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Preface This project has been compiled at the request of the University of Southern Denmark, for submission on 13/01/2014. The focus in this project is mainly differentiation, The Restaurant Flagmen and their future situation, a market analyze and which marketing strategies they are about to follow in the future. The key elements will in this assignment be problem definition, conceptual clarity and definition, choice of theory and scientific approach and choice of study design. The aim of the project is to prepare the methodology part for later on in the bachelor project.
Sworn statement We, Diana Bausch and Marie Louise Starboard, hereby solemnly declare that we have personally and independently prepared this paper. All quotations in the text have been marked as such, and the paper or considerable parts of it have not previously been subject to any examination or assessment. ” Diana Bausch Marie Louise Starboard Introduction The restaurant business in Denmark is a very harsh business, and it is often seen that new restaurants have difficult following up to the bigger restaurants .
That is why several new restaurants are forced to close up again. That means it can be very official for new public interest to start up a business, because of such high competition at the market of restaurants. The competition from Fast-Food chains in Denmark is also treating the new restaurants there are starting in the business. The restaurant chain The Flagmen which opened its first store in Killing in 2009, the situation was quite different.
The Flagmen started with a single store in Killing, and after 5 years, they now have 7 restaurants in Denmark, spread over Island and Fan. The Flagmen is a family owned restaurant chain, and it is taking source from Fool HГёcooker. Fool HГёcooker is a small SГёkneaders family owned inn. Leaf Blower, HГёseeker’s owners started out with small tasting and accompanying side dishes. The interest in wine proved to be greater than that, and therefore had the Fool HГёcooker expand, and during this expansion was inn a real diner.
The family was initially set they would run a different restaurant. Their idea for a different restaurant featured a large barbecue buffet where the guests could be fed and have accommodated their wishes in best way. For the Fool HГёcooker is the experience for our customers and the service the most important for the restaurant. “It should be a place customers want o come back when they’ve got a go experience, both with the food and from staff. Somewhere customers talk positively about other potential customers. ” The Restaurant Flagmen was started and had a close relationship with Fool HГёcooker. The values from Fool HГёcooker will go on to The restaurant Flagmen. The Values is still carries on. But The Restaurant Flagmen and Fool HГёcooker have per. 1/1-2014 choice to stop their close cooperation. Therefore is the Restaurant Flagmen starting a cooperation with the Catering Firm, “AS-catering”, which is going to deliver the ingredients for The Restaurant Flagmen in the future.
This suggests that the Danes are the latest years become more diligent to visit the restaurant business in Denmark. Statistic shows that the turnover in the Danish restaurant business from the year of 2010 and to the year of 2011 was raised by 5. 6%3. A study by the same company shows that the turnover of the restaurant business has gone up by 13. 6 % since 2007. From 2010 until 2012, the revenue alone was increased by 8. 2%4. This is suggesting that the Danes is started to visit the restaurants more often, and thereby spend more money on food from restaurants.
The reasons for the Danes in the cent years have begun to use the restaurants marked could many. But it is undoubtedly positive for the restaurant life in Denmark. The problem One of the first questions, and thus of concern is, is how will the new cooperation between The Restaurant Flagmen and the ABA Catering hand out. It is in the start the Flagmen must pay extra attention and see if the ABA Catering can live up to the expectations tests and requirements The Restaurant Flagmen is used to, from Fool HГёcooker.
It is extremely important that the ingredients are a top quality grade, as they always have been when Fool HГёcooker delivered ingredients themselves. If the standard of ingredients is showed to be lower than when Fool HГёcooker delivered them, it is very important that The Restaurant Flagmen, immediately make their new supplier up attention, that they will not compromise on the standard of the ingredients they receive, because good ingredients is one of the values they run their business around.
Another problem can occur for The Restaurant Flagmen if the restaurant’s staff or servants do not live up to the values Fool HГёcooker taught them. If it does not live up to the values and standards like The Restaurant Flagman’s revises guests is used to, it could end with a loss of guests, both old guests and maybe possible future guesses. Ultimately this could end up with a larger decline in revenues on the economic front. The problem formulation Now we have read about the problems that could arise for The Restaurant Flagmen, we will now take a look at the specific problem formulation.
