What is your Aim?
The aim of your project can be summerised as what you are aiming to do. The aim will direct you as a researcher and those that read your work. Please have only one aim – and no more than one! A good aim rarely takes more than one or two lines to write. One sentence should be sufficient. Further, do not use the terms ‘and’ or ‘also’ in the aim as using these will almost always mean you have two or more aims.
Your AIM: To evaluate the changes of business model of Haier Group .
Compiling your objectives
Objectives are sometimes called Milestones or Key Stages and these assist you to achieve your aim. Most projects have between 3 or 4 objectives. Too many objectives may indicate that your topic requires “narrowing down”. The objectives are not purely about the process itself so it would be inappropriate to suggest an objective of “to carry out a literature review”, more useful would be “…to ascertain the relationship between x, y and z as detailed within the current literature.”
Before you start writing your objectives, think about what the key issues are within your research topic and the overall question you are addressing in your research project.
Examples of Objectives
• To critically evaluate…
• To identify…
• To determine…
• To explore the relationship between…
Your Objectives:
1. The overview of Haier Group
2. developments of Haier’s strategy
3. analyse the changes Haier’s strategy
4. find the way of success of Haier’s business model
Project Rationale:
The project rationale sets out why you are carrying out the research and why the research is important, i.e. who will benefit from the research and how will your research make a contribution to either the current literature or industry best practice or a specific organisation or group of individuals.
Theoretical Framework
Please read your research project handbook and see examples available on UCB Online. Then complete your own theoretical framework below:
Topic Choice Matrix
Guidance:
You must complete a topic choice matrix (the outline is below and examples are on UCB Online) andsubmit this with your proposal. A good matrix indicates to your supervisor that you have thought about the broader context and the approachwithin which your research will take place.
What key terms/concepts will youuse in your work:
Brand
Marketing mix
International marketing
Marketing environment
Marketing principles
SWOT What theory/models will be applied in your work:
Marketing mix
Brand
Marketing principles
SWOT analyse
What data or information will you need to collect for your research?
The introduction of Haier
The reason that haier change thebusiness strategy
The changes of business model of Haier
The theories relating to the research
What access will you need to obtain to get your data?
Website
Newspaper
Magazine
Journal
TV
Measurement – how will you evaluate, judge, compare and analyse your primary and/or secondary data?
I will use theories relating to the Haier Group strategy for the primary data. For secondary data, i will offer reference.
Contribution: to whom and why will your research be of interest (or of use)?
Managers who have problems to their companies.
People who want know the reason of success of haier.
Companies which is similar to Harier but has some problems now, Haier’s business model may help them.
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