Answered: Customers are now complaining about the…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Scenario 3: A problem with paper You are a franchisee for Fatto’s Burger Palace in a small college town (“where friends meet to eat”). The specialties of the house are the “Giant Burger Supreme” and the “Hound Doggie,” both of which contain 26% or less fat. Business is good, especially when the college dietician decides to put soy stew on the menu in the dining halls. Recently, agitation by environmental extremists has forced the restaurant to abandon the convenient clam shell boxes of polystyrene in favor of paper boxes. The latter are a little more expensive, but take up less space. They are somewhat difficult and time-consuming to fold. Customers are now complaining about the oil stains on the inside of the burger box. Water tends to seep through and make the package limp in some cases. This has required putting more napkins in each order. In addition, the blazing red Fatto’s symbol on the top of the boxes now has fuzzy edges, whereas it was sharp and crisp on the clam shell boxes. The environmental fanatics are still not satisfied. Yesterday, they showed up at the height of the lunch hour and dumped a pile of Fatto’s boxes that they had picked up in parking lots and along roadsides on the door step of the restaurant. They did this right in front of a newspaper photographer. Plan and justify what can you and the supplier do to improve the situation?

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