The company has not used such reports before, which means that the value of the reports is unknown but it also means that the company is more likely to implement the reports poorly, making them less useful. There are a number of alternatives flowing from this analysis. The company could implement the reports, either set or both, in order to better determine where its troubles lie. These options would take time while key branches are bleeding sales, but the information would likely be valuable. The second main alternative is to ignore the sales woes and pursue a new opportunity -- there are several to choose from.

It is recommended that the company attack the declining sales on multiple fronts. The first is on the marketing side. If the consumer perceives quality to be an issue, it will be revealed and the marketing...

The company already knows that there are performance deviations in its kitchens -- these should be addressed regardless of what the survey says.
The third recommendation is that the company does not pursue any of the opportunities that have been identified by management. If there are performance and/or branding issues, they will undermine any co-branding, breakfast or home delivery initiative. Before pursuing new opportunities, The Coop needs to ensure that its current business is strong and that there are no major weaknesses in what it does. The last thing the Coop needs is to expose its weaknesses to a broader set of consumers, especially when these initiatives will all cost substantial amounts of money to execute.