Aanalyse where and how people buy furniture in the UK, provide recent data or evidence about the market for second-hand furniture. This should include insights based on current social, environmental and economic factors which could affect the second-hand furniture market sector favourably or adversely

Assignment Title: Research and Analysis Report for Emmaus

There are 2 assignments for 6BUS1081 Managing Media and Communications, both are based on the issues facing Emmaus Cambridge. Assignment one should be completed individually in semester A.
Assignment two will be completed in semester B by groups with some individual and peer assessed components. The assignments in each semester are worth 50% of the marks for this double module.
Client background :
Emmaus Cambridge is part of the Emmaus federation of charities. Originally set up in France in 1949, Emmaus has now helped improve the lives of formerly homeless people since 1991 in the UK. Emmaus is both a charity and social enterprise providing accommodation, support and meaningful work, which consists of work experience and extensive training in a variety of areas. Emmaus Cambridge is based in Landbeach away from Cambridge city centre and fairly inaccessible by public transport.
In early 2021, Emmaus Cambridge launched a new online furniture (and white goods eg washing machines) website to expand on their already established furniture donations/ collections and physical shop. Dependent on the skills of the companions, refurbishment or upcycling of some furniture items is sometimes possible.
The following assignment briefs are based on this part of the social enterprise ( see https://www.emmauscambridgeonline.co.uk/): assignment one aims to identify the potential market, the competitors and also to establish if this is/ how this can be a sustainable venture for Emmaus Cambridge. In assignment 2 you will be asked to identify the target audience(s) and to produce a marketing communications proposal to raise the profile of Emmaus Cambridge online furniture, reach more consumers and persuade them to buy.
Description of the assignment, task, content and structure:
Assignment 1 Research and Analysis report (individual)

(i) Market insights (30 marks) – use secondary research to
• analyse where and how people buy furniture in the UK ( 5 marks)
• provide recent data or evidence about the market for second-hand furniture. This should include insights based on current social, environmental and economic factors which could affect the second-hand furniture market sector favourably or adversely, including current trends which may offer opportunities to Emmaus. (10 marks)
• select 2 (direct or indirect) competitors of Emmaus which sell second-hand furniture. Provide an analysis of the marketing communications, messages and online media they use to reach second-hand furniture buyers (Either one or both should be ethical suppliers e.g. another charity or social enterprise and both should provide useful insights for Emmaus Cambridge i.e. avoid very large competitors) ( 15 marks)

(ii) Consumer attitudes & behaviour (20 marks) – use secondary research to
• analyse the demographics and at least one psychographic or behavioural aspect ( eg types of buyer, triggers to buy, etc ) of furniture buyers.
• analyse the demographics and at least one other aspect (eg attitudes, motivations) of the consumers who buy from social enterprises or charity shops
• analyse current needs/wants/ attitudes of potential buyers which are relevant to this project ( customers for Emmaus Cambridge). Your analysis in this section could be product focused or focused more on the attitudes and wants of the second-hand furniture buyer (or you could analyse a specific segment of second-hand furniture buyers).

(iii) Stakeholder analysis (20 marks) – using Emmaus site and the Emmaus talk,
• identify Emmaus Cambridge’s key stakeholders and plot these on a stakeholder map, using an appropriate mapping technique. (your map should show between 8 and 12 stakeholders)
• then, comment on how 2 specific stakeholders (of your choice) could influence or help raise the profile of Emmaus Cambridge’s online furniture business

(iv) Key insights for the client (20 marks)– use your findings to provide:
• A summary of the key findings and insights of relevance to growing the Emmaus online furniture (and white goods*) sales business ( 5 marks)
• An outline of what needs further investigation by primary research ( 5 marks) and
• A draft of a questionnaire for an electronic survey to do this ( 10 marks)
Presentation, structure and referencing (10 marks)

(Note that you will be producing a marketing communications proposal in assignment 2 and this assignment is designed to enable you to support the decision making for that)
* Emmaus Cambridge also resell donated white goods. This assignment has focused on second-hand furniture but you may come across data on white goods at the same time. It is not a requirement to include white goods in this assignment.