Assignment- Marketing Research

Introduction of the Product:

Al Baik (‫ )البيك‬is a chain of fast food restaurants in Saudi Arabia that

primarily sells broasted chicken and shrimp with a variety of sausages.
The chain has twenty-four branches in Jeddah, along with five in
Makka, one in Medina Munawara and one in Yanbu. However, the
company is currently under pressure from its consumers outside Saudi
Arabia to open international locations.

In general, Al Baik's prices are lower than similar international fast food
chains that it competes with, including McDonald's and Kentucky Fried
Chicken. Al Baik's meals generally cost about eleven Saudi Riyals,

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about thirty percent less than at the international chains.

Menu of Al Baik
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1. ALBAIK® Chicken 8pcs (Mild or Spicy)
(8 pieces, Fries, 4 Garlic Sauce, Bread)2.ALBAIK® Chicken 4 pcs
(Mild or Spicy)
(4 pieces, Fries, 2 Garlic Sauce, Bread)3.Chicken Fillet Nuggets 10
pcs (Mild or Spicy)
(10 pieces, 2 Nuggets Sauce, Fries, Bread)4.Chicken Fillet Nuggets
7 pcs (Mild or Spicy)
(7 pieces, 2 Nuggets Sauce, Fries, Bread)5.ALBAIK® Chicken Fillet
Sandwich (Mild or Spicy)

Jumbo Shrimps Meal

(10 jumbo pcs, 2 Coleslaw Salad, 2 Cocktail Sauce, Fries, Bread) Value
Shrimps Meal
(10 butterfly pcs, 2 Cocktail Sauce, Fries, Bread)ALBAIK® Fish Fillet
Meal
(6 pcs of fish fillet, 2 light tartar sauce, Fries, Bread)ALBAIK® Shrimp
Sandwich ALBAIK® Fish Fillet Sandwich

Marketing Plan

The M

Step 1: Defining the

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Step 2: Research De
Before developing any action plan, marketers must understand the
situation of the market. As Al baik is a successful product and enjoying

Step 3: Specify Sam

 maturity stage of a product life cycle, the marketers have to see what
steps they should take in marketing planning. Marketers must
understand the trends affecting the future of Al Baik.

We must see the problems and opportunities from buyers, competitors

and costs. We will see the market situation in other cities also where
we are going to do marketing planning.

1. Defining Problem

Although Al baik is very well selling but a lot of consumers are

always complaining about the less branches in Jeddah. In Jeddah, Al
Baik has got 24 branches which are in sufficient for the population
of around 05 million. When ever consumer goes to any brach , it is
crowded and far away from their home as they love to eat with the
family. 70% of the AlBaik orders are take away which is giving
problem to the consumers.

2. The Research Design and Methods.

a. Exploratory Research
b. Conclusive Research

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c. Descriptive Research
d. Causal Research 3

Descriptive Research

I would like to do the descriptive research because it helps

marketing researchers to better describe marketing problems,
 situations, or markets, such as the market potential for a product or
the demographic attitudes of potential customers.

There are different research methods to collect primary data

collection they are;

Research Contact Sampling Research

Approach Method Plan Instruments

Observation Mail Sampling Questionnaire

unit

Survey Telephone Sample size

Personal Sampling
Experiment Computer procedure

1. Sampling procedure

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Two broad objectives to the use of samples:
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a. Estimation
b. Testing of hypotheses

Each objective involves making inferences about a population on the

basis of information from a sample.
 In my research I choose different people from different areas of Jeddah.

Precision in sampling relates to sampling error and the SIZE of the

confidence limits of an estimate

Accuracy in sampling relates to non-response bias, memory error,

misunderstood questions, problematic definition of terms, and
processing errors

Population All units or elements possessing particular relevant

features or characteristics in common, to which one desires to
generalize the research study results.

Defining a population requires specifying:

1. Which elements are included

2. Location (WHERE)
3. Time frame (WHEN)

Sample means a SUBSET of the chosen population

Some points have to be noted before sampling and these are;

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• Are the survey objectives stated precisely?
• Are the eligibility criteria clear and definite?
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• Are rigorous sampling methods chosen?
• What type of sample should be used?
• What is the appropriate sampling unit?
• What frame is available for the population and what problems might
arise?
• How are refusals and non-response to be handled?
4 ways to determine sample size:

1. Arbitrarily or judgmentally determined

2. Minimum cell size needed for analysis
3. Budget-based
4. Specifying a desired precision in advance

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5. Collecting Data

A consumer study of Al Baik restaurants gave the following

instructions for the sample:
There are to be completed interviews. To the extent possible, the
sample as follows:

Area
25-30% from Al Cournish
70-75% from Al Balad

Gender
60% Males
40% Females
Age
40% between 16 and 24
40% between 25 and 50
20% to be under 16 and over 50

Occupation
20% University Students
80% Non-Students

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The Interviews conducted in the following area: 7
(a) Tahlia, Shopping Center.
(b) Downtown.
(c) Shobra, Shopping Center.
(d) As Salama Plaza.
(e) CBA Students.
(f) KA0U Campus.
 6. Analyzing Data
After analyzing data, I came on the following conclusion;

In Favor of Satisfied with Don’t know

Sample new branches the existing
branches

Al Cornish area 60% 30% 10%

Al Ballad 80% 15% 05%
Gender(Female) 70% 10% 20%
Male 80% 15% 05%
Age (16 – 50) 75% 20% 05%
Students 90% 10% 0%
Non Student 70% 10% 20%
Interviews 70% 25% 5%

7. Research Report

The above marketing research shows that;

1. Al Baik is one of the best fast food outlet in Jeddah

2. Most of the people like the taste quality and price of Al baik
3. 90% of the local population knows about Al Baik and its menus.
4. Research shows that there is a great need to open new branches in
different areas of Jeddah.

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5. These areas can be the highly populated districts like Al Ashrafia, Al
Balad, Al Azizizia, 8
Al khaldia etc.
6. Al Baik also needs to open at 10:00 am instead of 01:00pm.
7. Al Baik also needs to open more family sections in new branches.

Over all people would love to have Al baik near their

homes.
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