PRIYANKA : INTRODUCTION AND RECOMMENDATIONS

OLENA : OBJECTIVES AND CONCLUSION

FARHA NAZ : METHODS AND SURVEY DETAILS

RAJAT : VARIABLES CHOSEN AND RESULTS

INTRODUCTION AND BACKGROUND

Second Cup is Canada's largest, Canadian-based specialty coffee retailer.

Operating more than 360 cafés across Canada.

Care for the guests by delivering the best food, Fair Trade Coffee, design, music and wireless Internet that’s available.

Make sure that there’s a little love in every

cup.

https://www.youtube.com/watch?v=y9Xdvk3rAv8

MARKETING PROBLEMS

Stiff competition from domestic and international

companies.

Need to focus on target market and consumers.

Price and quality issues.

Product proliferation.

Distribution channel.

Store location.

OBJECTIVES

Sales increase by looking at:

Price

Place

Customer service

METHODS

Research design

Sampling framework

Sampling time

SAMPLING TIME/LOCATIONS

Second Cup Outlet Date Time No of Respondent

Bloor Street West 25 March,2013 7.00 am to 8.30 am 15

College Street 26 March,2013 8.00 am to 9.30 am 15

Bay Street 27 March,2013 4.00 pm to 5.00 pm 15

Church Street 28 March,2013 5.00 pm to 6.00 pm 15

RELEVANT VARIABLES CHOSEN

Instrument variation

Selection bias

Testing effects

Regression to mean

CONTROL OF EXTRANEOUS VARIABLES

Randomization

Physical control

VARIABLE LABELS

CODING

RESULTS

   

Mean 2.433333333Standard Error 0.1331213Median 2Mode 2Standard Deviation 1.031153158Sample Variance 1.063276836Kurtosis 0.299376308Skewness 0.856600495Range 4Minimum 1Maximum 5Sum 146Count 60

RESPONDENT’S AGE

2 15-2523%

5 45-5515%

3 25-3520%

1 0 to 157%

6 Over 5522%

4 35-4513%

RATING OF PRODUCT QUALITY AND PRICES OF SECOND CUP

RATING OF CUSTOMER SERVICE AND AMBIENCE OF SECOND CUP

terrible 5%

somewhat good52%

better33%

very good7%

excellent3%

OPINION OF CONSUMERS ABOUT LOCATIONS OF SECOND CUP

neutral15%

dissatisfied29%

somewhat satis-fied49%

satisfied7%

OPINION OF CONSUMERS ABOUT PREFERENCE OF QUALITY OVER PRICE

RECOMMENDATIONS

In order to achieve the objective of “increase in sales” :

Increase number of locations

Launch new products

Competitive price

Improve customer service

CONCLUSIONS

Practical experience

Recommendations are made on systematic analysis

Recommendations help to reach ultimate goal

Outcomes are reliable tools to trace profitability

Implementations require management efforts

THANK YOU