A&W Third Pound Burger
***DO NOT RESEARCH THIS SPECIFIC PRODUCT/PROJECT ON THE INTERNET.***
But, by all means, do your research on what marketers need to understand in preparation for product/service launches.
A&W Restaurants sell root beer (for which it is known) along with hamburgers, hot dogs, french fries, onion rings and other “fast food” items.
Among fast food restaurants, A&W is behind McDonalds, Burger King, Wendy’s and many of the others.
Its management decides that one way to bring in new and repeat customers is the following promotion: It will sell its one-third pound hamburger (and cheeseburger) at a price LESS than McDonald’s Quarter Pounder.
As the marketing manager for A&W, your job is to identify necessary market and competitive research to determine if this promotion will succeed.
To that end, complete the following: What do you want to know…why…and the type(s) of market research you’d use to answer your questions.
- A researcher can “test” anything.
- Assume nothing.
I’m looking for quality in your thinking/analysis — not quantity. That said, your paper should be no less than two pages, double spaced, 12-point Times New Roman text.