Commented [m1]: Research brief critiques is very-very limited.

RESEARCH PROPOSAL Overall the proposal has some shortages of ideas.

Total grade:

85 points

sunik LLC

Strawberry Production in Hydroponic Greenhouses

Contents
1. INTRODUCTION ............................................................................................................................. 32
2. OBJECTIVES.................................................................................................................................... 32
3.DESK RESEARCH.................................................................................................................................... 3
3.2. Purpose.................................................................................................................................... 3
3.2. Procedure ................................................................................................................................... 43
4. QUALITATIVE RESEARCH .................................................................................................................. 4
4.1. purpose ........................................................................................................................................ 4
4.2. Population and sampling .......................................................................................................... 4
5. REPORTING .................................................................................................................................... 54
6. TIMING .......................................................................................................................................... 54
7. FEES ................................................................................................................................................. 5
8. CREDENTIALS ................................................................................................................................. 65
 1. INTRODUCTION
The Sunik LLC is going to establish a hydroponic greenhouse for strawberry production in
Armavirregion and sell its product in Yerevan. The aim of this research is to understand, is the
market has thistype of production and does it has success in the market.

2. OBJECTIVES
Business objective is to create a greenhouse, which will produce strawberries with hydroponic method.
Company will become a successful strawberry producer, having highly competitive price and
quality.Even in the winter. Therefore, the objective of the research is to find out what is the average
price of strawberry in the market both in case of growing hydroponically also, in general greenhouses.

So this has been into the following sub projects:

1. Find and understand competitors;

2. Check prices and quality on the market;
3. Check if anyone supply market in any season and what is supply for strawberry in Armenian
market.

1. Find and understand competitors;

In this objective, we will found if there are competitors on the market and what are their goals
and mission. What is their target market? How are they producing strawberries and which
method they give preference?
2. Check prices and quality on the market;
We will check every strawberry production by price and quality, which are on the Armenian
market.
3. Check if anyone supply market in any season and what is supply for strawberry on Armenian
market.
We will collect statistical data about supply of strawberry in Armenia and analyze it. We will see
if there is need to market during all seasons.

3.DESK RESEARCH

3.2. Purpose
Our search of secondary sources will be carried out to refine the objectives and provide lines of enquiry
for the next stages. Specifically, the desk research phase will gather information on national demand of
strawberry the last ten years. This trend data should give a useful indication about the status of the
marketplace. At this point, we must also generate a list of brand names and uncover any pertinent
information on competing brands that may be useful in the next parts of the research.
The desk research will attempt to establish the following:

How many companies are in Armenia who produces strawberry?

What is strawberry currently used? (so if there are some factories that need strawberry for their
production)
What prices are charged?
What kind of packaging is used for sale?
What promotions are currently used?
Who should be the target audience?

3.2. Procedure
We will start from internal search, we would ask you exactly what is your aim and goal and what is
special in your product that customers will choose it.

An external search will also take place. We Will obtain and analyses existing market. we will contact
relevant trade associateionsassociations. We will inspect published research for any indicators of
strawberry. We intendto create a portfolio of advertising and promotional materials used by your
competition. This will give materials that will allow us to explore likely promotional platforms.

4. QUALITATIVE RESEARCH
4.1. purposePurpose
Given the explanatory nature of aspects of the objectives, we will provide you with detailed qualitative
information. Focused research will be used to explore and understand the attitudes of potential
customers towards the new brand and subsequent quantitative research will be used to measure how
widespread these attitudes are.

The qualitative phase will probe the following:

How and where strawberry is stored?

For which households are aware strawberry
Which group of people are most likely to make use of this high quality strawberry
The quantities they are likely to buy
For which production can strawberry use

4.2. Population and sampling

We will make quaternaries what is this? for farmers, for supermarkets, for small stores, as you asked us.
And the research will cover both cities and also sub segments, including farmers and stories.

We offer you to make focus group survey, we can take one focus group from each cities and also from
each sub groups.
 5. REPORTING
Following qualitative section of the research, an interim presentation-report will be submitted. We will
create PowerPoint presentation, after that when it will be approved, we will prepare a formal
presentation with all findings, with conclusion drawn. And at that time will be submitted three copies of
a report summarizing the findings of all phases of the research.

6. TIMING
The table below indicates our suggested timeframe for the project. Week by week we will send you
weekly progress reports in the form of emails on every Friday. It will help us to summarize our work and
also you can suggest you ideas at that point of time. Please note that there are overlapping in the
period, this is because we studied to ensure that your deadlines are respected. Timing is tight, so if we
are to conduct the research to match the deadlines you provided, we would require sign-off within the
next two weeks. Should your own launch date change, our timetable can be applied to the new
requirements.

Week Activity

1-2 Desk research

2-3 Qualitative filedwork

4 Qualitative/desk research report available

5-7 Focus groups

8-9 Coding and data preparation

10 Analysis

11 presentation

12 Final report available

7. FEES
The fees quoted below are exclusive of VAT and are subject to the standard terms and conditions, which
are appended. The Fees are subject to the assumptions contained in these proposals and we reserve the
right to make adjustments should any assumptions prove to be incorrect.

Phase description fee

Desk research Senior and junior executives for 120000 AMD

10 hours
Qualitative research Focus groups 180000AMD

Total Fee 300000AMD

8. CREDENTIALS
The project will be carried out by the Consumer Research Division of Research for Success LTD under its Commented [m2]: When copy-pasting, be attentive.
director, Nino Tchanturia, who has worked for many years in the market research field.

QUALITY CONTROL

All interviews are trained and supervised. We check 10 percent of interviews in one of three ways: in
person, by telephone or by pot. All fieldwork meets the industry standards laid down by our professional
bodies, the MRS and ESOMAR. Commented [m3]: The same

CONTRACT DETAILS

A copy of our contract and standard terms of business is in the appendix.