Objectives of Case
The company chicken coop , a quick service restaurant , had been growing by about 10% per year, even when the industry growth rate is just 5% per year but in 1995, for the first time , sales were down in 20 The Coop’s stores.
To find out the reason behind this underperformance, two top managers of the Coop had suggested systematic market research for better quality and customer service. His managers suggested market research techniques like Quality Inspection Program, Controlled taste tests. Also Brand Image Monitoring Survey and Customer Experience Study were some of the method suggested by Trevor Wallace, vice president of Marketing.
The objective of case is to ...view middle of the document...
The objective of this test is to gather information about quality of the Coop’s menu items, relative to the competition. According to the proposed plan, loyal customer from nearby stores would visit the kitchen and give their opinion about the food items. These customers will be called based on quotas and certain characteristics. If market research suppliers are given to conduct the tests then it would cost around $6000 for one taste test involving 8-12 customers.
Quality Inspection Program:
The purpose of the program was to gather information about the quality of food, service and facilities provided each of Coop’s restaurants and ensure all stores meet its high performance standards. Disguised as regular customers, Quality inspectors will visit the sores and measure factors like cleanliness, quality and services etc.
Brand Image Monitory Service:
According to this proposal market research supplier would interview potential customers via telephone by random digit dialing and finally they would present sample report showing the brand awareness, advertisement awareness, past 3 months usage, frequency, last visit details etc. The proposal cost would range from $20,000 to $50,000.
The Customer Experience Study:
Purpose is to gather information on how customers viewed their visits to The Coop’s and its competitor’s restaurant. Customer would not have any knowledge about which company was paying for the research. Cost per customer would be $10/visit and that of the vendor would be $20/visit. A questionnaire would be prepared and filled in by the customers.
Customer feedback card:
These cards will be placed near by the cash register in each Coop...