The problem formulation is divided into an overall problem formulation, and then there will be some sub- questions, which will help to make it easier to answer the overall problem formulation we have found for The Restaurant Flagmen. Overall problem formulation This question is prepared with the intention, which if The Restaurant Flagmen markets itself right, nearly after the end of cooperation with and Fool HГёcooker, in that way the customers still know it is The Restaurant Flagmen, the way they know it. In which way does The Restaurant Flagmen have to market itself, when they per 1/1-2014 now longer cooperate with Fool HГёcooker?
Substituted questions: What challenges is The Restaurant Flagmen facing in this regard? What must The Restaurant Flagmen be aware of when they is about to market themselves in the future? What market strategy would be the best for The Restaurant Flagmen to strive for the result they want? How must the cooperation between The Restaurant losing their market value when they are no longer cooperating with Fool HГёcooker? How will The Restaurant Flagmen live up to Fool HГёseekers quality guarantee? Will the split between The Restaurant Flagmen and Fool HГёcooker affect their customer perception of The Restaurant Flagmen?
How can The Restaurant Flagmen prevent a customer / revenue loss in the chancing process of suppliers? Structure We have now been through the problem section, and have now gained an overview of he challenges and potential issues Restaurant Flame face after changing their supplier. With this in place, we will now move on to the structure of the project. The previous sections, which was at the beginning of this project section is the preface, a sworn statement and the problem, what problem the Restaurant Flagmen is facing now and in the future. The recent section there was, is the introduction section.
In the introduction, we started out by presenting the assignment and the importance it have for us. Then we moved on into an introduction of our topic which is the Restaurant Flagmen. Finally, we completed the introduction by telling briefly about the catering industry overall, and about the Danish restaurant habits. After the structure section, we briefly are going to the Existing Research about our topic. After that we are going to look at the Explanation of terms, in this section we are going to explain how we are handling the assignment and which models.
Then we move onto the section on the methods we have chosen for our studies Last but not least summed up the whole Job in a conclusion. Building of the assignment This project is aimed both at present and in the future time, because the problem ill be now and later on in the future. In addition, the project will also carry pre of some individual statistics and so will the prospects be some forecast both parts about the restaurant industry general, and to see how the Danish restaurant habits evolve.
The Restaurant Flagmen history will have some room in the description, as it is from the origin of Restaurant Flagmen core values of the restaurant coming. To find the restaurant’s guest perception of “The New Restaurant Flagmen” will be created a customer satisfaction survey. This study will be used so the Restaurant Flagmen can see what might otherwise be improved. Also study is expected to be directed towards utility to the enterprise as well as for use as a bachelor at the university, and therefore the report will be written with these goals in mind.
To help the reader better understand the key concepts that I will use through the report, and which are important for the study, it is important Just to define them. Explanation of terms We will now take a look deeper into the project than we have done so far. In this section we are going to look at some relevant and important concepts in this project. We also comments about the models and theories which are important and useful or the Restaurant Flagmen in their market situation. The restaurant industry is an industry, which is very similar to the concept of “service industries”.
In the service sector there are a number of different Jobs positions that all have at least one thing in common: Their main feature is to provide the best service to the customer. This can be done in many different ways; the restaurant industry is one of the many industries which are in the service sector. In the restoration business it is important that the service always is top notch, but to get the service up to the desired level of ally is. Service is a non- tangible product, and it is not a thing that in some ways can be produced.
Service is often given from one person to another, this may in particular customer service, helpfulness, without charge, consultancy or advisory etc. Service is something that is assessed from person to person. At a restaurant, there are a number of different positions and each position plays their kind of service for the guests to get the best possible experience of their visit. The people who are providing the service are time and again seen and Judged by the guests in strangest. Those people will often be people like the waiter, the cook, the bartender and the hygiene of the restaurant.
A good service is something guests wishes and expects when they are going at a restaurant. To get a deeper insight into the Restaurant Flames values and core competencies, we have chosen to start the project by using the value chain analysis. Since we are dealing with a service company, we have chosen to work from service value chain. The reason why we have chosen the service value chain analysis is, because it leans on the services the company is offering. As mentioned previously in this project, is the competition very high at the restorations’ market.
