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  • Burger Case

    Diunggah oleh

    Gagan
    67 tayangan15 halaman
    The document discusses customer value creation and customer loyalty in the fast food industry. It provides examples of major fast food chains like McDonald's and analyzes In-N-Out's performance relative to customer expectations. While In-N-Out meets customer expectations through consistency, adopting a high-growth strategy could compromise the uniqueness that customers value. Other chains may find it difficult to duplicate In-N-Out's customer loyalty without changing their operations.

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    The document discusses customer value creation and customer loyalty in the fast food industry. It provides examples of major fast food chains like McDonald's and analyzes In-N-Out's performance relative to customer expectations. While In-N-Out meets customer expectations through consistency, adopting a high-growth strategy could compromise the uniqueness that customers value. Other chains may find it difficult to duplicate In-N-Out's customer loyalty without changing their operations.

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    © All Rights Reserved
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    67 tayangan15 halaman

    Burger Case

    Diunggah oleh

    Gagan
    The document discusses customer value creation and customer loyalty in the fast food industry. It provides examples of major fast food chains like McDonald's and analyzes In-N-Out's performance relative to customer expectations. While In-N-Out meets customer expectations through consistency, adopting a high-growth strategy could compromise the uniqueness that customers value. Other chains may find it difficult to duplicate In-N-Out's customer loyalty without changing their operations.

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    © All Rights Reserved
    Unduh sebagai PPTX, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    dari 15

     Concept of customer value creation

     Central role in marketing.


     What makes Customers loyal?
     Customer relationship management.
    1. Identify and analyze the issues
    2. Factors/environments
    a. Affect the company’s situation
    b. Ability to respond to the situation
    3. Develop strategies/options to address those issues
    4. Your recommended option(s) and why?- prioritize
    Interested in your approach and analysis
    Discuss the company's situation at the time of the case and use only the
    information in the case:
    • No Internet research
    • No updates on what has happened since then
    • No discussions of your personal experience with the product category
    • Minimize fluff, use facts and figures
     McDonalds
     Burger King
     Wendy’s
     Pizza Hut
     Subway
     Describe In-N-Out in terms of the value it provides
    for customers.
     Do SWOT analysis for In-N-Out and McDonald.
     Evaluate In-N-Out’s performance relative to
    customer expectations. What is the outcome of this
    process?
     Should In-N-Out adopt a high-growth strategy?
    Why or why not?
     With so many customers thrilled by In-N-Out’s
    “no-change” philosophy, why don’t more burger
    chains follow suit
    Value = Benefits - Cost Value = Benefits/ Cost
    Benefits Costs
     Fresh ingredients
    • Price - higher(?)
     Food that is made-to-order
    • Waiting time
    Customization through the secret menu
    • Single menu
    Offering that never changes
    • Location o-out of the way
     Friendly and competent service

    Cool factor that others simply don’t


    have
    SWOT
    STRENGTH WEAKNESS
    Internal Internal

    Brand Name, Inexpensive, Quick, Unhealthy image, labor


    Clean demands
    OPPORTUNITIES THREATS
    External External
    Health trend, losing favor with
    Economy, global markets millennials, minimum wage
    regulation, other fast food
    STRENGTH WEAKNESS
    Internal Internal
    Name, Quirky, food, Ambience
    Employees, Customers (WOM) Service , Ambience
    Ambience Location

    OPPORTUNITIES
    External THREATS
    External
    New Markets Health Trend, Copy Cats
    Customer Segments Changing Customer Tastes
    Dissatisfaction, Satisfaction, Delight

    PERCIEVED
    DELIGHTED

    SATISFIED
    EXPECTED
    PERCIEVED
    DISSATISFACTION

    PERCIEVED
    Delight
    delight
    delight
    delight
    delight
    Delight
    delight
    delight
    delight
    delight
    Delight
    delight
    delight
    delight
    delight

    Source: James L. Heskett, W. Earl Sasser, Jr., and Leonard A. Schlesinger, The Service Profit Chain, (New York, NY: The Free Press, 1997), p. 83.
    13
     Meet Expectations
     Not changed anything in 60 years
     They know what to expect
     Meeting expectations – are they exceeding?
     Emotional Outcomes – consistency produces positive emotions
     Trust ?
    https://www.youtube.com/watch?v=o7U3lo80Yr
    Q
     Stuck to a slow and steady growth strategy.

     Pressure to Grow - none

     Grow faster – keep everything the same


     Uniqueness lost?

     ensure product and service quality.

     Can rapid growth – change customer perceived value

     Issues – ingredients
     Employee training
    Wendy’s, Taco Bell, or McDonald’s
     Always have new products/modified products
     Smaller Firms can do it – niche
    Hops Burger Bar – Greensboro, North Carolina
    Nic’s Grill – Oklahoma City, Oklahoma

    Billy Bob Dairyland – Branson, Missouri

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