The Chicken Coop Case Analysis Essays

No Works Cited
Length: 1661 words (4.7 double-spaced pages)
Rating: Blue      
Open Document

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

The Chicken Coop Case Analysis

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" campaign into other areas that may not reflect the image of what Buckmeister intended. Even though the "chick-pizza" is successful, this could also be the reason why sales are declining in many of the outlets. They could be diluting the brand image

Lackluster Performance of 4 P's
The Coop has no major market research to go off of in order to effectively position them in a changing market. R&D doesn't seem to be supported by good research in the market segments.

No Competitor insights
The Coop is depending on a marketing VP with experience in the hotel industry and not any real experience in fast food. They have no current research so they have no way of knowing the effects that their competitors are having on the retail sales.

Poor Sales Strategy...

... middle of paper ...

...enses could be very high

Pro's & Con's Alternative 3

Pro's Con's
1 Minimal cost going into it. Only costs are associated with printing the cards 1 Not much detail – marketing will still need to do competitor research so it doesn't help much in that area
2 Customer convenience - easy for the customer to simply circle a few things and drop in a box or hand to an employee 2 Managers can skew the data by not handing cards in just as employees may not hand over to management if it is a bad reflection on the service.
3 Time conscious/quick turnaround on info – results can be picked up daily, weekly, monthly 3 Employees can skew data by filling cards out themselves
4 Recurring/continuous stream of data – always able to respond quickly to customer complaints 4 Would only target customers of the COOP and not potential customers therefore no competitor information

Click the button above to view the complete essay, speech, term paper, or research paper

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

This essay is 100% guaranteed.

Title Length Color Rating  
The Chicken Question Essay example - What effect does a question about a chicken crossing a road have. The question of why a chicken crossed a road appears to have first been posited in the New York periodical, Knickerbocker in 1847. Written then, as follows, “There are 'quips and quillets' which seem actual conundrums, but yet are actually none. Of such is this: 'Why did the chicken cross the road. Because, it wants to get to the other side” (Anon). The question seems valid, the answer seems apparent. Suggesting a futility of effort in pondering what should be obvious....   [tags: Chicken Cross The Road]
:: 4 Works Cited
662 words
(1.9 pages)
Better Essays [preview]
Optical Distortion Lenses in Chicken Raising Essay - Introduction Optical Distortion Inc. is a small new company, not yet in business, with a cash asset of $200,000 and a patent for an innovative new product (the only one) which is a contact lens designed to impair the eyesight of chickens. . These lenses are used instead of debeaking. Lensed chickens are more likely to survive. They also eat more efficiently than debeaked chickens. The key issue facing ODI is "How to market these lenses?". The analysis in this paper provides recommendations for ODI on their marketing and pricing strategy to launch this new product....   [tags: Optical Distortion Case Study] 1869 words
(5.3 pages)
Strong Essays [preview]
Mcdonalds Case Analysis Essay - CASE ANALYSIS McDonald’s, Inc. COMPANY NAME: McDonald’s, Inc. INDUSTRY: Food Service COMPANY WEBSITE: COMPANY BACKGROUND: As a company, McDonald’s was first introduced in Des Plaines, Illinois in 1955. This was the very first McDonald’s restaurant, which all started in San Bernardino, California in 1954 when Ray Kroc approached the McDonald brothers with a business proposition to start a new company. In 1965 McDonald’s went public and was later, in 1985 added to the Dow Jones Industrial Average....   [tags: Case Study SWOT Analysis McDonalds] 1425 words
(4.1 pages)
Strong Essays [preview]
Essay about Scene Analysis of Chicken Run - Scene Analysis of Chicken Run This essay will analyse three key scenes from the film Chicken Run. It will look at the characters that are good and bad. In particular Ginger, the chicken who has the idea to escape from the chicken farm on which they stay, and Mrs. Tweedy the owner of the chicken farm. After many failed escape attempts the chickens are low on morale until a flying rooster from the circus come to their rescue. But not everything runs smoothly and rocky the rooster can be suspected of fowl play....   [tags: Papers] 1063 words
(3 pages)
Good Essays [preview]
Essay on Coop - My advice to someone starting his or her coop would be to start as soon as possible. 150 or 250 hours is a long time, especially if you already have another job. This coop led to two and a half months of a very busy and hectic schedule. It is a very important part of the learning process and I don’t recommend rushing it. In my case I found it a difficult task remembering where I was supposed to be on a certain day, so I bought myself a day planner. I also advise future students starting their coops from trying to do things that you may not feel comfortable with....   [tags: essays research papers] 1524 words
(4.4 pages)
Strong Essays [preview]
Essay on Critical Analysis of a Scene from Chicken Run - Critical Analysis of a Scene from Chicken Run We analyzed 3 minutes of Chicken Run from the middle of the animation. Chicken Run is a model animation like Robby the Reindeer. The whole animation is built up on a war story film it resembles the Great Escape. The chicken hutches and fence are similar to the concentration camps. And the discipline enforced by Mrs. Tweedy resembles the stern soldiers in the war. The target audience would be for the younger generation but I also think that it would appeal to some adults as the humour in some parts is relevant to them....   [tags: Papers] 613 words
(1.8 pages)
Strong Essays [preview]
Hbs Tivo Case Analyais Essay - TiVo's problem rests in its inability to convince consumers to change their television consumption habits. Improper targeting and positioning have led to an ineffective product, price-point and promotion strategy that has stranded TiVo in the chasm between the early market and the early majority. TiVo is a truly discontinuous innovation, a product that requires consumers to dramatically change their past behavior with the promise of gaining equally dramatic new benefits. TiVo's main challenge is convincing the consumer to buy an expensive product in a new product category....   [tags: Business Case Study] 2172 words
(6.2 pages)
Strong Essays [preview]
McDonald's Case Analysis Essay - McDonald's Case Analysis I.     Objectives McDonald's mission was to provide customers with quality food at a low price with a focus on the speed, service and cleanliness they received while patroning one of their restaurants. The case focuses on a specific segment of the McDonalds restaurant chain that was opened in 1996, McDonald?s India. This segment of the restaurant giant had a more specific mission/philosophy to fulfill and had developed a special menu for these Indian customers to take into account their culture and religion....   [tags: Mcdonalds business Case Analysis Essays] 1183 words
(3.4 pages)
Strong Essays [preview]
Optical Distortion Lenses in Chicken Raising Essay - EXECUTIVE SUMMARY THE COMPANY Concept: Make and market red-tinted contact lenses for egg-laying chickens, altering their behavior so they will fight less, eat less, and produce more eggs -- increasing egg-ranch profitability Projections: Eventual pretax net margins of 25%; 1989 sales of $329,000; 1992 sales of $24 million Hurdles: Persuading historically conservative egg farmers, operating on thin margins, to risk money up front for an unproven product; sustaining the company in the face of slower-than-expected product acceptance; defending an easily copied product from competitors likely to enter after the market has been opened Randy Wise's decision to sell contact lenses for chickens is n...   [tags: Optical Distortion Case Study] 1385 words
(4 pages)
Better Essays [preview]
Essay on InterClean Case Study Analysis - Introduction InterClean is one of the leading sanitation cleaning and solution’s companies in an 8 billion dollar industry. The situation that is evolving now is the change in customer preference. Customers no longer want mediocre products that just clean and kill germs; these customers want solutions and services that will modernize their cleaning efforts and comply with rigorous changes in environmental safety. The profitability of the company depends on fulfilling the rising demands of customers....   [tags: Case Study Analysis] 1601 words
(4.6 pages)
Strong Essays [preview]