HOLMES INSTITUTEFACULTY OF HIGHER EDUCATION

“HOLMES INSTITUTEFACULTY OF HIGHER EDUCATION
HI6008Assessment Three
FINAL Business Research
Report
Due Friday Week 13, 25
pages
(Minimum 22, Maximum 28
pages excluding bibliography and appendix)
Worth 60%

The FINAL business research
proposal will consist of the following items:

Abstract
Chapter 1
Introduction
Chapter 2
Literature Review
Chapter 3 Data
Collection and Analysis
Chapter 4
Discussion of Results
Chapter 5
Conclusion and Future Work
Bibliography
Appendix

Recommendations on how
to write the final report:

Abstract:
150 to 200 words with a brief description of your business research topic, its
business significance, research methods used and research results.

Chapter 1 (4-5pages) Introduction: From Assignment 01 include:
1.1 Your business
research topic. What is your topic and what is its business significance.
1.2 A brief background/literature discussion of your topic. Provide a list of research
questions for the identified business problem or opportunity.
1.3 A brief description of the research methodologies and techniques to be used
for the research project. What research methodology will you use?
1.4 A description of the research process. What will be the steps in your
project?
1.5 Outline describing what will be in each chapter of the report.
Chapter 2 (8-12 pages)Literature Review: From Assignment 02 include:
2.1
Introduction to Literature Review:Start with introduction which includes a list of the
topic you will do a literature review on, what your hypotheses are from these
topics that you are starting out with.
2.2 Topic 1:Define your 1st key word
or phrase. Provide strengths and weaknesses from literature about the topic.
Provide at least 4 references. Analyse your hypothesis about this topic and
discuss your conclusion.
2.3 Topic 2.Define your 2nd
key word or phrase. Provide strengths and weaknesses from literature about the
topic. Provide at least 4 references. Analyse your hypothesis about this topic
and discuss your conclusion.
2.4 Topic 3:Define your 3rd
key word or phrase. Provide strengths and weaknesses from literature about the
topic. Provide at least 4 references. Analyse your hypothesis about this topic
and discuss your conclusion.
2.5 Topic 4:Define your 4th
word or phrase. Provide strengths and weaknesses from literature about the
topic. Provide at least 4 references. Analyse your hypothesis about this topic
and discuss your conclusion.
2.6 Conclusion
to Literature Review
Chapter 3 (5 pages)Data Collection and Analysis
3.1 Introduction to Data Collection and
Analysis
3.2 Data Sampling Method. How will you get the data you need to test your
hypotheses? What tools or devices will you use to make or record
observations?How will you choose the sample? What degree of accuracy or level
of confidence can you guarantee?
3.3 Data
Analysis. What combinations of analytical and statistical process will be
applied to the data?Which of these will allow you to accept or reject your
hypotheses?
3.4 Conclusion to Data
Collection and Analysis

Chapter 4 (3 pages)Discussion of Results
4.1 Discussion on Hypotheses. Was your
initial hypothesis supported or rejected? Why?
4.2 Discussion on Literature and Research Results. What are the implications of
your findings for the theory base, for the background assumptions, or relevant
literature?
4.3 Recommendations. What recommendations result from the work?

Chapter 5 (1-2 pages)Conclusion and Future Work
5.1 Conclusion: Brief
summary connecting your business research topic to your research results
5.2 Future Work: What
suggestions can you make for further research on this topic?

Bibliography
At least 16 references
properly referenced.

Appendix
Here you could
include the PowerPoint slides from your presentation, any (empty) surveys, any
extra information of value such as extra data analysis not included in the
chapters.
Student Name
Name of
the institute

