Burger King (BK) Jamaica is faced with declining saw amid fierce competition from KFC, Island Grill, Wendy's and others. These declining sales have resulted in 10% losses in 2018 over income of the previous year. The Marketing Manager of BK was advised by the board of directors that a plan must be put in place to improve sales by the end of 2019, as the company will not be able to sustain further losses. In response to the mandate from the board, a focus group was conducted by marketing with BK customers to identify factors that could possibly drive sales. On thematic assessment of the focus group manuscript, the following factors were identified as possible drivers of sales. These are:

1.Healthy Options

2.Price

3.Menu Choice

4.Customer Service

5.Friendly Staff

6.Opening hours

These preliminary findings were used to develop a survey that was administered across Jamaica for scientifically determining whether these six factors were key drivers for improving sales. The results from the data analysis were summarized in Table 1.

Table 1: Regression Models on Factors that drive sales at BK

N=155

*p<.05>

n/s: not significant

A.Based on these results, what strategy would you recommend to BK? [10 marks]

Model 1 Sales ( LIKERT Scale ) Beta SF p-value 1 (Constant) 462 .329 164n/s Customer Service 400 110 000* Price 031 083 .71 1n/s Opening Hours .247 083 004* Friendly Staff .085 082 302n/s Menu Options -.242 122 050' Healthy Options . 101 .060 .099 R 2 663 Adjusted R2 639 F(6, 149) 27.596*