Mark 2052 Final Report

MARK2052 Final Report

Client: Harvey Norman

Contents:

1. Problem Discovery Stage

1. Background

2. Literature Review

2. Opportunity Statement

3. Management Decision Problem

4. Marketing Research Problem

5. Research Questions

6. Research Objectives

3. Project Timeline

4. Project Mindmap

5. Research Design and Methodology > details of fieldwork

5.1 Design approaches

5.2 Implementation:

* examples and timing schedule

6. Research Findings

* summaries

* explanations

* focus groups - transcripts in appendices

* interviews -transcripts in appendices

* surveys - responses in appendices

7. Discussion of findings in relation to research objectives & Recommendations

7. Limitations and Recommendations of qualitative research conducted

7. Further Research - Quantitative Approach (include final survey)

7. References

7. Appendices

1. Problem Discovery Stage

1.1 Background

The purpose of this study is to provide guidance for Harvey Norman in regards to addressing the changing customer expectations within an industry of growing innovative online retailers and competitors. There is also a particular focus on potential Harvey Norman consumers in the Australian context and the client’s expressed concern for the development of their furniture line. In order to do so we have to understand the structure and nature of the company and it’s history.

Harvey Norman (HN) is a large Australian-based franchise that focuses on retail products for both the home and the office ranging from electrical, computer & communications, small appliances, furniture, bedding and Manchester, Home improvements, Lighting and Carpet & Flooring. They operate in Australia, New Zealand, Singapore, Slovenia, Ireland, and Malaysia. The nature of the franchise business means that store culture varies across the board as management style depends upon the operator (Harvey Norman...