East-west café and Yolk-ay restaurant implementation of external factors
Section 1
Question 1
For East-west café to be able to fairly compete with Starbucks, which is well established in the market, it has to effectively and keenly plan and look into the Four Ps of marketing o attract its customers. For it to remains competes in the market Alanazi needs to do the following
Product
Since Starbucks is a fully established business in the market, for East-west café to effectively compete with it, there is a need for the management of the East-west Café to develop a value for its Product. The creation of the Product at East-west café should be done in a manner which is close to the value of the products and service that is offered or provided by Starbuck. This element of competition will ensure that most Starbucks customers spill to the East-west Café and increases its revenues generation.
Price
Pricing is one of the most essential too for competition. Alanaza needs to set prices that are very competitive compared to those offered by Starbuck for it to survive the competition; that is the case in the scenario.
Promotion
Owing to the existence of Starbucks in the market, it is well known to most of its customers. For East-West to be able to compete effectively, there is a need for the owner Alanaza to be involved in the use of the modern and more innovative means of communication to be able to promote the Café. This can include the use of social media, such as Facebook and Twitter.
Place
East-west Café needs to be set in the most strategic location to be able to compete with Starbucks effectively.
Question 2
Organizational band image is one most crucial elements of its operation. In the scenario, given above the CEO of Heylil Shawarma needs first to recognize the past, that is, acknowledging the complaints launched by the customers of the hotels on the brand difference. After accepting this difference, the Hotel needs to ensure the claims are fully understood, and appropriate action would be taken to correct the situation. The Hotel can control the conversation about the brand image by providing that it gives the best assurance and adjust to correct the mistakes that the customers have identified in the Hotel.
Since the brand image is a competitive element of business for the Heylil Shwarma to protect its brand image, there is a need for the organization to align its production procedure by transferring all the production procedures from the mother branch to the other branches. This will ensure that the food serviced in all the three branches of the food chain are all the same. Finally, the management of the chain food can apologize to the customers in the different departments to ensure that the information on the brand image does not spread far in the public domain among other clients of the Hotel. The management should also develop additional proactive to ensure that the problems do not turn into a crisis.
Scenario 3
To resolve the case, the Café needs to acknowledge and accept the responsibility according to the complaint by the client. Then, the Café owner needs to apologize to the customers of the Café about the issues and offer to change the plates and the cups with those which are better washed. The significant parts of marketing theory that can be used to improve the experiences in the Café is the customers’ satisfaction and brand image protection. When the café grows its element of customer’s satisfaction, the employees will have the understanding that the clients of the essential aspects of business operation, this will help the café in striving to offer the best services for the employees of the organization. Besides, the use of the brand protection aspect of marketing theory would help the Café to understand the need for adequate brand protection through the development of the best services within the business premise.
Section 2
- Customer value proposition
As people become busier, it is often rare to get proper time to make traditional food, especially those which are unique countries such as conventional Indian eggs. We intend to makes the best regular eggs and other foods that will leave you yawning for more. Our menus are made with the most celebrated chefs and who have a long time experience of the best meals in the country. Other than just the element of food, the restaurant offers tantalizing traditional juices to accompany these foods, and you will be served with the best trained and courteous men and women who have dedicated their time for the services they do. Our prices are friendly as well know the needs of the local citizen. We literary offered much for too less. We are open every day, and we will ensure that you get the best experience each time very time that you visit us. We are always open for you and ready to receive you for the best experience at any time. Visit us any time and get the best of the traditional Indian eggs and other menus. We will give you an experience which is next to none.
The target market for the value proposition
The market for the value proposition is the general urban market. The restaurant target the urban market but has no specific demographic in terms of gender. The restaurant will serve both males and females at the same measure. Besides, it will help individuals of all ages and everyone in the city. However, since most of those who do not have enough time to cook for themselves are employees of the city and institutions of learning such as universities and colleges, the restaurant will focus much on the students’ population. It will target such a population of students who have limited time to get food from the other hotels. It will also target the growing community or individuals who are either moving from one place to eh other or have some businesses in town.
