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Research Proposal: RAGS Alcohol Company

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Research Proposal

Research Question:

How should RAGS Alcohol Company take to develop their marketing mix to maximise their profit?

Rationale:

The alcohol business in Turkey is very popular and has many well known companies throughout the coast of the Black Sea. Due to the company’s high competition, RAGS Alcohol Company is experiencing a major lack in earning profit and growth of customer numbers. This company is situated in Kırklareli/Turkey. Among a highly competitive market of other significant and prominent alcohol companies. RAGS Alcohol Company is considering to maximise its annual profit by selling and distributing their products in supermarkets and well known night clubs through out Istanbul, Bodrum, Çesme and Antalya to attract …show more content…

I also plan to analyse and calculate the company’s profits by gathering all costs, incomes and revenues. I will also be focusing on making a practical and effective use of business and management frameworks; decision tree, SWOT and STEEPLE analyses in order to show the potential threats and opportunities which the company may face.

Key areas of syllabus:

Topic 1: Business organisation and environment:

Chapter 1.5 - External environment.
Chapter 1.6 - Organisational planning tools.
Chapter 1.8 - Change and the management of change.

Topic 2: Marketing
Chapter 2.1 - Marketing Mix

Topic 3: Accounts and finance:

Chapter 3.2 - Cost and Revenue. …show more content…

The company’s owner Gabil Huseynov has been in the alcohol business for over 17 years and has put all his efforts and energy in running and making the best out of it.

Mr. Huseynov has been very successful with his first factory ‘Baku Wine II’ in Baku, Azerbaijan. However, building a new factory in a foreign country hasn’t been a very easy job. Since Istanbul has a lot of competition in an alcohol field especially in the area of RAGS, Mr. Huseynov has to come up with a new strategy that would differentiate and stand out among his rivals.

Mr. Huseynov has come up with and introduced new products and different bottle designs to make his products more interesting. He has also started a production of Vodka and Cognac which would make his factory the first one in Turkey to produce foreign alcohols. However, the prices he had initially set were more expensive than other products and there for his alcohol was lacking product promotion which made the company not earn as much as he wished

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