Red Lobster Case Study

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Case Study: Red Lobster Pg. 330 1. In order to stay competitive in their market it is essential for Red Lobster to learn exactly what their customers are looking for. Their rebranding strategy to change the chain from a mid to low grade seafood restaurant into a restaurant that is committed seems to be standing on solid ground. However, getting the word out to potential customers with pre-established notions of frozen seafood could prove a difficult task. Red Lobster relies heavily on marketing research based from online surveys that allows the company to learn the guest’s attitudes about their menu and also their response to new menu items or concept changes. A major reason why Red Lobster relies heavily on internet surveys is that they can acquire a more immediate response. As with traditional surveys response time can be lengthy and with an ever growing and changing market these surveys could be rendered useless if not received and analyzed in a specific amount of time. By utilizing internet surveys this allows Red Lobster to reach a much larger respondent base with the click of a button. This also allows the company to respond quickly to the customer’s needs and market shifts. Furthermore, it makes it much easier for the company to organize their data compared to traditional surveys. This dramatically reduces the man power and cost necessary to perform marketing research. Instead of spending the time and money to perform traditional focus groups, online focus groups and web communities can allow a mediator to get real time information without having to leave the office or inconvenience any customers or potential customers. There are numerous advantages to using online surveys compared to traditional surveys. First, it allows for rapid development and real time reporting. Internet surveys can be sent out to a much larger
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