Final Proposal(1) Essay

Project Proposal and Template

Marketing Research Project

Project Proposal Due: Jan 30 2019 (Week 3) 11:00 AM

Project Weight: 5%

To be handed In: Via D2L 1 Per Group

Be sure to have read Marketing Research Project: Overview

At the proposal stage: You are concerned with ‘does their appear to be an opportunity’ before you

proceed further. This assignment represents the foundation of your entire project.

Likely you’l l want to choose a company you are somewhat familiar with, and consider recommendations

for entering a new market .

Now because you are presently in Canada, you will likely chose a company

that might consider coming to Canada, as it will be much easier for you to do market research here in

Canada where you are presently located.

This assignment will require justified by high quality secondary research properly cited. At least 10 sources

is required and at least 20 citations. (likely you’ll use far more)

I also expect a list of the secondary sources you have used to help you.

Remember the importance of

citing work tha t you used. (note just a list of references at the end is insufficient, you need to show

what information is sourced from where – end notes for example are much better than a long list of

sources without specific reference to where you got it.).

1. Consult “Notes on General Research” best practices which is posted

2. Font size greater than 12 is generally not acceptable.

Marketing Research Project

Project Proposal and Template

1. What Company have you chosen to investigate?

We have chosen, Taj Hotel Resorts and Palaces which is recognized as Asia’s magnifi cent hotel company.

Taj Hotel has more than 60 hotels in almost 45 locations across India. This hotel chain was established

In 1903 which was considered as one of the oldest luxury hotel in the region. It is famous for its lavish

tradition of hospitality a nd architectural structures.

2. SWOT Part 1:

What are the company’s Strengths and Weaknesses as they operate curr ently?

You must provide a source and citations for every factual point you make here

Strengths (Current Operations) Weaknesses (Current Operations)

Globally recognized brand High Capital Investment

Celebrity status Environmental Hazard from waste

Innovative strategies Affordable by only rich people

Retains good amount of customer s Adaption of technological changes is time

consuming.

Indian heritage Lack marketing skills

3. PEST

What Political Economic, Social or Technological Trends in Canada may affect

the firm’s entry or success in Canada? (provide citations for each)

Political Economic

Low level of corruption Global growth

Taxation policies GDP rate

Democratic country Labour employment

Founding member of UN Per capita disposable incom e

International political influences

Social Technological

Indian heritage Advance technological systems

Urban and Rural culture

Diversity

Marketing Research Project

Project Proposal and Template

4. SWOT Part 2:

What Opportunities or Threats do you think there are in C anada for them?

(You must provide a source and citations for every factual point you make here)

Opportunities (in Canada) Threats (in Canada)

Growing demand of h ealthy and organic food Different government rules and regulations

Diversified culture Increase in global competition

Increase in tourism Political disturbances

Increase in opportunities for outsourcing services Seasonal Influences

Growing nu mber of International Immigrants

Advanced technology

5. Potential Customers:

What are some pote ntial target markets for the company in Canada? (a target

market is a market segment (group of people) who share some characteristics

that make sal es to this group more likely to occur)

Possible Market Segments: Why are they a potential target market?

1. ASI AN CANADIANS Since the theme of the food that the brand is

famous for is Asian

2. TRAVEL ERS AND TOURIST S

Taj hotel is a preferred destination for a

com fortable and luxuri ous s tay which most tourist

look for .

3. UPPER CL ASS PEOPLE Upper Cla ss people ha ve a big spending capacity

which makes them a potenti al c ustomer

4. CELEBRITIES Since the Hotel Bra nd is a symbol of prestige the

celebrities w ould prefer our hotel

5. BU SINESSMAN AND EXECUTIVE Hotel provides a perfect ambi ence for the

Business confer ences and meetings.

Marketing Research Project

Project Proposal and Template

Describe each Market Segment

Market

Segment

Demographic

Characteristics

Geographic

Characteristics

Psychographic

Characteristics

How is

product/services

used

Benefits derived

Asian

Canadian

17.7% of th e

total Canadian

population

British

Columbia ,

Ontaria,

Alb reta

54% of t he

popula tion in

Canada eat

outside once a

week

On occasions,

Celebrations

Luxury,

Satisfaction

Travelers And

Tourists

15.1 Million

(USA), 72.5

Million (R est of

the world)

Ontari o, British

Columbia and

Quebec are

mostly v isited.

