The Chicken Coop: Market Research

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The Issues

Daryl Buckmeister needs to come to a decision about

1)Whether to invest in market research 2)How much money to spend 3)Which programs to fund
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The Problems
1.

Whether to opt for Market Research? How to address the isssue of declining sales? Which Market Research proposal to accept?

1.

1.

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The Factors

Quality Menu/Customer Service Brand Image Consistency Competitors Consumer Preferences Customer Experience Food Industry Standardization levels Advertisments and Promotions

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McMichaels Proposal

QIP-Quality Inspection Programme

Strengths
1. 2. 3.

Unbiased Will lead to standardization Enhance performance

Weaknesses
1. 2.

Hiring inspectors In-depth examination lacking Requires an in-depth knowledge of Chicken Coop brand identity

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McMichaels Proposal

Taste Tests

Strengths
1. 2. 3.

Controlled Enviroment Unbiased Acts as a testing ground against competition Provides insight into customer preferences

4.

Weaknesses
1.

Focusses on loyal customers Requires renovation of facility

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Wallaces Proposal

BIMS(Brand Image Monitoring Surveys)

Strengths
1. 2. 3.

Provides Qualitative data Uses Representative sampling Provides information regarding advertising effectiveness

Weaknesses
1.

High cost of sampling Limited Information from a telephonic

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Wallaces Proposal

CES(Customer Experience Study)

Strengths
1. 2. 3. 4.

Unbiased Participative Would result in increased customer focus Highlight problem areas

Weaknesses
1.

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The expense includes paying for rival offerings which the customer use to base their preferences

Buckmeisters Idea

Customer Feedback Cards

Strengths
1. 2.

Economical Specific information

Weaknesses
1. 2. 3.

Hit rate is low Potential customers are not considered No comprehensive insights Operational issues (Manager may not send the feedback forms)

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Judgment on Time

QIP

More time consumption in hiring and in-depth examination of food Less time consumption than QIP Survey will be time consuming due to involvement of multiple customers opinions

Taste test

BIMS

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Judgment on Cost

QIP

High costs involved as hiring inspectors and managing them

Taste test

Moderate as the infrastructure cost is major which is one time cost only

BIMS

Most expensive option among all ($20000 to $50000) Recurring nature of costs increased total costs

CES
High costs involved due to large number of visits and 4/11/12 payment mode is per visit basis

Quality

QIP

In-depth analysis will give more details to improve quality Professional quality inspectors will maintain quality Good indicator of quality of food with respect to the competitors Quantitative analysis will improve the quality Quality is dependent on customers response

Taste test

BIMS

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Judgment on Implementation

QIP

Details of kitchen and internal operations will be lost Difficult to conceal identity of inspector after few visits

Taste test

Not done in a realistic environment Competitor food may not be as fresh as Coops Loyal customers may be biased towards Coop Outsourcing to research vendor will help in easy implementation Incidence rate may be low

BIMS

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Recommendations

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THANK YOU!
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4/11/12