term goal so we can say the research goals. What we want to achieve through our research studies. As we know our research problem either we have to launch Hardee's in Gujranwala or not. For the research purpose we change the problem statement name as "Why people Prefer Hardee's". It is some like preferences formation for new product or brand when it is introduced in backward area or developing area. Now we have to find out the factors those for preference of Hardee's in the eyes of the customers. What are the factors that attract the customers towards the Hardee's? As you know that we did not found any relevant material through literature review. So we want the factors that affect our problem. It is obvious that it is the type of exploratory research in which we want to identify the key success factors