PROMOTE PRODUCTS AND SERVICES TO INTERATIONAL MARKETS BSBMKG513A | | | | | Submitted by: ZAFAR ALI SHAH | | |

CONTENTS
Solving the problem

* The consultation process * Research proposal * Preliminary scope * Human resources * Financial resources * Physical resources * External research assistance * Research location * Methods used for research * Sample size * Budget * Time frame * Client interview * Research plan * Objectives * Scope * Research methods * Type of data * Sources of data * Data gathering methods * Sampling * Processing methods * Feasibility

Introduction:
Coles Supermarkets is an Australian supermarket chain owned by Wesfarmers. It has 741 stores nationally, including 45 BI-LO Supermarkets that also stock Coles private label brands, and more than 100,000 employees.
Coles was founded by George James (G.J.) Coles when what was called the "Coles Variety Store" opened on 9 April 1914 in Smith Street in the Melbourne suburb of Collingwood. Expansion to more stores occurred and the chain was regarded as leaders in providing value to Australian shoppers (G. J. Coles learned the retail trade working for his father's "Coles Store" business at Wilmot, Tasmania between 1910 and 1913).
Coles' interest in food retailing was spurred in 1958 when it acquired 54 John Connell Dickins grocery stores. It then acquired the Beilby's chain in South Australia in 1959 and 265 Matthews Thompson grocery stores in New South Wales in 1960.

The exterior of a Coles supermarket in Springvale, Victoria.

A Coles supermarket in Adelaide.

An entrance to a Coles supermarket in Dee Why, New South Wales.

Inside a Coles supermarket in Berwick, Victoria.

An aisle in a Coles supermarket in Glenfield Park
In 1960, the first supermarket was opened in the Melbourne suburb Balwyn North, at the corner of Burke and Doncaster Roads where a modernised version continues to operate. By 1973, Coles had established stores in all Australian capital cities.
From 1962, its supermarkets were branded Coles New World with accompanying rocket imagery. In 1991, the stores were rebranded Coles Supermarkets and from 1998, simply as Coles.
From mid 2006, many BI-LO supermarkets were badged as Coles Supermarkets. Newmart supermarkets, under which BI-LO traded in Western Australia, were badged as Coles Supermarkets in 2002-2003. Newmart stores co-located with Coles in the same area or shopping centre were sold to Foodland and re branded as the now-defunct Action Supermarkets chain. The conversion program was put on hold at Easter 2007.
On 2 July 2007, Western Australian based company Wesfarmers agreed to purchase Coles Group Limited for A$22 billion. The purchase was completed in early 2008.
In August 2007, as Wesfarmers foreshadowed its plans for the restructuring of Coles Group following its anticipated takeover, it stated that one of three planned divisions would comprise supermarkets, liquor and convenience stores.
In February 2008, Wesfarmers appointed UK retailer Ian McLeod as managing director of Coles Supermarkets plus liquor, fuel and convenience businesses. McLeod's previously headed UK car parts and cycle retailer Halfords and gained supermarket experience with Asda and Wal-Mart.
In 2008, the I Test For Coles Panel (or Coles Mums' Panel) began, with 2,500 panelists testing Coles brand products in their home and providing general feedback about Coles.
In February 2011, Coles acquired National Australia Bank's 50 per cent interest in Australia's largest loyalty program FlyBuys, giving it 100% ownership.
In September 2011, Coles commenced stocking private label clothing in their stores with several stores receiving refits to accommodate the range.

The consultation process:
Ian McLeod, Managing Director, Coles of Benalla store organized the consultation process. Sunna, Stephen store employees, Jason from Transport Company. Jack warehouse manager was present in this consultation process. The consultation process meeting took place at the boardroom of Benalla store.
Research proposal:
Suuna loose the store manger gives me the proposal of their shortage of different products and the way of their customers dealing. In my point of view they have to set a minimum level of their hot running products for at least ten days stock and they have to improve their ordering procedures as well etc.
They also train their staff give them training for customer satisfaction and tell them customers are their business.
Preliminary scope:
Preliminary scopes are the resources required for research;
Human resources
Financial resources
Physical resources
Time
Human resources:
People who they will help to complete task those are the staff of Coles. Staff will only help in research when they are available, staff can play very important role in research because they are directly involve with customer. They got direct feedback from customer. We can get a lot of information from staff. On the other hand they available on site to help in research. Customer feedback also a main resource of information. Transport and warehouse staff also a human resource. Transport got responsibly to make sure they deliver product safe and secure.

