Assessment Task 3 - Case Study Total Assessment 3 length should be 600- 800 words. You must accurately reference all of your external sources of information The following Tasks are based upon the Fix-it-Up Hardware Stores. The chain has 10 stores in your home state and has a strong customer base. Fix-it-Up’s primary customer base is the home renovator. Six of the stores are located in a major city or a large regional town, four stores are located in smaller country towns, and they are divided into two regions; North and South. Four stores are in the north of the state and six stores are in the south. They are all located on major roads. Each Fix-it-Up store is located in an area where new home building permits are increasing and there are new housing estates within 20 – 30 kilometers. The organisational structure of Fix-it-Up Hardware stores SCENARIO You are the marketing manager for a chain of hardware stores called Fix-it-Up in your home state. The chain has 10 stores and has a strong customer base. Fix-it-Up’s primary customer base is the home renovator. As part of a strategic review of product offerings, the managing director would like to add a range of floor coverings, including carpet, carpet tiles, sheet vinyl and vinyl tiles. The management team has identified that the first step is to carry out market research to determine the feasibility of adding the floor coverings to the range. The management team have also identified that the work must be undertaken by a specialist market research firm with extensive knowledge of the target market and who can undertake a wide variety of research methods and complete the process in a timely manner – within three months. Six of the stores are located in a major city or a large regional town, four stores are located in smaller country towns. They are all located on major roads. Each Fix-it-Up store is located in an area where new home building permits are increasing and there are new housing estates within 20 – 30 kilometers. The managing director Joseph Fixation has asked you to manage the entire market research process. You will need to liaise with the general manager, Harry Olders and two regional managers. The project team will consist of John Davis the Northern Regional Manager, Jacqui Fixation the Southern Regional Manager. Steve Marshall an IT and Admin Specialist and Elizabeth Spurling the Advertising Coordinator. You have a budget of $20,000. Steve will manage the communication and IT and Admin processes and can devote 3 days per week to work on this for a period of 12 weeks. You are required to have a report with recommendations within three months’ time from commencement. You can devote 3 days per week for the next 12 weeks and John, Jacqui and Elizabeth can each work 2 days on the project. The management team meets fortnightly on a Wednesday and requires updates at each meeting; this is the only time all managers can meet. The management team require you to present a report at the end of the project, including the Project Plan, the Project Brief, the Roles of the Project Team, the Survey Instruments developed, the Work plan Summary and the Post-Implementation Review process outline. For this Task, you will prepare a market research plan, based on the requirements for market research for the Fix-it-Up Hardware Stores. You will manage market research activities in accordance with organisational market research policies and procedures for Fix-it-Up Hardware stores. You are to prepare a market research plan, answer the questions and develop the required documents. Task 1 Prepare the market research plans, and Develop a Project Plan Define the research objectives Define research requirements Prepare budgets and other resource plans Determine in house capability and resources Describe the data processing methods Describe data analysis techniques to be used Develop a work plan summary Task 2 Engage external consultants, you will need to: Develop a Project Brief Develop specifications for research components outsourced to external consultants as appropriate. Compile a list of preferred consultants/suppliers Manage market research activity, how will you: Manage work plans and performance Monitor timeline and project milestones Monitor budgets and other resources Consult with stakeholders and encourage their involvement Evaluate the research process Describe the post-implementation review process using the market research project plan and work plans Prepare and present a report on market research findings.