Documente Academic
Documente Profesional
Documente Cultură
May 2014
Prepared by:
ILSC Business College
213 Adelaide St 4000
BRISBANE
QLD
Australia
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TABLE OF CONTENT
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8.3 Procedure 20
9. Relevant legislation 20
9.1 Food legislation 21
9.2 Employing people legislation 22
9.3 Equal employment opportunity & anti-discrimination 22
9.4 Trade Practices Act and Fair Trading Laws 25
9.5 The Privacy Act 26
9.6 The Code of Practice 27
9.7 NGISA Code of ethics 28
10. Resources 29
10.1 Human resources 29
10.2 Financial resources 29
10.3 Physical resources 29
10.4 Specification of information sources 30
11. External market research assistance 30
12. Research locations 30
13. Types of data 31
14. Data processing methods 31
15. Project implementation plan 32
15.1 Gant Chart details timing 33
*Data from these sources will continue to be gathered regardless of the
completion of the exercise. 33
16. Cost estimates 34
17. Conclusion 34
A. Appendix Qualitative research 35
A.1 Focus Group Q&A for D.A. Garden Café 35
A.2 Visitors’s survey Linkert scale 36
B. Appendix Quantitative research 37
B.1 General Survey within the suburbs - Online Survey 37
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1. Introduction and Background to the research
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1.2 Sales’ history
25%!
5%!
70%!
5
promoting grants! sales garden supplies ! sales café!
27%!
9%! 64%!
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2. Statement of the problem
• Garden Supplies
Garden Supplies sales have dropped by 5%, although the last year saw
an increase in drought proofing related product such as mulch. These
products currently contribute 34% to overall profit. The need for market
research is to determine why the sales have dropped. An hypothesis can
be developed to see if there are any changes in price that is affecting
sales.
• Nursery
Nursery sales have dropped by 5% in the last 2 years. These sales of
these kind of products currently contribute 41% to overall profits. The need
is review the customer profile. An hypothesis can be assume to see if the
costumer’s behavior has changed.
• Landscaping
Landscaping project numbers have been flat; however, the size and profit
on each project has grown slightly. This has meant a study contribution to
overall profit of 10%. The reason for market research is to analyze the
market current situation, potential and future development.
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• Cafè
The Café trade has been steadily increasing for the last three years and
as result profits from this have been growing a rate of 2-3% per annum,
currently contributing 15% to the overall profits of the business. The need
is to be aware of the competitor and create an effective advertising
strategy.
3. Consumer Analysis
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Also, A.D. Garden often hosts school trips and visits with elementary
and junior high classes to learn about water quality and plants as well as
the soil.
A.D. Garden has also a well developed landscaping projects which
serves constructors and suppliers.
A.D. Garden can also serve entertainment needs. Some of these are
the need to enjoy the outdoors and get some fresh air, to spend quiet time
with family, and to have a fun day that can include the whole family,
without spending an extensive amount of money.
Finally, their customer can enjoy a cup of coffe or a nice lunch in a
beautiful, natural setting at their internal café which is open all day.
Whether it is an educational visit, a visit for entertainment, or just a
normal weekly day, A.D. Garden can satisfy many people's needs and
desires to help create exceptional family memories.
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Loyal costumers
Elderly
The majority of A.D. Garden target market comes from this precise
group of people which accounts for 85% of people who visit the nursery
currently.
With a survey we will understand the main reason for their visit which
could be to get some fresh air and buy plants and flowers’ seeds for their
own garden so they can work at it in the later afternoon.
Out-of-town visitors
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4. Competitor Analysis
• To clearly identify the different target groups who currently patron the
A.D. Garden which the cafe, nursery and garden
• Identify possible new events and sources to generate revenues for the
cafe, nursery and garden
• Assess and measure visitor satisfaction
• Examine the general perception of A.D. Garden now and in the vision for
the future
• Investigate the needs and motives for using the garden/nursery/cafe
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• Identify key players in the landscape industry and gain an understanding
of market
• Investigate interest from the target markets on the new event ( Brisbane
Garden Show)
• Assess the general awareness level, knowledge, and patronage of target
markets, the general public and the loyal costumers
• Generate insights and ideas from the public and loyal customers
The research process will provide A.D.Garden with some information that
will address the following;
• A list of current events that are most important for A.D. Garden to
continue
• Identify new events and interest for A.D. Garden to hold
• Identify trends for the use of nursery and gardens
• Provide a general understanding of the current level of satisfaction
from visitors of the general public
• Provide a general understanding of the current level of satisfaction
from the loyal customers
• Provide a summary statement of the general perception of the gardens
and the future of the gardens in the community
• Provide data on the needs and motives people have for using A.D.
