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GROUP MEMBERS: Trinh Thi Minh Hang, s3210090 Le Minh, s3160649

SERVICE QUALITY – GROUP PRESENTATION. ----------------------------------------------------------------------------------------------------------------------------------------------------------------. AL FRESCO RESTAURANT.

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GROUP MEMBERS: Trinh Thi Minh Hang, s3210090 Le Minh, s3160649

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  1. SERVICE QUALITY – GROUP PRESENTATION ---------------------------------------------------------------------------------------------------------------------------------------------------------------- AL FRESCO RESTAURANT ---------------------------------------------------------------------------------------------------------------------------------------------------------------- • GROUP MEMBERS: • Trinh Thi Minh Hang, s3210090 • Le Minh, s3160649 • Nguyen ThiHoai Phuong, S3298409 • Giang Nguyen Phuong Hai, s3311542 • Dinh Tran NhatThanh, s3309933 LECTURER:Ms. Nguyen AnhThu GROUP 2

  2. HISTORY & BACKGROUND ---------------------------------------------------------------------------------------------------------------------------------------------------------------- I. HISTORY • First operated in Hong Kong in 1992 • Born in 1996 in Hanoi and then be present in Ho Chi Minh in 2003 II. COMPANY’S SERVICE PRODUCTS: • Food and beverage, • especially Mexican & Italian food The Al Fresco’s Group Vietnam ----------------------------------------------------------------------------------------------------------------------------------------------------------------

  3. TARGET MARKET & STRATEGY ---------------------------------------------------------------------------------------------------------------------------------------------------------------- • Focus Strategy: Fully focused (Service & Market focused) • Categories of Services: People Processing ----------------------------------------------------------------------------------------------------------------------------------------------------------------

  4. POSITIONING MAP ---------------------------------------------------------------------------------------------------------------------------------------------------------------- HIGH PRICE Pacharan Vasco Mexico Lindo Le Sud Gaudir Al Fresco LOW VARIETY OF FOOD HIGH VARIETY OF FOOD Lahabana La Cantina LOW PRICE

  5. CUSTOMERS SERVICE ENCOUNTER ---------------------------------------------------------------------------------------------------------------------------------------------------------------- EMPHASIZES ENCOUNTERS WITH SERVICE PERSONNEL HIGH AL FRESCO EMPHASIZES ENCOUNTERS WITH PHYSICAL SERVICE ELEMENTS LOW ----------------------------------------------------------------------------------------------------------------------------------------------------------------

  6. SERVUCTION SYSTEM ---------------------------------------------------------------------------------------------------------------------------------------------------------------- Table, room Reception Kitchen Parking ----------------------------------------------------------------------------------------------------------------------------------------------------------------

  7. FLOWERS OF SERVICES ---------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------------------------------------------------------------

  8. BRANDING ---------------------------------------------------------------------------------------------------------------------------------------------------------------- • Al Fresco restaurant is a small, mono brand inside the Al Fresco group Hanoi's Community Produced Local Guide Diachiso The Al Fresco’s Group Vietnam Bua An Viet ----------------------------------------------------------------------------------------------------------------------------------------------------------------

  9. PLACE - SERVICE DELIVERY ---------------------------------------------------------------------------------------------------------------------------------------------------------------- • CUSTOMERS VISIT SERVICE SITE • Number of restaurants: 6 in HCMC, 1 in Hoi An, and 7 in Hanoi • Operating hour: Every day 8:30 am – 11 pm (Except national holidays) • Customers can either stay or do take-away • II. SERVICE PROVIDERS GO TO CUSTOMERS • Menu available on website with call number • Seven days a week 8:30 am – 11 pm • Free delivery within 5km of restaurant • → Use of personal channel ----------------------------------------------------------------------------------------------------------------------------------------------------------------

  10. PROMOTION ---------------------------------------------------------------------------------------------------------------------------------------------------------------- COMMUNICATION STRATEGIES • Advertising • Sales promotion • PR ----------------------------------------------------------------------------------------------------------------------------------------------------------------

  11. PRICING APPROACH VALUE-BASED PRICING ---------------------------------------------------------------------------------------------------------------------------------------------------------------- QUALITY AND VALUE • Australian fresh ingredients • Mexican or Italian recipes • High-quality and distinctive taste • Well-trained staff • Free delivery • Serving All day PRICE RANGE • Foods: VND 60,000 – 300,000 • Desserts & Drinks: VND 35,000 – 100,000

  12. GOOD VALUE PRICING SAME VALUE FOR LESS PRICE ---------------------------------------------------------------------------------------------------------------------------------------------------------------- HIGH-LOW PRICING • Frequent Promotion • Lower price if buying ‘larger-than-life’ portions VIP Cards

  13. RECOMMENDATIONS ---------------------------------------------------------------------------------------------------------------------------------------------------------------- • Parking lot should be wider and separated from restaurant • Improve hospitality communication: • Train staff to be more friendly • Change toilet location • Establish feedback areas on restaurant & website • Provide more links via Advertising and PR • Official Commercial • Facebook, Blogs, Online and Print newsletters ----------------------------------------------------------------------------------------------------------------------------------------------------------------

  14. REFERENCES ---------------------------------------------------------------------------------------------------------------------------------------------------------------- Anyarena, < http://anyarena.com/>, viewed 18 November 2011 Bua An Viet, <http://www.buaanviet.com/restaurant/page/2>, viewed 18 November 2011 Diachiso, <http://diachiso.vn/ha-noi/dong-da/huynh-thuc-khang/13/pepperonis>, viewed 18 November 2011 Hanoi's Community Produced Local Guide, <http://newhanoian.xemzi.com/en/spot/367/papa-joes-cau-go-hanoi> , viewed 18 November 2011 La Cantina Saigon, < http://www.lacantinasaigon.com>, viewed 18 November 2011 La Habana, <http://www.lahabana-saigon.com>, viewed 18 November 2011 The Al Fresco’s Group Vietnam, < http://www.alfrescosgroup.com/en>, viewed 18 November 2011 LeSudGaudir, < http://lesudgaudir.com.vn>, viewed 18 November 2011 Pacharan Tapas & Bodega Saigon, < http://www.pacharan.com.vn>, viewed 18 November 2011 Vasco’s Bars & Restaurants, < http://www.vascosgroup.com>, viewed 18 November 2011 Vietnammm, < http://www.vietnammm.com/vn/restaurants/mexico-lindo>, viewed 18 November 2011 ----------------------------------------------------------------------------------------------------------------------------------------------------------------

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