The Coffee House* is a local coffee roaster providing a range of coffee products and drinks in
Leicestershire. Under the present leadership of Peter James the company is aiming to become
truly innovative. What’s more, the company has recognised a growing need for coffee pods.
Recently, Peter James has noticed a shift in consumer thinking – he had noticed that
consumers are becoming more interested in drinking coffee at home or at work. He had also
noticed that competitors are introducing coffee pods with different flavors and variety of
coffee beans, that are designed to be used in existing coffee machines, meet the different
tastes of consumers and make the coffee-making process at home/work quicker and easier.
The Coffee House is constantly looking for ways to meet consumer needs by growing the
business and expanding its product portfolio. However, Peter James has little real knowledge
on coffee pods that are currently dominating the market. He has read articles around the area
and he knows it has become the target of debate. So far, he has noticed a great concern
among the public and knows that if the shift towards coffee pods and the adoption of a quick
& easy coffee-making lifestyle continues these trends will impact the company. Peter James
knows that he cannot disregard the recent shift in consumer thinking, he needs better
information if he is to plan for the future properly. The organisation wants to know if they
should invest their innovative efforts in introducing a new range of coffee pods and whether
it should be a core part of their positioning.
In light of the above, Peter James would like you to conduct marketing research, which will
help the development of a strategic plan and move the business forward.
*Coffee House is a fictitious/imaginary name
Conduct secondary research into the UK coffee industry, in particular coffee
pods, and consumer lifestyles in order to identify key patterns influencing the sector – in
order to provide a thorough and focussed overview and analysis of the sector. Secondly you
are required to identify blogs/forums where this topic is discussed by individuals (UK) and
provide a solid analysis into consumer’s attitudes and perceptions towards coffee drinking
lifestyles, preferences and behaviours within the sector.
Carry out 2-3 semi structured interviews with customers as part of Section B as
your chosen method of research. All students should then carry out their primary research
and analyse their findings.
Based on your findings in Section A – you will write a brief proposal for your qualitative data
a) Write three objectives.
a. Each objective must be clearly explained and justified.
b) Indicate where and when the data collection will take place.
c) Explain and justify your sampling approach.
d) Develop a suitable qualitative research instrument in order to gather data on some of
the issues noted above – this must be explained within the report, however all students
are required to submit a FULL research instrument within the appendices.
e) Indicate and justify your data analysis techniques.
Analyse and interpret the key findings from the data. What key
themes emerged – you must provide suitable evidence i.e. excerpts from the transcript to
support your discussion. Finally, all students must outline specific recommendations for the
Coffee House based on their findings.
Key Guidelines for Report
Your assignment should be 2,500 words maximum in length (+20%). (This excludes the
list of references and appendices). Students that ignore the word limit may be penalised.
Section A: Secondary Analysis (Approx. 800 words).
This needs to be clear, with logical explanation and commentary. Use paragraphs. Show any
quotes from online forums. Give clear, referenced sources for all the points made.
Section B: Proposal (Plan) for primary research – based on Section A (Approx. 700 words).
The proposal needs to include: research objectives; sampling, explanation of the proposed
data collection, analysis methods and execution. You will also need to explain the objectives
of the interviews in detail and outline and explain the dimensions of your research
instrument. Finally, all students must clearly state how their data will be analysed.
Section C: Findings and Recommendations (Approx. 1000 words)
The findings and analysis must be coherent – in line with the research objectives, with logical
commentary and supported with relevant excerpts from transcripts.
Format of Report: The report should include:
a) Title Page,
b) Contents Page,
c) Introduction (short 50 words max),
d) 3 Main Sections as above:
Section A: Secondary Research,
Section B: Proposal Plan,
Section C: Key Findings and Discussion.
