Part A: Develop a detailed, realistic implementation program

Implementation plan/strategy
Tasks Timeline Responsible person Mode/Mediu Cost/Budget
Place m

Informing the staff in all the 5th January General Manager Notice Board & $50
stores about the new product 2017-7th (Project Manager) E-mail
development market research January 2017
plan/project and taking their
feedback and approval.
Hiring Business research 6th January General Manager Social media $350 per
analyst for consultation and 2017-10th (Project Manager) by and hour
new product research plan January 2017 consulting the CEO consultation
preparation. firms
Hierarchy of project team 10th January General Manager - -
preparation and projection. 2017-13th (Project Manager) +
January 2017 Business research
analyst (external
consultant/contractor)
Informing the project team 14th January General Manager Face to face $250
members (decided) about 2017-15th meeting
project scope, objectives, January 2017 (verbal
duties, tasks with timeline informing with
and budget proposed. presentation)

E-mail to
provide soft
copy of the
project plan in
detail
Designing the survey 17th January Business research - $300
questionnaire for customers. 2017-19th analyst + Store
January 2017 Manager
Conducting survey 20th January Store Staff Executives Via direct mail $1000
questionnaires on customers. 2017-25th and face to
January 2017 face on stores
To conduct SWOT analysis, 23rd January HR Manager + Finance Face to face $1500
PESTLE analysis, & PORTER 5 2017-25th Manager + Marketing discussions
Force analysis of Donut King. January 2017 Manager with support
and inclusion of Store Report analysis
Managers and Store
staff Online
research
To collect sales datasheets of 20th January R&D Manager + HR Official $300
Donut King & Competitors. 2017-31st Manager websites
January 2017
Reports of
 Donut king and
competitor
companies
To collect the reviews and 20th January Business Research Government $500
reports of Panel of industry 2017-31st Analyst + R&D offices
experts. January 2017 Manager
Fast food
industry
management
systems
To collect and make report 26th January Marketing Manager + Online $750
nd
over the current customer 2017-2 Marketing Executives magazines
trends and buying patterns February 2017 + Store Managers
with the trends and patterns Blogs
from last 1 year in Australia.
Newspapers

Research
reviews
To collect competitor’s annual 1st February Marketing Executives Official $150
reports, CSR reports, and 2017-5th websites of the
Sustainability reports (that February 2017 competitors
are available).

(Babin & Zikmund, 2015); (Hair Jr & Lukas, 2014); (Kanji et al., 2016); (Kotler et al., 2015); & (Srivastava, 2015)

Resources Required
Resource(s) Cost Where & How to obtain
Business Research Analyst $350 per hour (hiring or From social media and
consultation fee) consultation firms through
contact and research
Internet facility $250 monthly Already available in the
organization in its all stores
and offices
Projector & Slider No cost at present Already available in the
organization
Notice boards in all stores $35 per notice board From furniture store or retail
shop offline or online
Survey questionnaires for $500 Through team discussion and
customers designing procedure
Competitor’s annual reports, $350 Through internet facility
CSR reports, and Sustainability accessing official website of
reports competitors, government
Panel of industry experts review systems and fast food
and reports industry web portal
Sales datasheets of Donut King &
Competitors
Social media team networking $100 Online facility with support of
page Marketing manager
Rewards and incentives $200 monthly As decided
 Record database $1000 From efficient and popular
vendor
(Babin & Zikmund, 2015); (Perry & Pyatt, 2015); & (Sacks et al., 2015)

Risk assessment
Risk(s) Possibility Contingencies
Staff resistance Moderate Inclusion of staff members of all
position in plan decisions and tasks

Direct and two way communication

system and policy between
management and staff members
Delay in deadlines accomplishment Moderate Gantt chart training and follow up all
throughout the project plan

