How To Write A Great Research Brief For Applied Research

Task 1: Market and strategic Overview

With the rapid development of technology and internet most of the traditional business process is changing to modern and effective model. The retailer and goods exchange process are also shifted from a physical handover process to the internet based websites. The research will be conducted for evaluating the efficiency of the Kegan tv comparing to other brands which are also showcased under the same e-commerce web page.

Current Market: Television are popular in all over the world because along with watching schedule programs, viewers can access internet and streaming services. According to a test result, 3.6 million people still use pay tv subscription which is dramatically decreasing due to the rapid availability and functionality of smartphones and laptops. Nowadays, peoples just do not use TV for watching schedule programs, as streaming services are changing the dynamics of the pay TV industry in Australia. Having said this, IHS Markit believes that Australian pay TV providers are still well positioned to compete and will do so as long as they continue to offer compelling content.

Major players: There are dozens of popular company who manufacturers smart Tv and quite popular s well. Samsung, LG and Sony are at highest chart for selling most amount of television. These companies are in the market from a long time and changing their technology rapidly to stay relevant in the market as well.

Target market: Kogan.com had 910,000 unique active customers as of April, but these are only the tip of the database iceberg. More than 7 million Australians are on the Kogan.com database thanks to some interaction since the site was started in 2006. The business of the kogan is Australia centric, even though they are extending their business to New Zealand. This two nations are identified as the key target market for selling the kogan tvs along with other products and services.

Key Factors: The range of the kogan tv is starts from 130 to 3000 dollar and that has lifted Kogan’s personal stake in the company from $68 million to $112.8 million. They showcases the televisions along with Samsung and Sony smart Tvs which are way expensive comparing to the television.

Kogan electronics is one of the most recognized retailer in the Australia. In their e-commerce website they have wide range of categories including consumer electronics, appliances, homewares, hardware, toys, and many more of several brands. Additionally, they offer features products and services of theirs own such as kogan mobile, kogan internet, kogan insurance, kogan travel and kogan TV. According to their published report, kogan provides nation’s number one electronics product, mainly kogan tv by doing business directly with the factory and cutting out the middle man.  

Purpose: The purpose of the research is to identify the effectiveness of the business plan to sell the kogan tvs along with the other brand’s televisions. The marketing unit of the company will be responsible to evaluate the effectiveness of such approach. Kogan explains that his private label strategy will always lag the big breakthroughs in technology because he has to source products from the same suppliers to the global brands. There are 13 separate private labels in the Kogan portfolio.

But he says there is a significant benefit for consumers because when he does offer the latest technology it will be at a much cheaper price than the branded products. A typical Kogan.com private label TV sells for up to 50 per cent less than a globally branded product sold in the major chains.

Business objective: The business objective is to find out the effectiveness of the approach and construct a business analysis.

Research objective: Research objective is to find out the selling potential and popularity of the kogan tv comparing with other brands.

In order to conduct the comparison report, a survey can be taken with some marketing experts and general buyers. The survey can be conducted online thorough sharing the survey link or conduct a small interview to find out different perspective of peoples. In this research minimum 50 participants are essential. Afters selecting key questions and research participants, a survey link can be shared with them along with deadline of the survey. The quantitative research can be the most suitable to understand achieve the research goals. However, qualitative research can also be conducted to gain some basic idea about the marketing strategies. This type of information can be gained from studying some literature which are previously published and available online.

The sell report of the kogan Tv along with other brand is necessary. For reporting requirements word report or PowerPoint is preferable which suits the research as well.  

Task Name	Duration	Start	Finish
Research Plan	32 days	Mon 19-11-18	Tue 01-01-19
Background Reading	4 days	Mon 19-11-18	Thu 22-11-18
Brainstorming	4 days	Mon 19-11-18	Thu 22-11-18
Gather Information	3 days	Fri 23-11-18	Tue 27-11-18
Concept selection	2 days	Fri 23-11-18	Mon 26-11-18
Research methodology plan	3 days	Wed 28-11-18	Fri 30-11-18
Selection of the appropriate research techniques	3 days	Tue 27-11-18	Thu 29-11-18
Conduct the secondary research	6 days	Mon 03-12-18	Mon 10-12-18
identify the participants for survey	9 days	Fri 30-11-18	Wed 12-12-18
select questionaries’	3 days	Tue 11-12-18	Thu 13-12-18
conduct primary research	8 days	Thu 13-12-18	Mon 24-12-18
gather and sort the results	5 days	Fri 14-12-18	Thu 20-12-18
Publish research report	6 days	Tue 25-12-18	Tue 01-01-19

Task Name	Cost
Research Plan	$220.00
Background Reading	$0.00
Brainstorming	$0.00
Gather Information	$0.00
Concept selection	$0.00
Research methodology plan	$0.00
Selection of the appropriate research techniques	$0.00
Conduct the secondary research	$0.00
identify the participants for survey	$50.00
select questionaries’	$0.00
conduct primary research	$100.00
gather and sort the results	$50.00
Publish research report	$20.00