Introduction The research proposal is based on
the use of social media for multinational organization for marketing and
related activities. In this era of globalization and high competition,
organizations are expanding beyond the domestic boundaries. There was a time
when marketing was confined to the local population only. With the recent
advancements in Internet and technology, marketing has also changed its shape (Berta,
2009). Today marketers have shifted their focus from traditional product
marketing to service marketing and relationship marketing. It can be said that
social media has proven beneficial for marketers. The objective of this
research work is to study the importance of social media in todays world for
organizations operating in multicultural environment.The large companies like Walmart,
Microsoft have realized the importance of social media. Today, social media platforms like Facebook
and Twitter are not only the social tools but these medium has also emerged as
the business tools. The objective of this research work is to study the effect
of social media tools like Facebook and Twitter on the marketing initiatives of
multinational companies that operate globally (Bernard, 2012). With the emergence of social media
marketing the consumer behavior has also changed. Today customers are more
aware and they have an active role to play in the organization-customer
relationship.The literature review for this
research project would be focused on three key areas. These can be discussed
as:
i.
The importance of social media marketing for
international organizations. I believe that social media marketing is the
fastest way to reach to customers and social media marketing can help
multinational organizations to penetrate deep into the new and foreign markets.
My Hypothesis Social media marketing can help
multinational organization to optimize the marketing budget and increase the
efficiency and effectiveness of marketing.
ii.
The way social media influences the core
marketing strategies of multinational organizations. I believe that social
media has changed the way marketing is being done by global organizations. The
concept of relationship marketing has increased with the evolution of social
media platforms.My HypothesisWith social media, there has been
a transformation from transactional marketing to relationship marketing.
iii.
The change in consumer behavior with the spread
of Internet and emergence of social media marketing. I believe that consumers
awareness has increased with the evolution of social media. Today consumers are
aware of different options available in the market and they prefer the
organizations that can develop rapport with customers.My Hypothesis In this era
of globalization and high competition, customers evaluate the brands and then
make the purchase decision. Social media platforms like Facebook and Twitter
helps customers to evaluate different options.Topic 1 Social media and the
core marketing strategies of multinational organizations. Austin&Drakos
(2010)have argued aboutthe use of social media for multinational
organizations. It is believed that one of the challenges for small and mid-size
organizations is the marketing budget. The large organizations can invest a lot
on marketing activities but small organizations faces financial constraints. It
can be said that social media can help both small and large organizations to
reach out to customers. In the article, authors discussed the benefits of
social media marketing for small organizations. The biggest advantages of social
media marketing for small organizations is that social media campaigns could be
started with actual no investment. The
small organizations would not find it challenging to start social media
campaigns. Authors discussed that the core marketing strategies of
multinational organizations have changed. There was a time when the core
marketing strategies of organizations was around the 4 Ps of marketing (Cetron,
2008). These 4 Ps of marketing are Product, Price, Place and
Promotion. It can be said that social media marketing has helped organization
to focus on each of the element of the marketing mix. Bolton &Hoefnagels (2013, pp 255)
asserted that social media platforms has helped organizations to develop
marketing as a culture. With the evolution of social media platforms, marketing
is no more considered as external functions. It can be said that social media
marketing has enables all the employees of an organization to act as marketers.
It is important that large and multinational organizations should have both
short term and long-term goals for social media marketing. It is also important
that organizations should involve both internal and external stakeholders for
social media marketing. The literature is full of studies and
articles on the use of social media platforms for marketing function. The
biggest strength of social media marketing is that it is the fastest way to
reach out to customers (Kerzner,
2013). One of the negative point or weaknesses or concern of
social media marketing is the privacy issues. I can say that the literature review
on this topic has helped me to validate my hypothesis. My hypothesis was that social
media marketing could help multinational organization to optimize the marketing
budget and increase the efficiency and effectiveness of marketing.The
literature review around this topic has suggested that social media is a
powerful tool that can help organization to baseline their marketing efforts. With the literature review on the
benefits of social media, I have found the evidence that social media can bring
effectiveness and efficiency in the marketing. At the same time, it is