Weekly team meeting and discussion

over progress

Once in two days – random team

member’s discussion and
communication with project manager

Rewards for individual team

members on good performance after
every 20 days
Lack of Moderate Two way communication system and
communication/miscommunication flow policy
between team members
Social media network of team for
daily chat and discussion in any way
they want to keep miscommunication
and doubts at bay
Conflict of interest in team Moderate A get together or lunch/dinner outing
members of the team after every 12-15 days

Informal discussion and brainstorm

session of the team members once in
10 days
(Babin & Zikmund, 2015); (Bryman & Bell, 2015); (Johanson & Mattsson, 2015); & (Kanji et al., 2016)

Monitoring Process
Monitoring task Timeline
Discussion formal meeting of the project team for Weekly
wholesome project progress discussion.
Informal discussion and random communication of the Once in 2 days
project manager with project team members individually
about project plan achievements, needs, any modifications
required, resource availability, etc.
Gantt chart project plan representation and follow up. Daily
 Project team feedback. Monthly
Project team member’s reporting to their immediate Daily
authority through both verbal and written mode.
Financial audit of the project to keep project in budget and Fortnightly
on time.
Revising the project team their roles, duties, resources and After every 10 days
assigned budget for every task.
(Kanji et al., 2016); (Kotler et al., 2015); (McQuarrie, 2015); & (Perry & Pyatt, 2015)

Measuring stakeholder satisfaction at the end of the project

The project satisfaction survey has been designed for measuring the team stakeholder satisfaction at the end of the
project. The survey has been represented below in the appendix (Srivastava, 2015).

Part B: Conduct an information session

Session Time: 10:00 am – 12:00 noon

(Contractor will be informed about the session time through phone call, and e-mail)

10:00 am – 10:05 am

Welcome note: Welcome Mr. Xyz! Good to see you. This session is really precious for me and my organization and
we cannot attain success in the projected market research plan without your guidance and support. Let’s start!

10:05 am – 10:15 am

Introduce Self: I am the general manager of Donut King and the project manager as well. I am really keen to initiate
this project of new product market research for our organization as a whole and I am looking for your support and
guidance to plan a project that is efficacious and sustainable with assured outcomes. I am associated with this
organization from back 8years and looking forward to enhance its global image and certainly attain great rise in
customer count, sales and market figures in Australia.

10:15 am – 10:40 am

Project parameters and expectations:

 Project scope – The project for the new donut product research will assist this business of the donut king for
representing the newer product range having newer flavours and taste which will be efficient in attracting
newer customer line and growth and this will also be able to target new demographics. When fresh target
segment will get attracted and approached, it will open up newer opportunities for this defined company for
improving the market reputation/rapport, sales growth, customer growth and product becoming varied.
This defined market research plan will be assisting the Donut king in making the company name to reach the
newer standard of customer reach and business success with refined business services and values.

 Project time – The project duration is about 2 months maximum with results being life time for Donut king.

 Project integration – It needs collaboration of general manager with R&D manager, Finance manager,
Marketing manager, HR manager, finance and marketing executives, store managers, store staff members
and customers as a whole.
  Project risks –

Risk(s) Possibility Contingencies

Staff resistance Moderate Inclusion of staff members of all
position in plan decisions and tasks

Direct and two way communication

system and policy between
management and staff members
Delay in deadlines accomplishment Moderate Gantt chart training and follow up all
throughout the project plan

Weekly team meeting and discussion

over progress

Once in two days – random team

member’s discussion and
communication with project manager

Rewards for individual team

members on good performance after
every 20 days
Lack of Moderate Two way communication system and
communication/miscommunication flow policy
between team members
Social media network of team for
daily chat and discussion in any way
they want to keep miscommunication
and doubts at bay
Conflict of interest in team Moderate A get together or lunch/dinner outing
members of the team after every 12-15 days

Informal discussion and brainstorm

session of the team members once in
10 days

 Project costs – Total budget for this project has been proposed to be $10,000.

