Marketing Strategy – the Way Leading to the Success of Cowboy Jack’s Restaurant

LIST OF ABBREVIATIONS

Cowboy Jack’s        CBJ

LIST OF TABLES AND FIGURES

1. Table:

Table 4.1: The reason why customers like Chicago stuffing pizza

2. Figure:

Figure 4.1: Customers’ favorite for CBJ

Figure 4.2: Amount of time people spend at CBJ

Figure 4.3: Purpose for customers coming to CBJ

Figure 4.4: The range of finance support of full-time students

Figure 4.5: The range of income of employees

Figure 4.6: The number of people likes Chicago stuffing pizza

Figure 4.7: The customers’ satisfaction in Taste and Decoration of food

Figure 4.8: The customers’ satisfaction in food safety standard

Figure 4.9: The opinion of customers about price

Figure 4.10: The comparison of price between CBJ and others

Figure 4.11: The number of people prefers the right American decoration of CBJ

Figure 4.12: The suitable place for establishing a new CBJ

Figure 4.13: The customers’ satisfaction about promotion at CBJ

Figure 4.14: The attraction of CBJ grand-opening promotion

Figure 4.15: The convenience of Golden Gate card

Figure 4.16: The number of people knowing about CBJ via

Figure 4.17: The customers’ satisfaction about communication at CBJ

TABLE OF CONTENTS

List of abbreviations        i

List of tables and figures        ii

Table of contents        iii

I. INTRODUCTION        1

1.1. Background        1

1.2. Rationale and purpose        1

1.3. Research question        1

1.4. Scope        2

1.5. Research methodology        2

II. LITERATURE REVIEW        3

2.1. Marketing strategy theory        3

2.2. The reality of using marketing strategy in Cowboy Jack’s        4

III. RESEARCH DESIGN        7

IV. DATA ANALYSIS AND FINDINGS        8

4.1. The customers’ tendency        8

4.2. The success in marketing strategy of Cowboy Jack’s        11

V. CONCLUSION        23

References        iv

Appendix        v

I. INTRODUCTION