Marketing and Deli Depot Essay

1. Executive Summary A. Major findings We demand using quantitative and soft methods, doing descriptive statistics and hypothesis exam research for delicatessen transshipment center. In this sequence, weve 200 delicatessen reposition guests to doing the questionnaire. In the questionnaire design, weve doing 18 hypothesis testing. Combine with questionnaire and other research go away, we have finding the sp be-time activity problems.What factors are the customer would consider to buying feed and beverage in Deli end chain of fast victuals restaurant?The research result had reflecting that the competent employees, fast service and superior aliment quality factors they would be consider. The customer percentages are 28.5% (competent employees), 24% (fast service) and 46.5% (excellent forage quality).How ab show up customers animadvert the Deli Depot performance? In the questionnaire design, x1-4 are about Deli Depot friendly employees, agonistic prices, excellent provender quality. X8-9 are asking customer barrack and satisfied. In the questionnaire, customers must to serve up their suitable marks. X1-4 scale are 1-10, x8-9 scale are 1-7. Research result had reflecting that many customers are circle in the middle marks.22.5% customers are circle 4 in x1(friendly employees), 31% customers are circle 3 in x2(competitive price), 31.5% customers are circle 4 in x4(excellent food quality), 27% customer are circle 4(scale1-7) in x8(recommend) and 26% customers are circle 4(scale1-7) in x9(satisfied) but there have eleven error (missing data).However, customers are most resist is about Deli Depot in wide variety of food. 24.5% customers are circle 2(scale 1-10)in x5(wide variety of food). Besides, 46.5% customers are answer 6(scale1-6, 6 is most authoritative) in x15(excellent food quality) and not great is x14(competent employees), 5% customers are answer 6 (scale 1-6, 6 is most important) in x14(competent employees).Overall, customers mobi lise Deli Depot chain of fast food restaurant can buoy satisfied their needs, and employees have stand friendly, excellent food quality and service for them. except Deli Depot should provide more bracing food and natural selection for customers to choose and need preserve to providing excellent food quality for customers because customers are emphasis on their choice, service and food quality, they expected they have more food choice in Deli Depot.B.) Major recommendations We should remember that human resource is important and rare resource In hospitality application so we must emphasis employees needs and wants. Helped them work-life balance and developed training program for them. Besides, Deli Depot need continue to doing retail farm animal assessment (RQA) and look control(QA) for maintain their restaurant good environment, service and food quality.Secondly, Deli Depot can try to change the new logo and undifferentiated, permit customers feeling fresh. The new unifor m design for employees can let customers feel more friendly because Deli Depots new uniform go out using fresh color, such as red, pink, orange, yel beginning. Excluding the store manager and management, others employee no need to have a tie because new employees stove are give the relax, fresh, friendly and quick-witted for the customer.Third, customer are concern their choice on menu. Deli Depot can developed diversity of their product. Beside of set, Deli Depot may provide more soup, main course, dessert and drink for customer. Deli Depot may develop Chinese, Western, Japanese, Korean, East Asia, France and Europe food and beverage in their breakfast, lunch, afternoon tea and dinner menu. However, Deli Depot should try to doing new promotion in every month/season. much(prenominal) as provide Chinese, British, France breakfast Western braked rice, Chinese fried rice, East Asia noodles and Korean snacks at lunch time Japanese, East Asia, France and Europe dishes and snacks at a fternoon tea time Combine with different country dishes, soup, dessert and drink at dinner.Thirdly, Deli Depot may provide A menu (Cheaper menu and more choice) in Monday to Thursday, B menu (Deluxe menu and less choice) in Friday dinner, Saturday, Sunday and Public holiday. Moreover, Deli Depot may plus their new promotion with their basic menu. such as customer may selecting their lunch set in A menu, cashier may promote restaurant new promotion in superfluous promotion menu and up-sell the soup, upgrade to soup with puff, special drink and deluxe dessert (such as Molten Chocolate Cake with Ice-cream). Given more choice for customers, let they can select more food and drinks and increasing restaurant sales.2. Introduction A. Background (of the case) The background information of Deli Depot expose that it is a chain of fast food restaurants that position itself as quality home-style food. The restaurant locations are both in the CBD and five in major(ip) shopping centers. The tr ade include breakfastlunch and evening , but the different location to target various customers to implementing effective trade strategies.Dependent on the latest sales and profit figures for the 2009 , the data of Annual Financial Performance and Quarterly Financial Performance 2008-09 