REFLECTIVE REPORT

THE REFLECTIVE REPORT

Introduction

The aim of this report is to provide a critical reflective account of the undertaken work-based
learning experience while working with Pipers; Crisp Ltd., a company that specialises in the
production of savoury snacks in the UK. According to Cogni (2019) and Helver (2015), writing a
reflective report is an essential skill necessary for students in understanding one's areas of
strengths and weaknesses from undertaken experience at the workplace, towards building self-
awareness for future improved performances. The essence of undertaking this reflective report is
to critically evaluate and examine my participation with a group of Pipers' Crisp marketing team
in a project titled ‘Meeting Market Emerging Needs' of the savoury operating marketplace.
However, I will be reporting the account of my experience in the company's project using an
extract of the Gibbs reflection cycle model. I adopted this model because it provides the user the
ability to make sense from personal experience, understand what went well and what did not go
so well, and learn to gain new skills and knowledge for future improved performances (Seibert
and Walsh, 2013).

The Gibbs Reflective Cycle

Description

The marketing team of Pipers' Crips Ltd undertook a project to meet the emerging market needs
to sustain business competitive leadership in the operating marketplace.

Feelings

I felt extremely happy when the CEO initiated an idea of the project to the marketing department
for a need to conduct a market survey to identify contemporary target market needs and meet
these needs satisfactory, as this will be my first ever marketing fieldwork experience. When I
realised that marketing fieldwork (gathering market enquiries, analysing and reporting data)
requires special analytical and critical skills, I felt weakened because I do not have the required
skills and knowledge in marketing fieldwork.

Evaluation
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A vision-oriented marketing manager who leads a team towards success is critical in achieving
marketing research objectives (Alon et al., 2020). The market-oriented and goal-getter approach
of our Marketing head was a great driver to the success of the market survey research process.
Having a team of diverse skilled members helped me to learn different marketing skills while on
the field conducting business environmental analysis and gathering data from the operating
market. The participants (existing and potential customers, distributors, and B2B buyers)
cooperations, while I was collecting data through interviews and open market engagement, went
well. Buying in the support of the board members in approving and financing the ‘New Product
Development Strategy’ initiated by the marketing team also went well. However, I experienced
some bumps and hiccups in the market survey process, which did not go so well in the course of
my engagement in the research marketing team. I found it difficult to transpose data collected
from participants through interviews into a meaningful and usable format for effective decision-
making. Similarly, finding existing theories and evidence-based practice to support findings from
the market survey data was another roadblock for me when writing final reports to be compiled
as a document to be submitted to Pipers' Crisp members of the board of directors. These
identified weaknesses unduly stressed me, as I need to submit reports and defend them with
evidence-based practices or/and marketing theories to the head of the marketing team.

Analysis

I think the head of the marketing team approach and leadership style went well was because he
practised a transformational and contingency leadership style that empowers team members to
achieve their targeted goals and utilise their potentials resourcefully, as posited by Alon et al.
(2020). Similarly, the team diverse skills and talents were instrumental in complementing my
effectiveness in my assigned tasks, as individuals capabilities were contributed to provide
support to other team members towards achieving collective team goals effectively. This was in
accordance with Hague et al. (2018) position on the diversity of team members skills and talents
in achieving a common assigned goal in marketing research. The support from the board
members was a success because they initiated the project idea in collaboration with the CEO.
Based on the suggestions of Hague et al/ (2018), I failed in data analysis and transformation into
useable information, and also providing evidence-based theories/practices to support my findings
because I lacked the marketing research data analysis skills and reporting.
REFLECTIVE REPORT

Conclusion

The initiated project and market survey research process that led to the development of new
healthy savoury snacks to the Pipers' Crisp product portfolios has taught the fundamental
significance of leadership and strengths in group dynamics and diversities in complementing the
successful achievement of corporate goals collectively. Furthermore, I learned that experience
would only be a great teacher when one is ready to acknowledge his/her weaknesses and
tirelessly work on them to build up competencies for future work relevance. Lastly, I also
learned that meeting contemporary market needs timely is an unbeatable core value for Pipers'
Crisp competitive advantage.

Action Plan

Considering the identified weaknesses from my experience in the Pipers' Crisp project, I need to
build up my analytical and marketing research skills. This will be achieved by effectively
reading marketing literature on how to gather, analyse, and report data for effective marketing
decision-making. Similarly, I will need to engage and learn more practical skills from my other
colleagues who put me through in the course of the project execution process. Given this
opportunity in the future, I will ensure I have acquired the necessary analytical, critical, reporting
and dynamic skills for effective management of data from fieldwork.

Conclusion

Based on the contributed efforts and participation in the Pipers’ Crisp project that led to the
development of new product towards meeting the target market needs was machinery in
enhancing my capabilities and competencies in conducting market research, understanding the
business operating environment, and working together with others as a team in achieving a
collective organisational marketing goal. Most importantly, I have gained significant new skills
and knowledge through the fieldwork experience; gathering enquiries, analysing, and presenting
as report for effective business decision-making.
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References

Alon, I., Jagffe, E., Prange, C. & Vianelli, D. (2020). Marketing: Strategy, practice, and cases.

3rd edn. New York: Routledge.

Cogni, M. (2019). A guide to reflective writing through reflective thinking: Student’s edition.
Malaga: Vernon Press.

Hague, P., Harrison, M., Cupman, J. & Truman, O. (2018). Market research in practice: An

introduction to gaining greater market insight. 3rd edn. London: Kogan Page.

Helyer, R. (2015). Learning through reflection: The critical role f reflection in work-based
learning (WBL). Journal of Work Applied, 7(1), 15-27.

Seibert, S. and Walsh, A. (2013). Reflection in work-based learning: Self-regulation or self-