MARK 20 Chapter 1 Case Study Questions: Chobani 1. From the information about Chobani in the case and at the start of the chapter, a. Whom did Hamdi Ulikaya identify as the target for his first cups of Greek yogurt? People who enjoyed yogurt as much as he did, sans artificial preservatives. He was wanted to sell to major grocery chains.
Frito-Lay's Dips I think that Frito-Lay should use a combination approach. I think they should continue to market their cheese and Mexican style dips as they were. They should continue to market these dips as "chip dips" as 47% (almost half) of the 97% of people who buy salty snacks, buy a complimentary product such as dip with the salty snacks. This is a good indicator that dips sell on their own power through being a complimentary product to chips. All Frito-Lay would need to do is advertise the dips a little more aggressively through various ads, and also through promotions such as coupons for Frito-Lay snack on Frito-Lay dips and vice versa, allowing Frito-Lay to keep the products complimentary, but also remind consumers that the dips were made to complement the chips.
The three main points I will compare the restaurants’ by is the fan base, the choices, the taste, and the prices. First off, McDonalds has more history and a much longer track-record than Chick-Fil-A does. McDonalds was founded in 1948, while Chick-Fil-A was founded in the early 1960’s. After being founded McDonalds quickly became famous for their 15 cent hamburgers. In seventeen years, McDonalds had 700 stores nationwide.
Because the Food and Drug Administration regulates the claims made about foodstuffs, these companies are forced to be creative and come up with witty advertising techniques. In this advertisement for Oscar Mayer bacon, the advertisers use a specific color scheme, skillfully selected words, and a cleverly orchestrated setting to convince the consumer that Oscar Mayer bacon is delectable and superior. Yellow and red are the two most prominent colors in the advertisement. These colors are commonly associated with hunger and a desire for food in the Western world. A prime example of this color usage is the colors of McDonald’s fast food restaurants.
From the information about Chobani in the case and at the start of the chapter. (a) Whom did HamdiUlukaya identify as the target for his first cups of Greek yogurt and (b) what was his initial "4Ps" marketing strategy? Hamdi Ulukaya envisioned a yogurt with pure, authentic and all natural taste, just the one he used to eat in his home country, Turkey. He wasn’t satisfied at all at how yogurt tasted in the U.S and believed there was a big potential in the market for a new kind of yogurt. His target was to successfully hit the mass market of the American consumers so in the initial stage he chose to distribute his product in the local grocery stores and also in the ordinary shelves of the supermarkets.
Quantitative Analysis My choices for the Quantitative analysis is Taco Bell and Wal-Mart Taco Bell used forcasting and Qualitative analysis models to help save over $150 million in the mid 90’s, it started a trend that has caused many if not all fast food establishments to adopt this principle to focus on what time sales are at a peak and when more employess are needed and what training is necessary for the staff due to over/under rings and other factors. The choses process is a data warehouse and reporting structure to address the requirements for a fast food franchise operation. The company Exclusive ore designed and implemented the process initially for 80 Taco Bell and Kentucky Fried Chicken locations. The process was so effective it was implemented in all locations country wide and eventually internationally as well. The program had 2 main sources of data to gather, 1) Daily sales information automatically polled by the TACO system DePol utility.
What Makes You Choose McDonald’s? I’m Lovin’ It is the international campaign slogan for one of the most popular fast food businesses in the world: McDonald’s. The yellow arches have become a symbol that is recognized globally. Currently, the McDonald’s corporation is the world’s largest chain of fast food restaurants that serves nearly forty-seven million customers daily through thousands of restaurants in one hundred and nineteen countries worldwide (CITE). Their mission is to be their customers’ favourite place and thing to eat, and too improve their operations to provide the most delicious fast food that meet their customers’ expectations (CITE).
As of 2012 Chick-fil-a has a total of 1,600 restaurant locations, making them the second largest fast food restaurant chain in the U.S. (Chick-fil-a, 2012). This company falls under the quick service restaurant field and under the monopolistic competition market, which comes with a lot of different competitors. Chick-fil-a does not have too many direct competitors in the chicken fast-food industry, but when looking at the fast food industry as a whole they have quite a few competitors. When it comes to selling their main, and only product, chicken. Their main competitor would be KFC who is ranked number one in the chicken field, and overall for the quick service field McDonalds ranks number one.
Not only have their menu remained the same but so have their suppliers. They have been getting their beef from the same supplier for more years than Murrel can actually remember, and use Idaho potatoes instead of faster-growing cheaper potatoes from Florida and California (Melnick, 2011). Socially they set out to continually provide customers with their fresh made to order burgers and fries along with fresh add-on items like jalapenos and onions to name a few. Five Guys focuses on using their money to produce high quality food and still till this day do not advertise. Instead the company uses the money that would go to advertising to encourage employees to be courteous, clean, and proficient and food preparation.
Whopper or Big Mac, You Decide It is no surprise that America is the powerhouse of the fast food industry. Marketers spend millions of dollars on advertising trying to convince consumers that their product is better than their competitors. We all know that America is the land of the hamburger and at one point in time gotten into high debate regarding two popular burgers: The Big Mac and The Whopper. So the question is which would you prefer? The Big Mac was first introduced by Jim Delligatti, a McDonalds franchise owner on August 22, 1967 in his Uniontown Pennsylvania for only 45 cents.