Garden
• Provide general insights and ideas on how to generate more revenue
and grow A.D. Garden as a business
The proposed research will developed in three stages. The fist stage
will be to inspect existing sources in order to acquire any valuable
information. The second stage will involve exploratory research to gather
more specific and precise data. The third stage will be generating a survey
to gain an understanding of customer satisfaction and competition.
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6. Desk Research
6.1 Purpose
6.2 Procedure
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business especially observing competitors because they may be seeing
current tendencies we might be missing.
In addition, industry magazines and trade journals can be an
essential asset identifying changing trends. For this reason, we will look at
the trade journals provided by The Queensland Gardening Pages through
the website http://www.calyx.com.au/nurseries.html We will also use trade
publications and statistics of the Australian Bureau of Statistics which are
available to us through the website http://abs.gov.au .
Finally, we will also look at current competitors and their activities
through observation.
There are different ways to collect data from primary to secondary
sources and several types of information, data can be quantitative or
qualitative. D.A. Garden will use a combination of these two.
7. Qualitative Research
7.1 Purpose
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• The customer s that use landscape products – why do they buy from this
organization?
• Customers who use café – how often and why?
• We will also conduct experience surveys among the residents of closest
suburbs of Brisbane CBD in order to gather information about their
perception and awareness level of A.D. Garden
• We will interview the staff in order to collect information about general
problems and vision that they have in mind for A.D. Garden
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members is manageable (Staff – 2 owners, 2 gardeners, 1 landscape
consultant, 2 cashiers) .
The sample methodology will be chosen using a method of
random and non-random probability sampling. Non-random will be like
convenient sampling method such as we will interview any customers who
visit the cafe that particular day.
We have set interlocking quotas as follows:
Landscape Customers 2 1 3
Garden Supply 2 3 5
customers
Nursery Customers 3 2 5
TOTAL 7 6 13
Loyal Customers 3 4 7
Random Customers 23 23
TOTAL 30
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Internal staff’s interviews
David (owner) 1 1
Allison (owner) 1 1
Gardeners 2 2
Landscape consultant 1 1
Cashiers 2 2
TOTAL 4 3 7
Visitors’ Survey
Loyal Customers 25 25 50
Elderly 25 25 50
Out-of-town visitors 25 25 50
Landscaping 25 25 50
professionals
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7.4 Procedure
A one to one type interview will be scheduled to discuss with the type
of customers who where previously mentioned. The questions will be
identified and tailored to suit each customer group:
Landscaping Sector
Café
• Where the customer already at the store before coming to the café?
• Are they regular customers?
• Do they like the service?
• Do they feel comfortable eating here?
• Are they concern about health issue policy?
Also, we will developed the survey and send it to D.A. Garden for
approval. The question will probe the following:
• Are the product easy to find in store?
• Did you find what you were looking for?
• Was the staff helpful and friendly?
• Do you find the products well priced?
• will you come back?
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In cases where it could be possible, the questions will be pre-
coded, but, for costing purposes, we have assumed five open-ended
questions and a maximum duration of ten minutes. In the case of the
open-ended question, code frames will be prepared, based on the
response of the first 10 per cent.
The location of research will be both at:
DA Garden Supplies – nursery and cafe
Customer premises – e.g. landscape clients
8. Quantitative Research
8.1 Purpose
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8.2 Population and sampling
8.3 Procedure
9. Relevant legislation
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These laws may apply in the following areas:
• location controls like government restrictions
• buildings and premises
• businesses processes and practices
• workplace heath and safety
• taxation, insurance and employment
As D.A. Garden Supplies has been in business for over 10 years,
we imply that the legislation is known to them. We establish that
the collected information will be use only for the marketing research and
will be treated as confidential.
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9.2 Employing people legislation
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Age Discrimination Act
The Age Discrimination Act 2004 helps to ensure that people are
not treated less favourably on the ground of age in various areas of public
life including:
• employment
• provision of goods and services
• education
• administration of Commonwealth laws and programs
The Act also provides for positive discrimination that is, actions
which assist people of a particular age who experience a disadvantage
because of their age. It also provides for exemptions in the following
areas:
• superannuation
• migration, taxation and social security laws
• state laws and other Commonwealth laws
• some health programmes.