10:40 am – 10:55 am

Role of contractor:

 To support the development and growth of integrated strategies along with effective presentation and
implementation of the program/plan via proper liaison.
 To assure that the activities are completely market and customer focused and are completely aligned with
business objectives.
 To develop and deliver efficacious market research plans.
 To monitor the performance and monitoring with timely evaluation.
 To support financial planning and forecasting.
  Provision of industrial expert reviews and reports.
 To compile and analyze the statistical data by making use of the traditional and modern methods for
collecting appropriate data and reports.

10:55 am – 11:15 am

Proposed market research methods:

Survey questionnaires- This is to be conducted on the customers of the donut king from its stores customer list and
data. This is for acknowledging their view about the business and its products currently, their taste preference,
needs, and required changes or improvement ideas for donuts and to know their referral rate and return frequency
on this store.

Sales datasheets- This tool is necessary to know about the existing Donut king products and its sales in terms of the
competitor products and the actual variety of products and its impact on the customers and market as a whole.

Panel of industry expert research reports- This is to know their look out and recommendations for the donut
industry of Australia and the analysis about all the product manufacturers and their core factors.

Online research of the customer trends and buying patterns (from past 3-5years)- This is acknowledge and present
the unique donut product which matches the customer’s buying pattern and trends and effectively target the most
appropriate customer segment.

Competitor’s annual reports- This is to be collected from their official websites and market analysis research to
understand and specify all the competitors in detail and will also throw light on their future plans, products,
marketing and pricing strategies.

Data collection tool/method Place

Survey questionnaires Via direct mail and

face to face

Sales datasheets of Donut King & Official websites and

Competitors reports of Donut king
and competitor
companies

Panel of industry expert reviews Government offices &

and reports fast food industry
management system

Customer trends and buying Online magazines,

patterns blogs, newspapers,
and research reviews

Competitor annual reports Official websites of the

competitors
11:15 am – 11:30 am

Survey forms & data collection paperwork:

The survey forms and data collection paperwork to be used have to be commendable in every form. I personally and
professionally want the survey forms to be a mix of open ended and straight forward questions to allow the person
to answer as best and honest as possible. The customer survey questionnaire needs to be designed along with the
stakeholder satisfaction survey after the project is accomplished. (A good discussion and analysis of the surveys will
be conducted.)

11:30 – 11:45 am

Documentation & submission procedures:

Documentation/submission procedure Timeline Responsible person

Documenting discussion of the formal meeting of the project Weekly Project manager
team for wholesome project progress.
Documenting informal discussion and random communication Once in 2 days Project manager
of the project manager with project team members
individually about project plan achievements, needs, any
modifications required, resource availability, etc.
Gantt chart project planning documentation. Daily Every stakeholder of the
project as dutiful
Project team feedback in record database. Monthly Project manager
Project team member’s reporting to their immediate Daily All project team
authority about daily achievements or failures if any. members in record
database individually
Financial audit recording and submission of the project. Fortnightly Financial manager

11:45 am – 11:55 am

Communication strategies:

 Formal meeting of the project team

 Random informal communication and discussion of project manager with project team members
individually
 Social media networking of team
 E-mail about the proposed plan, duties and schedule with any change in later period

Detail discussion with the contractor.

11:55 am – 12:00 noon

Conclusive remarks!

(Bryman & Bell, 2015); (Hair Jr & Lukas, 2014); (Johanson & Mattsson, 2015); (Kanji et al., 2016); (Kotler et al., 2015);
(Sacks et al., 2015); & (Srivastava, 2015)
 Part C: Evaluate the research process and findings
Data relevance to initial objectives
Data is highly relevant towards the initial objectives of the market research because with this data, it can be defined
where Donut King can expand or introduce new product line with highly successful and highly probable outcomes.
This data has defined the factors that can promote and sustain the stable growth of Donut king (Kanji et al., 2016). If
the new product launch will be unique and will stand on the customer’s taste and flavor demand as found in the
research, there will be assured increase in sales with double benefits (Kotler et al., 2015). This will automatically
increase in new customer visits and purchases making a good and smooth relationship. This market research has
also defined and made it assured that Donut king will launch new donut product after every 6 months being a
priority (Perry & Pyatt, 2015).