indicated that it has a downward trend and it is performing poorly. The chief operating officer is rouseing the selling expenses had risen over the past five years from $400,000 in 2004 to $1m in 2009 , and a series of elements lead to the CEO has tabled the notion of closing the newest firing. The CMO think that the negatively affect the entire network. Whilst the CEO agreed with her comment he explained that unless the figures can be reversed the Board will demand the outlets closure, no matter what her arguments are. He instructed her to commission market research to uncover the publics opinion on Deli Depot and demonstrate that the outlet has a future.B. Purpose (of this take a leak-up) The purpose of this report is to uncover the publics opinion on Deli Depot , Deli Depot will to mend quality of every aspect dependent on the marketing research report and expect the Deli Depots newest outlet can continue operation.C. Format (of this report) About the format of this report that, our group members have followed the requirements of our task to write this business report. Firstly, the executive summary, it including two reveal aspect to represent that what is our reports major findings and major recommendations.Secondly, to wrote an introduction of this report, it including three aspects. First aspect is to describe that what is the background of the case, second aspect is to identify the purpose of this report and trey aspect is to establish the format of this report.Thirdly, this report is a marketing research report, so we have made deeper marketing analysis, the market analysis have two aspects to conduct. A part is a strategic marketing analysis, it can be divided financial performance and the marketing program, B part is a customer analysis that is based on descriptive statistics and hypothesis testing.Fourthly, marketing response include recommended strategies and recommendation for cover aspects of the marketing research plan. Fifthly, its appendices of report.3. Marketing depth psychology A. Strategic marketing analysis gibe to the financial performance, Marketing expenses have risen over the past five years from $400,000 in 2004 to $1m in 2009. But the Net Profit has Continues to decline, from $400,000 in 2005 to $100,000 in 2009. This reflected that Deli Depot have not done enough in market and lack of a all-embracing marketing strategy to meet their targeted customers needs. Because in the marketing program, they only focus on how to promote their product to customers but ignored an important feature of the guests, fresh. Many customers like to try new thing and they hope can be more choice and expect have a force for them. In addit ion, they dont have a Loyalty program to detain regular customers. It is related to establishing a good relationship with customers.In marketing strategy, first, Deli Depot must to create of new foods on a regular basis to attract customers and to increase their fresh. And then introduction of different types of food such as fried food, desserts and health food for customers to choose. Second, they must develop a loyalty program in order to increase the loyalty, such as point plan, offered a free gift or coupon to customers when they reach a certain fraction. They also can introduce Lunch special cut and package to boost customer numbers. In the other areas, use some of the more brightly colored such as yellow, cyan, orange to re-modified and creates a happy and comfortable atmosphere to customers.B1. Descriptive statistics In the questionnaire design, X1-6 are about Deli Depot performance includes friendly employees, competitive prices, excellent food quality, fast service. X8-9 a re about customer recommend and satisfied. In the questionnaire, customers have to answer their suitable marks. X1-6 scales are 1-10, X8-9 scale are 1-7. It would describe the results in three dimensions satisfied, normal and dissatisfied.According to the statistical analysis reflects that 28.5% customers are circle 7 in X3 (competent employees). The research result reflects that Customers are most satisfied with the competency of staff and think that employees can meet their general needs.22.5% customers are circle 4 in X1 (friendly employees), 31.5% customers are circle 4.30 in x4 (excellent food quality), 24% customers are circle 6 in X6 (fast service), 27% customer are circle 4(scale1-7) in x8(recommend) and 26% customers are circle 4(scale1-7) in x9(satisfied) but there is eleven errors. In these results had reflecting that many customers are circle in the middle marks and it is represent that they tend to medium for the performance of Deli Depot.However, customers are most dis satisfaction is about Deli Depot in competitive price and wide variety of food, had 31% customers are circle 3 in x2(competitive price) and 24.5% customers are circle 2(scale 1-10) in x5(wide variety of food). These results point out that the product prices are set too high for many customers. About wide variety of food, too few types of food in the restaurant and bring on them feel bored as well as to lack of novelty in the result.Many customers believe that excellent food quality is the most important factor when they selecting a fast food-restaurant to eat at. 