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Final Project. Analysis of Quiznos. Using Perceptual Mapping and Conjoint Analysis

Final Project. Analysis of Quiznos. Using Perceptual Mapping and Conjoint Analysis

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Final presentation Final presentation Presentation Transcript

  • TEAM BIGGIE FRIESMike O’TooleTina PiotrowskiPatrick SmithMitch Heun
  • QUIZNOS A fast food submarine sandwich franchise Headquartered in Denver Located in 22 countries 5,000 locations in the United States Food items include: sandwiches, soups,and salads
  • FAST FOOD INDUSTRY Highly competitive market, especially in theUnited States Submarine sandwich competitors for Quiznosinclude: Subway, Potbellys, Jimmy Johns, Mr.Submarine More chains are expanding into global markets
  • PERCEPTUAL MAPPING Used to determine how Quiznos compares to theother companies in our research We are determining Quiznos’ position in relationto other companies in the mind of the consumer Determining Quiznos’ image and reputation
  • CONJOINT ANALYSIS Determine the barriers of entry for Quiznos inthe fast food market Calculates Quiznos’ market share Determine which features of Quiznos theconsumers prefer and which they don’t
  • FAST FOOD CHAIN, WHATRESOURCES DO YOU USE TORESEARCH DIFFERENTRESTAURANTS?
  • ARE THERE CERTAIN PEOPLE YOUSEEK ADVICE FROM WHEN DECIDINGAT WHICH FAST FOOD CHAIN TO EAT?
  • FOR WHICH MEALS DO YOU VISITFAST FOOD RESTAURANTS?
  • COMMERCIALS OR ADVERTISINGCAMPAIGNS FACTOR INTO YOURDECISION IN CHOOSING A FAST FOODRESTAURANT?
  • PROMOTIONS, SUCH AS HAPPY MEALS,FACTOR INTO YOUR DECISION WHENCHOOSING A FAST FOOD RESTAURANT?
  • WHAT YEAR ARE YOU AT DEPAUL?
  • WHAT IS YOUR GENDER
  • WHAT IS YOUR ETHNICITY?
  • EMPLOYMENT STATUS?
  • WHICH MEAL PLAN DO YOU OWN?
  • HOW MANY FAST-FOOD CHAINSHAVE YOU VISITED IN THE LASTMONTH?
  • PERCEPTUAL MAP
  • PERCEPTUAL MAPPING Used to determine how Quiznos compares to theother companies in our research We are determining Quiznos’ position in relationto other companies in the mind of the consumer Determining Quiznos’ image and reputation
  • SPSS RESULTSTotal Variance ExplainedComponent Initial Eigenvalues ExtractionSums ofSquaredLoadingsRotationSums ofSquaredLoadingsTotal % ofVarianceCumulative%Total % ofVarianceCumulative%Total % ofVarianceCumulative%1 7.024356623 50.17398 50.17398 7.024357 50.17398 50.17398 6.819121 48.70801 48.708012 3.998053201 3.998053 28.55752 78.7315 4.203289 30.02349 78.73153 2.405341891 17.18101 95.912514 0.363077975 2.593414 98.505935 0.0854823196 0.058887069 0.420622 99.537147 0.042792857 0.305663 99.84288 0.019423903 0.138742 99.981549 0.002584162 0.018458 10010 1.86329E-16 1.33E-15 10011 8.38909E-17 5.99E-16 10012 4.98653E-17 3.56E-16 10013 -4.2246E-17 -3E-16 10014 -1.7699E-16 -1.3E-15 100Extraction Method:Principal ComponentAnalysis.This outputshouldequal over60%