Exp loring

mindset

Sta y, Leisure

and relaxation

Customer

satisfaction

Upper Class

People

Top 10% of

Canadians

have income

over $800,400.

45 to 55age

group.

Ontari o,

Alberta

67.1 % of

upper cl ass

peo ple are

highly

educated

which effect

their spending

pattern.

Enjoying

luxury serv ices ,

parties ,

relaxation.

Customer

delight ,

Premium

quality

experience

Celebrities Around 700

worldwide

Ontario ,

Mont real ,

Vancouver .

Work and

relaxation.

Leisure

act ivity, big

event s.

Luxury, status

symbol.

Businessman

and executive

12 ,59 ,81 2

active

businessman

Ontario ,

Quebec , British

Columbia .

Business

oriented

Business deals,

contracts and

work

prospective .

Privacy ,

customer

satisfaction .

Pro vide refer ences for the factual information you acquire for each group.

Project Proposal and Template

6. Competitors:

Who are the firm’s greatest competitors in Canada (direct or indirect)

Direct Competitor Strengths Weaknesses

Marriort

Customer services

Partnership with fore ign

countries

Negative equity

Bad press

Shanghri -la

Innovative concept

The highest skyscraper of Europe

Very new hotel

Hotel has no spa

The ritz cartlon

High quality No specific promo plans

Indirect competitors may not be in the same business, but provide a similar

enough benefit that they may draw customers away.

Indirect Competitor Strengths Weaknesses

Local restaurants

Good location

Fresh food

Limited seating

High operating costs

Cafeterias

Good quality

Profitabl e organization

High prices

Only known for coffee

Motels

Less investments Lack of safety

Lack of rooms

Marketing Research Project

Marketing Research Project

Project Proposal and Template

7. Competitive Differences?

How is the firm’s product or services different from its potential Canadian

Competi tors? (use data to support your answer)

“Due to the attractive location and traditional architectur e it gain more stunning responsible from the

foreign au dience. Because of these key elements it gains an iconic status of the most iconic hotel. Taj is

the only hotel which has its own aerated wat er p lant, laundry, electroplanting and brushing machine for

its silver ware ” which derived Taj hotel different from any other competitors in Canada .

Given the market segments you’ve selected, are the differences sufficien t to

draw them away from Can adian Competitors – if they exist? (Do the

differences matter to the target market?) (use data to support your answer)

It is derived th at hygiene and privacy ar e the most common problems faced by the Canadian customers

when the y visit hotel .

8. Gap Analysis

Do you see things that potential customers want, that competitors are not

offering that the firm you already provides?

Yes, there are some customers who are fond of variet y of spices and flavo rs. Taj hotel gives a taste of

prestige in a modern culture . It is one of the ancient hotels with best and most experience in hospitality

services and provides customer delight.

Do you have sufficient information to make a speculativ e customer preference

analysis and competitive posi tioning chart to show your gap analysis?

Yes , we do have a c ustomer preference analys is.

What are the most critical factors to determining if the firm will have success

in Canada?

The most critical factors to determine whether Taj Hotels, Palaces and Re sorts will achieve success in

future or not is that we can notice that the number of international immigrants are increasing, we also

experience diversified culture here. Apart from this, it is also a recognized brand and it is a part of Indian

heritage as well.

Project Proposal and Template

9. Decision Statement

Put in one concise sentence, what your research objective is for this

assignment?

To understan d if Taj Hotel Resorts and Palaces will be successful in the Canadian Market or not .

10. Additional Information

W hat additional informat ion would be useful that you were not able to find

yet to help you make your recommendation?

Technological factors aff ecting our business were not easily available for which would be really helpful

when making the recommen dation for the success of ou r com pany .

