Research background

write an essay on Business Research Proposal.

The business research proposal is about the business opportunities in different sectors of Australia. This is the preliminary proposal to research a topic that might be important for the current market in Australia and the introduction points out the different research questions and the overall scope of research. So it should be treated as a prelude to outline the main research which is to follow.

This research is based on the shoe industry of the Australia which already at its peak with many of the companies, both national and international fighting to gain advantage in the market so it is almost impossible for any new entrants to gain a foothold in the market. But according to the different sources of information like the customer reviews there is a chance some company might find a niche market to satisfy the needs of the customers who have very specific needs and can only be satisfied by very specific types of footwear. So the unfulfilled needs of some customers in the shoe market of Australia can make it possible for some new company to enter the market and gain supremacy in some specific kind of footwear (Sekkat, 2010).

The Australian shoe market is already jam packed with different manufacturers like the Nike and UGG and many others so the determination of the different factors that might provide the opportunity for new entrants in the market is important as it is beneficial for both the business and the customers targeted by the business so the research is important for the specific market and the research can be used by future entrepreneurs to make sure that their business is going in the right direction and help them find a point of entry in the market.

The objective of the research is to find out the current condition of the shoe market and the industry where the opportunities might present themselves to the new entrants in the market to gain a foothold in the market. So the aim of the research can be described as finding out the different entry points where the new entrants might enter the market and gain a foothold in a industry that already has many competitors (Neumann and WestergaÌŠrd-Nielsen, 1984).

The main research question is

• What is the main cause of that might allow new entrants into the shoe market in Australia?

There are also some sub questions like

• What are the drawbacks of the current market competitors?
• What needs of the customers are not being fulfilled by the current companies?
• What are the possible niches where a new company might gain foothold?

H0: there is no place for new companies in the Australian shoe industry.

Research rationale

H1: there is some opportunity for success for new companies in the shoe industry in Australia.

The research will follow the given structure:

• Introduction
• Literature review
• Research methodology
• Data analysis
• Conclusion and recommendation

According to Fornasier and Jellett (2014) the shoe industry has already too many companies competing for dominance in the market so there is little room for any new entrant in the industry where the market is divided and the customers already hare loyal to some other brand. This statement is supported by the scholar Doebeli (2011) who added to the statement by saying that the different opportunity of the company that is new is very small and the company has to be able to take advantage of some temporary disturbance in the market to gain a foothold in the market (Lymbersky, 2008).

According to Retro Leather (2010) the industry in the market has enough space for new entrants as the market is choked by companies that are similar and the products of the different companies are almost the same and they have almost no difference from one another and the level of differentiation and effort to meet specific demands of customers is low (Lippoldt, 1997) and thus the market is dissatisfied but has no other options than buy from the established manufacturers. So the market has enough room for expansion and the customers will most likely shift their loyalties if any new brand is able to meet their needs. In the market there are some small companies that are specific in their approach to the market  (Klug, 2006)and the customers and thus these companies are loyal to the limited and specific products these manufacturers make and thus the competition in the specific footwear market for the new entrants are more likely to come from this quarter and the competition is likely to be fierce as the number of the customers of the specific products these companies focus on are small in number and the bigger companies already have variety in their products that will attract the rest of the customers (Fowler, 1993).

It is also opined by Friendship-Taylor (2015) that the market is never without opportunities and the ones that are successful are the ones who find the opportunities hidden in the market and exploit them to make a foothold in the market (Fisher, 1970). Every business no matter how big or small has strengths and weaknesses so any business that can use ones strength to successfully exploit the weakness of other companies in the same sector can easily access the market dominated by some large company and make their own place in the market. It can be said that the people who are in different companies need to observe the market carefully as the market and the choices of the customers and their preferences are based on the trends that are ever changing so every company needs to go through continuous change and the company that does not change with the situation and if their move is not accepted by the customers helps the competitors or new entrants the opportunity to enter the market (Emory, 1976). So it can be said that the market and the ever changing trends give opportunity to the new companies a chance to enter the market. But entering the market is not the final goal of the companies and they need to attract customers of their own and generate customer loyalty and brand value to survive in the market. According to Gerzema and Lebar (2008)the brand value of the company is not only dependent on the quality of the product or service but the presentation and distribution also plays an important role in the overall placement of the company in the market and the in the minds of the customers.

Aims and objectives

The shoe market in Australia might be jam packed with different shoe companies but the as it is an essential item and an accessory that emphasizes on the personal style of the person there will always be a market for the different so it is the position the new companies in the industry should strive for (Davies and Box, 1957). So it can be said that a new company can survive in the market but some specific factor might differentiate it from the existing companies otherwise the company becomes much more likely to fail(Creswell and Plano Clark, 2007).

The research will be based on quantitative data and the survey will be conducted. The survey of the opportunities of the market will be based on the opinions of the different people who are in the shoe industry and thus aware of all the trends of the people and the frequency of the change of trends (Cohen, Manion and Morrison, 2003). There should also be a survey conducted on the consumers who should give their opinion on their current dissatisfaction with the existing shoe industry and the demands that are not being met by the different shoe companies already in the industry and how likely they are to shift to a new company that promises to fulfill their needs (Call for Papers: Organizational Research Methods, 2000).

The data collection method that is taken in the research will be the surveys so the different data collected will be primary and the collection and sampling will be random as the customers and industry personnel who will be allowed to respond to the questionnaire are chosen randomly and from all parts of the society (Brock, 1981).

The approach to the research will be academic and business orientated as the research is meant to be helpful to the future researchers and future entrepreneurs (Bennett, 1998).

The ethical considerations of the research are quite extensive as the different businesses will be approached for data and the different people from distributors to managers of the companies will be approached for information and insight into the industry the data has to be protected and the wishes of the different participants who wish to keep their names or opinions private should be respected because if not then it can cause them problems in their relation with other companies or distributors(Aguinis, 2005). So the ethical considerations of the research will be maintained by the researcher.

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