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Research Praposal

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Neluka vishuddhi
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36 views5 pages

Research Praposal

Uploaded by

Neluka vishuddhi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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THE PROPOSAL FOR

THE STUDY OF IDENTIFY REASONS OF


LOW PERFORMANCE OF CAROL BISCUIT
SEGMENT AT MUNCHEE (CEYLON BISCUIT
LIMITED)

Navodya S Dahanayake
Batch 21

Index num. - 17208562

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Research Proposal Form

Student Name: Navodya S Student Number: 17208562


Dahanayake

Intake Number Batch 21 Module Title BMGT3004L

Proposed Project Title: The study of Identify reasons of Low performance of Carol biscuit
segment at Munchee (Ceylon Biscuit Limited )

Please review the requirements of your study guide before you complete this form. This form should be
no longer than 3 pages (or 300 words) in total when completed.

1. Subject Area of Research


The topic of study must relate directly to your programme of study.

(a) What is the module which your research will be based upon?

[] Human Resource Management [ ] Managing Change. [ × ] Marketing

(b) Which specific topic from this module? (e.g. Topic 8 of HRM
Recruitment & Selection)

Possibility to improve the performance of a FMCG (Fast Moving Consumer


Good) product by using marketing mix.

(c) Please indicate what is the research question in 30 words or less.

What are the reasons to the low performance of Carol segment and how to improve
the performance?

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(d) What are your research objectives?

(i) To investigate existing 4P’s of CBL Carol Biscuit Segment.


(ii) Recover the Carol segments.
(iii) Understand customer and retailor based on CBL Carol biscuit segment.
(iv) Investigate the availability and visibility of Carol biscuit segment.
(v) Give recommendations on the opportunities to expand the carol by using
marketing mix.

2. Rationale for the Selection of the Project (100 words)


Why is this topic worth investigating?

I am interested in this area so I selected this topic. Also I was a trainee at marketing department
at Munchee (CBL). Consider that I have more experience that I selected area. So I get
experienced about low performance of biscuit segment. In order to that I chose Munchee Carol
Biscuit’s low performance. And also CBL Munchee is one of the fastest growing company in Sri
Lanka. CBL have 60% domestic market share in Sri Lanka. So I choose CBL Munchee. There
are several product categories that manufacturing in CBL. Among them I chose Carol segment
for my research investigation. Introducing Carol segment is the good competition in with Little
Lion who is the main competitor for the CBL power. CBL did good marketing for its Carol
Segment. But its rank went down.

3. Preparation for Literature Review


Literature /Other Research Relevant to your Proposal (150 words)

(a) What academic literature is relevant to your proposed research?

1. Christoph Preuss. (2013): Retail Marketing and Sales Performance,


ISBN 978-3-658-04-630-9, Bradford: UK
2. Dan Seidman. (2012): The Ultimate Guide to Sales Training, Potent tactics to
accelerate sales performance, 1st Edition, Pfeiffer, ©2012: San Francisco
2. Michael John Baker. (2016): The Marketing Mix, Business and management collection,
Principles of Marketing, Henry Stewart Talks: London
3. Tobias Richter. (2012): International Marketing Mix Management, © copyright logos
Verlag Berlin, ISBN 978-3-8325-3098-3
4. Steven Bate. (2014): The marketing Mix, kindle Edition

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(b) Have you identified other research that might inform your proposed research? (for example
from professional bodies, government reports, etc.)
1. Department of Marketing (2010): Strategic Management Practices: A review, A C
Neilson Retail Audit: Munchee
2. http//marketingmix.co.uk/
3. http//www.mincheelk.com

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