Professional Documents
Culture Documents
Final Report - Group 5 - Section B
Final Report - Group 5 - Section B
Submitted by: Group 5 (Section-B) Jayakrishnan Nair N J (11023) Sourabh Rai (11053) Prasad Krishna (11094) Bhushan Atul Ashok (11131) Rishi Kumar Gandhi (11164) 1|Page
Table of content:
Introduction: ............................................................................................................................... 1 Positioning Services: .................................................................................................................. 1 Competitive advantage through Market focus: ...................................................................... 1 Developing an effective positioning strategy: ....................................................................... 1 Market Analysis: .................................................................................................................... 1 Internal Corporate Analysis: .................................................................................................. 1 Competitor Analysis: ............................................................................................................. 2 7 Ps of Service marketing for Little Woods: ............................................................................. 2 Managing relationship and building loyalty: ............................................................................. 3 Consumer Behaviour: ................................................................................................................ 3 Pre-purchase stage: ................................................................................................................ 3 Service Encounter Stage: ....................................................................................................... 3 Post Purchase Stage: .............................................................................................................. 6 Three parts of this script that went smoothly and conformed to our expectations:............ 6 Three parts of this script that deviated from our expectations: .............................................. 7 The Servicescapes Model- An Integrative Framework: ............................................................ 7 Internal Responses: ................................................................................................................ 7 Environment and Cognition: .................................................................................................. 7 Environment and Emotion: .................................................................................................... 8 Environment and psychology: ............................................................................................... 8 Service Blueprint: ...................................................................................................................... 9
Introduction:
Little Woods is one of the most popular restaurants on the Chamundi Hill road being visited by a number of people from Siddhartha Nagar and the nearby apartments. The various varieties of food items along with the lightening fast service makes it one of the most soughtafter restaurants in the vicinity.
Positioning Services:
Competitive advantage through Market focus:
Market focussed strategy is one of the strategies where an organisation provides a variety of services in a limited market. When we put Little Woods on the positioning map, it comes around moderate service with moderate price.
1|Page
Competitor Analysis:
The founders of Little Woods have a vast experience dealing with this business. They have a couple of more restaurants in Mysore and this has helped them to know the tastes of the people and create harmonious relations with the vegetable vendors. Little Woods is a pure vegetarian restaurant. Hence, it has created a very much focussed market for itself where most of the people who are pure vegetarians are its customers. The other set of customers are the ones who eat both vegetarian and non-vegetarian items.
2|Page
Final Report, Group-5(Sec-B) Employees patiently hear any grievances by the people and get it rectified as soon as possible in order to give the best possible service to the customers. They are fluent in Kannada and Hindi but they do not understand English Most of the Customers are those people who live nearby and devotees/travellers to Chamundi Hill. The students from nearby institute also goes there
Process: Level of customer involvement is very low as they do not provide adequate training to employees Flow of activities include Home delivery service, parcel provisions, serving in restaurant, also a provision to provide food in customers vehicles Physical Evidence: They have employee dress code but it is rarely followed They have 2 floors with closed space and an open area They provide good ambience but they do not have separate air conditioned area They play music in the restaurant which is melodious
Consumer Behaviour:
Pre-purchase stage:
We have already visited Little Woods a number of times since the last one year and are familiar with the quality of the food served over there. Most of the Wednesdays when the mess remains off, we usually go there to have a sumptuous dinner. Even this time, expecting a very delicious food, we visited this restaurant which has become one of the most popular restaurants to visit among the student community in SDMIMD. The most important factors to visit it by us are the proximity to our college; and the appetizing taste as well as the wide variety of food available over there.
Customer
1. Form a group of 6 friends and arrive in the hotel
Waiter
Chef
Cashier
3|Page
Final Report, Group-5(Sec-B) 2. See if there is a table for 6. If not, then we ourselves pull some chairs and tables to make sure that everyone can eat together 3. Waiter comes with a glasses of water and a menu card 4. We discuss the items to be ordered ourselves 5. We call the waiter to place an order 6. Waiter arrived and took the order in his notebook 7. Waiter goes to the kitchen and communicates the order to the chef 8. Waited for 10 minutes after which we call the waiter to ask him how much more time will it take. 9. He tells us 15 minutes more, hearing which we order cold drinks. 10. He gets the cold drinks in 5 minutes. 11. After 10 minutes, the chef hands over our order to the waiter in a tray. 12. The waiter gets the food for everyone to devour.
