Mkt Cooperation Case

Problem define:

The main problem of this case is that the CEO is having trouble to formulate a strategy in response to the sales slump and to find a way for implementing the correct measurement. Decisions regarding market research and its internal quality control, co-branding, offering discounts and product improvement strategy has to be taken into considerations so as to ensure a positive response in the future. These following issues should be addressed before getting into next step of analysis.

Lack of market research The main problem of this company is that there is no consistant and systematic market research in reaching and understanding its current position of pricing, product design and customer satisfaction tests. Even thought the management sometimes have somewhat unscheduled visit to the store, and speak with customers and received valuable feedback. There is still lacking a market research to determine how well they are product and services are, so a marketing plan is certainly needed. Deviating from Mission One of the VP's strategy has taken the company away from what they original had for "We are chicken" into other areas that might not reflect the same image what the founder intended. As a result, differentiation of the products might be put the company in danger due to the potential risk that it might ruin the well established brand recognition.

No Competitor insightsthe company has no market research to go off of in order to position themselves in a changing market. The management is weak in experiences of fast food business. They have no current research so they do not know the effects that their competitors are having on the retail sales. Poor Sales StrategyThe current strategy is not working. They strive to promote the best value of their product, however, the customers do not buy their words. It is probably the "best" value is only applied for the manager not the customers. Therefore, in oder to understand what the best needs coming from the customer side, a redesign of the current meal plan should be taken.

SWOT analysis

Strength: Clear cut business mission, Fast grow in pervious years, Owner of the business has great experience in restaurant business.

Weakness: No market research, Lack of systematic quality control program, Lack of marketing expertise that shorts in vision and experience in conducting right market research, Lack of accessibility to the customer needs.

Opportunities: Steadily growth in QSR industry, Potential partnership with other fast food restaurants in maximumizing the facility use

Threat: Competition coming from KFC, Shift in customer demands from dine-in to more taken out services, Products are out-of-step.

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