Financial resources:
Every company have a budget for market research. We have a $9000 to complete the research. So it is very important for us to complete our research in a budget. Budget is also cover the cost research. If we need any information from outside resources, it also covers that. Because we need a manpower to complete this task. Budget also covers the wages. We can also use this money to buy any equipment, we need for research.
Physical resources:
In a physical resources office where we going to organized a research, other properties e.g. computer, internet, data etc, known as physical resources.
Time:
Time is money so we have complete research task in time. Because longer we take it’s going to be cost us more. On the other hand as soon as we solve the problem. It will help the company to start making profit soon.
External research assistance:
Any assistance we need from outside. It can be a market survey, Annual market reports, Feedback from customers or previous market research reports and Face to face conservation with customer.
Location of research:
Location for this research start from flinders station and finished at Southern Cross Why we using this location because it’s local. We access data easily. If we need a staff help, we get it easy. They don’t have to travel. It’s easy excess of information and we can save lots of time and money.
Sample size:
Because Coles have a large number of suppliers and sub-suppliers. Store staff, warehouse staff, transport and customer are the part of research. We can get all the information from them the one we for research.
Methods of research:
Research methods will be * Causal * Exploratory * Descriptive * Causal
The choice of the most appropriate design depends largely on the objectives of the research and how much is known about the problem and these objectives.

Descriptive research:

Descriptive research, also known as statistical research, describes data and characteristics about the population or phenomenon being studied. However, it does not answer questions about e.g.: how/when/why the characteristics occurred, which is done under analytic research.
Although the data description is factual, accurate and systematic, the research cannot describe what caused a situation. Thus, Descriptive research cannot be used to create a causal relationship, where one variable affects another. In other words, descriptive research can be said to have a low requirement for internal validity.
The description is used for frequencies, averages and other statistical calculations. Often the best approach, prior to writing descriptive research, is to conduct a survey investigation. Qualitative research often has the aim of description and researchers may follow-up with examinations of why the observations exist and what the implications.

Exploratory research:
Exploratory research is a form of research conducted for a problem that has not been clearly defined. Exploratory research helps determine the best research design, data collection method and selection of subjects. It should draw definitive conclusions only with extreme caution. Given its fundamental nature, exploratory research often concludes that a perceived problem does not actually exist.
Exploratory research often relies on secondary research such as reviewing available literature and/or data, or qualitative approaches such as informal discussions with consumers, employees, management or competitors, and more formal approaches through in-depth interviews, focus groups, projective methods, case studies or pilot studies. The Internet allows for research methods that are more interactive in nature.
Causal research:

An informal type of investigation into an issue or topic. Casual research might include searching for something on the Internet or giving data of any organization. It differs from scientific research that is considerably more formal and rigorous in nature and causal research that investigates the effect of one thing on another.
After studying these three methods of research the best method for this case is casual research because in casual research we trying to find the problem and in Coles So, the data or information we got from the customers, suppliers and other sources from that information we have to change the market strategy of Coles for profit maximization.
Scope:
All the parties will have to participate in research.
Type of data:
Data we need for research it will be; * Primary data * Secondary data * Internal data * External data * Formal data * Informal data
Primary data:
Primary research means seeking data that does not already exist. It is getting original data that is available anywhere else and can only be obtained by communicating with people or making observations about people and situations. We have got primary data direct from customer and staff. Face to face conversation also a source off primary data. Because staff directly interact with customer and suppliers.

Secondary data:
Secondary research means seeking data that already exists, such as facts and figures. It is getting data that has been obtained by others, either for their own use or for business advantage.
Internal data:
Budgets, sales figures, profit and loss statements, customer billings, inventory records, prior research reports, accounting data etc.
External data:
Government sources or non government sources such as research companies.
Formal and informal data:
Market research can be formal or informal, broad or specific depending on the research objectives.
Sources of data:
Due to the expense involved in primary data’ most enterprises will rely on secondary data wherever possible. Secondary data for market research can be classified in external and internal data. I find the data locally from net etc.
Sampling:
Sampling is known as section of our customers, Survey of various groups and organisations and get comprehensive feedback from all group involving in research.
Processing methods:
Data that you gather will need to be processed, how you process the data. When planning a market research project, you should determine the method you will use for processing the data.
The main considerations in deciding how to process the data gathered will include * The type of analysis that will be required * The amount of data to be collected * If the data processed internally or externally * What tools or programs are used to analyse the data * The available budget * The time available
The more data that you collect and the more complex the required analysis, the more likely you are to need access to an expert such as a statistician or access to an organisation that provides data processing and analysis services for market research projects.

Feasibility:
It is effective research for Coles and if they overcome their problems regarding services and shortage of the products then they increase their sales volume with that the business would be improved.
A feasibility study is an evaluation and analysis of the potential of the proposed project which is based on extensive invest.Tigation and research to give full comfort to the decisions makers. Feasibility studies aim to objectively and rationally uncover the strengths and weaknesses of an existing business or proposed venture, opportunities and threats as presented by the environment, the resources required to carry through, and ultimately the prospects for success. In its simplest terms, the two criteria to judge feasibility are cost required and value to be attained. As such, a well-designed feasibility study should provide a historical background of the business or project, description of the product or service, accounting statements, details of the operations and management, marketing research and policies, financial data, legal requirements and tax obligations. Generally, feasibility studies precede technical development and project implementation OR it has worth?