4|Page
Final Report, Group-5(Sec-B) 13. We find out that the waiter has actually brought Chilli Paneer Dry instead of Chilli Paneer Curry and Veg Hyderabadi instead of Paneer Hyderabadi. 14. We straightaway notify the waiter about the issue and ask him to take away the items which we didn't order and ask him how much more time will it take to get the items which we had previously ordered. He tells us that we have to wait for 10 more minutes. 15. We start eating whatever items we have on the table and notice that we do not have onions, which are usually complementary for SDM students. We call the waiter. 16. We ask for the onions, which he promptly arrives with within 2 minutes. 17. 10 minutes had already passed and our 2 items had not yet arrived. We called the waiter again. 18. The waiter told us that we had to wait for 5 more minutes and apologised for the delay when he saw us getting irritated with the delay.
5|Page
Final Report, Group-5(Sec-B) 19. The items surprisingly arrived within the next 2 minutes and we ate the delicious spicy food which we had been waiting for so long. 20. We ask the waiter for the bill. 21. The waiter goes to the cashier to get the bill. 22. We find out that the items which we had been mistakenly given previously had also been billed and the customary discount given to the SDM students was also not included. 23. We ourselves go to the cashier and tell him the issues, which he addresses promptly. 24. We pay the bill and leave the restaurant.
Post Purchase Stage: Three parts of this script that went smoothly and conformed to our expectations:
Taste: The taste definitely conformed to our pre-purchase expectations. We had visited Little Woods a number of times before and had already developed a taste for it. The taste of the food items has always been up to great standards and we have never had any deviations in the taste every time. Ambience: The ambience of the restaurant is one of the best in this area. The colour scheme on the wall blends with the architecture very beautiful. Soft music is played in the background which gives us a very good feeling while eating the food.
6|Page
Final Report, Group-5(Sec-B) Manager/Cashier Behaviour: The manager was very kind and listened to our problems and straightaway corrected the bill without asking the waiter for any kind of confirmation. He trusted us and solved the issue in a jiffy.
Internal Responses:
Cognitive - knowledge structure Affective - feelings & emotions Physiological- changes in
7|Page
Final Report, Group-5(Sec-B) Categorize: Categorization is the process, by which we assign a label to an object; perceptions of the servicescape may simply help people to distinguishing a firm by influencing a firm how it is categorized. In the resturant industry a particular configuration of environmental cues suggests that fast food where generally self service system is there whereas another configuration suggests elegant sit down restaurant where you can order for the food. In little woods we have second type of configuration in which pepole come, sit and take food.
8|Page
Service Blueprint:
Physical Evidence
Parking area
Dining area
Go to the table
Receive food
Eat
(Onstage)
Greeted by the waiter Shown the table by the waiter Provide menu Take order Serve beverrages Serve meal Clear dishes and trash Collect payment and return receipt
P e r s o n
Pick up order
Process payment
Prepare meal
Inform waiter
9|Page
Final Report, Group-5(Sec-B) Service Blueprint: is a technique used for service innovation. Service blueprint consists of 5 components: 1) 2) 3) 4) 5) Customer Actions Onstage / Visible Contact Employee Actions Backstage / Invisible Contact Employee Actions Support Processes Physical Evidence
1) The customer actions include: o Entering into the restaurant o Go to the table o Review the menu o Place order o Receive food o Eat o Pay cash/cheque o Receive change o Leave the restaurant 2) The onstage employee actions include: Greet customer Show customer to table Provide menu Take order Serve beverages Serve meal Clear dishes Take cash and bring change 3) The backstage employee actions include: Check table availability Place order in kitchen Pick up the order Process the payment 4) The support process includes: Preparing meal Informing waiter
10 | P a g e
Final Report, Group-5(Sec-B) 5) The physical evidence component includes: Parking lots Waiting area Dining area Menu Serving trays Dishes Foods Bill
11 | P a g e