  • BRANDS1. Portillo’s2. Subway3. Jimmy John’s4. McDonald’s5. Quiznos6. Wendy’s7. Burger King8. KFC9. Arby’s10. Popeye’s
  • PREFERENCE Greasy Food Nutritional Value Menu Variety Convenient Location Unique Quick Service Employee Friendliness Satisfying Food Restaurant Cleanliness Chain Successfulness Good Quality Good Advertising Family Oriented Preference
  • SubwayBurger KingName the Axes
  • NAMING OF THE AXES It’s Everywhere The most convenient fast food chains The most successful chains Good, Clean, Fun The most family-friendly restaurants Highest nutritional values The Last Resort The least-popular chains Usually the greasiest food It Takes a While Service is not as fast as comparable chains Not as convenient as other chains
  • Clusters
  • CLUSTERS Burger Bonanza-Burgers are the main item on the menu-Very convenient, large number of stores Successful Sandwich-Very successful sandwich chain Slow Specialty Shops-Takes longer to prepare food-More specialty stores, such as roast beef Fast and Friendly-Very fast service, pride themselves on friendlycustomer service Unique Burger Joint-Unlike other chains, has a wide variety of items onthe menu
  • Order ofPreferences
  • PREFERENCES1. Portillo’s2. Subway3. Jimmy John’s4. McDonald’s5. Quiznos6. Wendy’s7. Burger King8. KFC9. Arby’s10. Popeye’s
  • QuiznosJimmy JohnsWendy’sMcDonaldsPopeye’sArby’sPossibleGaps &Spaces
  • ??????????????????Repositioning
  • EmployeefriendlinessGoodQualityRestaurantCleanlinessSatisfyingFoodNutritionalValueFamilyOrientedRepositioning
  • EmployeefriendlinessGoodQualityRestaurantCleanlinessSatisfyingFoodNutritionalValueFamilyOrientedRepositioning
  • RECOMMENDATIONS Quiznos needs to emphasize quicker service inorder to compete with other companies such asJimmy Johns and Portillos Improving restaurant cleanliness throughstricter sanitation guidelines will improve theatmosphere in Quiznos’ restaurants Stressing friendly customer service will create amore welcoming environment in the restaurants
  • THECONJOINTANALYSIS
  • CONJOINT ANALYSISTHE PROBLEM!! How do I make meal combinationsfrom particular brands moreappealing? How do I make meal combinationsfrom certain brands more enjoyable?
  • Features and Levels ofFast Food MealsPrice Type Fat Time Package Meal Service$3.00 Burger 10 Grams 1 Min Paper Snack DriveThru$7.00 Sandwich 20 Grams 2 Mins Carton Lunch Delivery$9.00 Chicken 30 Grams 3 Mins Plastic Dinner Walk Up
  • REGRESSION ANALYSIS    
  • UTILITIES GRAPHREGRESSION ANALYSIS
  • RESCALE UTILITIESRange: 4.18 – (-.588) = 4.768 Rescaled ValuesInt= 1MissingX1 0.24– (-.588) / 4.768 = .17 X6 = 0.22 0- (-.588)/ 4.768= .12X2 -0.005– (-.588) / 4.768 = .12 X5 = 0.20 X15= .12X3 -0.53 – (-.588) / 4.768 = 0.01 X1 = 0.17 X16= .12X4 -0.061 – (-.588) / 4.768 = 0.11 X7 = 0.15 X17= .12X5 0.41– (-.588) / 4.768 = 0.20 X14 = 0.15 X18= .12X6 0.50– (-.588) / 4.768 = 0.22 X2 = 0.12 X19= .12X7 0.138– (-.588) / 4.768=0.15 X10 = 0.12 X20= .12X8 -0.1 –(-.588) / 4.768=0.10 X4 = 0.11 X21= .12X9 -0.26 – (-.588) / 4.768 = 0.06 X8 = 0.10X10 -0.016 – (-.588) / 4.768 = 0.12 X13= 0.10X11 -0.138 – (-.588) / 4.768 = 0.09 X11= 0.09X12 -0.588 – (-.588) / 4.768 = 0 X9= 0.06X13 -0.11– (-.588) / 4.768 = 0.10 X3= 0.01X14 0.133 – (-.588) / 4.768 = 0.15 X12= 0
