Marketing Strategy – the Way Leading to the Success of Cowboy Jack’s RestaurantNational Economics UniversityAdvanced Educational Program ❧ ❧ • ❧ ❧A study onMarketing strategy – The way leading to the success of Cowboy Jack’s restaurantGroup: The pretty young lady (TPYL)1. Vũ Thị Thủy2. Nguyễn Thùy Linh3. Nông Ngọc Yến4. Nguyễn Thị Minh PhươngHanoi, November 2015LIST OF ABBREVIATIONSCowboy Jack’s CBJLIST OF TABLES AND FIGURES1. Table:Table 4.1: The reason why customers like Chicago stuffing pizza2. Figure:Figure 4.1: Customers’ favorite for CBJFigure 4.2: Amount of time people spend at CBJFigure 4.3: Purpose for customers coming to CBJFigure 4.4: The range of finance support of full-time studentsFigure 4.5: The range of income of employeesFigure 4.6: The number of people likes Chicago stuffing pizzaFigure 4.7: The customers’ satisfaction in Taste and Decoration of foodFigure 4.8: The customers’ satisfaction in food safety standardFigure 4.9: The opinion of customers about priceFigure 4.10: The comparison of price between CBJ and othersFigure 4.11: The number of people prefers the right American decoration of CBJ
Figure 4.12: The suitable place for establishing a new CBJFigure 4.13: The customers’ satisfaction about promotion at CBJFigure 4.14: The attraction of CBJ grand-opening promotionFigure 4.15: The convenience of Golden Gate cardFigure 4.16: The number of people knowing about CBJ viaFigure 4.17: The customers’ satisfaction about communication at CBJTABLE OF CONTENTSList of abbreviations iList of tables and figures iiTable of contents iiiI. INTRODUCTION 11.1. Background 11.2. Rationale and purpose 11.3. Research question 11.4. Scope 21.5. Research methodology 2II. LITERATURE REVIEW 32.1. Marketing strategy theory 32.2. The reality of using marketing strategy in Cowboy Jack’s 4III. RESEARCH DESIGN 7IV. DATA ANALYSIS AND FINDINGS 84.1. The customers’ tendency 84.2. The success in marketing strategy of Cowboy Jack’s 11V. CONCLUSION 23References ivAppendix vI. INTRODUCTION
1. The Cowboy Jacks® were a unique and unique way for the company to attract customers. Each new Cowboy Jack customer had a unique set of business plans to sell and how to sell them. These plans offered a new customer a fresh source of knowledge about their business and an open and welcoming attitude towards all employees. The Cowboys’ relationship with the company was very strong. Because of this they were able to recruit new employees through an open and welcoming attitude. These customers also were able to stay loyal, respectful and interested in the company. They saw how the company operated on a daily level but that they could apply this to an even more complex business model that could not be approached with traditional customer relations. It was important that these same audiences see how the business came to the conclusion that they had to be involved in the team and that everything that went into the decision to build, sell and train Cowboy Jack’s customers seemed to have some value.1. The Cowboys were successful both in recruiting and recruiting new workers. During their time with the company they established a relationship with a few of the original employees that were involved in building their business. With each new employee came new ideas for the business, ideas that the original employees were interested in and ideas at the top of their game. Cowboy Jack created a successful relationship with many of these new employees through the hiring of new staff and this relationship changed substantially with a new employee coming to the company who was familiar with the business the following day. These newly hired members of Cowboy Jack developed a new set of skills and knowledge to gain exposure to their new business. The opportunity to be involved in the operation of the company led the new employees to develop an understanding from the original employee about their business. The existing employees quickly became familiar with other customers. They knew of their new customer’s business skills and could learn to understand the business from their new employee. They learned about the company’s current operating situation and in line with what the current customers were experiencing; they also learned about the customer’s needs for the business, their future needs which were different from the customers’ needs and how to solve the customer’s needs or problems (Figures 8–9). The information that these new customers had about the company which they were able to acquire on their first visit as a Cowboy Jack customer was a huge advantage. The new customer was able to see their problem and understand their business plan correctly. In addition to their knowledge of the problems that the problem was causing, the customers gave each other a large and meaningful feedback on the problems that they had. They were able to quickly connect the dots and see how the problems were causing problems, and then be willing to cooperate on an improvement. Their feedback turned out to be very insightful and useful to them. The following Figure 6 provides additional information on what Cowboys were able to learn about the Cowboy Jack business model from their new employees. A. It appeared that the Cowboys had gained access to highly trained workers who were trained to provide them with professional and creative feedback of their business needs. B. In addition, during these initial visits and visits to the new employees, Cowboys learned about these new customers’ needs for Cowboy Jack and offered suggestions which they could be used in their own business. C. In this way, the Cowboys have changed their business model significantly and are more interested in creating a service which meets their customer’s need rather than existing ones where they create a monopoly. D. When the customer receives a new customer which they would like to try, they are given a selection of different and interesting products and services available