Marketing Research and Data Analysis
Buy or Lease Problem Walk-Through
December 10, 2018Account book of Minguinho
December 10, 2018 Faculty of Business and Law
Assignment Brief
Module Title: Marketing Research
and Data Analysis
| Assignment Number |
Coursework 2 |
| Assignment Title |
A 20 minute Group Presentation (5 or 6 group members within timetabled seminar group) -with individual Q&A |
| Assignment Weighting |
Contributes 40% to total module mark |
Module Code: 1000MKT
| Release Date: | w/c 29/10/18 |
| Submission Date: Submission Time: |
Oral presentations take place in WK10 and WK11 seminars ( ). Presentation slides submitted by via Turnitin ONLY |
| Submission Time and Place: |
Submission through Turnitin ONLY |
| Module Leader |
Assessment Information
This assignment is designed to assess learning outcomes:
1. Analyse and apply the marketing research process to a range of data in
order to provide solutions to a given marketing brief.
3. Retrieve and analyse data from sources such as the Office for National
Statistics, Mintel, and other databases relevant to a given marketing brief.
4. Communicate research findings to an appropriate audience.
5. Reference all sources at an appropriate level.
This assignment is a group assignment.
This assignment requires you to complete the below assignment task.
“This document is for Coventry University students for their own use in completing their
assessed work for this module and should not be passed to third parties or posted on any
website. Any infringements of this rule should be reported to acreg.fbl@coventry.ac.uk “
Assignment Brief Template
Page 2 of 7
The Assignment Task
Fast food brands, such as Burger King, Nando’s, McDonald’s, Greggs and KFC, are rolling
out home delivery for the first time in the UK, but instead of outsourcing an established
delivery network, they are taking control of customer orders. An in-house e-commerce
system makes it more accessible for operators to analyse the purchasing patterns of their
home delivery customers (see Appendix for details).
You have been approached with a short research brief from a client, Burger King:
“Our company, Burger King, has added an in-house e-commerce function to our own
website for home delivery service since 2016. We are seeking to further increase the
number of home deliveries in the UK. We invite creative agency proposals to a competitive
pitch process and hope to award the successful agency with a contract to carry out the
research.
We aim to receive research findings by the end of January 2019, in order to assist the
marketing team with their strategic planning.”
You are required to respond to this client brief with a research proposal, in the form of a 20
minute pitch (presentation), with five minutes of additional questions for each group member,
in a research agency (group) of either 5 or 6 members. You must work with people within
your timetabled seminar group. All group members must fully participate in the
preparation and delivery of the pitch.
Your proposal pitch must include:
– Group (agency) name and brief introduction to team members (e.g. individual names
and allocated tasks)
– Background to the problem (show the client that you have taken on board the context
of their problem; do not simply reproduce the information given within the brief, use
secondary research to demonstrate your understanding)
– Proposed research objectives (to be achieved if selected by the client)
– Recommendation of one primary data collection approach suitable to address the
brief
– Sampling details
– Indication of timings for the proposed research
– Consideration of ethical issues
– References (remember to include in-text citations and a slide containing your
references at the end of your presentation)
You must include a range of research in all answers; this may include relevant concepts and
theories from text books, journal articles, websites, and market research databases such as
Mintel, company or industry sources. References should use CU Harvard Referencing style.