important that leaders and marketing managers should have the strategy in place
to overcome the negatives of marketing (Peck, 2009).
I can say that literature review of this topic suggest that social media
marketing can be a source of competitive advantage for firm. It is important
that firms should analyze the social media marketing of competitors also. Another
point of caution is the involvement of customers in social media marketing (Ruggless,
2010). There would be customers from different cultures. Therefore,
cultural differences of customers should be considered while developing and
launching any social media campaign. It would be the responsibility of marketers
to ensure that the social media campaign is not offensive to any culture. The
social media platforms provides a way where customers can directly reach out to
company and make open complains. Marketers must realize that negative publicity
spread faster than positive publicity. Topic 2With social media,
there has been a transformation from transactional marketing to relationship
marketing The
literature is full of content on transformation from transactional marketing to
relationship marketing with the use of social media platforms. It is important
for marketers to provide value to customers. The concept of value is a
subjective concept as different customers can have different definition of
customer value (Peck, 2009). For example, customers in Asian country could
perceive cost of the product or service as value, whereas an American or
Australian customers can perceive after sales service as value and a Japanese
customers can perceive durability of the product as value. Therefore, marketers
first identify the customer value before focusing on relationship marketing.Boyd &Ellison (2007,
pp 212)
characterized trust to be fundamental in building customer value. Individuals
from collective cultures (e.g. Japan) will have difficulties in trusting others
from individualistic cultures (Americans/opportunistic). An important question
for leaders is that, How do we as leaders build relationships between
individuals and organizations, intended to facilitate action and create value,
if we do not know nor understand the purpose of leading and directing in a
multicultural global environment? Fesenmaier(2006) says that recognizing that within the collectivistic
culture, greater value is placed on relationships and social networks and
people are expected to help sustain each other. People from individualistic
cultures, on the other hand, tend to be self-sustaining and rarely extend their
responsibility for others beyond their own families, individualistic culture
has been found to be involved in substituting contacts frequently, which
sometimes leads to the annulment of negotiations. It is important that
marketers must realize these differences between different cultures before
starting any social media campaign. I can say that the
literature review on this topic has helped me to validate my hypothesis. My
hypothesis was that with social media, there has been a transformation
from transactional marketing to relationship marketing. The literature review
of the existing study and literature also suggests that todays era ofmarketing
is influenced greatly by relationship marketing.It is also correct that the concept
and definition of relationship marketing could be different for different
customers. A multi-national organization is one that would have its operations
in different parts of the world. It is importantthat large and multinational
organizations should first realize the definition of customer value and then
based on this definition customer relationship should be developed (Valenzuela, 2013). I can say that my hypothesis came
true with the literature review on relationship marketing. One of the objective
of relationship marketing is to delight the customers. Today, organizations
want that customers should make repeat purchase. It could only be possible when
organizations have loyal customer base and customers have good relationship
with organizations. The relationship marketing helps organizations or
strengthen their relationship with customers (Rosenau, 2011). It is expected that large and
multinational organization would continue to focus on relationship marketing in
order to provide and deliver maximum customer value. The literature review
suggests that there has been a shift in the marketing strategies of
organizations from transactional marketing to relationship marketing. It is
important that organizations should continue to focus on relationship marketing
so that they can generate a loyal customer base. The objective of organizations
is to have a customer base that can also act as marketers and this is possible
through an effective and efficient use of social media.Topic 3The change in consumer behavior with the spread of Internet and
emergence of social media marketing. Nah &Saxton(2012) argued that the widespread availability,
not only of fast moving consumer goods like Coca-Cola, but also technical
products like industrial machines or consumer electronics are recognized by
individuals.Even with the known advantages of organizations going global,
consumers do not seem to feel a connection anymore with the standardized
products of global companies that supported the idea that informed customers
were moving toward a convergence of tastes (M. Isi Eromosele, 2013); and they
believe that companies should exploit the economics of simplicity. For this
reason, they were sure that the future belonged to global companies that did
not cater to local differences in taste; instead, they implemented strategies
that was operating as if the whole world were a single entity, thing that