The connection proceeds when taking a gander at psychological wellbeing cost, identified with managed passionate work, Strazdins (2002) centers around the subjective procedures included, recommending than a worker may find that their own particular state of mind ends up changed to copy the another's negative inclination, around them in the group set up of a call focus floor. This procedure is known as 'enthusiastic virus' (Pugh,2001). The representative's psychological handling may turn out to be contrarily prepared, empowering review of upsetting occasions, The move far from assembling enterprises in Britain towards benefit segment businesses inside the late twentieth century, has prompted an extensive development inside work in the administration part (Hough, 2004), with numerous representatives now associated with cutting edge benefit cooperations with demographic or clients. Call Centers specifically has encountered a development up to 400,000 workers; more than coal, take and auto producing industry set up together (Toynbee,2003). Because of their quick development, it has given an entrancing field of concentrate for scholastic research into the human segment of the workplace, with the procedure of work and its related control and business relations at the inside focal point of most level headed discussions (Fernie&Metcalf, 1997). Given that Call Center representatives are working in a situation where errands are regularly strongly scripted and execution is firmly controlled and checked, scholastics have indicated the likenesses of this work to Tayloristic style creation lines (Taylor&Bain,1998). However because of the work and result of call focus work being moderately immaterial, not at all like the unmistakable procedure of item and administration conveyance in plant work, the accentuation inside Call fixates is solely on the nature of correspondence. In conjunction to the physical requests, intellectual prerequisites likewise should be considered, regardless of whether an agent is managing a dissension, or a client benefit call, they all request feeling from staff. The expanding interest for customer focused administrations in a profoundly aggressive business condition, has perceiving that administration specialists can complete enthusiastic work which can be utilized as an imperative piece of the industrialists work process (Hoschild, 1979,1983),to deliver consumer loyalty. In this manner it is in an associations' enthusiasm to grasp the effect of passionate work on staff, to upgrade the adequacy of administration and prosperity of laborers, at last diminishing costs, for example, push, burnout, turnover and truancy (Lewig&Dollard, 2003). Subsequently this written work will layout the idea of enthusiastic work and talk about by and large the expenses and advantages for cutting edge benefit representatives inside Call Centers and for the association itself, before taking a gander at the ways call focus can help bolster representatives. Passionate work was a term developed by Arlie Hochschild (1983) in her progressive examination named 'The Managed Heart'. The term depicts the control of a man's conduct to show suitable feelings, inside a circumstance (chu,2002), recommending that specific feelings felt or not felt by an individual are smothered or communicated keeping in mind the end goal to adjust to social standards. In spite of Hochschild's broadly acknowledged definition, a few scientists have characterized and conceptualized enthusiastic work in various ways. Be that as it may, the hidden suspicion inside authoritative settings, is that passionate work is to control the two sentiments and articulations as per word related or hierarchical show tenets to accomplish hierarchical objectives (Schaubroeck and Jones, 2000).For case, there is little uncertainty that enthusiastic work in a Call Center for staff can be requesting, exhausting, debilitating, repetitive andâ distressing (Carrim et al,2006).â Yet to unmistakably show these emotions to administration or clients would be in fitting. As call focus staff are required to seem lively and inviting. Accordingly from these 'guidelines', which can be learnt from our regular collaborations, through instruction, socialization and fine - tuned by singular encounters and socially managed settings, we realize when and where to look dismal or happy, fearsome or dreadful (Payne&Cooper, 2001) Numerous associations have show decides concerning the feelings that workers ought to exhibit in experiences with clients, customers, or individuals from general society (Hochschild, 1983). These show rules stipulate the substance and scope of feelings to be shown, alongside the recurrence, force and term that such feelings ought to be shown (Morris&Feldman, 1996). These show principles might be unequivocal in association preparing materials, or they might be understood in authoritative standards (Sutton&Rafaeli, 1998). For instance, Call Center agents take part in work intelligently with clients on either inbound or outbound approaches activities, for example, deals and telemarketing, item or administration data, and client questions and dissensions. These representatives play out a vital part in the administration of client connections. As a result, benefit segment associations have looked to determine the manner by which representatives 'introduce themselves' to their clients. This has prompted especially obtrusive types of work environment control as agents are currently by and large checked for benefit quality and additionally profitability. In most call focuses there are consistent endeavors to build the quantity of calls taken per worker and lessen both client ring time and wrap time (Taylor&Bain, 1999). However governs are additionally upheld to be bright upbeat, agreeable, tame and pleasant, notwithstanding the client's conduct. As the way in which agents show their emotions towards clients critically affects the nature of administration exchanges (Ashforth&Humphrey, 1993). Verifiably, the nature of the connection is frequently the administration gave (Leidner, 1996). The conduct of the worker is accordingly vital to the achievement of the administration exchange. These opposing yet deviated weights both make part conï¬‚ict for representatives yet give a top notch benefit (Knights&McCabe, 1998).To control these clashing weights managementâ concocts perpetually inventive approaches to remove the greatest, and most genuine, exhibitions from enthusiastic workersâ 'smilingâ and meaningâ it'â being theâ point (Payne&Cooper, 2001). From a comparative perception Hochschild (1983) noticed how 'enthusiastic discord' can happen when a worker's actual sentiments are unique in relation to their communicated feelings. Moving further to recommend how people manage passionate cacophony by either 'surface acting' or 'profound acting'. Surface acting being the push to accomplish just the declaration of feeling, for example, one call focus operator conceded, 'I make the correct commotions saying sorryâ€¦I don't generally mind' (). While profound acting is a cognizant endeavor to create and convey the required feelings, and to deal with the circumstance properly, by attempting to genuinely relate, accept and experience the clients nervousness. Ceaselessly, scholastics, for example, Ashforth and Humphrey (1993) have noticed that when representatives profound act, there may not be any enthusiastic disharmony, but rather there is still effort associated with accomplishing the suitable feelings to take after show rules. Notwithstanding, colossal endeavors to manage expected practices of quiet, respectful and strong conduct, paying little heed to how agents are truly feeling, or being dealt with by a client, either through surface or profound acting there may come a state of sickness, fatigue and burnout, through constant passionate work (Hochschild,1983). Suggestively, more so when an agent is ceaselessly surface acting. This is upheld by Schaubroeck and Jones (2000) in an examination of unfriendly representative wellbeing results, found that weights to express constructive feeling inside a man's activity was decidedly identified with physical side effects. With more than 20% of a Call Center cooperations, containing outrage and verbal manhandle from a client >GET ANSWER