Marketing Research Project

Project Proposal and Template

Group Leadership

Group Leader Prachi Shah

Meeting Times 11 :00 to 11:15

Citations/Bibliography

Taj Hotels. (2019, January 24). Ret rieved from

Bhasin, H. (2018, June 28). SWOT analysis of Taj Hotels – Taj Hotels SWOT analysis. Retrieved from

-analysis -of-taj -hotels/

(n.d.). Retrieved from /www.google.com/search?q=weakness of taj

hotel&rlz=1C1CHBF_enIN819IN819&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjgpMfSqfrfAhWjj4MK

HRspA8cQ_AUI DigB&biw=1536&bih=754#imgdii=oGJDdzNjkl5DKM:&imgrc=xZidfusLdjjE1M :

STRENGTHS 3. PEST SOCIAL INDIAN HERIT

Bhasin, H. ( 2018, June 28). SWOT analysis of Taj Hotels – Taj Hotels SWOT analysis. Retrieved from

-analysis -of-taj -hotels/

Canada. (n.d.). Retrieved from -Co/Canada.html

Economic outlook, analysis and for ecasts. (n.d.). Retrieved from

-economic -forecast -summary.htm

2018 Economic outlook for the Canadian economy. (n.d.). Retrieved from

-economic -outlook -global -growth -brings -good -news –

canadian -entrepreneurs.aspx

-reports/pdf/other -reports/ecotrend.pdf

Project Proposal and Template

Tencer, D., & Tencer, D. (2017, September 28). Number Of Millionaires In Canada Shoots Up 11.3% In A

Year. Retrieved from ca/2017/09/28/number -of-millionaires -in-canada –

shoots -up -11 -3-in-a-ye ar_a_23226515/

Asian Canadians. (2018, December 14). Retrieved from

Statistics Canada. (2017, August 14). Canadian business counts, June 2017 . R etrieved from

-quotidien/170814/dq170814b -eng.htm

Travel and tourism. (2016, October 07). Retrieved from -402 –

x/2012000/chap/tt -ut/tt -ut-eng.htm

Who are Canada’s 1 per cent and h ighest paid workers? See how you compare. (2017, November 12).

Retrieved from -1-per -cent -highest -paid -workers –

compare/article36383159/

Education and occupation of hi gh -income Canadians. (2018, July 25). Retrieved from

-enm/2011/as -sa/99 -014 -x/99 -014 -x2011003_2 -eng.cfm

Economy of Cuba. (201 9, January 26). Retrieved from

Communications, F. C. (2018, July 16). Forbes Releases 2018 Celebrity 100 List Of The World’s Highest –

Paid Entertai ners. Retrieved from -releases –

2018 -cele brity -100 -list -of-the -worlds -highest -paid -entertainers/#41a2762123b5

W Hotel Environment Analysis. (2016, August 02). Retrieved from

–

Mar riott SWOT & PESTLE Analysis. (2018, November 01). Retrieved from

Lucintel. (n.d.). Www.lucintel .com. Retrieved from -analysis -canada –

2016.aspx

(n.d.). Retrieved from -627 -m/11 -627 -m2019003 -eng.htm

Marketing Research Project

Project Proposal and Template

Most Common Problems for Hotel Guests and How to Deal With Them. (n.d.). Retrieved from

-problems -for -hotel -guest s-4089500

Canada. (n.d.). Retrieved from

Economy of Canada. (2019, January 29). Retrieved from

Technology in Canada. (n.d.). Retrieved from

Answ ers Ltd. (2019, January 24). Competitive pressure of the Taj hotel group. Retrieved from

ting/current -co mpetitive -pressure -of-the -taj -hotel -group –

marketing -essay.php

(n.d.). Retrieved from toronto

stren gth&FORM=HDRSC2

(n.d.). Retrieved from .bing.com/images/search?q=strength and weakness

&cbir=sbi&ima geBin=&qs=n&form=QBIR&sp= -1&pq=strength and weakness &sc=8 –

22&sk=&cvid=CC13DB5E7527436782D5D6C48D945B56

Grading:

What Company have you chosen to investigate? /5 Marks

SWOT Part 1: /10 Marks

PEST /10 Marks

SWOT Part 2: /10 Marks

Potential Customers: /15 Marks

Project Proposal and Template

Competitors: /15 Marks

Competitive Differences? /10 Marks

Gap Analysis /10 Marks

Decision Statement /5 Marks

Additional Information /10 Marks

/100 Marks To tal

Grading Notes:

Plagiarism may result in a mark of zero, and may be reported to the registrar’s office. Marks

may be de ducted for poor editing, or other issues that affect the quality of the report Note:

75% means expectations were met.