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Research Question:

Should Rappi include cripto payments rewards schemes to motivate their workers?
(Can a RQ start with Should?)

To what extent has the labour turnover rate increased in Rappi as result of the informal job scheme offered?

Organization: Rappi
Key Concept: Ethics
Areas of Syllabus:
-Motivation (Types of financial and none-financial rewards)
-Industrial/employee relations
-Budgets
-Descriptive statistics

Supporting documents:

1. https://www.semana.com/nacion/articulo/rappi-start-up-latinoamericana-hace-historia-con-millonaria-inversion/612426/
2.
https://restofworld.org/2021/rappi-unicorn-faces-competition/
3.
https://impactotic.co/en/the-good-and-the-bad-of-rappi/
4.
https://www.coindesk.com/business/2022/04/11/latin-american-delivery-unicorn-rappi-launches-crypto-payments-pilot/
5.
https://www.reuters.com/article/latam-rappi-profiles-idCNL1N2FL14V

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Research Question :
To what extent should Alfa Romeo keep implementing mild hybrid engines in all its new products to compete in the mid to high segment of the Italian car market?

Organization: Alfa Romeo

Key concept: Sustainability

Area of syllabus: Marketing Mix(product), Triple Bottom Line (Ecological Sustainability),Porter's generic strategies,
External stakeholders

Supporting Documents:
https://www.comune.bologna.it/servizi-informazioni/misure-qualita-aria

https://www.statista.com/outlook/mmo/passenger-cars/sports-cars/italy#technical-specifications

https://www.researchgate.net/profile/Arun-Pundir-3/publication/351713363_Mild_Hybrid_Technology_in_Automotive_A_Review/links/60a6371592851cb49fe011fe/Mild-Hybrid-Technology-in-Automotive-A-Review.pdf

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=812788

https://www.newsauto.it/notizie/motore-alfa-romeo-tonale-ibrido-caratteristiche-potenza-come-funziona-2022-350702/

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Organisation: Zara

Key Concept: Sustainability

Research Question(s):

1. To what Extent does Zara’s “Join Life” Initiative make it a sustainable brand?

1. To what extent does the incompatibility between ‘fast fashion’ and ‘sustainability’ initiatives affect Zara’s “Join Life” brand image?

Areas of the Syllabus

1.3 Organisational Objectives (Ethical Objectives + CSR)

4.4 Market research (for primary research on Zara’s brand image)

4.5 7 P’s of the Marketing Mix (Branding)

5.3 Lean production and quality management (Zero Waste, Greater Efficiency)

Circular Models: Resource recovery models/Product life extension models

Supporting Documents:

1. https://static.zara.net/static/joinlife/2020_Inditex_Annual_Report.pdf

2. http://jmpp.in/wp-content/uploads/2021/08/Journal-of-Management-Public-Policy-vol.-12-No.-2-June-2021.pdf#page=54

3. https://131.174.75.45/bitstream/handle/123456789/11167/Wels%2c_Susan_1.pdf?sequence=1

4. https://sustainabilitymag.com/esg/what-makes-zaras-join-life-branding-initiative-sustainable

5. https://www.researchgate.net/publication/352411748_Benefit_appeals_and_perceived_corporate_hypocrisy_implications_for_the_CSR_performance_of_fast_fashion_brands

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Research Question: To what extent Elon Musk's imminent acquisition of Twitter will impact employees' motivation?

Organisation: Twitter

Key concept: Change

Links to guide: 2.4 Motivation & demotivation, 2.5 Organisational culture, 2.6 Communication, Lewin's FFA

Supporting Documents:
1. Elon Musk as owner is a long-feared reality for Twitter employees - The Washington Post
2. Elon Musk Says “Expectations” Of Twitter Employees Will Be “Extreme” – Deadline
3. Twitter employees speak out about Elon Musk - BBC News
4. Twitter Employees Search for Answers as Musk Takeover Becomes Reality - The New York Times (nytimes.com)

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To what extent Starbucks is committed in meeting their 99% ethical coffee standards?

Organisation: Starbucks

Key Concept: Ethics

Areas of syllabus:

1.3 Ethical objectives and CSR

5.4 Outsourcing

Porter's generic strategies (BMT)

Supporting documents:

Company view point
1.https://stories.starbucks.com/press/2020/a-message-from-starbucks-svp-global-coffee-zero-tolerance-for-child-labor/

Negative view
2. https://fairworldproject.org/starbucks-has-a-slave-labor-problem/

Positive view:
3.https://www.forbes.com/sites/jennysplitter/2019/07/31/coffee-farmers-are-in-crisis-starbucks-wants-to-help/?sh=2a0b64811c71

Consumer view point
4.https://www.forbes.com/sites/stevebanker/2021/10/05/do-consumers-care-about-ethical-sourcing/?sh=32c5fc955f50

5.https://www.ssesgauntlet.org/features/2019/02/05/breaking-down-the-bitterness-in-your-starbucks-coffee/

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Research question:

To what extent was Grab’s decision to introduce its new fleet of electric cars effective in increasing its Market Share and Profit for its Singaporean and Indonesian Markets?