required those companies to sell the same products or services in the same
manner everywhere around the globe.Githens &Rosenau (2011) discussed that
large and multinational organizations should have a standardized approach and
product as customers awareness has increased with social media platforms.
Another conflicting view in the literature is that organizations should have a
local touch in their product and service offerings. It can be said that it is
important for organizations to create a balance between standardization and
localization.Several organization and large
firms started to adopt what is called Glocalization, a strategy that refers
to the idea of think global, act local, and it defines a middle way between
the global and the local strategies (Valenzuela,
2013). Companies are utilizing their global experiences and then customizing
their products and services in a way that would appeal to local markets. As defined by (Saxton, 2012) glocalization is the art of attaining
a fine balance of assimilating foreign influences into a society that add to
its diversity without overwhelming it. It can be said that social media helps
organizations to attain glocalization.I can say that the literature
review on this topic has helped me to validate my hypothesis. My hypothesis was
that In this era of globalization and high competition, customers evaluate the
brands and then make the purchase decision.With the literature review, it can
be said that social media platforms like Facebook and Twitter helps customers
to evaluate different options. I believe that for any organization, it is
important to create a balance between globalization and localization. For some
of the products and services, customers may want a standard product that is
same globally but for some of the products and services customer behavior could
be driven by local taste and preferences.I definitely agree with the
standpoints regarding a harmonious workplace and effective marketing function
if leaders and employees have knowledge about ones cultures and countries. The
probability is that these individuals will have mutual insight about others
cultures, especially information that can minimize the occurrence of prejudice,
discrimination and enthnocentrism (Rosenau,
2011). This signifies that building respect and trust can be nurtured
within these kind of environments, as leading and directing is correlated with
building strong relationships between leaders and followers by influencing
followers positively to achieve a common goal. I believe that it is important
that marketers should generate this trust among employees and consumers. The
leaders in an organization should realize that employees should be treated as
first line of customers. Therefore, marketers should monitor the behavior of
employees towards any product or service.Conclusion The above literature review
discussed various literature of marketing and social media. The objective of
this research project is to establish a connect between social media and
benefits of social media to marketing of large and multinational organizations.
The literature review discussed the topic of relationship marketing, consumer
behavior, differences in the marketing strategies due to different cultural
background of people, customer value and marketing strategies to provide
expected customer value.With the above discussion, it can
be said that marketing is definitely difficult in multicultural environment.
One of the challenges is to identify the customer value. An important role of
marketers is to bridge the gap between customers expectations and management
perception of customers expectations. This customer expectation is nothing but
the value that is provided to customer. One of the objective of marketing and
marketers is to ensure that this gap could be bridged. This gap could be
bridged only when marketers and organizations have the ability and capability
to provide customer value. They can provide customer value only when they
realize the customer value and social media platforms help organizations and
marketers to realize customer value. The
above paper also discussed the transformation from transactional marketing to
relationship marketing with the focus on social media. In the current
environment, competition has increased and organizations have realized that
social media platform is an effective platform to reach out to customers. The
social media platforms like Facebook and Twitter helps organizations to develop
customer rapport. It helps organizations to increase their publicity. However,
organizations must realize that negative publicity spreads faster than positive
publicity.With the above discussion, it can
be said that social media marketing is an important asset for the multinational
firms. The social media platforms like Facebook and Twitter helps organizations
to focus on end-to-end marketing. The literature review also suggests that
social media platforms also helps organizations to have a targeted marketing
approach towards any particular segment.After studying the literature it
can be said that social media is a powerful tool that can help organizations to
streamline their marketing operations. It can be said that social media
marketing can definitely assist marketers to develop and implement marketing
strategies. However, marketers have to be cautious at each step of marketing
campaign. It is also important that marketers should realize the customer value
that they want to deliver through marketing on social media. With social media
marketing, organizations and marketers should aim for customer relationship.
The focus should be to create a loyal customer base that can help organizations
to increase their customer base.

