Scott's Restaurants (B) - The Case Centre

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Case

Reference no. 9A83A007

Subject category: Marketing

Authors: Michael R Pearce (Ivey Business School, Western University); Doug Clark (Ivey Publishing, Western University)

Published by: Ivey Publishing

Originally published in: 1982

Version: 2003-05-02

Revision date: 21-Aug-2019

Length: 11 pages

Data source: Published sources

Topics: Fast food; Retailing; Marketing research; Marketing

Share a link: https://casecent.re/p/16491

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Abstract

This case is a sequel to Scott''s Restaurants (A), ''9A83A006''. The market research carried out in case (A) indicates that Scott''s could establish a pre-emptive position in the take-out pizza market by concentrating on a limited number of basic requirements: (1) cleanliness; (2) product quality; and (3) quality of service. Therefore, the pizza plan is implemented according to the marketing plan. However, early test results are not very promising. A new market survey is conducted for Scott''s by a consulting firm.

Location:

Canada

Industry:

Accommodation & food services

Size:

Medium

Other setting(s):

1980