Bonanza Offer FLAT 20% off & $20 sign up bonus Order Now
The title of this research proposal is “To evaluate importance of brand management in hospitality industry: In context of Bellamy’s Organic.”
Main aim of this research study is to evaluate the importance of brand management in hospitality (in context of organic food industry of Australia). At present, hospitality sector is facing lots of challenges in attracting customers and retaining for long term. Competition in industry has increased in the market that has made it difficult for companies to survive in market. Brand management is one of the factors affecting consumer buying behavior in hospitality sector. Due to this reason, brand management in hospitality is chosen as research topic for this research.
Bellamy’s Organic is the organization that is selected in this research. Bellamy’s Organic is an Australian organization that is headquartered at Launceston, Australia. The company deals in various organic baby food products like organic apple and Fig Oatmeal ready to serve baby food, organic fruit bites etc. The company provides certified organic products for babies (Bellamy’s Organic, 2016). Successful completion of this research would provide different ways, in which selected organization can improve its brand image and sales in the market.
In order to accomplish main aim of this research, different research objectives have been designed. Detail of these objectives is as below:
The purpose of conducting this research is to evaluate importance of brand management for success of hospitality firms. A hospitality company uses brand management for differentiating their products with others competitors. Australian food companies also use brand management strategy to increase their sales and profitability through enhanced brand reputation. In the current environment, Australian people attract more towards the food industry through attractive brands (Kandampully, et al., 2015). Australians are more health conscious towards the foods.
According to Juan et al. (2014), product quality is one of the factors that affect the brand image of the Australian food industry. A good quality product helps companies to retain customers for long term. Similarly, words of mouth communication also affects the brand image of hospitality firms, because people find the information obtained their friends and family members more reliable as compared to message listen from TV/radio/newspaper adverts. In support of this Patiar (2016) provides that marketing strategy also impacts brand image of the Australian food industry, because effective marketing strategy enhances brand awareness among people.
As per the views of van et al. (2015), effective brand image of the company increases the brand loyalty of the Australian food industry. If the Australian food industry serves the good quality foods to its customer, brand image of the firm gets increased among customers. But at the same time, Williamson et al. (2016) state that effective brand value can increase demand for food products in industry that would impact on the financial performance of the firm. But, investment in brand management practices can increase the cost of the firm that reduces the profitability of the company.
As per the idea of Fraser (2016), Australian food industry should focus on health-conscious food. It will be helpful to increase brand effectiveness in market. Along with this, the food companies should provide the quality foods at a reasonable price. It will be helpful to enhance the demand for Australian food. On the other hand Patiar (2016) states that Australian food companies should design effective store layout that it is helpful to attract the more customers towards the firm. As well as, the company should provide the special offers and discount from time to time. This will increase the firm sales. Australian food firms should serve the food to customers in ethical way through ethical marketing practices and quality products.
Following are different research questions are needed to be answered for fulfilling the research objective:
Sample size can be defined as the number of research participants that are taken for conducting a survey or interview. Sample size for this research is 100 people. These peoples will be selected from different geographical areas of the Australia (Green, et al., 2012).
There are two types of data collection methods that will be used in this research such as primary and secondary. Primary data are the data and facts that are collected by the researcher for the first time through any method. It means, the data are not available in any other source. Example of primary data collection methods involves survey, questionnaires, interview, focus group, observation and experiment. Primary data collection methods are comparatively expensive. The secondary data are the data and facts that are taken from some published source. Example of such sources involves internet, website, newspaper, journals and books.
In this research study, researcher will use both primary and secondary data for getting the desired research outcomes on the brand management in Australian food industry (Rubin and Babbie, 2012). Here, secondary data for this research involves journals, research articles in the field of research. On the other hand, survey method is primary data collection source used in this research.
In research methodology, data analysis is the important aspect of getting reliable data in this research study. There are different types of research tools such as logical analysis, thematic analysis, content analysis, statistical analysis and factor analysis, which are used by the researcher in his research study. In this research study, statistical research is used by the researcher as to develop the depth understanding of the topic. In this technique, a researcher uses the SPSS software for getting effective research data. In data analysis many statistics test and descriptive uses such as cross tabulation, regression test, t- test correlation, and other descriptive statistics as to understand the research data in an adequate manner for the desired outcome (Bryman and Bell, 2012). Simultaneously, the SPSS software would help the researcher to provide the accurate data with effective research result.
From the above conclusion, it can be concluded that above research activities would be effective for this research study. Similarly, given time and cost would be helpful in project completion. This research proposal will provide the brief understanding of different elements such as aims, objective, research background, research issues, literature review, data sample, data collection method that are significant for the effective research outcomes. Along with this, this research report would be effective to explore the research topic brand management in hospitality in terms of Australian food industry.
Bellamy’s Organic (2016) Why Choose Bellamy’s?. [Online]. Available at: https://www.bellamysorganic.com.au/ (Accessed: 25 August 2016).
Bryman, A. and Bell, E. (2015) Business research methods. USA: Oxford University Press.
Fraser, G. (2016) Biosecurity and food security—effective mechanisms for public-private partnerships, Food Security, 8(1), pp. 83-87.
Green, J.L., Camilli, G. and Elmore, P.B. (2012) Handbook of complementary methods in education research. UK: Routledge.
Juan, M., Jie, F., A. Parton, K. and J. Matanda, M. (2014) Relationships between quality of information sharing and supply chain food quality in the Australian beef processing industry, The International Journal of Logistics Management, 25(1), pp. 85-108.
Kandampully, J., Zhang, T. and Bilgihan, A. (2015) Customer loyalty: a review and future directions with a special focus on the hospitality industry, International Journal of Contemporary Hospitality Management, 27(3), pp. 379-414.
Patiar, A. (2016) Costs allocation practices: Evidence of hotels in Australia, Journal of Hospitality and Tourism Management, 26, pp. 1-8.
Rubin, A. and Babbie, E. (2012) Essential research methods for social work. USA: Cengage Learning.
van, W., Drahos, P. and Cleary, J. (2015) Provenance of Australian food products: is there a place for Geographical Indications, RIRDC, 15(60), pp. 15-060.
Williamson, P. O., Lockshin, L., Francis, I. L. and Loose, S. M. (2016) Influencing consumer choice: Short and medium term effect of country of origin information on wine choice, Food Quality and Preference, 51, pp. 89-99.
Upload your Assignment and improve Your Grade
Boost Grades