- Baskin-Robbins brand officer Ken Kimmel felt it was important to conduct the study because he felt there was a chance they could venture in the production of new products and improve their sales as a company instead of sticking to the already not preferred products that they offered the market.
- The main purpose of the Baskin-Robbins study was to help in the formulation of ideas and changes that may help the company realize high sales of their products and maximize their profits.
- The key questions the Baskin- Robbins brand team is addressing are whether they should change the brand symbol at the same time that the stores are being redesigned and whether the change in brand name will bring a positive change to the company or not.
- The methods used by kimmel and his team to identify the marketing research problem were by studying the operation of its competitors and how they control the market. They also asked questions to the customers who in turn gave them their thoughts regarding the problems.
- The most important understanding about Baskin-Robbins as an organization that led the firm to consider a new logo as part of problem definition was the fact that products that were new in the market and offered by new firms had higher sales than old products. The new brand also was going to market the products easily. The customers preferred new products to old ones.
- The series of marketing research problem statement can be put into context by comparing each to other firms that offer the same products or services, the challenges they face and the way they react to these challenges.
- The main conclusions in this case pertaining to the problem definition is that the firm has to rebrand itself and venture into new ideas as well as maintaining the services they originally offered to maximize their sales.
- The aftermath of rebranding may lead to effective increase in sales and profit maximization. However, there is a chance the original products may be out done and displaced from the market share. It may also be expensive to the franchisees.
Question on social security
1. Many people would not wish to give the exact amount that they receive as their salary. The most preferred way to ask this is by giving a range. For instance, ‘From what range does your salary fall?’
2. This may be a security risk to the person. The best way to ask is by not being so specific. For instance, you should ask, ‘Do you stay within the town or in the outskirts?’
3. Are the employee benefits of any value to you? This gives him room to tell even if she does not receive employee benefits.
4. Do you support the use of a specific dress code in a working environment and does it have any benefits to the organization in terms of performance. This gives room for the respondent to elaborate his answers adequately.
5. Which are your qualifications? This offers the respondent a wide range of responses even if he did not go to any college.
Implications of filling name and social security number
In the U.S, before you apply for any job, you are required to fill your details that include the social security number in a form for your employers. The social security number is used for identification and taxation services among others. With this, it is possible to trace your working place and even your home. There is no harm in filling this part since it has no effect on the relationship you have with your boss.