Table of Contents:
-List all sections of the document
Executive Summary:
-The executive summary should be not more than two pages. It will provide a clear and accurate synopsis of the project.
Introduction:
- A brief overview of the background information, and a description of the work being performed and the rationale behind it.
Research:
Business Environment
Economic Forces (Statistics, Demographics, Globalisation, Cycles & Shifts)
Political & Environmental Factors
Corporate & Stakeholder Forces
Regulations
Supplier & Partner Activity (Labour, Raw Materials & Provider Details: Economics, Uses, Growth, Pricing, Competitive Positions)
Market & Category .
Market Definition, Size, Growth, Shares, Spend, and Category Definition
Pricing Definition
Channel and Route to Market Analysis
Trends and Significant Events
Emerging Consumer.
Demographic, Economic, Social & Psychographic Shifts & Trends
Total Consumer View of the Market & Category: Primary Motivations & Current Reality & Situational Themes, Needs
Competition
Company Statistics & Profile
In-market Activity - marketing communications, spending patterns
Trends and Significant Events
Qualitative Research:
-(This section describes the methodology and results of interviews and focus groups that were used as part of the research).
Two different methodologies can be used to gather the information - ethnographic observation in restaurants as well as face-to-face customer intercepts to facilitate the completion of a short questionnaire.
The ethnographic observation can be partially conducted through selective mystery customers.
The information will include:
Current customer behaviour, experience and perceptions
Input for the “ideal” fast food environment
Competitive Evaluation against:
– Perception
– Interaction
– Recollection
– Design
– Operations
– Brand
Conclusions based on the information gathered
Clear explanation of how the conclusions where reached
Survey Research:
Data Analysis:
Findings:
Limitations:
Conclusions and Recommendations:
-Conclusions - A summary of the outcome of the project. Based on the conclusion and supported by the research the recommendations should reflect next steps
References:
- List all information sources used.
Appendices:
- Information and documentation that support the project including surveys, statistical calculations, tables and other such information.