ReferencesAustin, T., Drakos, N., Rozwell, C., & Landry, S. (2010,
October 8). Business getssocial. Gartner Research Note. ID: G00207424.Berta, D. (2009). Brands say employees atwitter for social
sites. Nations RestaurantNews, 43(15), 1, 14.Bernard,
H. R., & Bernard, H. R. (2012). Social research methods:
Qualitative and quantitative approaches. Sage.Bolton,
R. N., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T.,
… & Solnet, D. (2013). Understanding Generation Y and their use of social
media: a review and research agenda. Journal of Service Management,24(3),
245-267.Boyd, D. M., & Ellison, N. B. (2007). Social network
sites: Definition, history,and scholarship. Journal of Computer-Mediated
Communication, 13(1),210230.Cetron, M. J. (2008). 10 trends now shaping the future of
hospitality. HSMAIMarketing Review, 25(1), 2031.Gido,
J., & Clements, J. P. (2012). Successful project management.
Cengage Learning.Kerzner,
H. R. (2013). Project management: a systems approach to planning,
scheduling, and controlling. John Wiley & Sons.Nah,
S., & Saxton, G. D. (2012). Modeling the adoption and use of social media
by nonprofit organizations. New Media & Society,
1461444812452411.Peck, G. (2009, December 8). Making social media stick.
Retrieved on January 25,2010 from Nightclub and Bar. Retrieved from .nightclub.com/””>http://www.nightclub.com/social-networking/making-social-media-stickRosenau,
M. D., & Githens, G. D. (2011). Successful project management: a
step-by-step approach with practical examples. Wiley.Ruggless, R. (2010, October 15). How McDonalds uses social
media to connect.Nations Restaurant News. Retrieved November 2, 2010
from .com/””>http://nrn.com/article/mcdonalds-talks-about-twitter-social-media?ad=quick-service&utm.Wang, Y., & Fesenmaier, D. R. (2006). Identifying the
success factors of Web-basedmarketing strategy: An investigation of convention
and visitors bureaus in theUnited States. Journal of Travel Research, 44(3),
239249.Xiang, Z., Kim, S., Hu, C., & Fesenmaier, D. (2007).
Language representationof restaurants: Implications for developing online
recommender systems.International Journal of Hospitality Management, 26(4),
10051018.Valenzuela,
S. (2013). Unpacking the Use of Social Media for Protest Behavior The Roles of
Information, Opinion Expression, and Activism. American Behavioral
Scientist, 57(7), 920-942.
HOLMES INSTITUTEFACULTY
OF HIGHER EDUCATIONHI6008Assessment ThreeFINAL Business Research
Report Due Friday Week 13, 25
pages (Minimum 22, Maximum 28
pages excluding bibliography and appendix)Worth 60%The FINAL business research
proposal will consist of the following items:Abstract Chapter 1
IntroductionChapter 2
Literature ReviewChapter 3 Data
Collection and Analysis Chapter 4
Discussion of ResultsChapter 5
Conclusion and Future WorkBibliographyAppendix Recommendations on how
to write the final report:Abstract:
150 to 200 words with a brief description of your business research topic, its
business significance, research methods used and research results.Chapter 1 (4-5pages) Introduction: From Assignment 01 include:1.1 Your business
research topic. What is your topic and what is its business significance.
1.2 A brief background/literature discussion of your topic. Provide a list of research
questions for the identified business problem or opportunity.
1.3 A brief description of the research methodologies and techniques to be used
for the research project. What research methodology will you use?
1.4 A description of the research process. What will be the steps in your
project?
1.5 Outline describing what will be in each chapter of the report.Chapter 2 (8-12 pages)Literature Review: From Assignment 02 include:2.1
Introduction to Literature Review:Start with introduction which includes a list of the
topic you will do a literature review on, what your hypotheses are from these
topics that you are starting out with.2.2 Topic 1:Define your 1st key word
or phrase. Provide strengths and weaknesses from literature about the topic.
Provide at least 4 references. Analyse your hypothesis about this topic and
discuss your conclusion.
2.3 Topic 2.Define your 2nd
key word or phrase. Provide strengths and weaknesses from literature about the
topic. Provide at least 4 references. Analyse your hypothesis about this topic
and discuss your conclusion.
2.4 Topic 3:Define your 3rd
key word or phrase. Provide strengths and weaknesses from literature about the
topic. Provide at least 4 references. Analyse your hypothesis about this topic
and discuss your conclusion.
2.5 Topic 4:Define your 4th
word or phrase. Provide strengths and weaknesses from literature about the
topic. Provide at least 4 references. Analyse your hypothesis about this topic
and discuss your conclusion.
2.6 Conclusion
to Literature ReviewChapter 3 (5 pages)Data Collection and Analysis 3.1 Introduction to Data Collection and
Analysis
3.2 Data Sampling Method. How will you get the data you need to test your
hypotheses? What tools or devices will you use to make or record
observations?How will you choose the sample? What degree of accuracy or level
of confidence can you guarantee?3.3 Data
Analysis. What combinations of analytical and statistical process will be
applied to the data?Which of these will allow you to accept or reject your
hypotheses? 3.4 Conclusion to Data
Collection and AnalysisChapter 4 (3 pages)Discussion of Results4.1 Discussion on Hypotheses. Was your
initial hypothesis supported or rejected? Why?
4.2 Discussion on Literature and Research Results. What are the implications of
your findings for the theory base, for the background assumptions, or relevant
literature? 4.3 Recommendations. What recommendations result from the work? Chapter 5 (1-2 pages)Conclusion and Future Work5.1 Conclusion: Brief
summary connecting your business research topic to your research results5.2 Future Work: What
suggestions can you make for further research on this topic?BibliographyAt least 16 references
properly referenced.Appendix Here you could
include the PowerPoint slides from your presentation, any (empty) surveys, any
extra information of value such as extra data analysis not included in the
chapters.Student NameName of
the institute

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