Department of Marketing

BBAM 3313 – Service Marketing

ASSIGNMENT
2017/BAD/134

Question 01
a) Given the fact that the pleasure Food Group has never established a customer database,
and has never systematically investigated customer perceptions about its products and service,
how could it cost – effectively acquire such a database and also secure definitive information
about customer satisfaction?

As the facts that we have given, The Pleasure Food Group is well reputed company, as well as
they have good management and directors and they have launched best strategies in past 30
years. But they never established the customer database, and never systematically investigated
customer perceptions about its products and service.

Customer perception is important to any brand because it affects everything. It means customer
perception plays an important role, from understanding the customers to communication and
advertising, their buying decisions, their loyalty, the extent to which they recommend a brand
and even more, their advocacy efforts. So customer perception directly affects to the buying
behavior of them and demand of the product, so we can say that buying behavior directly affect
to the organization revenue. As well as customer satisfaction is the one of important factor to
the business because, when the customers are satisfied, they believe in the brand and become
loyal. These loyal customers give brands repeat business and form a major part of the revenue.

As my point of view, because of The pleasure Food strategy has been founded on organic
growth they didn’t much thought about customer satisfaction and customer perception. So I
think if they more consider about customer perception, satisfaction by establishing a customer
database, investigating customer perception about its products and services and launching
different promotional programs they will be able to achieve more rapid expansion as their
wish.
 Question 02

b) What are the major trends in customer segmentation and customer dynamics which could
affect the Pleasure Food Group’s business in the foreseeable future?

Segmentation has been around since the early days of marketing. “One size doesn’t fit all” has
become the mantra of brand communication. With the fast moving world marketers have to
face different challenges such as trends, like everything trends have affected to segmentations.
The following market segmentation trends may be effect either success or frailer of the
business.

1. New ways to collect and process data

2. Refined segments bringing customer behavior to the forefront
3. Hyper-personalization on the rise
4. Expanding platforms vs. new lines of thinking
5. Segmentation in the hands of marketers.

The first trend is New ways to collect and process data. Data is the oil of our time. New
capabilities such as chatbots, forms, messengers, and website actions bring more inputs and
thus more data altogether. And companies are focus on the untapped potential of UTM
parameters, the simple tags added to a URL that allow powerful tracking. Through this
companies can allow salesperson to see that how exactly customer landed and provide a more
personalized experience. In the case of the Pleasure Food Group’s business doesn’t pay
attention to these things. So this trend will be affect for them in the future.

The second trend is Refined segments bringing customer behavior to the forefront, it means
with the boom of powerful platforms, marketers can track customer data across different
channels and better understand the behavior of their audience. So when competitors follow
these things it may be affect to Pleasure Food Group in the future.

In Hyper-personalization on the rise mean, such as Email personalization, companies design

email templates with columns and field that are populated with personalized content based on a
unique customer profile, such a product launches, seasonal offers, updates and
recommendations. So Pleasure Food Group doesn’t pay attention either this trend also, this
also will affect them in the future.
 In the trends of Expanding platforms vs. new lines of thinking and Segmentation in the hands
of marketers means some companies using dozens of apps and business use business
intelligence specialists regularly for their business. But Pleasure Food business doesn’t pay
attention this also. So this will affect in future.

Question 03

c) Assuming that one of the options facing the Pleasure Food Group is expansion into
overseas markets, what are the factors which should be evaluated before such an option is
actively pursued?

When expand the business to overseas there are so many challenges arise for a business.
Affordability is the main thing that we must consider, but the Pleasure Food Group is in good
shape financially so I think that it is not a big matter for the business, I have mention in the
following that other things that Pleasure Food Group must consider when they expand their
business to overseas.

I.Culture – the Pleasure Food Group must consider the culture difference of the specific country,
because it can determine whether the business is successful or not.
II.Legal and regulatory barriers – The Pleasure Food Group business in foreign markets is
achievable if the business is flexible enough to work within the local las and regulation
guidelines.
III.Foreign government consideration – The stability of the local government and its authority are
very important hen reviewing overseas business options for Pleasure Food Group, such as
 Currency exchange rates
 Access to needed resources and materials
 Communication and transportation
 Government assistance programs for businesses
 Access to affordable capital
 Protection policies for businesses
 Immigration and employment laws
IV.Business case – It is essential for Pleasure Food Group that business case responds to the
challenges, adversity and rewards of expanding overseas. Such as
 Perform a market study to understand the market’s personality, economic feasibility,
market trends, financial cost patterns and market forecasts.
 Intellectual property and trademark protection, and making sure the governmental
authorities in that location recognize and protect the businesses proprietary needs.
V.Fulfillment - Pleasure Food Group need to ensure they have an efficient fulfillment strategy in
place from the beginning.
VI.Hiring employees internationally – If Pleasure Food Group planning to open restaurants
globally or simply having remote workers in different countries, they must consider who
they’ll hire for the various roles.

END.