  • OUTPUT 1: BEST AND WORSTMEALSBest Middle Worst$3.00 $7.00 $9.00Sandwich Chicken Burger30 Grams 10 Grams 20 Grams2 Mins 1 Min 3 MinsPaper Carton BagDinner Lunch SnackDelivery Drive Thru Walk Up
  • Output 2: Calculating ImportanceTotal Product Utility and RangeBest Product Worst Product RangesPrice= 0.17 Price= 0.12 0.17-0.12= 0.05Type=0.12 Type=0.01 0.12-0.01=0.11Fat=0.22 Fat=0.12 0.22-0.12=0.1Time=0.12 Time=0.10 0.12-0.10=0.02Package=0.12 Package=0.06 0.12-0.06=0.06Meal=0.12 Meal=0 0.12-0=0.12Service=0.15 Service=0.10 0.15-0.10=0.05TPU=1.02 TPU= 0.51 Sum of Ranges= 0.51
  • Output 2: Calculating ImportanceOverall Feature PercentagesMeal is the most importance feature that affectsConsumer’s decisions!!Importance of Price 0.05/0.51 9.80%Importance of Type 0.11/0.51 21.56%Importance of Fat 0.1/0.51 19.60%Importance of Time 0.02/0.51 3.92%Importance of Package 0.06/0.51 11.76%Importance of Meal 0.12/0.51 23.52%Importance of Service 0.05/0.51 9.80%
  • Output 2: Calculating ImportanceOverall Feature GraphPrice 9.80%Type 21.56%Fat 19.60%Time 3.92%Package 11.76%Meal 23.52%Service 9.80%
  • RELATING TO PERCEPTUALMAPPING Both the Conjoint Analysis and PerceptualMapping can tell what is preferred in consumer’smind. When calculating the importance CA and PM canfigure out which brands and features positivelyand negatively affect consumer decisions. When looking at the most preferred brand on theperceptual map, the importance of features andattributes on the Conjoint Analysis will helpdetermine which meal combination is the mostimportant in that particular restaurant.
  • Output 3: Market ShareMcD BK Sub Arby Quiz Pop KFC Port Wen Jim$3.00 $7.00 $9.00 $7.00 $9.00 $7.00 $9.00 $7.00 $3.00 $3.00Burger Burger Sandwich Sandwich Sandwich Chicken Chicken Chicken Burger Sandwich30 Grams 30 Grams 10 Grams 20 Grams 20 Grams 30 Grams 30 Grams 20 Grams 10 Grams 20 Grams1 Min 1 Min 2 Mins 2 Mins 3 Mins 2 Mins 2 Mins 3 Mins 1 Min 1 MinCarton Paper Paper Bag Paper Carton Carton Bag Paper PaperLunch Lunch Dinner Dinner Snack Lunch Dinner Dinner Snack SnackDrivethruDrivethruWalk up Walkup DrivethruDelivery Walk up Walk up DrivethruDrivethru
  • Output 3: Market ShareTPUMcD’s BK Sub Arby Quiz Pop KFC Port Wen TB0.17 0.12 0.12 0.12 0.12 0.12 0.12 0.12 0.17 0.170.01 0.01 0.12 0.12 0.12 0.11 0.11 0.11 0.01 0.120.22 0.22 0.20 0.12 0.12 0.22 0.22 0.12 0.20 0.120.15 0.15 0.12 0.12 0.10 0.12 0.12 0.10 0.15 0.150.12 0.12 0.12 0.06 0.12 0.12 0.12 0.06 0.12 0.120.09 0.09 0.12 0.12 0 0.09 0.12 0.12 0 00.12 0.12 0.10 0.10 0.12 0.15 0.12 0.12 0.12 0.120.88 0.83 0.90 0.76 0.70 0.93 0.93 0.75 0.77 0.80
  • OUTPUT 3: MARKET SHARE11%11%9.39%McDonalds steals the Market Share because ofmenu and grams of fat variety!!
