The document contains 3 problems related to strategic marketing management. For Problem 1, the research hypotheses are that people will buy candy closest to them at work, new products attract initial trial, and new flavors may cannibalize existing candy sales, especially among children. For Problem 2, the research hypotheses are that franchise service quality should be evaluated based on food, service speed, cleanliness, staff, dining experience, atmosphere and price, and that perceptions may vary by meal type or occasion due to different customer expectations or business levels. For Problem 3, the research hypotheses are that pricing should consider costs and competitors, and that flexible pricing policies lead to more positive customer attitudes.

1. SUBJECT:
Strategic Marketing Management (SMM)
ASSIGNMENT ON:
Solve the Given Problems
SUBMITTED TO:
Sir Adnan Pitafi
SUBMITTED BY:
Varda Shaikh___18S-MBA-BS19

2. Problem-1
According to problem definition process, the next and final step is research hypothesis. Research
hypothesis is made to answer the research questions.
ResearchHypothesis:
 People will buy the candy closest to them at the canteens of workplace/institutes. So if the
company wants to get the most market share of their product, they should make it available
to the places like that.
 When the new product introduce in the market, people usually attract towards it to try at least
once, so the trial rate is high.
 The new product cannibalization depends upon the market acceptance of new candy. If
people will like the new taste, then the cannibalization may occur.
 In particular consumer segments, children maybe more interested in buying the new flavor of
a candy.

3. Problem-2
ResearchHypothesis:
 Service features on which franchise should be evaluated; may include:
 Taste of food
 How quickly the food is served
 Restaurant Cleanliness
 Restaurant staff ambience
 Dining experience
 Atmosphere
 Price factor
 The food evaluation card, based on the likert scale should be presented to the customers
at the end of their meal. It would be helpful to get the customer’s perceived value of each
service.
 Sometimes perception of service vary by meal, for example if the restaurant is offering
desi food, Italian or fast food items under one roof, it might be possible they are good in
everything but best in one thing. So if the different set of customers ordering the different
cuisine, they might perceive their services differently.
 But the perception of service do vary in specific days like if people keep visiting the
same restaurant in particular festivals like eid, new year eve or any other special
occasion, when the restaurants are more busy due to the lot of customers. Due to this they
won’t keep their services on the same level as they promised in regular days.
 Yes, the regional differences may occur across the franchise in terms of service provided
for example in china, a Chinese franchise may serve the noodles with the chopsticks to its
customers but same Chinese franchise in Pakistan will serve differently, it will serve the
meal with the spoons and forks.

4. Problem-3
ResearchHypothesis:
 Consider all the cost that has been incurred in preparing a product, also keep an eye on
the competitors on which price they are selling a similar product and then choose the best
pricing technique.
 Flexible pricing policies are positively related to the attitude towards the facility.