This case is a sequel to Scott's Restaurants (A). The market research carried out in case (A) indicates that Scott's could establish a pre-emptive position in the take-out pizza market by concentrating on a limited number of basic requirements: cleanliness, product quality, and quality of service. Therefore, the pizza plan is implemented according to the marketing plan. However, early test results are not very promising. A new market survey is conducted for Scott's by a consulting firm.
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