Company Name: Chipotle
Location: India
QNS: Market research plan to open Chipotle(Mexican restaurant) in India
Your responsibility is to design, implement, analyze, and present the results of an international market research study.
Choose a company that does not in any way currently operate in each country (and that has never previously attempted to operate in that country) and conduct market research to formulate a market entry strategy into that country. (CHIPOTLE).
Your work should be typed in font size 11 and style Calibri. You are required to compose a title page for this assignment clearly mentioning all group members names and IDs along with the name of the assignment and course name and code.
Your Plan should include the following sections:
Table of Content
Abstract/Executive Summary
Introduction/Background
Research Objectives
Research Design: Clearly explain the method of research primary/secondary. Make a budget for your research and provide clear timeline for completion of the work.
Finding/Discussion/Analysis: This section should also include SWOT analysis.
Conclusion and Recommendations
Survey and Sampling Plan
(To be completed and submitted in the appendix)
List your Survey/ Research Objectives and the number of the questions (in the questionnaire) that measure this objective.
Description of your sample
Who are your target respondents? What is your rationale?
What are the requirements of respondent reactions?
What is your questionnaire structure? (Flow, layout, and transition)
For example:
What are your screener questions, if you have any?
Warm-upup questions
Demographic questions
Describe your data collection method. How is the data collection divided amongst the group members?
Did you have any specific order of questions?
What is the time available to complete the survey?
What are the challenges/ constraints you foresee in administering your survey to this sample group?
Final Report
Title page – should include the name of the project; names of group members and date of the report
Table of contents
should not exceed one page and should list the major sections of the report with page numbers
Executive summary
one page
should briefly cover the key findings and any recommendations that flow from the findings
Background –sets the context for the research and addresses such things as the research objective and the decisions that need to be made.
Brief description of the company –
Explain why the research was needed. Include marketing problem / opportunity and international market research problem.
Define the problem – be specific, not too narrow and not too broad. outline the specific research objectives that the study addressed.
Methodology
Develop an approach to the problem
Formulate a research design
how the research was done and why it was done that way (secondary data collection, focus group, questionnaire design, etc)
quality of questions asked
Sample details
Discuss any limitations, problems and impact on results
Issues faced or barriers, if any
Findings –should summarize results for almost every question on the survey
Results
Organize by critical questions or overall ideas
Link back to research objectives
Communicate useful insights and information
Conclusion and Recommendations
this section restates the implications of the results and provides future recommendations for the customer; it is considered one of the more useful sections of the report.
Conclusions should flow from the results
Recommendations of next steps
Appendices
a) Copy of the questionnaire & responses
b) Other supporting material