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7/31/2019 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



Methodology

ExploratoryResearch

DescriptiveResearch

CausalResearch



i) EXPLORATORY RESEARCH

• Problems not clearly defined

Exploratory research comes in the form:• Focus groups

• Depth interviews

• Projective techniques



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



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



Primary

Research

Secondary

Research



• 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



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



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



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



• 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

Download - A&W Presentation

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