The Chicken Coop Case Study

It has been brought to my attention that Mr. Buckmeister and his company, The Chicken Coop, have been having difficulties trying to decipher which route they should choose in order to increase overall sales. As of 1994, sales have unexpectedly and drastically decreased in twenty of their seventy-six stores. It is important to consider all factors when dealing with a problem of this magnitude. Some of the questions that the company needs to consider when dealing with this specific situation is whether to invest in marketing research, how much money they should spend, and what programs need to be funded.
It is apparent that Mr. Buckmeister is a very dedicated and hands-on CEO. He visits his stores unannounced and attempts to deal with problems accordingly, however he cannot figure out why his restaurant sales are steadily decreasing. Anna McMicheal and Trevor Wallace, The Chicken Coop’s top two managers, suggests the company use marketing research to solve this problem. The market research would primarily deal with quality and customer satisfaction at The Chicken Coop.
Anna McMicheal, the Vice-President of Quality, recommends the company invest in a Quality Inspection Program (QIP). During this process, inspectors would go into …show more content…
The company needs to think more about improving long term sales as opposed to a short term strategy that is destined to fail in the end. Although the company may have an increase in short term sales, they may also lose profit if they offer some sort of discount and do not sell as much product as they expect. Buckmeister includes that they want to offer a good, not low prices. The company is more concerned with the value of their food than discounts. Sales promotions overall are not a good strategy for The Chicken