Case Outline
The "Chicken Coop"
Problem Statement
Daryl Buckmeister, CEO of The Chicken Coop, must decide whether to invest in market research, how much money to spend, and which programs to fund. His two vice presidents (of quality and marketing) have presented very different proposals.
Decline in sales
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.
Weak to no Market Research
The CEO of the company has maintained a steady visit to some of his stores but this was not really any type of market research. These visits were more of an internal quality assurance program. He did speak with customers and received valuable feedback during his visits which certainly can be market research.
Deviating from Mission
Trevor Wallace has led the company away from the "We are chicken"......
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Approximate Word Count: 1661
Approximate Pages: 7 (260 words per double-spaced page) |