Marketing and Operations

Element 1: Marketing

Introduction

The chosen service is a restaurant with an airplane theme by the “Grand Eatery”. It gives a person a real time experience of dining in the variety of dishes with a compact service. The study here applies different techniques of marketing and operations including SWOT analysis of the services and pestle of the country being chosen for trade.

The services are associated within a development of targeting that involves both male and female customers with no upper age limit. There are lifestyle choices that allow a person to concentrate on the restaurant business and engage in better food services that satisfies their taste buds. The restaurant is targeted to win the hearts of middle income groups along with highly paid income groups (Kotler and Keller, 2016). The people that love to go out on dining often along with a thought of having dining experience in the middle of an airplane can check out this restaurant as this is a theme one. In Brazilian market the people are mad about football, now the restaurant can offer discounts on different football match tickets and the ambience is rated to be the most important one. The age and competency levels are identified to be important factors when it comes to the development of a business. There is practically no limit observed for the age group as anyone can choose to have a dining experience in this restaurant that is going to be opened in Brazilian market.

Application of marketing mix

The four P’s of marketing mix can be applied in this case of developing the business:

Price: The services will be tried to be pocket friendly and each person will be given free coupons to football matches as an attractive offer. The dishes will start from a pocket friendly range of 30 reals and each plate consists of a good amount of food with good quality.

Product: The product is associated with good quality food services in airplane themed restaurants (Lahtinen, Dietrich, and Rundle-Thiele, 2020). The ambience resembles a cabin of a plane and it is important to associate with the components of a restaurant's business.

Promotion: The promotion of the services can be done through online and offline media. Offline media will engage in printed pamphlets. There are newspaper advertisements along with an arrangement of billboards that can be done as a method of promoting the business (Mahmoud, 2018). In case of online business promotion the company can expand the website for the users of Brazil to book their table. There can be more of the engagement offered for independent management of services through social media. Social media promotions are important as this gives a wider aspect of promoting the markets.

Place: The place is chosen as Sao Paulo, which is one of the most visited places of Brazil. The restaurant business can take a leap with this location services and implementation of promotions.

Ansoff Matrix

Conclusion

Hence, by following all the marketing strategies this restaurant business can become improved and essentially encourage the development of operations within Brazilian market.

References

Book

Slack, N. and Lewis, M., 2019. Operations strategy. Pearson UK.

Journals

Brennan R., Harker M., Armstrong G. and Kotler P.T., (2019), Marketing: an Introduction, Pearson, 4th Ed.

Dost, F., Phieler, U., Haenlein, M. and Libai, B., 2019. Seeding as part of the marketing mix: word-of-mouth program interactions for fast-moving consumer goods. Journal of Marketing, 83(2), pp.62-81.

Helo, P., Gunasekaran, A. and Rymaszewska, A., 2017. Improving marketing and operations strategy through industrial services. In Designing and Managing Industrial Product-Service Systems (pp. 37-42). Springer, Cham.

Kotler P.T. and Keller K.L., (2016), Marketing Management, Pearson, 3rd Ed.

Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the effectiveness of the commercial marketing mix in a social marketing context. Journal of Social Marketing.

Mahmoud, T.O., 2018. Impact of green marketing mix on purchase intention. International Journal of Advanced and applied sciences, 5(2), pp.127-135.

Element 2: Operations

Section 1

Section 2

The polar diagram, associated with expectations of how the process is managed within a particular set up (Thabit, and Raewf, 2018). The relevance to the customer can be calculated in terms of customers expectation from performance objectives of the services:

Providing outstanding Patron experience by not just serving food but creating and emotional touch with customers

Creation of a brand image in Brazil

Offering the diverse menu

Establishing customer loyalty by providing quality service and discounts on regular customers (Pomering, 2017)

Establishing a good staff behavior to encourage more customers to dine in

Section 4

The marketing and operations have their own set of functionalities. The relationship can be explained in terms of integrated marketing and working on promotions together. The relationship between marketing and operations are identified as the key areas of adding values to the business operations (Thabit, and Raewf, 2018). The areas that are responsible for specifying the productions are associated with delivering goods and services to the customers. Operation “serves as the backbone of a marketing team, delivering planning, governance and support functions to allow core marketing functions to focus on delivering value.”

