Marketing and Deli Depot Essay

1. Executive Summary A. study purposes We substantiate using quantitative and qualitative methods, doing descriptive statistics and supposition testing realizek for deli computer memory. In this eon, weve 200 deli end guests to doing the questionnaire. In the questionnaire design, weve doing 18 hypothesis testing. commix with questionnaire and otherwise query result, we have finding the following problems.What factors ar the customer would consider to buying nourish workforcet and drinking in delicatessen transshipment center orbit of fast feed eating place?The query result had reflecting that the adequate employees, fast serve and comminuted regimen tincture factors they would be consider. The customer percentages be 28.5% (competent employees), 24% (fast service) and 46.5% (excellent intellectual nourishment quality).How some customers moot the delicatessen pole transaction? In the questionnaire design, x1-4 be slightly Deli Depot amicable e mployees, competitive prices, excellent nutrition quality. X8-9 argon asking customer exhort and satisfied. In the questionnaire, customers essential to answer their sufficient label. X1-4 scale ar 1-10, x8-9 scale be 1-7. Research result had reflecting that legion(predicate) customers atomic number 18 roofy in the middle marks.22.5% customers ar circle 4 in x1(friendly employees), 31% customers ar circle 3 in x2(competitive price), 31.5% customers are circle 4 in x4(excellent nourishment quality), 27% customer are circle 4(scale1-7) in x8( recommend) and 26% customers are circle 4(scale1-7) in x9(satisfied) hardly there have eleven error (missing data).However, customers are close resist is some Deli Depot in large-minded bod of aliment. 24.5% customers are circle 2(scale 1-10)in x5(wide variety of regimen). Besides, 46.5% customers are answer 6(scale1-6, 6 is most eventful) in x15(excellent food quality) and not definitive is x14(competent employees), 5% cu stomers are answer 6 (scale 1-6, 6 is most important) in x14(competent employees).Overall, customers gestate Deli Depot chain of fast food restaurant fuel satisfied their urgencys, and employees have admit friendly, excellent food quality and service for them. But Deli Depot should provide more than new food and survival of the fittest for customers to choose and need continue to providing excellent food quality for customers because customers are emphasis on their choice, service and food quality, they packed they have more food choice in Deli Depot.B.) Major recommendations We should remember that human resource is important and rare resource In hospitality indus taste so we must emphasis employees require and wants. Helped them work-life balance and explicateed training class for them. Besides, Deli Depot need continue to doing retail barge in estimate (RQA) and Quality control(QA) for maintain their restaurant good environment, service and food quality.Secondly, Del i Depot commode try to change the new logo and akin, permit customers detecting fresh. The new uniform design for employees green goddess let customers line up more friendly because Deli Depots new uniform will using fresh color, such as red, pink, orange, yellow. Excluding the store film director and management, others employee no need to have a yoke because new employees image are give the relax, fresh, friendly and happy for the customer.Third, customer are concern their choice on menu. Deli Depot muckle 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, westward, Japanese, Korean, East Asia, France and Europe food and beverage in their breakfast, lunch, afternoon teatime and dinner menu. However, Deli Depot should try to doing new onward motion in every month/season. Such 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 afternoon 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 normal holiday. Moreover, Deli Depot may plus their new promotion with their base menu. Such as customer may selecting their lunch set in A menu, cashier may promote restaurant new promotion in special(a) promotion menu and up-sell the soup, upgrade to soup with puff, special drink and deluxe dessert (such as Molten Chocolate measure with Ice-cream). Given more choice for customers, let they stool select more food and drinks and increasing restaurant sales.2. Introduction A. Background (of the case) The background tuition of Deli Depot expose that it is a chain of fast food restaurants that position itself as qua lity home-style food. The restaurant mends are two in the CBD and quintuplet in major shopping centers. The peck 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 every quarter Financial Performance 2008-09 indicated that it has a downward trend and it is performing poorly. The chief executive officer is pointing the tradeing 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 stopping point the newest outlet. The CMO reckon that the negatively repair the entire network. Whilst the CEO agreed with her translation he explained that unless the figures can be reversed the Board will ingest the outlets closure, no matter what her arguments are. He instructed her to commission market researc h to uncover the publics opinion on Deli Depot and demonstrate that the outlet has a future.B. Purpose (of this motif) The purpose of this report is to uncover the publics opinion on Deli Depot , Deli Depot will to improve quality of every chance dependent on the marketing research report and expect the Deli Depots newest outlet can continue operation.C. Format (of this report) most the format of this report that, our group members have followed the requirements of our task to write this line of work report. Firstly, the executive summary, it including two key aspect to represent that what is our reports major findings and major recommendations.Secondly, to wrote an entre of this report, it including three aspects. First aspect is to reap that what is the background of the case, second aspect is to identify the purpose of this report and three 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 air division is a strategic marketing analysis, it can be divided financial performance and the marketing platform, 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 Analysis A. Strategic marketing analysis fit in 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 profuse in market and lack of a comprehensive marketing scheme to meet their targeted customers needs. Because in the marketing program, they only focal point on how to promote their product to customers but ignored an important mark of th e guests, fresh. Many customers like to try new thing and they hope can be more choice and expect have a admiration for them. In furnishition, they dont have a Loyalty program to detain regular customers. It is link up 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 regulate to increase the loyalty, such as point plan, offered a free make or coupon to customers when they r apiece a certain fraction. They also can introduce Lunch special discount and package to boost customer numbers. In the other areas, use some of the more twinkling(prenominal)ly nonreversible such as yellow, cyan, orange to re-modified and creates a happy and comfortable asynchronous transfer mode to cust omers.B1. Descriptive statistics In the questionnaire design, X1-6 are near Deli Depot performance includes friendly employees, competitive prices, excellent food quality, fast service. X8-9 are 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. fit in 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 dissatisfaction 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 make 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 steering on qualitative for a restaurant because it is related to their confident and loyalty. On the co ntrary, 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. possibleness testing In hypothesis question x1-18, we discover there is a significant relationship with variables between x4(Excellent diet 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 norm scores up to 5.16. But customers for the evaluation of the quality of food in Deli Depot amount 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 possibility 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 bum 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(ip) 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 dissatisfied about the food variety in Deli Depot. They think that it only offer a few choice for them choosing the food from the menu.passport 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 retain the existing employees, also maintain the style and purification 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 th e 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 examples, it may add more special dishes driven from Asian, such as Indian, Chinese, Thailand, Korean and and so on These special variety of food can bring new get the picture to the Deli Depot customers.Moreover, for increasing the level of variety of food at heart 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 be tween 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 joint food is providing to stylish and variety food providing fast food restaurant. They should try to change the logo and uniform, especially the color of both in assign 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 idea 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.