2.
There is a need for the restaurant to make major changes in its portfolio. This should be in line with the different needs of the target market, which is ever dynamic. Yolk-ay restaurant needs to focus on changing its menus as a result of the various externals environments that surround the business and in line with the marketing theories. The restaurant currently serves traditional UAE egg menu. However, this is quite narrow and locks some of the clients outside. some do not enjoy the foods which exist in the current restaurant portfolio (Menumenu). Some of the key changes which are needed included the provision of wider food variety that is not only restricted to the traditional UAE egg menu. Every business must pay closer attention at the external environment while making changes. However, the external environment guides the changes that the restaurant will have to make on its portfolio. These externals factors that will influence the changes of the Menumenu includes
Demographic trends
The restaurant needs to changes on the Menumenu served in order to meet the specific demands of the various population. For Yolk-ay, the management needs to consider the specific needs of the population. The key external factor which includes this change within the restaurants is the demographic trends. Since the traditional food that is provide or served within the Yolk-Ay restaurant need appears to be common or favours much the elderly population compared to the young people. Changing the portfolio and offering the most currents and modern menus that are common among young people will help the restaurant to make more and better sales. Besides, the change of the portfolio to most recent menus within the restaurant will help in attracting more customers to the organization. Since the environment in which the business exists is mainly made up of the young people changing to other current menus that are well recognized by the young population. However, in order for the restaurant to remain competitive and equally sustainable there is need for the change of the portfolio to meets the different needs of the demographic groups that are available in the city
Competition
Competition is a drive to any organizational change. For any business to remain competitive, there is a need of matching the levels of competition in the prevailing market. The same externals factor is the leading cause of the need for a change of the Yolk-ay restaurant’s Menumenu. The restaurant needs to change its menu and the portfolio as a result of the massive competition from another well established restaurant which are offering diverse menus. As it is now the Menumenu of the restaurants is quite narrow, there is need for the restaurant to expand its menus to meet the various needs of the clients. The organization needs to adopt various menus, which will also meet the rate of competition from other restaurants, which are provided o their customers to be able to attract a substantial amount of customers.
Latest consumer trends
The others rationale for the organization to change its Menumenu is the latest consumer trend. As the trend keeps on chaining, there is need for the Yolk-ay to keep up with the new trends. Since various restaurant are coming up with new trend, the traditional menus provided by the business is also becoming outdated as chefs are coming up with new trends in cooking and new menus, the restaurants need to change its Menumenu to modern and currents trends of menus which are in line with the demands of the new generation of customers. The traditional Menumenu offered by Yolk-ay, which is a major made of the traditional Indian egg despite its higher customer volumes, is slowly getting uncommon among the increasing population of the young population. The latest demands which are quite different from the one which served ten years ago means that the restaurants need to begin serving some more innovative dishes.
Economic factor
Product and service marketing must be sensitive to the economic factor (external environment). The food that is currently served by Yolk-ay is quite costly for most customers. The common traditional Indian eggs that are the main Menumenu of the restaurants need to be changed, and the Menumenu expanded to meets the element of pricing demands by other clients whose purchasing capacity is relatively lower. The restaurants have to expand the portfolio to meet the demand of the other customers who are willing to visit the restaurant but have been barred by the expensive exiting menus, the traditional Indian eggs, which is the only one served.
Technology
Technology is another leading factor for change within an organization of any kind. For Yolk-ay restaurant, there is a need for the organization to change or expend its Menumenu and start offering food that can be assisted by the existing modern technology. This will ensure that the business remains competitive since technology use will ensure more effective and robust production of unique menus for the dynamic needs of the customers. The traditional UAE Indian egg Menu, which is currently served at the restaurant, does not need the ever-changing needs of the customers and is not technology-intensive, the restaurant needs to incorporate the use of the latest technology to produce the latest menus.