  • OUTPUT 4: SIMULATING THEMARKETWendys$7.00Chicken10 Grams1 MinPaperSnackDriveThruWe raise theprice from $3.00to $7.00Has a widevariety ofchoices onmenu, wechange fromBurger toChickenSubway$9.00Sandwich20 Grams2 MinsPaperLunchWalk upSubway has numerousitems on the menu thatare off different caloriesAlso a greatlunch choice
  • OUTPUT 4: SIMULATING THEMARKETMcD BK Sub Arby Quiz Pop KFC Port Wen Jim$3.00 $7.00 $9.00 $7.00 $9.00 $7.00 $9.00 $7.00 $7.00 $3.00Burger Burger Sandwich Sandwich Sandwich Chicken Chicken Chicken Chicken Sandwich30Grams30Grams20Grams20Grams20Grams30Grams30Grams20Grams10Grams20Grams1 Min 1 Min 2 Mins 2 Mins 3 Mins 2 Mins 2 Mins 3 Mins 1 Min 1 MinCarton Paper Paper Bag Paper Carton Carton Bag Paper PaperLunch Lunch Lunch Dinner Snack Lunch Dinner Dinner Snack SnackDrivethruDrivethruWalk up Walkup DrivethruDelivery Walk up Walk up DrivethruDrivethru
  • OUTPUT 4: SIMULATING THEMARKET10%9.40%9%11%11%9.30%9.49%10%
  • OUTPUT 4: SIMULATING THEMARKETMcDonalds7.00Burger10 Grams1 MinCartonLunchWalk UpQuiznos$9.00Chicken20 Grams2 MinsPaperLunchDriveThruJimmyJohns7.00Sandwich30 Grams1 MinPaperDinnerDrive ThruPricechange from$3.00 to$7.00Offers healthyfoods at lowercaloriesAlso servesas an eat inrestaurantKnown for theirtasty chickenOffers food thatcan be preparedquickerPopularfood choiceMoreexpensivechoicesHighercaloriefoodsFood choicescan satisfydinner
  • OUTPUT 4: SIMULATING THEMARKETMcD BK Sub Arby Quiz Pop KFC Port Wen Jim$7.00 $7.00 $9.00 $7.00 $9.00 $7.00 $9.00 $7.00 $7.00 $7.00Burger Burger Sandwich Sandwich Chicken Chicken Chicken Chicken Chicken Sandwich10Grams30Grams20Grams20Grams20Grams30Grams30Grams20Grams10Grams30Grams1 Min 1 Min 2 Mins 2 Mins 2 Mins 2 Mins 2 Mins 3 Mins 1 Min 1 MinCarton Paper Paper Bag Paper Carton Carton Bag Paper PaperLunch Lunch Lunch Dinner Lunch Lunch Dinner Dinner Snack DinnerWalkUpDrivethruWalk up Walkup DrivethruDelivery Walk up Walk up DrivethruDrivethru
  • OUTPUT 4: SIMULATING THEMARKET10.7%10.8%12.3%13.3%10.6%10.5%12.2%KFC stole the market share after simulation becauseof features and levels that have high rescale values.
  • OUTPUT 5: INTERPRET THEINTERCEPT The re-scaled intercept suggests a market entrybarrier as perceived by the target market. Our Intercept is very large therefore it would beharder to enter the market Any product’s TPU must be greater than theintercept Poor survey results caused the intercept to bevery high which had a significant effect onrescaling. Therefore, none of the TPU’s were higher thanthe intercept.
  • RECOMMENDATIONS Because of poor results in the market share andsimulation, it would be in the best interests ofQuiznos to create innovation to increase theirbrand awareness. While competing with similar restaurants suchas Subway, Quiznos can offer features and levelsthat will introduce differentiation. In today’s economy, Quiznos can also startoffering less expensive meals to compete withother restaurants.(Subway’s “5 dollar foot long sandwiches”)
  • RECOMMENDATIONS Introduce delivery services like other competitors(i.e. Jimmy Johns). Administer surveys accurately to eliminate anyintercept or rescaling issues. Expansion of meal variety since burgers aren’tincluded.
  • FINAL CONCLUSIONS ANDRECOMMENDATIONS
  •  Quiznos should continue to introduce menudifferentiation to increase market awareness Measure sales, cost, and margin performance tomaintain future plans and increase preference Customer service needs to be of centralimportance as improvements in customer servicewill positively impact the environment in thestore and strengthen customer-employeerelationships Consistent implementation of health-consciencefoods to appeal to a larger audience
  • LEARNING MEMO When doing the surveys, we should of told peopleto take these surveys seriously. Having more detailed questions, to insure moreprecise results. Having a wider target market that was notlimited to DePaul students. Doing more surveys then 30 so we have a widerrange and more viable data to use.