Organization: Grab
Key concept: Sustainability
Areas of syllabus:

·       Sustainability and the triple bottom line

·       Financial Analysis of Introduction of Electric Cars in the Singaporean 9 Market,

·       Investment Appraisal, Payback Period and Cost Evaluation

·       PEST Analysis

Supporting documents:

1.      https://www.grab.com/sg/press/business/grab-invests-in-new-electric-vehicle-fleet-enabled-by-sp-groups-fast-charging-dc-network/

2.     https://www.straitstimes.com/singapore/transport/boost-for-electric-vehicles-in-move-to-reduce-pollution

3.     https://jakartaglobe.id/business/grab-introduces-electric-fleet-at-soekarnohatta-airport/

4.     https://www.straitstimes.com/business/companies-markets/grab-adds-200-hyundai-kona-electric-cars-to-fleet)

5.     https://www.dealstreetasia.com/stories/grab-ev-indonesia-166957/

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RQ: To what extent has the 'Work under Our Roof' program been a successful marketing strategy for Red Roof in the U.S hotel industry?

or

RQ: To what extent can Red Roof continue to offer its Work under Our Roof program service post Covid?

Organization- Red Roof

Key Concept- Creativity

Areas of the Syllabus-

1- The Extended Marketing Mix
2- Cost/Ratio Analysis
3- Simple Linear Regression (BMT)
3- Ansoff Matrix (BMT)

Supporting Documents-
1- https://www.forbes.com/sites/ramseyqubein/2021/01/24/red-roof-sees-success-in-extended-stay-market-despite-covid-19-pandemic/?sh=5429c58e30e2

2- https://incfact.com/company/redroofinns-newalbany-oh/

3- https://sec.report/CIK/0000920941
4- https://corp.owler.com/blog/customerservice-vs-customer-success
5- https://www.forbes.com/sites/ramseyqubein/2021/01/24/red-roof-sees-success-in-extended-stay-market-despite-covid-19-pandemic/?sh=5429c58e30e2

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HomeTowne Studios rooms feature full kitchens with refrigerator, stove, microwave, and the option to ... [+]
KEVIN BLACKBURN

Red Roof, a long-time staple brand in the economy lodging industry, entered the extended stay market in 2018 and has seen "exceptional potential" in the segment, according to company officials. The HomeTowne Studios by Red Roof brand currently has 58 properties open with ten more expected to open this year.

Red Roof's chief marketing officer Marina MacDonald points out that demand has only grown since the start of the pandemic. This year's new property pipeline represents a 17 percent growth in footprint.

The new lobby prototype for HomeTowne Studios includes communal seating areas and complimentary ... [+]
Red Roof

Lodging Econometrics data shows that extended stay properties make up more than a quarter of all hotel development projects in the U.S. pipeline to meet the growing demand for the segment. And STR metrics show that HomeTowne Studios by Red Roof outperformed the economy lodging segment by 29.7 percent (April-June 2020) and 15.8 percent (July-September 2020).

Chief development officer for Red Roof Matt Hostetler says that economy extended stay hotels are among the most profitable hotel categories, which is an indication of why the segment is performing so well.

Strong travel demand remains

Despite the Covid-19 pandemic stifling travel demand, the market for extended stay properties remains healthy since it caters to a wide variety of travelers. HomeTowne Studios says its primary guest demographic has changed as a result of the pandemic, but the demand remains extremely resilient to economic conditions.

According to the Highland Group, the economy-focused sector of extended stay hotels suffered less revenue loss than any other segment of the lodging industry in 2020. During the initial months of the pandemic, when most communities were locked down, HomeTowne Studios achieved more than 80 percent occupancy across its hotels.

Guests include a mix of residents displaced because of an economic loss resulting from the coronavirus and essential workers (including health care professionals) who do not want to risk taking the virus home or want to live closer to the hospital where they're needed.

The extended stay segment also sees strong demand from project-based industries like construction, health care, and utilities. It attracts professionals relocating for longer periods of time, those moving to a new area and waiting for a home to be built, and family members of patients in nearby medical facilities.

In addition, the construction industry, which is a major demand generator, has continued while business and leisure travel remains depressed.

Extended stay hotels can also attract local residents that need in-between housing without the need of having to pay a first and last-month's rent deposit. It also supports people looking for temporary accommodations supported by government agencies or insurance companies.

Since room rates are relatively low and often below government lodging per diems, the segment remains healthy while others are seeing less demand.

What sets HomeTowne Studios apart from competitors

Red Roof and HomeTowne Studios operate a dual-brand property in New Castle, Delaware with shared ... [+]
KEVIN BLACKBURN

There are several points of differentiation that cement HomeTowne Studios in the economy segment when compared with extended stay competitors, which typically operate at a higher price point. HomeTowne Studios does not offer complimentary breakfast, and housekeeping visits weekly rather than daily. This helps to keep the price competitive for value-conscious travelers.

