A formal proposal for a dissertation that will be submitted in partial fulfillment of Mba Halal Chicken Prepared food (ready

meal) in Sainsburys

Name: Tajmmal Riaz

Student ID: 000106372

Programme of Study: Master of Business Administration

INTRODUCTION:
This research is about innovation. I have experience of working in a supermarket. While working in the store I found potential and demand for a specific product. So I came up with idea of introducing Halal Chicken prepared food Prepared food (ready meal) in the Food to go section of Sainsburys in areas where the demand is high. So I chose Camden Town branch as in this town theres big community who want to buy Halal Foods. Innovation is introducing a new idea, a new approach or introduction of a new product in a certain field or organisation. In other words innovation is improvement, modernisation or advancement. In any organisation using marketing mix strategically may well be linked to innovation. As for instance positioning a product competitively or gaining the market share through improved productivity or quality are innovative ways of improvement and growth of the organisation. Innovation may not always have positive effects on the organisations. It may sometime change the usual organizational forms or practices. In market organisations lacking effective innovation face tough challenges posed by the others that do innovate. So innovation is always a risky thing. (Mckeown, 2008)

Justification of Research:
Worlds biggest and fastest-growing religion is Islam; about one fourth of population of the world or 1.6 billion people are Muslim. In the UK in four years (2004-2008) it has risen more than 500,000. Which means the current Muslim population in the UK is more than 2.4million. The rise in the Muslim population in the UK is 10 times faster than in the overall population. As the Muslim population grows so does the demand for Halal Foods, the food which is allowed under Shariah Law. This demand is on the increase every single day around the world and in the UK. (Ruwaid, 2009)

For examples of this increase: in September 2002 McDonalds Australia opened their first Halal restaurant in Sydney which proved a huge success and they went on to open more of this kind in the country. McDonalds UK decided to do the similar experiment in 2007 and they made Southall franchise Halal. According to the facts and figures their sales have doubled since. Another example is KFC. Recently KFC UK has begun a trial. During this trial KFC will serve Halal Chicken prepared food in its participating restaurants. On their website they mention that they have felt a high demand for Halal Chicken prepared food in the UK. On the other hand some astonishing global trade figures shows that Halal food is estimated as US$347 billion per annum. Australian Halal meat sales have risen between 1997 and 2002 by more than 70%. And 95% of New Zealands lamb exports are now Halal. (Ruwaid, 2009) The Halal doesnt only mean Halal meat. Halal means all sorts of products and services, everything from toothpaste to breakfast cereal. Halal is an Arabic word meaning permissible or allowed. Meat can be Halal only if the animal is blessed in the name of Allah and then slaughtered facing Mecca (Cox, 2008). It is observation of experts that Muslims are choosing to be observant, fuelling demand for Halal products. (Ruwaid, 2009) Halal products are not only in demand in Muslim community it also has a high demand in the Jewish people as well. Jewish population in the UK is estimated at about 280,000 in 2008 according to the BBC report. Halal market is growing at higher than ever rate in other communities as well who associate it with safer, cleaner, and healthier foods. (Ruwaid, 2009).There are many Asians here in the UK who used to eating Halal foods back home and so they want to eat it here as well. Demand for Halal products is on the increase amongst more than 2.4 million Muslims living in the UK. It is estimated that the current consumption of Halal market is about 850 million. And this consumption is likely to increase with the increase in the population and the demand. Another study found that UK Muslim spending power reached 20 billion during 2002. (Halal journal, 2007)

As the Muslim population in the UK has grown, the Halal market has also increased by about 30% during last year. Ethnic Focused research was conducted on the behalf of World Food Market, which revealed the result that 98% of Muslims eat only Halal food and Halal is an important part of their lives. (Halal journal, 2007)

OBJECTIVES OF RESEARCH
The main purpose of this study is to find out effective path to introduce the Halal ready to eat chicken food. Main objectives of this piece of work are: To analyse the market for Halal Food in Camden town To analyse the resources required To undertake a SWOT analysis of Sainsburys. Calculations and evaluation of all expenditures incurred in the project Examination and analysis of implementation process of the project To draw conclusion showing how much it would be beneficial for Sainsburys.

Main RESEARCH QUESTIONS

What would be the target market? How many resources required for the project? How would project be implemented? How would project be monitored and evaluated?

