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The Coop: Market Research

Autor:   •  November 7, 2012  •  Case Study  •  728 Words (3 Pages)  •  3,286 Views

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The Coop: Market Research

This case is about The Chicken Coop, a quick service restaurant chain (QSR) whose growth has been at about 10% per annum, even during economic downturns. The motto –"We are chicken" reflects their philosophy to provide the best tasting meal around by specializing in the preparation and delivery of chicken. In 1995-for the first time since 1974, sales were down in 20 of the Coop's 76 stores by an average of 6%. Many of the struggling restaurants had long been considered the company's strongest; together. The 20 restaurants accounted for 32% of retail sales.

The objective of this study is to analyze the following five scenarios and to decide the best viable outcome for the company turnaround.

1. Taste Tests--A focus group/experimentation hybrid

2. Quality Inspection Program (QIP)—Formal observation

3. Brand Image Monitoring Surveys (BIMS)—Survey

4. Customer Experience Survey(CES)—Observation/survey hybrid

5. Customer Feedback Cards—Purchase data/dissatisfied customer survey hybrid

1. Taste Tests--A focus group/experimentation hybrid

The purpose of the taste tests would be to collect objective information about quality of the Coop's menu items in a controlled environment

A "convenience sample" of loyal customers from nearby stores in Waltham, MA shall visit the Coop's Research and Development (R&D) kitchens and give their opinion about food items. It will require $6000 for one Taste Test which would involve 8-12 customers with an approximate cost of $72000 will be incurred. This solution is not economical or accurately represents the major market research segmentation variables (geographic, demographic, physiographic and behavioral

2. Quality Inspection Program (QIP) Formal observation

In this program a team of quality inspectors will visit each of The Coop's restaurants and write down the findings. This is a more systematic approach to evaluate restaurant performance

Limitation of this scenario stays in qualification and subjectivity of the Quality Inspection teams. Another concern is the access of the inspection teams in the kitchen where the meal is prepared. But the CEO is There is a degree of skepticism that an outsider will not be able to find out whether all the processes & standards are followed in the kitchen or not

3. Brand Image Monitoring Surveys (BIMS)—Survey

The purpose of this


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