Assignment
You work in a small company based in Darwin, Northern Territory, Australia. The company was founded 3 years ago and has grown to 23 people and is the recognised local market leader in the retail sales of retail Northern Territory artefacts, i.e. curios, clothing, art, collectibles, etc. The founder is the Chief Executive Officer (CEO) and he is ably supported by 2 functional managers: Finance and Marketing. You work in the firm as a management trainee and are currently assigned to support the CEO with 'special projects'.
Your CEO has recently heard about Guerrilla Marketing and has requested that you undertake a research project to ascertain the following:
1. Where the firm currently stands with respect to the expectations of its target market, i.e domestic and overseas tourists
2. Which style of marketing is most suited to a company of this nature?
3. Which aspects of 'guerrilla Marketing' the company could consider utilising. [this is the essential RQ]
4. He also has a friend at the local Rotary Club who is an expert in guerrilla Marketing, whom you should therefore plan to interview, thus prepare a questionnaire for potential use and suggest how you would broaden the sample frame to include more interviewees' perspectives.
Your report should be structured as follows:
Part I: Literature Review
Research relevant academic literature that will be useful in creating a deeper understanding of guerrilla Marketing.
Here are two essential article links to get you started:
• Behal, V and Sareen, S. 2014. Guerrilla Marketing - a low cost marketing strategy. International Journal of Management Research Strategy, Vol 13, no. 1.
• Tam, D.D. and Khuong, M.N. 2015. The Effects of Guerrilla Marketing on Gen Y's Purchase Intention. International Journal of Trade, Economics and Finance, Vol 6, no. 4.
You are advised to base your research project on the above articles. Note that it will be important to establish the relevance of article 2 to Australian tourism. You may add up to five additional academic sources, as long as they are relevant to the same theme (i.e. guerrilla marketing), so as to strengthen your proposal to the CEO.
Part II: Research Proposal
State the Problem you intend to Research and specify a well-constructed Research Question, then propose to the CEO, with your justification, a survey that could be conducted to answer the RQ.
Part III: Methodology
Decide what primary data would be needed to complete your study and state how you would go about collecting it, i.e. your specific methodology design. The methodology you present must be a viable plan. In particular, specify your sample frame of participants (which staff departments you will interview and how many of each, with justification), the type of interviews you would use (interview method, venue, structure, and duration), and design a questionnaire containing the exact questions you will use. [Note: DO NOT actually collect any primary data or claim to have done so, AND DO NOT fabricate data or claim to have analysed any primary data].