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• Convention Concerning Discrimination in Respect of
Employment and Occupation (ILO 111)
• Convention on the Rights of Persons with Disabilities
• Convention on the Rights of the Child
• Declaration of the Rights of the Child
• Declaration on the Rights of Disabled Persons
• Declaration on the Rights of Mentally Retarded Persons, and
• Declaration on the Elimination of All Forms of Intolerance and
of Discrimination Based on Religion or Belief.
In addition, the Aboriginal and Torres Strait Islander Social
Justice Commissioner has specific functions under the AHRC Act and the
Native Title Act,1993 to monitor the human rights of Indigenous people.
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9.4 Trade Practices Act and Fair Trading Laws
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D.A. Garden must consider creating a service charter outlining the
standards of the company and in turn giving their customers certain
guarantees.
Making sure business behaves in an acceptable manner, whether
with the customers or the competitors is vital to a business’ success.
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9.6 The Code of Practice
Mandatory standards
Businesses should already adhere to mandatory standards under
the Competition and Consumer Act 2010 that cover issues such as
product and consumer safety. Failure to comply with mandatory standards
can attract penalties such as fines, court enforceable undertakings,
injunctions, orders for corrective advertising, refunds or repair of goods
and legal costs.
Voluntary standards
The most well known voluntary standards are ISO 9000 and ISO
14000, international standards administered by the International
Organization for Standardization (ISO).
ISO 9000 addresses quality management practices including
quality of products, services and customer satisfaction, while ISO 14000
addresses environmental management practices including management
systems, labelling, performance evaluation, life cycle analysis,
communication and auditing.
By adhering to voluntary standards such as ISO 9000 and ISO 14000,
A.D. Garden can give the customers more confidence in the quality of their
products, services or environmental management practices, and may
make the business more competitive against others in your industry.
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when dealing with them. They are prescribed as regulations under
Australian state and territory fair trading acts and have the force of law.
The NGISA Inc is a not for profit Association that aims to provide the
Nursery and Garden Industry in South Australia with professional
leadership, technical advice, relevant training and encourage the
profitability of our members.
The Nursery & Garden Industry SA Inc (NGISA) operates under a strict
code of ethics and requires its members to:
• support the Nursery Industry in a conscientious and
honourable manner .
• respect other members and the public with conduct that is
neither discriminatory nor prejudicial.
• perform business dealings to accepted professional and
technical standards within the Industry.
• compliance with the Trade Practices Act.
• adhere to relevant legislation regarding equal opportunity and
sexual harassment.
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10. Resources
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10.4 Specification of information sources
• Secondary data such as the A.D. Garden Annual Report and their
personal website will be use to gather information about the most
important sources of revenues
• To gather and analyze new sources of revenues it is important to get
insights about needs and perceptions of loyal customers and the general
public (residents and visitors of Brisbane) by conducting research in
secondary data. Demographics statistics like the Australian Bureau of
Statistic will be relevant
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13. Types of data
Batch Processing
This is a method where the data to be organized is sorted into groups to
allow a more efficient and sequential processing.
Online Processing
This a process that utilizes the Internet and equipment directly connected
to a computer or a device. It is used for data recording and research.
Real-Time Processing
This technique has the ability to respond almost immediately to various
signals in order to acquire and process data.
Distributed Processing
This method is commonly utilized by remote workstations connected to
one big central workstation or server.
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15. Project implementation plan
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15.1 Gant Chart details timing
ACTIVITY M J J A S O N D J F M A
Problem description
Proposal
Define objective
Establish timelines
Develop a detailed
market research plan
Online questionnaire
Observation of the
competitors*
Interview employees*
Research on internet*
Capture data
Analyse data
Present report
Report advances
Final report
*Data from these sources will continue to be gathered regardless of the completion of the exercise.
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16. Cost estimates
17. Conclusion
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A. Appendix Qualitative research
Question Answer
customer already
at the store before
coming to the
café?
customers?
service?
comfortable eating
here?
6.Suggestions/Ideas OPEN
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A.2 Visitors’s survey Linkert scale
1.Are the 1 2 3 4 5
products easy
to find in store?
helpful and
friendly?
products well
priced?
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B. Appendix Quantitative research
2.Why do you come to a.purchase gardening b.meals at the café c.spend free time
this store? supply
3.How often do you a.ones a week b.ones every two weeks c.ones a month
come?
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