個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Scott's Restaurants (A)
內容大綱
Scott's, well-known for Kentucky Fried Chicken, is considering entering the pizza business. The corporate strategist has identified the two most attractive alternatives which he sees as strategically inconsistent: an acquisition would allow the company to penetrate the pizza market quickly with a minimum of innovative development; locating pizza outlets on company-owned land already occupied by Kentucky Fried Chicken stores would make a great use of existing corporate assets. In his recommendations to the Board of Directors, he needs to consider the results of a consumer survey as well as the company's strengths and weaknesses. Two follow-up cases are available Scott's Restaurants (B) and Scott's Restaurants (C).
學習目標
<ul><li>To examine the potential uses and misuses of research in a market entry decision.</li><li>To examine various types of research design and their bearing on decision making.</li><li>To distinguish between managing the research process and doing the actual research.</li><li>To practise research results analysis.</li><li>To discuss test marketing.</li></ul>Scott's Restaurants (A) and Scott's Restaurants (B) provide a rich opportunity to examine all aspects of consumer research design and analysis in a setting most students find very interesting. The cases may be used as an introduction to retail market research because they include most kinds of research typically used by retailers.