Sample of research proposal: The new project evaluation in the electronic book reader product

By | April 16, 2014

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Content page

1.     Introduction……………………………………………………………………………………………… 2

1.1      Topic researched………………………………………………………………………………. 2

1.2      Assumptions……………………………………………………………………………………. 2

2.     Research and discussion activities……………………………………………………………….. 3

2.1      Customer grouping discussion……………………………………………………………. 3

2.2      Customer preference discussion…………………………………………………………. 3

2.3      Sensitivity research…………………………………………………………………………… 3

3.     Conclusion……………………………………………………………………………………………….. 4

Reference……………………………………………………………………………………………………….. 5

Appendix……………………………………………………………………………………………………….. 6

1.        Introduction

 

1.1    Topic researched

 

Topic has been selected as the new project evaluation in the electronic book reader product. The mission of the presentation is to persuade the management to accept the new project to build a new e-reader as a new generation replacing the current model. Also this research is done based on a created scenarios with several key assumptions made.

 

1.2    Assumptions

 

The first assumption is that the company is a traditionally market leader in the electronic book reader market, and the market has been declining for the recent years due to the change of the technology and unchanged product model that the company is offering to the market.

 

Secondly, many key data are clearly defined as the major five costs that represent all the cost that may be incurred and also the cost of capital, 20% as well as some other key digits.

 

We assume also some of the customers’ behaviors in term of their possible customer preferences such as the product functions that they desire and may expect the e-reader to have.

 

Another assumption is that we assume there are two major competitors, Apple’s iBook and Samsung’s Galaxy book and the later does not exist. This is to facilitate our research and make the case looks more real.

 

In term of calculation, we also assume that there are no other factors that we need to take into consideration which makes those results much different.

 

2.        Research and discussion activities

 

2.1    Customer grouping discussion

 

To market the product, we first think about the segmentation of the market which is very necessary for further position the product. After considering a number of criteria such as age group, gender and income level, we finally identify age group as the group criteria because different aged customers tend to exhibit different needs.

 

2.2    Customer preference discussion

 

To research what functions different aged group customers would prefer, we ask friends and classmates regarding their ideas and the results is shown in the table below.

Age groupShare of saleCustomer preference/needs
Below 15

8%

Gaming, SMS, Carton books,
16-25

40%

Gaming, SMS, Social activities, photo editing, Music
26-35

42%

News, Classic book,
36 and above

10%

Low price,

 

2.3    Sensitivity research

 

To make the sensitivity research more closed to the proposed case, we follow the instruction and choose the variables (inputs) such as the incremental sale and effect of the advertisement which a company would have least control over.

 

3.        Conclusion

 

To conclude this project, we would say that such research is meaningful because it is very closed to the real application of the evaluation of a new project though more works should have been done before some conclusion or evaluation could be made. Nevertheless this research teaches a lot of lessons and knowledge as well as experience.