RIA Research in Action Assignment Sample
Implementation of product Standardization and Adaption strategies in Cross Culture
Chapter 1: Introduction
This chapter of the research proposal is the introductory portion to the research and discusses about the research topic in general with light being shed upon the particular aims and objectives of the study.
Background
In the existing scenario amongst the competitive business world, international marketing and its knowledge plays a huge factor in determining the expansion of a business into new markets. A lot of research has been conducted in this field for understanding the consumer behaviour and local culture’s impact and other factors like demand and supply which determine the position of a business in the international market.
Aims
The aim of the research is the implementation of product standardization and adaptation strategies in cross-cultures with reference to a case study of IKEA
Objectives
- In selected countries to see the dynamics in IKEA’s common adoption and transformation
- Describe the standard deviation and conversion of imported
Chapter 2: Literature Review
This section provides in depth insights about the organisation being discussed about and the effect it has on international marketing. Factors like the concept of culture pertaining to the organisation is also being shed light on. The introduction in this section provides a brief overview of the company IKEA. Further strategic improvements in the company are discussed about. International marketing and the Marketing Mix of 4P’s the SWOT analysis of IKEA will also be discussed in detail in the literature review. The literature review sheds light on the factors relating to IKEA’s growth and links it with the aims and objectives of the research.
Background
In competitive business world deep knowledge about international marketing plays one of the main roles in expansion into new markets. Therefore, a lot of studies have been done in this field in order to understand consumer buying behavior, impact of local culture, demand and other factors of different countries which effect to international marketing strategies of Multinational Companies. Regarding to Doole and Lowe (2008) international marketing is finding, analyzing and satisfying consumers’ demand in more than one country. In this process, international companies face different challenges and to overcome these barriers companies have to choose whether to standardize or adapt their International Marketing Mix components, they are product, price, promotion and place.
Regarding to International marketing strategies, standardization and adaptation of product strategies are not new concepts. To be more precise, according to Leonidou’s work (1996) these concepts have been used in international business since the 1970. Standardization of product strategy is defined as using the uniform product strategy without changing any product aspects such as quality, design, material, product name and packaging in entering to new markets. While, product adaptation strategy requires adjustments of these product features in order to fit into demands of targeted market (Doole and Lowe, 2008).
Chapter 3: Research Methodology
This part of the analysis has created significant variations that have greatly assisted the researcher in conducting the entire study. To do all the research, a systematic approach is required and this happens as the main purpose of the learning process. The Chapter about the research approach provides an effective framework for providing a complete understanding of research and delivering results by examining the critical relationship between brand equity, consumer satisfaction, and product reliability. This particular chapter contains key areas of research work that include research overview, theory, methodology, composition, techniques used in analysis, data integration process, size and modelling methods, data collection, reliability and validity testing, research-related ethics, duration and various disadvantages, and a broad definition of the whole study This section describes a number of research methods and techniques that can be used with an appropriate understanding of the whole research process.
Outline of the Chosen Research Methods
In the fields of science and non-scientific interests, the initial part of the analysis work is very important. It is because of a continuous and focused research approach in which it is possible to collect and collect relevant and accurate data based solely on the data of the data collected through various research methods and methods, including research analysis. In particular, this study was designed to examine the important relationship between product equity, customer satisfaction, and product reliability in the product. The organization that focuses on this analysis is IKEA. This study provides a great deal of detail for the proper analysis of the important connections between product equity, consumer satisfaction, and sales reliability in a product. All research is conducted with the help of different uses of different assessment methods and techniques, which often include important data in data collection and analysis methods. Such methods of collecting relevant data are used using the measurement method, a comprehensive overview of this unique research project is included and the data evaluation using a quality method. The study approach is structured by carefully examining the research philosophy and complying with the ethical issues of conducting research with appropriate skills and techniques. The work is done on the basis of current thinking and models.
Research Philosophy
In this analysis, an important link must be seen between product equality, consumer satisfaction, and loyalty to the product of marketing, and the researcher has chosen the post- positivism philosophy as the research philosophy. The aim is to focus on the fact that in the current state-of-the-art data, information on the research topic has been generated. Since the collection of data associated with subsequent translations will be available in the form of analysis, a scientific opinion has been chosen after the retreat. It is really important to review the data as it looks at important data that can determine the professional criteria prepared by a non-scientific research process. Therefore, with the established evidence established, the researcher can begin and then proceed to develop a hypothesis and the data entry process can be completed accordingly.
Research Approach
In this analysis, the researcher chose the draw method to conduct the study as the researcher would not present any new hypothesis against the research subject. The research work will be carried out entirely on the basis of current data available from various sources. In order to find existing ideas and to develop a common theory, a reduction method is appropriate. The researcher began collecting current models, existing ideas, and relevant background information related to the research topic. The researcher is able to effectively conduct research questions using available information. However, by doing a thorough and well-structured research of the questions, the answers to these questions can be collected, and this can help to ultimately get a good conclusion. For this research project, a poorly researched method was not selected simply because the fields of research were limited and focused only on current theories and axioms they represent (Kim, 2018).
Research Design
The structure of the definition was chosen by the researcher in this particular study to begin the research work. The descriptive design is actually a thought-based design that can help set goals to define respondent qualities and ideas. The choice of a research design is accompanied by the fact that no new concept of research work is defined or discussed by the researcher. The general work of the researcher will be achieved by presenting detailed descriptions of current thoughts. In addition, there are previous alignments in the descriptive research design that make it easier to analyse specific questions and to evaluate the basis for the research work. Therefore, it can be concluded that the descriptive research design of this particular research paper will be a relevant and preferred research design after examining all aspects.