Literature Review:
Kotler, P. (2003). Marketing Management.11th edition, Marketing is typically seen as the task of creating, promoting, and delivering goods and services to consumers and businesses. There are two definitions of marketing that is Social and Managerial. Social definition: Marketing is a societal process by which individual and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. Managerial definition: marketing has often been described as the art of selling products, but most important part of marketing is no t selling This book is helpful for given these topics, marketing and emerging practices of business. Deal and understand of the new customers. Planned social responsibility. Product strategy and market service. Pricing marketing communications. Maanen, (2000) Research Methods for Business students, Financial Times Management, Qualitative research is depending upon why not the how of this topic through the analysis of unstructured information such as interviews, survey, emails, and notes feedback forms. Qualitative research does not just rely on statistics or numbers. This book provides us qualities research methods, design and statistical analysis and survey research also provide us some cause studies. Mckeown, M. (2008), the truth about innovation, Person/Financial Times, To change a thing into something new; to alter, to renew, to bring in something new for the first time; to introduce as new. Innovation is the action of innovating; the introduction of novelties; the alteration of what is established by the introduction of new elements or form. A change made in the nature or fashion of anything; something newly introduced; a novel

practice or method etc. Innovation and a good change is really very essential in the daily life to lead a healthy and happy life; same as is for businesses and organizations that if they want to move towards progress and long life, they need to adopt new products and services. This book gives us the concept of innovation, sociology, history, police making, organization, diffusion of innovation, failure of innovation measure of innovation. Ulrich, (2004), Business Development, Prentice Hall New product into the market is like an newly born baby, as parent have to take care of newly born baby same as marketers need to have emphasize on each and every step from generating of new product to introduction of thins into the market; it doesnt end with the introduction of the new product marketers need to have clear vision and strategies to take new product to its maturated stage. There is a general complete set of operations needed to complete in the development of new products, This book provides us material about the new product, life cycle of the products type of products. Products developments and design.

RESEARCH METHODOLOGY
In a qualitative research data can be collected in the following manner through observation, focus groups, surveys, behavioural data and experiments. Ethnography and grounded theory are used in qualitative research where the collection of data is rich, deep, and thick. Whereas in action research, a group of people work collectively to improve their work processes. Van Maanen (1979) defines qualitative methods as an array of interpretive techniques which seeks to describe, decode, translate and otherwise tells the meaning, not the frequency, of certain more or less naturally occurring phenomena in the social world. (Maanen, 1979)

There are two traditional types to conduct social science research; firstly known as positivism, which is designed around social humanity that exists outwardly and can be studied in an objective way. Phenomenology being second to it, which is linked to the idea that people create social reality; Quantitative methods are connected with the ideas of positivism due to the objective way in which the data are collected and analysed. (Maanen, 1979) Here research methodology is being discussed in detail which is used to conduct this research.

Observation:
Data can be collected by observing peoples behaviour and looking at their behavioural patterns and actions and also at objects, occurrences, interactions at various events for e.g. National Rail passengers walking around on different platforms to hear how passengers talk about National rail and its service quality (Sunday, 1979). An obvious solution to the problems identified is used to observe peoples behaviour directly rather than rely on research instruments like questionnaires elicit such information. There are many different forms of the observation approach in business research. Some major ways of conducting observation studies in business research are discussed as follows:

Structured observation: This is often also called systematic observation, is a technique

in which the researcher employs explicitly formulated rules for the observation and recording of behaviour. The rules inform observers about what they should look for and how they should record behaviour. Each person who is part of the research are called as participants, is observed for a predetermined period of time using the same rules. These rules are articulated in what is usually referred to as an observation Schedule, which bears many similarities to a structured interview schedule with closed questions. The aim of the observation schedule is to

ensure that each participants behaviour is systematically recorded so that it is possible to aggregate the behaviour of all those in the sample in respect of each type of behaviour being recorded. The rules that constitute the observation schedule are as specific as possible in order to direct observers to exactly what aspects of behaviour they are supposed to be look for. The resulting data resemble questionnaire data considerably, in that the procedure generates information on different aspects of behaviour that can be treated as variables.

Participant observation: This is one of the best-known methods of data collection in

business and management research. It is primarily associated with qualitative research and entails the relatively prolonged immersion of the observer in a social setting in which he or she seeks to observe the behaviour of members of that setting (group, Organization, community etc) and to elicit the meanings they attribute to their environment and behaviour. Participant observers vary considerably in how much they participate in the social setting s in which the locate themselves.

Non participant observation: This type of observation deals with the research in
which observer just observes the situation and doesnt participate in the social setting which is being observed. Structured observers are usually Non Participants in that they in the situation which is being observed but rarely participate in the situation happening. This type of observation can also be related to unstructured observation.

Unstructured Observation: Unstructured observation does not have any scheduled

pattern of observing and recording the behaviour. The aim of this method is to observe and record as much detail as possible of participant with the aim of developing a narrative account of that behaviour. The most of participant observation is unstructured but this term is usually employed in conjunction with non-participant observation.

Time Table:
NO 1 2 3 4 5 6 7 Task Background History Lecture review Research primary Research secondary (Books) Finding Analysis Conclusion Draft Durations 1 week 3 week 2 week 1 week 5 days 1 day 4 days

References:
Cox (2008), Halal Food [online], Available from <www.coxwashigton.com> [Accessed on 2 August 2011] Halal Journal (2008), Halal Food [online] Available from

www.halaljournal.com/artman/publish-php/artical-1127.php-32k [Access on 12.Agust.2008 Mckeown, M. (2008), the truth about innovation, Person/Financial Times, Ruwaid, (2009), Food For you : Emel, Canfield Place London. Sanday, P.R. (1979) The Ethnographic Paradigms, Administrative Science Quarterly