Section 5

The chosen theory in this case of service quality (SERVQUAL) and this is applicable within the business (Slack, Brandon-Jones, and Johnston, 2019). The service quality is identified as a discrepancy between a customer's expectation for a service offering and the customer's perceptions of the service received. The measurement is done on reliability, tangibility, assurance, empathy, responsiveness.

There is an important parameter that concentrates on competence, courtesy and communication and credibility and understanding the tangibles in case of servqual. The theory involves a complete management of operations and quality of serving in this restaurant chain to be opened in Brazil. The servqual is aligned with tangible which leads to physical facilities and communication materials. The reliability is associated with promised services of dependability and accuracy (Oakland, 2000), . Servqual is essential as “ it allows service providers with similar output to provide greater value, competitiveness, opportunities for growth in services, and increase in customer satisfaction.” Furthermore, the model can be described in terms of reliability that allow the services to be managed dependently and accurately. There is another attribute called responsiveness which is willingly to help the customers and provide prompt services. The staff should have confidence in their services along with a willingness to help the customer through their stay with the restaurant and this feature is called empathy. Analyzing the team wide data is also important on servqual.

Servqual can be essentially implemented via the control process of each element in use. The theory is entirely justified in this case as the process highlights the different components, which are aligned within the servqual theory (Hoyle, 2007). Service quality is essential as the people are allowed to judge the quality of service. There are sequential attributes designed which affects the customers and allows them to engage in essential services. There is systematic analysis observed for the engagement of service quality within a setting of business. In this restaurant business, the customer might not be happy with the ambience of the quality of services. Hence, it becomes important for the people to express their happiness or inconvenience of the restaurant business Grand Eatery through service quality attributes. The engagement is associated within an incorporation of independent surveying and qualitative analysis. The expectation of work breakdown structure is associated within a variance of records and analytical engagement. New international market is associated with the expected improvement of service quality and convenience.

The chosen country is Brazil, where the application of marketing mix is observed. The company Grand Eatery is going to expand their business here, which needs appropriate indulgence of people to manage the implications of the new international market. The parent company can launch restaurant services in Brazil using the tactics of marketing and utilizing all available resources (Hill, and Hill, 2012). The servqual method is ideal for customers to express their thoughts regarding a particular process. Marketing management is applicable within a sustainable utilization of components. While the methodology of servqual is allowing the operations to be managed, there cannot be any dissatisfaction observed within the customers.

Servqual technique is required to be justified and appropriately engaged within the business expansion and comprehensive analysis can be undertaken for the people involved within the services (Hirunyawipada, and Xiong, 2018). General operations management is required to be applied for the operational engagement of the process engagement. Operations are identified to be the backbone of the marketing, which is improvising the traditional concepts and improving the current situations. “It has been identified as a service of support to the marketing team for delivering planning, “serves as the backbone of a marketing team, delivering planning, governance and support functions to allow core marketing functions to focus on delivering value.”

Servqual models are being improved over the years and in this case, the competition is much higher which needs to be engaged within total quality improvement (Hoyle, 2007). Designing and Managing Industrial Product-Service Systems is identified to be a tagline to be followed by the people of a system and effectiveness of commercial marketing can be engaged with supremacy. The development of customer trust on service quality within a particular system is essential for the engagement of quality care in restaurant business along with food diversity.

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References

Journals

Hill, A. and Hill, T. (2012), Operations Management, Palgrave McMillan, 3rd Ed.

Hirunyawipada, T. and Xiong, G., 2018. Corporate environmental commitment and financial performance: Moderating effects of marketing and operations capabilities. Journal of Business Research, 86, pp.22-31.

Hoyle, D. (2007), Quality Management Essentials, Butterworth Heinemann.

Kumar, C. and Ganguly, A., 2019. Theoretical Framework to analyze conflict between marketing and operations strategy: A product life cycle perspective.

Oakland, J.S. (2000), Total Quality Management: Text with Cases, Butterworth Heinemann, 2nd Ed.

Slack, N., Brandon-Jones, A. and Johnston, R. (2019) Operations management, 9th Ed, London: Prentice Hall.

Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case study. International Journal of Social Sciences & Educational Studies, 4(4).

Pomering, A., 2017. Marketing for sustainability: Extending the conceptualisation of the marketing mix to drive value for individuals and society at large. Australasian Marketing Journal, 25(2), pp.157-165.