Reliability and validity of research data collection methods/tools

Data collection tool/method Place Reliability Validity

Survey questionnaires Via direct mail and Moderate High

face to face

Sales datasheets of Donut King Official websites and High High

& Competitors reports of Donut king
and competitor
companies

Panel of industry expert Government offices High High

reviews and reports & fast food industry
management system

Customer trends and buying Online magazines, High High

patterns blogs, newspapers,
and research reviews

Competitor annual reports Official websites of High High

the competitors

(Babin & Zikmund, 2015); (Hair Jr & Lukas, 2014); (McQuarrie, 2015); & (Perry & Pyatt, 2015)

Modified research & implementation plan

Tasks Timeline Responsible person Mode/Mediu Cost/Budget
Place m

Informing the staff in all the 5th January General Manager Notice Board & $50
stores about the new product 2017-7th (Project Manager) E-mail
development market research January 2017
plan/project and taking their
feedback and approval.
Hierarchy of project team 10th January General Manager - -
preparation and projection. 2017-13th (Project Manager) +
January 2017 Business research
 analyst (external
consultant/contractor)
Informing the project team 14th January General Manager Face to face $250
members (decided) about 2017-15th meeting
project scope, objectives, January 2017 (verbal
duties, tasks with timeline informing with
and budget proposed. presentation)

E-mail to
provide soft
copy of the
project plan in
detail
Designing the survey 17th January Business research - $300
questionnaire for customers. 2017-19th analyst + Store
January 2017 Manager
Conducting survey 20th January Store Staff Executives Via direct mail $1000
questionnaires on customers. 2017-25th and face to
January 2017 face on stores
Hiring Business research 20th January General Manager Social media $350 per
analyst for consultation and 2017-25th (Project Manager) by and hour
new product research plan January 2017 consulting the CEO consultation
preparation with success. firms
To conduct SWOT analysis, 23rd January HR Manager + Finance Face to face $1500
PESTLE analysis, & PORTER 5 2017-25th Manager + Marketing discussions
Force analysis of Donut King. January 2017 Manager with support
and inclusion of Store Report analysis
Managers and Store
staff Online
research
To collect sales datasheets of 20th January R&D Manager + HR Official $300
Donut King & Competitors. 2017-31st Manager websites
January 2017
Reports of
Donut king and
competitor
companies
To collect the reviews and 20th January Business Research Government $500
reports of Panel of industry 2017-31st Analyst + R&D offices
experts. January 2017 Manager
Fast food
industry
management
systems
To collect and make report 26th January Marketing Manager + Online $750
over the current customer 2017-5th Marketing Executives magazines
trends and buying patterns February 2017 + Store Managers
with the trends and patterns Blogs
from last 1 year in Australia.
Newspapers
 Research
reviews
To collect competitor’s annual 1st February Marketing Executives Official $150
th
reports, CSR reports, and 2017-10 websites of the
Sustainability reports (that February 2017 competitors
are available).

(Babin & Zikmund, 2015); (Hair Jr & Lukas, 2014); (Kanji et al., 2016); (Kotler et al., 2015); & (Srivastava, 2015)

References
Babin, B. J., & Zikmund, W. G. (2015). Essentials of marketing research. Nelson Education.

Bryman, A., & Bell, E. (2015). Business research methods. Oxford University Press, USA.

Hair Jr, J. F., & Lukas, B. (2014). Marketing research. McGraw-Hill Education Australia.

Johanson, J., & Mattsson, L. G. (2015). Internationalisation in industrial systems—a network approach. In
Knowledge, Networks and Power (pp. 111-132). Palgrave Macmillan UK.