46.5% customers are answer 6(scale1-6, 6 is most important) in x15(excellent food quality). From the result, we can see that customers focus on qualitative for a restaurant because it is related to their confident and loyalty. On the contrary, they think that the least important factor is competent employees in research result, 5% customers are answer 6 (scale 1-6, 6 is most important) in x14(competent employees).B2. Hypot hesis testing In hypothesis question x1-18, we discover there is a significant relationship with variables surrounded by x4(Excellent Food Quality, scales are 1-10) and X15(Excellent Food Quality, scale1-6, 6 is most important). In the result, customers consider that the quality of food is the most important, the average scores up to 5.16. But customers for the military rating of the quality of food in Deli Depot average scores are 4.30. These reflect that customers are respect for the qualitative of food and the Deli Depot had not reached customers expect the criterion and influence customer the desire of customers to patronize. Besides, there are a certain relationships between the quality of food and recommend.As a restaurant provides a high quality of product to customers, this is not only bringing a good experience to customers and also establishing the confidence for the restaurant. They will recommend it to people around when the restaurant obtain their trust. In the reason, customers will recommend it to others is dependents on the quality. In hypothesis question x8(scale1-7, 7 is definitely recommend) about the surmisal of recommend Deli Depot to a friend of the average scores are 4.32 and the quality of food is tend to low. This means that the quality of food is low and unable to obtain their confidence and enable to affect the desire they have recommended to others.4. Marketing Response Conclusion From the research, we can see customers mostly focus on the degree of employees attitude in service, the prices, and the food quality and the level of variety food but not the place or the environment of the restaurant.In customers point of view, Deli Depot got the competent and friendly employees which can provide food in a proper time period kindly, and excellent food quality. Also, it got competitive prices in the Food and Beverages Industry.Although the Deli Depot customers are satisfied about the employees, prices and the food quality, they are diss atisfied about the food variety in Deli Depot. They think that it only offer a few choice for them choosing the food from the menu.Recommendation As the result of customers, Deli Depot got the competent and friendly employees, excellent food quality which can provide food in a proper time period kindly and competitive prices which is acceptable. So that, Deli Depot should have got the existing employees, also maintain the style and culture of serving customers.Besides, Deli Depot need continue to doing retail store assessment (RQA) and Quality control (QA) for maintain their restaurant good environment, service and food quality. The reason of doing all of these is to satisfied Deli Depot customers needs and attracting more customers spend in Deli Depot.However, as Deli Depot is also concerned about the level of variety food and dissatisfied Deli Depot current menu, we think that Deli Depot can just allocate its resources on creating several kinds of food for the customers. For exam ples, it may add more special dishes driven from Asian, such as Indian, Chinese, Thailand, Korean and etc. These special variety of food can bring new perceive to the Deli Depot customers.Moreover, for increasing the level of variety of food within Deli Depot, we suggest that it provide some festival promotion food and environment for the customers. It probably could include some countries oriented festival, like Chinese New Year. During the festival month, it can provide some gifts, more food or only change the name of existing food related to the festival.Such as, Deli Depot distribute to each customers a red packet and free trial of Steamed Turnip Cake for each table, and also make all the dishes name in some meaningful explanations to make the customers feeling fresh and special between having meal in Deli Depot and other fast food restaurant.On the other hand, if Deli Depot really wants to change the image from stable and common food is providing to stylish and variety food pro viding fast food restaurant. They should try to change the logo and uniform, especially the color of both in order to make the customers feel fresh and changeable.The new uniform could use bright color, such as red, pink, and orange so that it can attract the focus of the customers and make them feel warm from the Deli Depot employees. Of course, the key men like the store manager dont need to do so.All of these approach are focus on changing the model and perception of customers for Deli Depot. However, Deli Depot should maintain its advantages from other restaurant as a priority, such as keeping the excellent food quality, retain the existing employees in order to keep the competent and friendly employees, also maintain the style and culture of serving customers which provide food in a proper time period kindly, so are the competitive prices.