case study
For this Week Case Study, you will review the Rosie's Pizzeria case on page 146 and 147. Upon
thorough review of the case, you will then answer questions 1 and 2 regarding the case. It is not
sufficient to state your opinions alone; you must be able to backup your responses by applying quality
management concepts and topics from the text with the case data that support your findings. Minimum response length is 5 sentences per question. Please restate the
question you are answering in your case study. See the questions below.
What were the customers actually saying in the four responses given in this case? Translate them into
customer requirements using actionable business language.
In addition to your responses to question 1, the voice of the customer process identified the following
customer requirements: food and drinks at their proper temperature, fresh food, meeting the unique
needs of adult guests as well as families, exceeding service expectations, an easy to read and understand
menu, and caring staff. Suggest how these customer requirements can be translated into production
and service delivery processes and activities.
Through writing this case study you will be required to demonstrate a knowledge of how to integrate
quality management concepts and topics with the case data, how to conduct research, and how to
properly using APA formatting guidelines.
Be as thorough as possible when writing your responses, and remember, this is an academic assignment,
so no “text-talk,” no conversational tone, and ABOVE ALL OTHER THINGS… don't plagiarize!! Lastly,
spell-check and proofread your work! Failure to follow these steps will negatively impact your grade.
General APA Formatting Guidelines:
The case study should have an APA title page and an APA reference page. An APA abstract page is NOT
required!
Font Type: Times New Roman
Font Size: 12 point
Margins: 1 inch on all sides
Spacing: Double-spacing
Justification: Left
Paragraph Indentation: Use the Tab key to indent all paragraphs one half-inch from the left margin
ROSIE’S PIZZERIA73
two of them to complete the survey. Analyze the
results and draw conclusions in a written report. 10. Design customer
satisfaction questionnaires for high school students and their parents
who take a campus visit and are considering applying to
your school. 11. Find an example of a highly publicized service or
product failure in the news (such as unreasonable waiting on a plane on
a runway or the poor recep- tion on the first release of the iPhone 4).
Research and write a short paper on how the company addressed the
problem to recover customer confi- dence and loyalty.
CASES
Rosie’s Pizzeria is a privately-held chain of neighbor- outside of their
current market area to provide examples hood pizzerias with over 50
locations in the Midwest of dining incidents these individuals had
experienced,
that offers full-service dine-in, carryout, and home deliv- ery. Rosie’s
competes against such national chains as Pizza Hut, Papa John’s, and
other local restaurants, yet holds a 45 to 50 percent share in its market
area. As part of a new strategic planning process, Rosie’s identified
growth as a key strategic goal. Because the local market was essentially
saturated, however, the executive man- agement team worked on
strategies for growing the company for three years and produced no
tangible results. One of the reasons for the impasse was the lack of
sound, factual data. The executive management team had developed
three growth strategies, but could not agree on which one to follow
because of a lack of a fact-based foundation for the decision.
A project team was formed to tackle this issue, and was given complete
latitude to make any recom- mendation for an Italian/pizzeria concept
based on cus- tomer needs and expectations. The team consisted of the
marketing director (team leader), two executive vice pre- sidents, the
director of operations, two franchise owners, an external strategic
business partner, and the CEO, who was the team sponsor. The team
felt it was necessary to fully understand the voice of the customer. To
do this, they ventured out into the community to ask consumers to
express their needs and expectations through their experiences. The
team completed numerous in-depth, one-on-one interviews with
consumers both inside and
seeking “the good, the bad, and the ugly.” Here are some responses
from customers of current competitors and potential competitors in
other markets.
1. “So there I was, like herded cattle, standing on the hard concrete
floor, cold wind blasting my ankles every time the door opened, waiting
and waiting for our name to be called.”
2. “And then I saw a dirty rag being slopped around a dirty table!”
3. “The manager said, ‘That’s not a gnat, that’s black pepper,’ so I said I
know the difference between black pepper and a gnat, black pepper
doesn’t have little wings on it!”
4. “When they’re that age, going to the bathroom is a full-contact
sport—they’re reaching and grabbing at everything, and you’re trying
to keep them from touching anything because the bathroom is so
dirty.”
Questions for Discussion
1. What were the customers actually saying in the four responses given
in this case? Translate them into customer requirements using
actionable business language.
2. In addition to your responses to question 1, the voice of the
customer process identified the follow- ing customer requirements:
food and drinks at their proper temperature, fresh food, meeting the
unique needs of adult guests as well as families, exceeding service
expectations, an easy to read and understand menu, and caring staff.
Suggest how these customer
requirements can be translated into production and
service delivery processes and activities. 3. Conduct a similar mock
voice of the customer pro-
cess for your school or college. What did you learn