Assignment 2

Assignment 2 Order Description you have been hired by Ford Motor company to develop a new car. use the information from the marketing research powerpoint and kelloggs case study. Describe how you want to implement the four methods of primary research to found out what the consumers need and want in a new car 1-survey (15 sample questions) 2-focus groups (what kind of focus groups?what are they?) 3-interviews (with whom? how? who?) 4-observations (what kind of questions will you use?) http://businesscasestudies.co.uk/kelloggs/new-products-from-market-research/introduction.html#axzz3WcY6Iaea (this is the case study) CAFÉ D. POWND Victor Siu, Chris K. Anderson and Stéphane Vachon prepared this case solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. Ivey Management Services prohibits any form of reproduction, storage or transmittal without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Management Services, c/o Richard Ivey School of Business, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail [email protected]. Copyright © 2000, Ivey Management Services Version: (A) 2010-01-08 One late afternoon at the end of October, Jason Mah, assistant residence manager at Cambridge Hall, was sitting at the residence cafeteria waiting for his friend to join him for dinner. His friend, unfortunately, had arrived in the middle of the “rush” period at the cafeteria, and faced a potentially long wait in the cafeteria line. As a student would put it: “It is a common joke around here, if you sit to eat while your friend is entering the cafeteria to get his meal, you will have enough time to finish dinner before he returns.” Mah was aware of the situation and already had started to investigate in order to propose some improvements to the residence management. Mah hoped that some minor adjustments requiring no major investments or disbursements would be sufficient to resolve the situation. CAFÉ D. POWND The “Café D. Pownd” was a newly established cafeteria at the equally new Cambridge Hall residence that had opened in September, at the National Academy of Liberal Arts (NALA). The cafeteria served as a popular eating place for the 450 residents of Cambridge Hall, as well as for approximately 100 residents from Nottingham Hall, another residence located across the street. This cafeteria was open from 7 a.m. to 7 p.m. Monday through Friday and was closed weekends and holidays. It offered a wide variety of hot meals, beverages, salads, desserts, snacks and sandwiches. The majority of residents paid for their food purchases with their student cards through an electronic payment system established campus-wide. Although the Café D. Pownd was newly established, there was overwhelming evidence suggesting major problems with the length of waiting times for service at the cafeteria. In short, the cafeteria layout appeared extremely inefficient during the peak period of service (between 5 p.m. and 6:30 p.m.) during which approximately two-thirds of the residents expected to be served. There was not a similar rush of people during breakfast or lunch owing to most students eating a light breakfast in their rooms and being on campus during lunch hours. Numerous complaints about the long waiting times had been brought to the attention of residence staff and residents were getting extremely restless. There was a strong possibility that customers might use other alternatives if waiting times were not decreased. The residents had other options for meals: suites in Cambridge Hall and Nottingham Hall were equipped with furnished kitchens,