Kanji, N., MacGregor, J., & Tacoli, C. (2016). Understanding market-based livelihoods in a globalising world:
combining approaches and methods. London, UK: International Institute for the Environment and Development.

Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing. Pearson Higher Education AU.

McQuarrie, E. F. (2015). The market research toolbox: a concise guide for beginners. Sage Publications.

Perry, C., & Pyatt, R. (2015). Network theory’s contribution to the development of marketing research. In
Proceedings of the 1995 World Marketing Congress (pp. 188-196). Springer International Publishing.

Sacks, G., Mialon, M., Vandevijvere, S., Trevena, H., Snowdon, W., Crino, M., & Swinburn, B. (2015). Comparison of
food industry policies and commitments on marketing to children and product (re) formulation in Australia, New
Zealand and Fiji. Critical Public Health, 25(3), 299-319.

Srivastava, R. K. (2015). How differing demographic factors impact consumers’ loyalty towards national or
international fast food chains: A comparative study in emerging markets. British Food Journal, 117(4), 1354-1376.

Appendix:
Customer Survey Questionnaire
Demographic Questions

 What is your age? _______________________

 What is your gender? _____________________

 What is your income? _____________________

 What is your household income? _____________________

 What is your household size? _____________________

  What is your working area or profession? _____________________

 What is your qualification or education level? _____________________

 Where do you live currently? _____________________

Psychographic Questions

 What are your interests?

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

 What are your hobbies?

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

 What is your opinion about Donut King?

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

 What is your favourite donut product & why?

_________________________________________________________________________________

_________________________________________________________________________________

 Is there any other brand or store that is competitive to Donut King and its products? Please mention in
detail.

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________
_________________________________________________________________________________

 Do you think Donut King needs to introduce new donut product or range? Please give detail.

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

 Please mention your preference or taste or flavor for mew donut product?

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

Buying Pattern Questions 

 Do you ever purchase a donut _______?

 If so, who in your household member that makes the buying decision?

_________________________________________________________________________________

_________________________________________________________________________________

 Where do you go when you are looking for a donut _______?

 How often do you purchase a donut _______?

 How long does it take you to make a buying decision?

_________________________________________________________________________________

_________________________________________________________________________________

 What is your typical budget for a donut purchase _______?

 How far would you travel to make the purchase for donut?

_________________________________________________________________________________

_________________________________________________________________________________

Benefits Questions

 What features do you look for when you purchase?

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

 What specific benefits do you look for in a donut?

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

 What needs are you trying to meet when you purchase a donut?

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

 How do you hope a donut will make your life better?

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

Project Satisfaction Survey

Project Name: Prepared by: Date:

The purpose of this defined survey is to properly determine your satisfaction level with the recently accomplished
project. For every item/question, you have to mark your response that best fits the satisfaction. “1” indicates being
lowest satisfaction and “5” indicates being highest satisfaction.
 Scale
Description/Identification of Survey Item
Lowest Highest
Project Communication 1 2 3 4 5

1. Scope, objectives, and completion criteria were clearly defined in the Initiation phase of
this project with associated documentations.

2. The team, stakeholders and yourself were kept well informed of the project
status/progress with the status/progress meetings, status reports and/or personal/project
updates.

3. When the issues were encountered, the whole issue was brought about to light rapidly,
well discussed openly with the entire team in a manner which permitted the best
alternative being implemented.

Project Change
1. When scope changes and/or external forces needed the project schedule being change,
accurate alteration request procedures being followed.
Project Schedule

1. The project schedule gave the product/service within a timeframe which met the business
needs.

2. The real schedule which was developed during the Planning phase had been largely
accurate and also followed all across the project execution.

Overall Project Product

1. The product being delivered at the end of this project to be matched with the real
needs and scope.

2. The Customers as well as Stakeholders of this project were well satisfied with the
defined project’s deliverables.
General Comments: