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MMN225007 Research Project Proposal Assignment Sample

Pages Pages: 8

Words Words: 2108

Introduction Of Research Project Proposal Assignment Sample

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Background and Rationale

Fashion marketing is explained as a process that is used by fashion sector organization to make potential customers aware of new fashion products and services of the company. The fashion marketing process is consists of different activities that can help the organization to improve sales in the marketplace. Fashion marketing can be explained asset of different marketing activities that can be used by organizations that are producing fashion products and services (Hult and Ketchen, 2017). This is important for organization in the fashion industry to develop and improve marketing approach to improve sales in the marketplace.The main function of fashion marketing is to differentiate their products and services different from the competitors in the marketplace and attract more customers to buy their products and services.This research is based on ZARA SA which is one of the most famous fashion sector organization. ZARA SA is famous for fast fashion trends on a global level. ZARA is a Spanish fast fashion organization. ZARA SA was established in the year 1975. ZARA is operating on a global scale and providing fast fashion products to customers.

Research Aim Objectives

Aim

To analyse the concept of fashion marketing for business organization.-A case study of ZARA SA.

Research Objective

  • To evaluate the concept of fashion marketing for ZARA SA.
  • To analyse the importance of Fashion marketing for fashion sector organization.
  • To analyse different approaches that are used in by fashion sector company.

Research Questions

  • What is the concept of fashion marketing for ZARA SA?
  • How muchfashion marketing is important for fashion sector organization?
  • What are the basic approaches that are used in the fashion marketing process?

LITERATURE REVIEW

Concept of Fashion Marketing

As per the view of Hult and Ketchen(2017),fashion marketing can be explained as processes and practices that are performed by fashion sector organization to attract customer to buy their products and services and make them aware of products that are provided by the company.Fashion marketing helps the organization to improve its customer base by performing different creative and attractive promotion strategies.The main objective of fashion marketing is to deliver effective information to customers regarding the latest products that are developed by the company as per the current marketing trends. Major practices that are performed by the marketing department ofan organization are- promotion, Selling, Product Management, Pricing, market research, customer relation, and marketing information management. All these activities help the marketing department to develop an effective promotional strategy to improve the sales of the company. This is how the marketing function helps the business organization to meet profit and business objectives.

Importance of Fashion Marketing

In different ways, the marketing function is most important for the business organization. According to Keegan(2017), a marketing process is an effective approach for customer engagement. It helps the organization to develop an effective relationship with target customers. It is also important to meet the long-term goals of the organization. The marketing function is also important to improve the brand value of the company in the target market. This is all about developing a positive image of the company inthe global market. Marketing is considered a communication channel that is used to communicate with their target audience. This communication can help the organization to attract customers to buy their products and services. The marketing process helps the organization to meet sales objectives by promoting its products and services. All marketing functions performed by the marketing department helps the company to fulfil business objectives within the time limit and develop a long-term relationship with customers.

Approaches of Fashion Marketing

According to Shah and Murthi(2021), different processes and approaches can be used by the organization to improve itsfashion marketing in the marketplace. The most common approaches that can be used by the business organization are- Keep the brand image consistent in the market place, Focus on the bestseller of the organization. Develop an effective relationship with loyal customers, Invest in the online presence of the company, Develop an effective fashion guide as per the products of the company, Perform content marketing, Develop a strategic partnership with third party marketing sector organization and Develop a positive image of the organization on social media sites. These are major activities that can be used by the organization as part of the fashion marketing campaign. All these activities are highly effective to improve the sales of the company. By performing all these activities, the main objective of the company is to develop a positive image in the global market and attracta larger customer base.

RESEARCH METHODOLOGY

Research Philosophy

Research philosophy can be explained as the mindset that is developed by the researcher before and at the time of conducting research. The effectiveness of research work is directly related to the mindset of the researcher. In this research process, positivism, and interpretivismresearch philosophy will be considered. Positivism research philosophy will be helpful to maintain the structure of research and consider a large size sample to develop an effective conclusion forthe research topic. Interpretivism research philosophy will help the researcher to develop result and conclusion based on real conditions.

Research Type

Qualitative and quantitative are two common types of research types that are commonly used by the researcher. The qualitative research type mainly consists of information that is based on observations (Snyder, 2019). Information collected from the observations is used to develop a conclusion for the research. Quantitative research mainly consists of numerical data which is collected from different sources. Numeric data is analysed by mathematic tools to develop result for the research. In this research process, qualitative research type will be used to develop a better understanding of the research topic.The qualitative research type will help the researcher to develop a deep understanding of the research topic and understand the human experience in the research process.

Research Approach

A research approach can be explained as a basic framework or plan that is used by the researcher to execute the research effectively. Different research approaches can be used by researcher to complete research work effectively(Ngozwana, 2018). Inductive and deductive research approaches are most commonly used by the researcher. In the Inductive research approach, information, and data collected in the research process are used to develop new theories and concepts that can help to provide an effective solution for the target problem.The deductive research approach is based on existing theories and concept that are used by researcher to explain data that is collected in the research process. In this research,an inductive research approach will be used to develop effective theories and concepts to provide a better solution to the research problem.

Data Collection

Data collection is explained as a process that is used by researcher to collect information and data from target sources. In the research process, mainly primary and secondary data collection approaches are used by the researcher. In the primary data collection process, primary information sources are considered for data collection(Zangirolami-Raimundo, Echeimberg, and Leone, 2018). This approach can help to collect realistic data related to the research topic. In the secondary data collection process, secondary information sources like books, journals, articles, and research papers are used by the researcher for data collection.The secondary data collection process is much easier as compared to the primary data collection process. A wide range of data can be considered for the research process in secondary data collection. In this research, both primary and secondary data collection process will be used to develop effective result for the research problem.

Data Analysis

Data analysis can be explained as a process that is used by researcher to extract useful information from collected data. The different data analysis process can be used to get useful information to develop a better understanding ofthe research process. As a qualitative research type, in this research thematic data analysis approach will be used to analyse information froma wider perspective that is collected from the target audience. It will help to develop a better understanding of the research topic.

Sampling

In this research process, a simple random sampling technique will be used to select participants from a large population. For data collection, 30 employees of Tesco PLC will be considered in the research process. It will help the researcher to maintain the authenticity of the research.

Ethical Considerations

This is important to maintain the ethical practice in the research process to keep it relevant and authentic for readers. Major ethical considerations that are used in the research process are-

  • No participant will be subjected to harm in the research process.
  • All the participants will be provided with a consent form to make them aware of the research purpose.
  • All data protection and privacy standards will be considered in the research process.
  • Proper transparency will be maintained in the research process to maintain the quality of research.

PROJECT PLAN

Gantt Chart

Week 1

Week 2

Week 3

Week 4

Week 5

Week 6

Week 7

Week 8

Topic Selection

Aim and Objective development

Literature Review

Research Methodology

Data Collection

Data Analysis

Conclusion

Recommendations

Final Submission

Work breakdown structure

Challenges in Study

Major challenges that are faced in the research process are-

  • The primary data collection process will be difficult to conduct on the digital channel.
  • Poor time management and work management also will be challenging in the research process.
  • This also will be difficult to select random participants in the research process.
  • Managing information and data is also a challenging part ofthe research process.

Limitations in Study

Major limitations in the research process are- The limited number of people are considered for the data collection process. A large number of respondents can be considered to develop an effective understanding ofthe research topic. Due to time limitation, only a few secondary resources can be considered in the research process.

Ways to Manage Research

Proper planning and execution can help to mitigate possible challenges in the research process. By maintaining ethical and quality standards in the research process, effective result can be developed in the research process. This is how various aspects can be considered to improve the quality of research work and mitigate challenges associated with the research process.

REFERENCES

Books and Journals

Hult, G.T.M. and Ketchen, D.J., 2017. Disruptive marketing strategy. Ams Review. 7(1).pp.20-25.

Keegan, W.J., 2017. Multinational marketing: the headquarters role (pp. 175-180). Routledge.

Ngozwana, N., 2018. Ethical Dilemmas in Qualitative Research Methodology: Researcher's Reflections. International Journal of Educational Methodology. 4(1).pp.19-28.

Shah, D. and Murthi, B.P.S., 2021. Marketing in a data-driven digital world: Implications for the role and scope of marketing. Journal of Business Research. 125. pp.772-779.

Snyder, H., 2019. Literature review as a research methodology: An overview and guidelines. Journal of Business Research. 104. pp.333-339.

Zangirolami-Raimundo, J., Echeimberg, J.D.O. and Leone, C., 2018. Research methodology topics: Cross-sectional studies. Journal of Human Growth and Development. 28(3).pp.356-360.

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