In-room kitchens are convenient with the option to purchase a dining kit that comes with a set of cooking ware, plates, serving utensils, and other items that guests can keep following their stay. The kitchens come with full-size refrigerator, sink, microwave, coffeemaker, and kitchen table with chairs.

The company tapped expertise from existing hotel owners and a handful of VIP guests to help design the new rooms. They feature plentiful power outlets in convenient places including by the beds, kitchen countertops, and dining table. Open-plan storage space and faux wood flooring are other unique features, which are easier to clean and maintain over time.

The company's new hotel prototype features larger lobbies with communal work spaces and complimentary coffee. The studios in these newer properties will feature three-drawer dressers and under-bed storage, which are both important for people staying for longer periods of time and needing more space for belongings.

Extended stay will continue to be an important hospitality sector, and Red Roof's entrance into the marketplace shows that it can be successful even at a value-focused price point.

# data[].attributes.attachment_link.title
Red Roof Sees Success In Extended Stay Market, Despite Covid-19 Pandemic

# data[].attributes.attachment_link.description
Red Roof, a long-time staple brand in the economy lodging industry, entered the extended stay market in 2018 and has seen "exceptional potential" in the segment, according to company officials. The HomeTowne Studios by Red Roof brand currently has 58 properties open with ten more expected to open this year.

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Research Question:
To what extent has H&M’s sustainability policies impacted its profitability?

Organization: H&M

Key Concept: Sustainability

Links to Guide:
3.5 Profitability ratios

4.2 Marketing Planning -Segmentation/USP

4.5 Seven Ps of the marketing Mix

Branding

Links to resources:

Company’s Perspective

1)    https://hmgroup.com/wp-content/uploads/2022/03/HM-Group-Annual-and-Sustainability-Report-2021.pdf

2)    https://hmgroup.com/investors/five-year-summary/

3)    https://insideretail.asia/2022/01/28/online-drives-hm-profit-recovery-but-sales-still-lag-pre-covid-era/#:~:text=In%20what%20the%20Stockholm%2Dheadquartered,per%20cent%20to%20%2421.13%20billion.

Customer’s Perspective

4)    https://www.thedrum.com/news/2021/05/27/why-hm-s-sustainability-push-failing-resonate-with-consumers

Competition

5)    https://craft.co/hm-clothing-company/competitors

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Research Question: Is Goldman Sachs Change in Vacation Policy Useful to Reduce Labor Turnover?

Organization: Goldman Sachs

Key Concept: Change

Syllabus areas:

Labor Turnover

Fringe Payments

STEEPLE (BMT)

Equity and Expectancy Theories

Supporting Documents:

1. https://www.nytimes.com/2022/05/27/business/goldman-sachs-unlimited-vacation.html?searchResultPosition=1

2. https://www.goldmansachs.com/investor-relations/financials/current/annual-reports/2021-annual-report/index.html

3. https://www.glassdoor.com/blog/cool-companies-offering-unlimited-vacation/

4. https://www.headspace.com/work/2021-trends-report

5. https://www.bbc.com/news/business-56495463

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Goldman’s Move to Unlimited Vacation Is Good for … Goldman

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Goldman Sachs is the latest company to let workers take as much time off as they want. That means no more unused days — and no need to pay them out later.

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Research Question: To what extent has Starbuck’s rewards app in the UAE increase their revenue?

Key Concept – Creativity – generation of new ideas/responses to problems/ response to external surroundings

Name of Organisation Starbucks

Links to guide: 4.5 The seven Ps of the marketing mix. 1.5 Growth. Costs and revenues/Final Accounts Descriptive statistics (sales regression) Force field analysis.

Supporting Documents

1.      https://www.starbucks.ae/en

2.      https://www.fastcompany.com/90732166/what-happened-to-starbucks-how-a-progressive-company-lost-its-way

3.      https://www.hotelnewsme.com/fb/the-long-awaited-starbucks-rewards-application-launches-across-the-uae/

4.      https://www.macrotrends.net/stocks/charts/SBUX/starbucks/financial-statements

5.      https://www.lbbonline.com/news/horizon-fcb-lights-up-the-night-at-downtown-dubai-for-the-launch-of-starbucks-rewards-app

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Research question:
To what extent will Toyota’s plan to launch a range of 15 new electric vehicles by 2025 improve its low market share in the UK’s EV industry?

Organization: Toyota

Key concept: Sustainability

Areas of syllabus:

Sustainability and the triple bottom line (featured in the TSM)

Ansoff's matrix (BMT)

Unit 1.5 Growth and evolution

Unit 5.8 Research & Development (HL Only)

Supporting documents:

1. https://mag.toyota.co.uk/to

2. https://www.whatcar.com/news/toyota-and-lexus-unveil-15-new-electric-concept-cars/n23918

3. https://www.statista.com/statistics/541390/global-sales-of-plug-in-electric-vehicle-manufacturers/

4. https://www.theverge.com/2021/4/19/22391738/toyota-electric-vehicle-strategy-bz4x-concept-Subaru

5. https://heycar.co.uk/blog/electric-cars-statistics-and-projections