Marketing Case Study: A Chain Of Sporting Goods Store

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A chain of sporting goods store is evaluating the feasibility of a plan for replacing its own credit card and use third party cards (Visa, Master, Amex, etc) instead. The reason they make this move is that they can save at least $450,000 annually by dropping its own credit card. The management decision problem is should it drop its credit cards and switch to third party cards and is there any possible to streamline the credit card operations for cutting cost purposes. In order to solve the management problem, this sporting goods store hire a marketing research firm to see whether they can maintain the same level of profits or even increase the overall profits by replacing its own credit card. The marketing research problem is that what is the customer behavior of using the …show more content…

Delete the number after the “Yes” and “No” option in the first question.
5. Reword some questions to make it concise and clear.
6. For question 6, we should use a 7-scale method to measure they importance of each factor in their purchases.
7. Question 7 is redundant with previous questions, we could calculate the total amount of money customers spent by adding the money they spent on each category.
8. Combine some questions into one question by adding filtering questions.
9. Delete question 11 since whether we drop our own credit card, the same policy applies to everywhere in the US.
10. since we are conducting this survey to our store’s own credit card holders, there is no need to ask them how much they spend at Smith’s store over the last twelve months. The first reason is that they may not give you the correct number since it is not easy to remember each transaction at a store over the last year. The second reason is that we could easily retrieve those information from our database since they are all our credit card holders and that information must be correct. The third reason is that it is time consuming to ask them to recall each transaction for each category of goods they

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