Sample Research Proposal on Analysis of the Knowledge Management Initiative and the Marketing Approaches In McCain International Inc in Kuwait

Abstract Marketing techniques has been a staple among companies that compete in the international level. This company tends to employ such measures to acquire greater competitive advantage and wider market share as compared to its major competitors. The following is a proposal for the examination of the relationship of the knowledge management initiatives of McCain International Inc in Kuwait and its marketing approaches. The framework of analysis is based on the work of Lerro and Schiuma (2005) on innovative KM techniques. Considerations on the discussions on the role of information technology on the operations of the organisation will also be done. Moreover, the study similarly proposes the use of both qualitative and quantitative data to support their analysis of the company. In the same regard, the primary data will come from a researcher-made questionnaire that focuses on measuring the performance of the company as seen by its employees. The secondary data will come from the existing marketing literature, particularly those that are published in academic articles and scholarly journals. Table of Contents   Abstract.. 2 Introduction.. 4 Research Question and Objectives.. 4 Relation to Previous Research.. 5 Management of Knowledge in the Organisation. 6 Practical Application of Knowledge Management. 7 Marketing in the Organisation. 8 Proposed Methods.. 9 Reflections.. 10 Conclusion.. 11 Timetable.. 12 References.. 12   Introduction Modern companies have to deal with numerous elements just to have the capacity to survive the vicious business environment of today. Constant balance between the internal and external environment is necessary for companies to gain what they require to gain competitive advantage. This is especially true in the case of multinational companies. One such company is McCain International Inc. This paper serves as a proposal to examine the relationship of the marketing techniques employed by McCain International Inc to their organisational development. Particularly, the study will be centring on the relationship of the knowledge management implemented in the company with the marketing techniques employed in McCain International Inc.    Research Question and Objectives McCain International Inc is the marketing arm of the Canada-based McCain Foods Limited. This company is among the top distributors of quality food products with several mission-objectives like "winning with customers and consumers; driving quality and innovation; creating enablers to fuel investment; and achieving profitable growth." (McCain 2007) It operates in over six continents with its distribution of its products. With this considerably immense structure of operations, the proper management of knowledge is required of the company.    The field of organisational development in the context of knowledge management covers several approaches as seen in the existing literature. Thus, the discussions of this dissertation will pertain to the relationship of the information technology present in McCain International Inc in implementing their marketing programmes. The study will be addressing this issue by taking on the following objectives in the course of this study: ·        How is knowledge managed in McCain International Inc stationed in Kuwait in terms of: o       The style and image of the product in the market. (Netware) o       Industrial relationship as well as the HRM components (Wetware) o       Actual operations in the organisation  (Hardware); and o       The culture of the organisation (Software). ·        How is knowledge conceived in McCain International Inc? ·        What is the role of information technology in the operations of the company particularly in o       Management of the operations o       Management of the workforce o       Management of the marketing operations ·        What is the relationship of McCain International Inc's organisational development and its marketing initiatives? Relation to Previous Research The concept of knowledge management (KM) has been considerably new in organisational studies. However, the development of the theory has been significantly exceptional as well. From the basic assumptions of information flow and data sharing, the current models of KM have shifted to predominant consideration of IT applications in the organisation. Some studies have noted that installing an IT applications in their operations tend to add up to their core competencies. (Klein 2000, 88) Basically, such an initiative brings about a potent support system capable of increasing the efficiency of the operations of a company. Management of Knowledge in the Organisation Being a fairly recent addition to the theories of organisational development, the knowledge management model has yet to establish a clear cut theory relating to the management of information and its flow in the organisation. Basically, the underlying assumption is that innovation and knowledge are elements required for any modern organisation in existence to operate in today's business environment.  This implies that one could not function effectively without the other. (Hyde and Mitchell, 2000, 57) Initial models of the theory of KM highly involved the employees with particular concern to their capability to access and use the available information in their organisation. (Steyn, 2004, 615) Some studies categorise this perspective as organisational attempts to correspond the tacit and explicit knowledge in an organisation. (Hyde and Mitchell, 2000, 57) Basically, these studies intend to highlight the importance of the having the interaction between the two types of knowledge uninterrupted. Eventually, the model branched out into a much closer derivative of organisational development. Specifically, knowledge, learning, and information technology has become key elements in the model.   