Baskin Robbins Case Study
Baskin Robbins Case Study
The retailing industry had changed for Baskin Robbins since the company was not performing well plus some competitors had entered into the market. The company decided to redesign its store in order to change its marketing plans, but the problem was on convincing franchise companies that run the firm. With the current competition and drop of sales in Baskin Robbins, the top management should develop a strategy to come up with sound decision on what to apply on the marketing plans. The focus of the paper is to develop a suitable marketing plan that will help this company redesign its stores for effective sale strategies, (Malhotra, 2010). Ken Kimmel the Brand Officer in this company plus top executives developed an idea of log change in order to increase sales of the company. The question in respect to their idea is whether customers will respond positively to change or not. The essay will focus on possible marketing research applications appropriate for the company. It will also tough on possible marketing research design that Kimmel will use to research on the market development.
Discussion
Baskin Robbins Company operates in a competitive environment and evidence shows that its sale has reduced affecting its operations. Kimmel with the help of top executives in the company have realized this and have developed a decision of redesigning stores in order to attract more customers. On top of that, they have agreed on changing the company’s logo to a new brand logo. The problem is on how customers will perceive this change and whether the franchise firms will agree on the said logo brand change. In order to address the marketing research problem facing the company, Kimmel had to use a marketing research design appropriate for the problem, (Malhotra, 2010).
Having in mind that the company is under competition and sales have reduced, Kimmel may use causal, descriptive, or exploratory research design in addressing the problem. The appropriate research design in this case is exploratory marketing research design. This approach will help the company gain vital information on what might have been the problem. On top of that, the approach will clarify problems affecting the marketing strategies of the company and help involved parties make a decision on research priorities towards sales and marketing strategies. This approach is used in marketing research problems simply because it allows researchers
define all terms that help make any change within the marketing environment, (Bradley, 2007).Marketing research is necessary in business operation simply because it helps determine and explore some of strategies that competitors used for their business survival. Marketing research on marketing starts with developing a problem and formulating the research. Source selection and determining resource options come third. Planning for the research is the fourth while the actual research takes the fifth position. Data analysis and reporting the finds comes the last in any marketing research, (Malhotra, 2010).
In this situation, Baskin Robbins faces different challenges on its marketing plans. In the first place, the company must know strategies that competitors use in order to penetrate through the market. Secondary data that Kimmel should apply on his research is on materials that explain how to go about a marketing research problem. In order to change the logo, the secondary data required for this research problem is on whether customers of the company will take the change decision with a positive perspective. The company should determine the customer’s attitudes between the old and the new logo. The importance of such data on development of the company’s logo will help the entire management determine if the decision will make any change on the marketing aspect. Apart from that, the company will require data on how competitors approach their marketing plans. This will help Kimmel, and other executives develop a sound decision on the issue of logo development and redesigning stores, (Bradley, 2007).
Without a change on the marketing strategies, Baskin Robbins and franchises firms may continue experiencing low sale volume due to the increased competition level. Evaluating secondary data takes an evaluation criterion in order to determine the validity of the information. The first thing is to determine data collection method that was used in marketing research problem. The second thing is on checking the accuracy of the data followed by currency (determining when data were collected). Data should be evaluated on the purpose then its nature and finally look at the source credibility to know whether materials were valid, (Malhotra, 2010).
Conclusion
In conclusion, Baskin Robbins is under a marketing research problem due to the current competition. Kimmel and top executives have developed a suggestion on store redesign as well as creating a new brand logo. The problem is whether customers will take the issue on a positive direction. Appropriate research should help collect secondary data and develop a decision on how to handle the marketing problem, (Bradley, 2007).
Reference:
Bradley, N. (2007). Marketing Research: Tools & Techniques: Oxford University Press
Malhotra, N. K. (2010). Marketing Research an Applied Orientation, New Jersey: Prentice Hall
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