Notesale: Turn your study into money

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… University
5052BUSBM

Business Research Proposal
Is a healthy ready meal service that delivers
feasible?

Contents
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INTRODUCTION
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LITERATURE REVIEW / MARKET STRUCTURE
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1

MEAL PLANNING QUESTIONNAIRE
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SAMPLING
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PROBABILITY SAMPLING
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NON-PROBABILITY SAMPLING
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PROJECT TIMELINE
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APPENDICES
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9% of the market value
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(MarketLine, 2018)
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The prepared meal industry is which meals are cooked and preserved by being frozen,
chilled or stored in airtight containers
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(Key Note 2014)
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The business proposal aims to identify and evaluate consumers relationships with
ready meals and assess how to improve or change how ready meals are seen and
how they taste regarding consumer wants and needs
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The gap identified is Healthy ready meals; Livio Martucci, director at IRI global
research firm said: “There is a huge opportunity for manufacturers to innovate and for
retailers to give more shelf space to healthier food options, including own label ranges”
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(Talking Retail, 2017)
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Planned meals help people to keep on track and stops them from snacking or
eating the wrong sized portions
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The business focus of GoHealth is healthy food that is
convenient as well as nutritious
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The target market chosen for GoHealth is individuals who do not have the time, skills
or desire to prepare a healthy balanced meal themselves but prefer to eat such food
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The brand will aim itself towards 18-40-year olds, who are at the working and/ or
studying age
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The length of the
average working week is increasing, accompanied by the number of single-person
households, thus the demand for quick and easy meal solutions (Keynote, 2015)
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A single meal will cost between the £2 to £5 range; the pricing of the product will come
from what the meal consists of and portion size
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Customers will choose what
they want their meal to consist of through an app and will chose a selected day for
GoHealth to deliver; Deliveries will take place between 11am-6pm on Sunday’s and
Wednesday’s
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GoHealth’s
closest competitors are the likes of Marks and Spencer’s Balanced For You range or
Tesco Healthy living, who both offer products that are convenient and easy to make
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2% in 2017 to reach a
value of $6,014 million and is forecasted to increase a further 21
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The UK prepared meals market experienced moderate growth during the review
period (2013-2017)
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Rivalry in the prepared meals market also intensified due
to products being largely undifferentiated, making it difficult to retain buyers, forcing
players to compete on a combination of price and quality (Market Line, 2018)
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Deductive approaches emphasise causality, while inductive aims to explore previous
researched phenomena from a different perspective (Dr Debora Gabriel, 2013)
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Inductive reasoning is based on
learning from experience; patterns and regularities in experiences are observed in
order to generate theory or reach conclusions (Research Methodology, 2018)
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Combining the two research methods into a mixed method study will complement each
other’s strengths and weaknesses (Creswell, 2015), it minimises the limitations of both
approaches – it provides a better understanding than either approach would alone
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Explanatory Sequential
Design is a two-phase design where the quantitative data is collected first, followed by
qualitative data collection
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W et al, 2015)
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