A&W Presentation
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Transcript of A&W Presentation
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1963
• A&W franchise was brought into Malaysia by Mr. & Mrs. Lie Boff from USA
• Opened 1st outlet in Jalan Tunku Abdul Rahman ( 1st fast food outlet in Malaysia )
1965
• First Drive-in restaurant in PJ
• Became a favorite gathering place for students• Unique A&W root beer mug was often "collected" by these young customers
1970’s –
early 1980’s
• Became a favourite filming location for Malaysian movies
• Customers from the 1970s recall Tuesdays as Coney Dog Day
2001 -present
• KUB Malaysia bought over A&W Malaysia
• Embarking on an aggressive expansion drive to revamp and expand its reach
Company Background
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Methodology
ExploratoryResearch
DescriptiveResearch
CausalResearch
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i) EXPLORATORY RESEARCH
• Problems not clearly defined
Exploratory research comes in the form:• Focus groups
• Depth interviews
• Projective techniques
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iii) CAUSAL RESEARCH
• Unravel the impact of one variable to
another
• Measure what impact a specific change
will have on existing norms
• Allow market researchers to predicthypothetical scenarios
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ii) DESCRIPTIVE RESEARCH
• Find out more about a problem in detail
• More systematic and accurate
Descriptive research comes in the form:• Questionnaires• Survey• Delphi method
• Personal interviews
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Primary
Research
Secondary
Research
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• Original information
collected from a research• ExpensivePrimary
Research
• Processing data that has
already existed
•Examine previous studies:
• Reports
• Articles
• Previous market research projects
to come out with a conclusion
SecondaryResearch
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LIMITATIONS OF SELECTED
METHODOLOGYDisadvantages of Survey Research:
•Respondents may not want to answer the
questionnaires honestly
• Questionnaires with fixed-response choices may
cause loss of accuracy
Not easy to make questions with proper wording
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The sample size in the research will be:
•
0.01% X Estimated Country’s Population =?• 0.01% X 28,000,000 = 2,800
• This means that the questionnaires will be given
out to 2,800 respondents
SAMPLING
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Secondary Research
• Textbooks are being used• To further understand nature andbusiness of A&W• Limited journals and magazine articlescontribute to the this research of A&W• A&W restaurants will understand morewhat customers wants from our research
findings
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• Need to have a stronger marketing strategy
• Have a more welcoming environment
•24 hours delivery service
• Improve the quality of service
• Nominate 1 employee every month to give
motivation
• Make A&W more accessible to customers
Conclusion
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