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We have thought that the best way to start our research would be throughout the
exploratory part, since it would tell us where the real problem is. Thereafter we could
We would continue with the descriptive research, where we aim to obtain a wide
overview of the market, being able to have larger amount of people’s opinion but from
a shallow perspective.
methods, since with this research we would confirm if the other assumptions obtained
Within the five options that the case offers, we have decided to drop the Taste Tests
that McMichael proposed, as Buckmeister in his thorough visits only detected two
stores with significant deviation from performance standards in the kitchen. Therefore,
we have come to the conclusion that the taste is not the key problem of their slump in
sales.
Program – we have thought that the inspectors that she wants to hire may not be
customers of QSR market or would not be aware of the Coop philosophy so they would
not be able to provide the data of the quality standards that we are looking for.
Buckmeister’s idea about Customer Feedback Cards may not give us an objective
opinion since there would be two customer’s profiles willing to fill in these cards: loyal
clients and disappointed clients. This data would provide us extreme opinions that
This would leave us with both of Wallace’s proposals: Brand Image Monitoring Surveys
and the Customer Experience Study. However, as we mentioned before, the first
As an exploratory research, we thought that a focus group would be the best option,
but not the proposed one about taste tests. We would recommend facing the focus
group towards brand image, service and experience. The reason of this decision is to
get an in-depth overview of all the aspects of the restaurant, which would lead us to
The Brand Image Monitoring Surveys which consists on telephone surveys, although it
is expensive, would be very useful to get data from a wider segment, decreasing the
Finally, we would end up our market research with the Customer Experience Study
proposed by Wallace. This would imply the hiring of an external marketing firm which
would anonymously send experts to evaluate the Coop and its competitors on a
variety of specific criteria. This would help increase objectivity from a more
professional perspective.
b) We have predicted the Income Statement of 1995 with two options, only with the
marketing research and another one adding home delivery and co-branding.
The first one has been done considering that the marketing research would permit the
Coop maintain their previous sales growth and stop decelerating. To implement this,
we have calculated the average of the other previous years and added it to 1994.
Additionally, we have taken into account the expense of the market research, which
has been added to “advertising and research”. According to the case and our decisions,
the focus group cost would be the same as the one that McMichael proposed as the
taste test: $6,000. The BIMS costs $35,000 taken then average of their range. And
finally, we have added the CES which costs $45,600. In all of the cases, we have chosen
The last column would be the same as 1995 adding the assumptions of home delivery
and co-branding as we consider them positive for the Coop. The first assumption
concerned sales. We have predicted that it will grow 30%, as we would get into a new
segment which would double the size of the one we where before, as shown in Exhibit
3. Additionally, concerning management and team labor, costs would drop 20% due to
Although the financial assumptions are only representative predictions, we have tried
to adjust it as much as possible taking into account the limited information we had.