The “Popeye’s Chicken” Case

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Questions raised

Q1: Do you believe Mary has adequate inputs to decision-making or is it that he really needs an real and good research ?

A1: I would say that Mary has some relevant inputs which would help him start-up his new venture, but these aren’t enough. For instance the survey does not give a mention of what percentage of people are vegans? Or how much on an average does a particular age group of people spend on a meal? It would also be helpful to find out what kind of occupation people have, so that some form of targeting could be done and product(s) designed accordingly.
Also I would like to add the following few points: * Mary would need to conduct a research of his own, specially for the Northern areas of the
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Q4: Should open-end or closed-end questions be used? Does Mary have a need for a marketing information system (MIS) at this time? What is MIS ? and what is the use of an MIS for any business ? Do all businesses require an MIS ?

A4: * Mary should use a hybrid questionnaire i.e. one containing both open-ended and closed-ended questions. Thus a mix of both should be used as closed questions will give us facts and open questions will provide us with opinions and feelings.

* Yes, Mary needs a Marketing information system(MIS) at this time as he is going into a new business and he doesn’t have much information about it. The information he has may not be relevant for him. It will provide the information necessary to develop marketing strategy.

* A marketing information system is a management information system designed to support marketing decision making. A system in which marketing data is formally gathered, stored, analysed and distributed to managers in accordance with their informational needs on a regular basis.

* A formal MkIS can be of great benefit to any organization whether profit making or non-profit making, no matter what its size or the level of managerial finesse. It is true today that in many organizations an MkIS is integrated as part of a computerized system. To manage a business well is to manage its future and this means the management of information, in the form of a company wide "Management Information System" (MIS)

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