Practical Application of Knowledge Management In more practical terms, there have been attempts to establish the link between the effectiveness of the organisation to the employment of their own unique KM models. One example would be the initiative done by Ducati Motor Holdings (DMH) in the turn of the millennium. Lerro and Schiuma (2005, 578) tackled the KM model used by the company as they gain advantage in the international motorcycle market. As seen in their model, the marketing and operational elements of the company have been considered as influential elements in achieving the organisational goals of DMH. Specifically, the KM processes in the company was divided into Netware, Wetware, Hardware, and Software. The company's Hardware points to the actual operations in the organisation. (Lerro and Schiuma, 2005, 578) In the case of DMH the company shifted its discipline towards the lean manufacturing model. Specifically, the initiative improved the logistic capacity of DMH as it reinforced its R&D and relationship with its major suppliers. The Netware focused on the style and image of the product in the market. (p 582) This part of the KM initiative spawned the DMH programme coined as the Ducati Design. The initiative took on the improvement of the brand of the company as the most innovative and sleek creators of top of the line motorcycle products. Software, on the other hand, addressed the culture of the organisation. This means that this part of the KM initiative deals with both internal and external individuals involved in DMH. This KM initiative created the Desmo Owner Club and the Ducati People which took on the employees and the consumers. (p583) The Wetware of the company took a more detailed look on the human resource element of the company. (p585) Basically, improvements in terms of industrial relationship as well as the HRM components like training and development as well as compensation were addressed by this KM initiative. Marketing in the Organisation In the same account, it has been noted in specific studies that effective marketing strategies requires organization to take into account specific areas of its operations. Elements like competitive advantage, environmental concerns, product development, communication strategies, and market segmentation are among the basic constituents of the company's operations that require the help of marketing practices. (Franz and Martin, 1994, 33) And to some degree, companies that possess the best practices in infusing marketing principles and these indicated elements have achieved the top positions in their respective industries. In other studies, marketing is seen as an overall strategy of the company. For instance, Merrilees (2001, 177) indicated that the top companies in their respective industries don't use random techniques or any system brought about by a fad in management studies. The study indicated that companies that are thus established similarly uses an established form of strategy made up of tried and tested courses of action which has been found to complement the overall operations of the organization. Nevertheless, Merrilees (2001) also pointed out that the success of these organizations tend to reflect on their flexibility and ability to adapt different marketing practices and strategies once the demands of the external environment similarly changes   Proposed Methods The paper will be using a descriptive form of research. This means that it intends to present the existing conditions held in the organization as it occurs. (Creswell, 1994) For this reason, the use of both qualitative and quantitative data will be needed. Survey questionnaires and face-to-face interviews will be required to gather the necessary information used to answer the sub-questions and the central questions held in this study. The use of the descriptive research will allow the writer to acquire first-hand information as they happen. This also allows the writer to limit the possibility of bias in the interpretation of the outcome. The respondents of the study will amount to a hundred and fifty (150) employees of McCain International Inc. These respondents will be discussing the implementation of the basic marketing practices, the role of IT in its operations and its relationship with the knowledge management of the organization. The effectiveness and efficiency of the processes and systems used will be inquired using a researcher-made questionnaire. For the same reason, the researcher will also conduct interviews on specific management level personnel of the company, particularly those that deal directly with the marketing aspect of the product and services offered by McCain International.      Since the study intends to make use of both qualitative and quantitative data, problems regarding the data acquisition may be encountered. In conducting the survey, the researcher has to ask permission on the company to conduct a study on their organisation. To do this, a letter requesting a meeting with the Human Resource Department as well as the Marketing Department will be drafted and sent to McCain International. When request for a meeting is approved, the researcher will ask the Marketing department to approve of the survey and interviews and consequently ask the HR department to help in conducting it with the employees and managers of the company. The responses on the researcher-made questionnaires will be processed using the Statistical Package for Social Sciences (SPSS). On the other hand, the responses of the managers will be interpreted in relation to the central and sub-questions indicated in this proposal. In any case, the responses of the employees will be treated with utmost confidentiality. Reflections Looking at the entire proposal, the task seems rather daunting as there are certain factors that could hinder the completion of the study. First among these practical obstacles would be the need for funds to finance the data acquisition and creation of the materials needed to complete the study. Practically every task involved in this project will need some budget to accomplish. On the other hand, the study may also find it difficult to see some empirical obstacles as there is a possibility that the operations employed in McCain International Inc may not fit the model of Lerro and Schiuma (2005). In the same regard, the acquisition of data will also consider the required ethical standard by consulting the tutor before giving out the actual data acquisition tools to the respondents. This will ensure that anything offensive to the respondents or anything that would seem irrelevant will be weeded out before they are answered. In the context of the face-to-face interviews, the researcher will be more than willing to adjust to the demands of the situation so as to gain the most reliable responses without implicating any biases to the respondents. Conclusion There have been numerous organizational studies pertaining to the marketing practices of an organization. However, not much has been noted pertaining to studies measuring the firm's competitive advantage, market share, and stability of consumer base in relation to the marketing practices held by the organization. Competition in the commercial sector has elevated several notches above the traditional notion several decades back. Nowadays, companies could not afford to make mistakes especially in their marketing practices. Significant losses will be inevitable once they succumb to the challenges posed by their environment. Companies have to therefore find themselves individual areas where they could establish their own competitive advantage to viably take on the other players in the industry. In the case of McCain International Inc, the use of knowledge management and IT applications in their operations could be the key in their pursuit to achieve sustained and continuous organisational development without compromising the mission-objectives of the firm.