Friday 06 December 2013
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/ ► Assessment Task 1
Case study – D.A. Garden Supplies
The student must demonstrate the ability, knowledge andskills required in identifying market research needs and drafting researchobjectives for a proposed market research project.
For this assessment you are required to apply your ability,knowledge and skills in identifying market research needs to a following casestudy. You will also need to explain how market research can contribute theoperations of the organisation and draft initial research objectives.
1. Read the case study.
2. Prepare a proposal for D.A. Garden Supplies thataddresses the following.
a. What market research is and its role in identifyingand resolving the current issue?
b. How market research can contribute to thesuccess of the D.A. Garden Supplies?
c. What are the research needs of D.A. GardenSupplies?
d. Draft research objectives.
1. Yourproposal should also include
a. A statement of the market research needs forD.A. Garden supplies, based on an analysis of D.A. Garden Supplies’ financialand performance records.
b. Information on the consultation process thatwill be required to progress to the next stage, scoping the project.
c. Details of any industry individuals or externalbodies you consulted in determining these research needs.
You must provide:
· A market research project proposal thataddresses all the points listed in the procedure.
Your assessor will also be looking for:
· Compliance with key provisions of relevantlegislation, including but not limited to: Anti-discrimination legislation andprinciples of equal opportunity, equity and diversity:
o TradePractices Act
o Codesof Practice.
· Application of market research principles andpractices to your proposal:
o Developmentof hypotheses.
o Roleof research in enterprise development.
· Application of project planning principles andpractices including:
o gainingof approvals
· A clearly communicated proposal that is suitablefor use by senior management in deciding to commission a full market research plan.
David and his wife, Alison, have been in the garden supplyand nursery business for the last 13 years. David supervises the nursery andgarden supply part of the business, while Alison does the administration andbookkeeping and oversees the landscaping projects. Their employees comprise twofull-time gardeners, a part-time landscaping consultant and two part-timecashiers. The trading hours are as follows:
· Mon – Wed 9 am –6 pm
· Thurs – Fri 9 am –6 pm (9 am – 9 pm in summer)
· Saturday 8 am –6 pm
· Sunday 10am – 6 pm
The business is located in a main road, opposite a smallsuburban shopping centre that includes a supermarket, department store, caféand 12 specialty shops. About 2 kilometres down the road is a large Bunning’sstore.
The business has prospered over the years through a steadystream of customers who are happy with the quality and cost of the goods andservices, and the professional advice. David has a good rapport with most ofthem, and takes a keen interest in making sure their gardens are properlymaintained.
Five years ago David and Alison opened a small café insidethe nursery. They now have two full-time staff and an additional part-time staffmember who works over lunch-time and on weekends; although during the schoolholidays Alison’s daughter also assists in the café. A new café opened forbusiness 18 months ago around the corner, in a small strip of shops attached...
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