Research Strategy
Both assessment and discussion are the research methodology used in this study. The method used here is cumbersome. Research is occasional and can be used to find answers to issues such as “what,” “why,” “when,” “how much,” “how much,” and “you.” In addition, the questions are easy to answer, and depending on the research answers that can be easily done (Garnier and Poncin, 2019). On the one hand, the study provides an interpretation of the feelings and minds of the respondents, on the other hand, the interview process incorporates sufficient insight into the actual results. The combination of both of these options has helped to make the analysis more accurate and clearer (Wu, 2020).
Selected Research Method
The learning process includes a standardized approach that looks at telephone interviews with five IKEA executives. The rating system is also included in the research process where research and inquiries are conducted for IKEA’s 95 customers. 75 of these responses will be randomly selected to further data analysis.
Data Collection Technique
There are only two types of data collection methods in the form of research, and they are the primary and secondary data collection methods. Both methods are widely used in this research program. Key measurement data will be obtained mainly through research questionnaires. Basically, secondary data is collected based on a study article from various books, journals and various websites. Document reviews include a lot of secondary information in this research phase, but are successfully linked to the main data collected (Li and Zhang, 2019).
Sampling and Population Method
In general, population is considered to be a combination of a variety of factors that contribute to the general characteristics of the study subjects involved. The process of making examples of that, on the other hand, is defined as a complete process required to identify the selection of delegates from designated people. By analysing the integration of research into the physical conditions, it also explains human composition (Lingxiu, 2017).
Types of Sampling
In the process of investigation, two types of samples are widely used: sampling on the basis of probability and sampling on the basis of impossibility. Both of these types are related to basic data collection. Sampling on a case-by-case basis is ideal for a discussion period where, in relation to the research methodology, the researcher can look for accurate and reliable results. By comparison, since the study respondents were randomly selected by the researcher, there is a high probability that the research method may produce a number of incorrect answers. Therefore, the sampling method may be the correct sample. In this separate study, the researcher therefore chose both methods for sampling the probability and probability.
Choice of Sampling
In this analysis, the test model uses these two subjects and meetings to gather important information, so the probability of the test and the opportunity to make an undeniable choice in the best way to present it. It is a wonderful job to recognize everyone in the community. For voters to vote, an example that could be an undeniable alternative. Similarly, in the course of the meeting, the strategy for conducting non-invasive tests is chosen by the analyst as it will be done during the meeting of the noted masters of the organization.
Reliability and Validity
Integrity refers to the level at which it is possible to produce meaningful results. Repetition of the same process and having the same result will only use the authenticity of the result.
Performance, on the other hand, means fear of whether the results obtained are positive in refining the research approach.
Limitations on Research Methodology
During the study process, the researcher is confronted with specific challenges and problems. In order to gather all the minute details about the subject matter, the researcher conducted extensive research. Researchers focus on a small number of respondents in the research process. The researcher realized immediately after initiating the research process that the research sheet would be shared among 95 IKEA clients so that 75 of them would be randomly selected. Some respondents had some barriers to answering some of the research-related questions.
Ethical Consideration
Throughout the research process, every researcher should adhere strictly to certain procedures and behaviours. The investigator ensured that the information collected did not violate confidentiality. All information about respondent data is protected and not released under any circumstances. The privacy of the respondents was very important to the researcher. None of the respondents were responsible for participating in the study. Throughout the study process, researchers adhered to the Data Protection Act 1998 so that no data would be leaked and used by other certified or unverified sources.
Chapter 4: Data Analysis
The data analysis section will be discussing about the data gathered from primary analysis of the above scenario. The primary analysis can be divided into two parts: Quantitative and Qualitative analysis.
Quantitative Analysis
The Quantitative Analysis has been conducted via a questionnaire which has been asked to a random number of respondents. The sampling method here is random sampling. The respondents are preferably IKEA’s consumer base as the responses from the client base will help in understanding the position of IKEA in a much better way. The responses collected will be represented in tables and percentages and will be plotted in graphs with the help of MS Excel to get a better visualisation of the responses.
Qualitative Analysis
The qualitative analysis however has been performed by an interview to a specific number of respondents who are related to IKEA. They might be managerial staff or ground level employees or even the consumer base IKEA adheres to. The data received from the interviews is jotted down and aligned with the data obtained from the quantitative analysis.
Chapter 5: Conclusion and Recommendations
This chapter is the conclusive chapter of the whole dissertation. It gives a brief overview of the topics discussed first. Then with the help of the results observed in the data analysis it leads to the conclusion. It also specifies any challenges if obtained as data and gives recommendations for improving those. It also gives recommendation on how an organisation can better implement the product standardization and adaptation strategies in cross-cultures.
Bibliography
Li, X. and Zhang, Y., 2019. Analysis on Marketing Strategy of IKEA Home in Guangzhou. Lingxiu, J., 2017. IKEA marketing entry strategy in China.
Garnier, M. and Poncin, I., 2019. Do enriched digital catalogues offer compelling experiences, beyond websites? A comparative analysis through the IKEA case. Journal of Retailing and Consumer Services, 47, pp.361-369.
Kim, B.G., 2018. An Exploratory Analysis on Strategic Changes of Furniture Retailer: Focusing on IKEA and Hanssem in Korea. The Journal of Distribution Science, 16(12), pp.33- 45.
Alenezi, S., Al Mutairi, N., Alenezi, S. and Münzer, S.M., 2019. Analysis of IKEA’s Internationalization Strategy. Journal of the Community Development in Asia, 2(3), pp.16-28.
Li, Y., Business Insight: Leadership and Human Resource Management Analysis for IKEA.
Wu, Y., 2020, February. The Marketing Strategies of IKEA in China Using Tools of PESTEL, Five Forces Model and SWOT Analysis. In International Academic Conference on Frontiers in Social Sciences and Management Innovation (IAFSM 2019) (pp. 348-355). Atlantis Press.
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