Criteria for Assessment
1. Demonstration of understanding of the client brief (10%)
2. Clarity and appropriateness of research objectives (10%)
3. Recommendation of primary data collection approach (10%)
“This document is for Coventry University students for their own use in completing their
assessed work for this module and should not be passed to third parties or posted on any
website. Any infringements of this rule should be reported to acreg.fbl@coventry.ac.uk “
Assignment Brief Template
Page 3 of 7
4. Suggested sampling approach (10%)
5. Logic of timescale (10%)
6. Consideration of ethical issues (10%)
7. Professionalism (10%)
8. Presentation style (10%)
9. Quality of slides (10%)
10. Referencing (10%)
Criteria for Assessment
| Class | Mark range | Guidelines |
| Class I | 90 – 100% 80 – 89% 70 – 79% |
In addition to that for 70 – 79% below, an outstanding answer that could hardly be bettered. High degree of understanding, critical/analytic skills and original research, where specified. Outstanding in all respects. In addition to that for 70 – 79% below, the answer will demonstrate an excellent level of understanding, presence of clear description, critical/analytical skills or research, as appropriate. Answer entirely relevant to the assignment set. Answer will demonstrate clear understanding of theories, concepts, issues and methodology, as appropriate. There will be evidence of wide-ranging reading and/or research, as appropriate, beyond the minimum recommended. Answers will be written/presented in a clear, well-structured way with clarity of expression. At level 3, evidence of independent, critical thought would normally be expected. |
| Class II : I | 65 – 69% 60 – 64% |
Answer demonstrating a very good understanding of the requirements of the assignment. Answer will demonstrate very good understanding of theories, concepts, issues and methodology, as appropriate. Answer will be mostly accurate/appropriate, with few errors. Little, if any, irrelevant material may be present. Reading beyond the recommended minimum will be present where appropriate. Well organised and clearly written/presented. A good understanding, with few errors. Some irrelevant material may be present. Well organised and clearly written/presented. Some reading/research beyond recommended in evidence. |
Assignment Brief Template
Page 4 of 7
| Class II : II | 55 – 59% 50 – 54% |
Answer demonstrating a good understanding of relevant theories, concepts, issues and methodology. Some reading/research beyond that recommended may be present. Some errors may be present and inclusion of irrelevant material. May not be particularly well-structured, and/or clearly presented. Answer demonstrating a reasonable understanding of theories, concepts, issues and methodology. Answer likely to show some errors of understanding. May be significant amount of irrelevant material. May not be well-structured and expression/presentation may be unclear at times. |
| Class III | 45 – 49% 40 – 44% |
An understanding demonstrated, but may be incomplete and with some errors. Limited use of material with limited reading/research on the topic. Likely to be poorly structured and not well-expressed/presented. Irrelevant material likely to be present. Basic understanding demonstrated, with some correct description. Answer likely to be incomplete with substantial errors or misunderstandings. Little use of material and limited reading/research on the topic in evidence. May be poorly structured and poorly expressed/presented. Some material may be irrelevant to the assignment requirements. |
| Marginal fail |
35 – 39% | Some relevant material will be present. Understanding will be poor with little evidence of reading/research on the topic. Fundamental errors and misunderstanding likely to be present. Poor structure and poor expression/presentation. Much material may not be relevant to the assignment. |
| Fail | 30 – 34% 20 – 29% 0 – 19% |
Inadequate answer with little relevant material and poor understanding of theories, concepts, issues and methodology, as appropriate. Fundamental errors and misunderstandings will be present. Material may be largely irrelevant. Poorly structured and poorly expressed/presented. Clear failure to provide answer to the assignment. Little understanding and only a vague knowledge of the area. Serious and fundamental errors and lack of understanding. Virtually no evidence of relevant reading/research. Poorly structured and inadequately expressed/presented. Complete failure, virtually no understanding of requirements of the assignment. Material may be entirely irrelevant. Answer may be extremely short, and in note form only. Answer may be fundamentally wrong, or trivial. Not a |
How to submit your assessment
| The assessment must be submitted by You can access the submission link through the module web. |
. No paper copies are required. |
| | Your coursework will be given a zero mark if you do not submit a copy through Turnitin. Please take care to ensure that you have fully submitted your work. |
All work submitted after the submission deadline without a valid and approved reason
(see extenuating circumstances below) will be given a mark of zero.
Extenuating Circumstances – The University wants you to do your best. However we
know that sometimes events happen which mean that you can’t submit your coursework
by the deadline – these events should be beyond your control and not easy to predict. If
this happens, you can apply for an extension to your deadline for up to two weeks, or if
you need longer, you can apply for a deferral, which takes you to the next assessment
period (for example, to the resit period following the main Assessment Boards). You
must apply before the deadline. You will find information about the process and what is
or is not considered to be an event beyond your control at
https://share.coventry.ac.uk/students/Registry/Pages/Deferrals-and-Extension.aspx
Students MUST keep a copy and/or an electronic file of their assignment.
Checks will be made on your work using anti-plagiarism software and approved
plagiarism checking websites.
GUIDELINES AND BACKGROUND TO THIS ASSIGNMENT
Plagiarism
As part of your study you will be involved in carrying out research and using this when
writing up your coursework. It is important that you correctly acknowledge someone else’s
writing, thoughts or ideas and that you do not attempt to pass this off as your own work.
Doing so is known as plagiarism. It is not acceptable to copy from another source without
acknowledging that it is someone else’s writing or thinking. This includes using paraphrasing
as well as direct quotations. You are expected to correctly cite and reference the works of
others. The Centre for Academic Writing provides documents to help you get this right. If you
are unsure, please visit www.coventry.ac.uk/caw. You can also check your understanding of
academic conduct by completing the Good Academic Practice quiz available on Moodle.
