“Assessment 1: Research Proposal part A”

Case study: Declining sales at KFC Brixton

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Submission date:
1.0 Marketing research process
 Problem definition, it involves taking into consideration the purpose of the study
and relevant information required in to make decision.
 Development of an Approach to the Problem, involves formulation of objective,
research questions, hypothesis and identification of factors that may influence
research deign.
 Research design and formulation, involves putting down necessary procedures
to obtain necessary answers and information crucial for decision making.
 Data collection, involves systematic marketing research and utilization of both
primary and secondary research.
 Data processing and analysis, involves examining, and modelling information
with an objective of highlighting useful data, and suggesting conclusion.
 Report Preparation & Presentation, involve presenting comprehensive report
format that ought to be used in decision making.

2.0 Marketing management decision problem

 Based on Malhotra (2010) exploration, the key marketing management decision

problem that KFC Brixton faces is continuous decline in sales for the last six
months.

3.0 Sources of secondary information

 Newspapers, publishes current information that is facing the company and is

most reliable. For example, The Economic Times can provide brief information
om KFC Brixton sales decline.
 Journals, these provides all piece of data about the company from background
up to date operations and their current situation.
 Websites, they involve private organization such as Facebook, they provide
authentic data that can used by public concerning KFC Brixton sales decline.
 Blogs, provides piece of information facing the company for example a blog by
Taylor (2016), explains why KFC is not doing well in America since the era of
Colonel Sanders.
  Public sector records, they keep company performance records of the company
thus such records can uncover decline in sales.

4.0 Causes of the decline in sales at KFC Brixton

 Heavy traffic congestions within the road which means spending lots of time to
and from KFC Brixton
 Lack to embrace home delivery services
 Higher pricing of pizza compared to $5 of Domino’s pizza
 New trendy casual dining restaurants opening in the location
 The launch of new crispy chicken burger product line by Hungry Jacks

5.0 Five marketing actions to address declining sales at KFC Brixton

 Set casual alfresco settings around CBD centers and university entry ways to
offer alfresco lunch.
 Integrate home delivery services in their operations.
 Launch a new competitive product line for example chicken crispy and do
rigorous advertisement and promotions.
 Provide range of fast foods not limited to pizzas, burritos, gourmet burgers.
 Sell its food products at competitive prices to attract customers like students who
are sensitive to slight changes in prices.

6.0 Critical information to address management decision problem

 Pricing research, KFC Brixton has to price its products within the competitor
range to remain lively in the market.
 Promotion research, KFC Brixton has to begin product advertisement to remind
customers they still exist and nature of products they offer.
 Delivery research, KFC Brixton has to implement home delivery services to retain
and attract new customers.

7.0 Problem of the statement

 Low customer turnover rate compared to our rivals, due to lack of competitive
strategies such as home delivery services, higher prices on our pizza and failure
 to launch new attractive product line. To attract and retain our customers we
need to embrace strategies as our competitors does.

8.0 Three research objectives

 To launch a new attractive product such as chicken bugger at affordable prices

for youths and university students.
 To implement home delivery services for our customers as our competitors does
to boost our sales volume.
 To sell our products at competitive prices within the range of our rivals such as
Domino’s pizza.
References

Malhotra, N.K., 2010. Marketing research: an applied orientation. 6th global ed.

Taylor. K., 2016, KFC says it has been making the same mistake for decades — but
now it has a plan to beat Chick-fil-A. Retrieved from:
https://www.businessinsider.com/kfc-is-finally-turning-business-around-2016-5?
r=US&IR=T [Accessed on:10th May 2022].