Case Study : The Coop Market Research

The company of restaurants started in 1946 when Truett Cathy opened his first restaurant in Georgia. They are credited with inventing the Chick-Fil-A’s boneless breast of chicken sandwich. In the 1960’s, he pioneered the opening of the restaurant in different malls in Atlanta. It has grown to become the largest quick service chicken restaurant chain in the United States based on their domestic annual sales and with over 1900 branches countrywide. The restaurant is privately held and family owned and has been progressing in the delivery of exclusive services to all their customers. The mission of the restaurant is to give identity and value to their clients and the vision is to be America’s best service quick restaurant.

So here, was the marketing research that Hungry Jack’s conducts to analyse its strength, weaknesses, opportunities and threats.

Chicken! Chicken! Chicken! Southerners are crazy about it! Chicken is an iconic meal, from grandma 's kitchen to fast food restaurants. Sometimes grandma 's home cooked chicken is not always readily available, so what is the next best option? This is my review of two very popular fast food chains, the main item on each menu is none other than chicken. These two restaurants go by the name Chick-fil-A and Zaxby 's. Chick-fil-A has a bit of an interesting story, with the franchise being very comfortable with the Christian faith. Because of this, all locations are closed on Sundays and holidays. Information from their website shows that Chick-fil-A cares for its community and is involved in several fundraisers for churches and schools. Zaxby 's observes normal hours and does not really take part in community events. I visited the Chick-fil-A over on Harris Lane in Bessemer, Alabama at around noon. This Chick-fil-A just opened a few years back and has been very popular since. On a different occasion, I visited the Zaxby 's just a few miles down the road from Chick-fil- A, located on Academy Drive. The website describes Zaxby 's as a “chain eatery serving up fried chicken fingers, wings, sandwiches, and other American comfort eats”. These two competitors offer very similar menu options, but completely different environments. Although Chick-fil-A has better customer service, Zaxby 's has tastier food and an overall better ambiance.

The target market will include residents living in the Grovetown/Harlem area and also the army base, Ft. Gordon located approximately 2 miles from the Gate 2 Grovetown entrance. Military personnel make up the vast majority of residents living in the Grovetown area. Ft. Gordon also serves as a training base for new soldiers coming into service so there is a large market segment being targeted. Ft. Gordon only has a Blimpe’s, Popeye’s, Burger King, Godfather’s pizza, Chinese, and Huddle House. Based on the current market, Chik-fil-a will have a huge competitive advantage. With sickness rapidly attacking the bodies of young and older adults healthier alternatives are taken into consideration. Exercise with a combination of healthier diets is now a priority of much of America. Chik-fil-a will be one of the healthier alternatives that Grovetown will welcome hole-heartedly. What’s better than to start your morning with a custom cup of coffee and a low calorie breakfast sandwich? Adding the franchise here will attract morning employees heading to work, 3rd shift workers heading home from work, and many customers in between are most likely to choose Chick-fil-A over McDonald’s and Subway on any given day.

In order to succeed, it is fundamental that businesses satisfy consumers’ needs (and desires) for goods and services. Appropriate market research provides the data necessary to understand those needs and respond to them effectively and profitably. Kudler Fine Foods (KFF) has performed market research in the past. Some of that research has been helpful; some has not. Additional market research is needed for KFF to reach a larger share of the market and increase profitability.

Kudler Fine Foods has experienced growth in all areas except customer satisfaction with their pricing. By focusing on ways to reduce internal costs then product costs can be lowered enough to appease current customers and attract new ones. The culminating effect of this one action will generate an increase in sales, customer returns, and the overall shopping

In this case study, we will be analyzing the current position of how well Kingsford is within the marketplace and determine which of the issues are plausible causes in its drop in revenue. We will be creating a comprehensive strategy as well as a marketing plan to evaluate and adjust the matter at hand. First we will begin with identifying the issues and implementing a method to reemphasize the importance of marketing in the business. The goal is to create a marketing plan that will add value to Kingsford’s market share, sales, and profitability.

Despite this, Chick-fil-A has posted positive increases in revenue all 40 years the company has been in business, many of which have been double-digit increases. These increases may seem extraordinary, but Chick-fil-A has used a strategy that ensures their success. Another factor which has the ability to have a major impact on profitability is the increasing price of chicken. With the increasing popularity of ethanol based fuels – made primarily of corn – it is becoming more costly to feed and raise chickens, whose main source of food is corn. This new demand for corn has increased the price, which is in turn passed onto the next buyer. It is necessary for Chick-fil-A to address this issue and formulate a plan of action to try to combat these rising costs.

The ROE of Boston Chicken from 1993 to 1994 shows the improvements from 1.7% to 6.2%, which is due to the improvements of Net Income. The increase in the number of stores from which Boston Chicken is the factor contributing to the improvements. The revenue shows the leap from $8.282 million in 1992 to $42.53 million in 1993 to $96.15 million in 1994.The new stores leading to an increase in royalty and franchise fees which is the reason of the increased revenue. NOPAT margin and EBITDA margin shows improvement in proportion to Net Income margin that indicates there is no change in interest. Profit margins indicate that the company’s performance has improved markedly in 1994.The stock value for Boston Chicken for 1994 was about $7 and the actual stock price was about $16 at the end of 1994. This indicates that Boston Chicken has been overvalued due to the optimistic view of market because of the present revenue growth rate and the inclusion of royalties and initial

* Acquire higher amount of shelf space to distinguish itself away from the competition, this can be done by utilizing promotional allowances to create discounts.

I prepared an analysis of several marketing strategies that can be used by executives at A.1. Steak Sauce. This case analysis will provide a summary of A.1.

As a consequence of the president’s strategy to become profitable in two years, the senior vice president of sales and marketing and the vice president of advertising must formulate a marketing plan that will allow the company to achieve desired goals. This plan must take into consideration market segmentation, continuation of current marketing strategy, and sales promotions.

Last thing of market research is reasonable appreciation. For two reasons the management of BBQ will come on the stores. The first one is competitve analysis. The second one is that local business owners are often part of an informal fraternal organisation where the support each other’s business.

I am going to evaluate the market research methods I’ve used in P3 to carry out my marketing research into the restaurant industry; I will talk about the strength and weaknesses of the methods. In addition I will also give recommendations for improving the methods and justifications for improving them.

For the first time ever, the "Coop" is experiencing a decline in sales by 6% in 20 of 76 "Coop" restaurants even though the overall growth rate was steady for the chain. These same stores were carrying about 32% of the company's retail sales.