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PR and marketing effort to improve the company image.Be a DM!: OutbackConfirm if the priorities in the current service match with consumer preferencesAre any of the customer preferences currently ignored by outback?Benchmark with competition on each of these items96
Make improvements based on gap analysis with the competition.Convey the new image to the customers through PR and Ad campaigns.Be an MR!: OutbackConsumer preferences for casual restaurants:1.Food (taste and presentation)2.Location3.Music (choice of music varies based on demographics)4.Friendly service5.Parking6.Waiting timeMail/Mail panel/FaxAdvantages:CheapLow social desirability biasNo field force problems or interviewer biasModerate/high quantity of dataDisadvantages:Low speed (except fax)High rate of non-responseNon response biasLow sample controlOut of the 3 methods, I will choose mail panel as it does away with many of the disadvantages, assuming that the budget is not a constraint.Be a DM!: Harley DavidsonBrand image (HD) can be used to increase market share in a variety of ways:Identify that the perceived image is different from the image the company wants to portrayWhat are the positive perceptions?What are the negative perceptions?What are the perceptions about competition?What perceptions are affecting sales positively and negatively across brands?Does the perception match reality? (does the company want such a match?)Is it desirable to re-orient consumer perception of the brand?Be an MR!: Harley Davidson1.Harley Davidson customers do not just buy a motorcycle, but a community and an image.2.Harley's brand image, with its free-spirited, rebellious associations, helped to re-fortify the company over the past two decades.3.Customer friendly, high degree of customization4.A symbol of American nationality97
5.For baby boomers hoping to rekindle the passions of their youth.6.Developing corporate mystique or image requires great attention to product features, pre-and post-purchase service.7.A strong organizational capability that promotes interdepartmental coordination and knowledge sharing is equally importantIn selecting a survey method, sample control is very important. If only motorcycle owners are to be included, a telephone survey is recommended since the potential respondents can be efficiently qualified. Be an MR!: DisneySelection criteriaOpinion of kids (in case of families)Advertisements in TV and MagazinesPromotional offersProximity to other holiday attractionsAffordabilityDistance of travelLocation (beach, hills etc)Yes, mechanical observation is suited for this purpose. It is very easy for Disney to install counters at the gates or simply keep track of the tickets being issued using serial numbers.