Moodle includes a plagiarism detection system and assessors are experienced enough to
recognise plagiarism when it occurs. Copying another student’s work, using previous work of
your own or copying large sections from a book or the internet are examples of plagiarism
and carry serious consequences. Please familiarise yourself with the CU Harvard
Reference Style (on Moodle) and use it correctly to avoid a case of plagiarism or cheating
being brought. Again, if you are unsure, please contact the Centre for Academic Writing,
your Academic Personal Tutor or a member of the course team.
Return of Marked Work
You can expect to have marked work returned to you by 18/01/19. If for any reason there is
a delay you will be kept informed. Marks and feedback will be provided online. As always,
marks will have been internally moderated only, and will therefore be provisional; your mark
| serious attempt. |
“This document is for Coventry University students for their own use in completing their
assessed work for this module and should not be passed to third parties or posted on any
website. Any infringements of this rule should be reported to acreg.fbl@coventry.ac.uk “
Assignment Brief Template
Page 6 of 7
will be formally agreed later in the year once the external examiner has completed his / her
review.
Appendix –
UK fast food brands taking control of their delivery customer
By Trish Caddy from Mintel
3% of British adults order takeaway/home delivery directly from the restaurant, as opposed
to 44% who order through a third party company, such as Deliveroo. Low usage is to be
somewhat expected given that third-party home delivery services are still new and cover a
limited geographical area in the UK. This trend should bode well for restaurants that are in
control of their e-commerce operations, as opposed to paying a premium cost for an
established third-party delivery company to take full control of their home delivery
infrastructure. Given the implications of third party delivery companies, it is vital for
restaurants to look at the benefits that taking back control of their home delivery functions
can bring to business.
UK diners across all age groups express an almost equal interest in using home delivery
services from restaurants that they recognise, surging slightly to 60% among over-65s. This
suggests that familiar brands have a better chance of winning favour, simply due to the
power of brand recognition. This consumer attitude should encourage big players, such as
McDonald’s and Greggs, to tap into their wide UK coverage by rolling out home delivery
options to reach the wider UK market.
Mintel research also found that younger diners would order home delivery from latenight/24-hour restaurants, interest peaking to 62% amongst 16-34-year-olds. This should
bode well for late night fast food brands, such as McDonald’s, to capitalise on this
opportunity and ensure their offers tap into the consumer demand for late-night purchases.
Managing an in-house e-commerce system makes it more accessible for operators to
analyse the purchasing patterns of their home delivery customers. This allows operators to
build long-term brand loyalty with their customers, such as offering freebies for their
loyalty.
Electronic payment technology and mobile apps with pre-ordering and loyalty rewards have
driven customer enthusiasm and should prove beneficial for the foodservice sector. The
example of Starbucks’ Mobile Order has unlocked high-value opportunities in click-andcollect formats among enthusiastic consumers for click-and-collect, probably influenced by
the likelihood that they are out at work more and so may be clicking and collecting to save
waiting in for deliveries.
Restaurants may benefit from click-and-collect customers who make additional purchases
in-store, for example, grabbing snacks placed near the collection or till point on impulse.
Rewarding diners for collecting their own orders at the stores may also free up drivers
during busier times, such as weekends, thereby increasing efficiency of home delivery.
Such formats – that require diners to collect their meals directly from the venue – can create
a scalable business model, as opposed to setting up a home delivery infrastructure
equipped with an in-house fleet of drivers or paying a premium cost for an established thirdparty home delivery network. It is important to note that a click-and-collect format is more
likely to succeed in locations where there is a high footfall, typically shopping malls.
“This document is for Coventry University students for their own use in completing their
assessed work for this module and should not be passed to third parties or posted on any
website. Any infringements of this rule should be reported to acreg.fbl@coventry.ac.uk “
Assignment Brief Template
Page 7 of 7
Third party delivery companies, such as Deliveroo, have been a double-edged sword for the
eating out sector – they act as a bridge between restaurants and customers, but they can
also spell trouble for brands trying to manage risk.
The primary risk for restaurant partners is not knowing much about their home delivery
customers. This includes not having access to see the purchasing patterns of their
customers and analyse the items that each customer ordered as well as how frequently
they ordered home delivery.
Restaurants risk brand erosion if they are being held responsible for the actions of their
third party delivery companies. For example, third party suppliers that do not have a clear
refund policy when food arrives late or damaged, for example, can prove to be a weak link
in customer experience. Restaurants can no longer claim to be unaware if their supplier
breaches regulations on fair pay and employee rights for drivers.
Source: Adapted from Mintel, 2017, UK fast food brands taking control of their delivery
customer. Available at: http://academic.mintel.com/display/837511/?highlight [Accessed 3
October 2018]