Internet Marketing Case Study: Red Lobster
Case Study: Red Lobster
1. Why do you think Red Lobster relies on so much on Internet surveys to track customer opinions, preferences, and criticism? What are the advantages of online questionnaires versus traditional surveys conducted over the phone or through the mail? ( Gideon Quarcoo) Red Lobster relies on internet survey for the following reasons: (source: Introduction to Marketing, by McDaniel, Lamb & Hair. Pg 284.) The internet is a phenomenon technological advancement that has happened to mankind and its benefits are enormous in every regard. This is not to say that the use of the internet is without flaws. However, its benefits far outweigh its flaws. Individuals, groups, institutions or business entities rely on the internet for information, advertisement, etc. with no exception to Red Lobster. One important reason for Red Lobster relying on internet survey instead of the traditional method is that, the number of respondents that can be reached is more that which the traditional method can cover. Eg, according to our textbook, half adult population in the US alone go online to shop, find information, e-mail or visit chart room. Because of the above information, it would be detrimental for Red Lobster to ignore the internet and conduct its survey using the phone or mail. Decision making can be better and faster using the internet since it provides unlimited access to information. Knowing this, Red Lobsters cannot do otherwise but to rely on the internet for data collection, analyzing, reporting and doing the necessary follow ups so as to address problems identified. The use of the internet also helps Red Lobster to improve the company’s ability to respond quickly customer needs as well as changes in the market place. This is very important for survival and growth of the company. Creating a long term relationship with customers can only happen if the needs of customers are identified and satisfied appropriately. Follow-up
1. Why do you think Red Lobster relies on so much on Internet surveys to track customer opinions, preferences, and criticism? What are the advantages of online questionnaires versus traditional surveys conducted over the phone or through the mail? ( Gideon Quarcoo) Red Lobster relies on internet survey for the following reasons: (source: Introduction to Marketing, by McDaniel, Lamb & Hair. Pg 284.) The internet is a phenomenon technological advancement that has happened to mankind and its benefits are enormous in every regard. This is not to say that the use of the internet is without flaws. However, its benefits far outweigh its flaws. Individuals, groups, institutions or business entities rely on the internet for information, advertisement, etc. with no exception to Red Lobster. One important reason for Red Lobster relying on internet survey instead of the traditional method is that, the number of respondents that can be reached is more that which the traditional method can cover. Eg, according to our textbook, half adult population in the US alone go online to shop, find information, e-mail or visit chart room. Because of the above information, it would be detrimental for Red Lobster to ignore the internet and conduct its survey using the phone or mail. Decision making can be better and faster using the internet since it provides unlimited access to information. Knowing this, Red Lobsters cannot do otherwise but to rely on the internet for data collection, analyzing, reporting and doing the necessary follow ups so as to address problems identified. The use of the internet also helps Red Lobster to improve the company’s ability to respond quickly customer needs as well as changes in the market place. This is very important for survival and growth of the company. Creating a long term relationship with customers can only happen if the needs of customers are identified and satisfied appropriately. Follow-up