The concept of competition comes from the Latin expression “concurrent” which means run towards each other. The competition concept has been a relatively great importance in our time. With regard to the economic activity that is in a market, that is highly dependent on competition situations at the markets. Because of the huge competition in the restaurant market, it is important for Restaurant Flagmen to keep an eye on the competitions. All companies wishes to be the market leader in their area, and to find where the Restaurant Flagmen is in the market in the restaurant business, we are going to do a competitor analysis.
Because of the choice on a competitor analysis is, then we not only can see the Restaurant Flagman’s position, we can see their competitions position in the business of restaurants. When we have all the positions of the competitors, then we can make a positioning map, hence the overview of market. Customers are the most important and respected element in a business. It is so important to take care of the customer. Customers should have a go service, so they have a good experience of their visit to the store. For a vendor is it highly important to think at the customers’ needs, wants, demands, etc.
To study how the Restaurant Flagman’s customers think and feel about the experience of the visit to their restaurants, we are going to do a “customer satisfaction survey’. “The customer satisfaction survey’ can be done in many ways, but when it is initially the visiting guests we are focusing on, it have to be a questionnaire, which is easily and quick to fulfill. Formerly the questionnaires are going to be analyzed and evaluated, and then it is done. At that way it is going to be much easier for the Restaurant Flagmen to mind out what customers think about the restaurant.
It is not Just the Restaurant Flagman’s customers who should be supervised to expand its client base, we need to go and look for potential customers for the Restaurant Flagmen. This will among other things be done with the right marketing, this will be the preparation of eye- catching posters and articles both online and in magazines, finally will be made use of WOMB method from guests to any potential guests. Selecting the method for research point. The theoretical models are being linked to reality. Therefore without any hurry, I am going to test a special case.
It means that I am preparing the project with a deductive cognitive course, then the questions at the problem formulation is opening and evaluating around somewhere now free empirical data and some data we collected. The point of this process is when we studied in the beginning; we did it for a chosen theme, finding the problem some known theories. Those theories are going to help us answering the problem. The models we are going to use, we learned in class of marketing management. It is models like a competitions analyze, a customer satisfaction survey or the service value chain which is making the different.
Our wish for this project is to work out a marketing strategy plan the Restaurant Flagmen would like to apply. For working out a marketing strategy plan it is requiring a lot of analysis, for both weaknesses and strengths. When all analyzes are gathered together and were assessed, one can devise a marketing strategy plan. When they are setting up a marketing strategy plan, be sure of getting it all. Basically start by doing a SOOT analysis for both having something on strengths, weaknesses, threats and opportunities.
Methodology, or how we consider handling the study, and in this case covered up in pragmatism and Paradigm. As this is a case study, the methods we want to work with is the triangulating, and try to show the connections between the theory and the real world. Before we are starting examine the problem area in the help of paradigm, we would like to find the theoretical models, and have it in control, in order of what we need to the study. Information Collection In order to collect the information we need for the export of this project, we need to get some information about the restaurant Flagmen.
We need both information inside the restaurant’s staff and from outside, this is where we should go and look for the restaurant customers. This information will be used to get an overview of the Flames strengths and weaknesses. In addition, we must get hold of information about the catering industry. The information we need here, we find easily using the internet. The method An important question is what method to use, to design the study. The result from the study must be valid and reliable. On the basis of the principles and data’s, we are going to go through the study to get the result as most valid and reliable as possible.
Conclusion First, we presented the problems restaurant flame was confronted by a problem statement and description of the problems. To investigate how the service is at restaurant Flagmen, we proposed that they are doing a service value chain analysis, thereby giving the restaurant the flame a general idea of what their core competencies are. Because the competition is so great in restaurant business, we have decided that it is important to Restaurant Flagmen is doing a competitor analysis, that way they can see where they are placed in the business, and in terms of positioning.
To restaurant Flagmen out what their customers think of them, it would be a good idea to make say a customer satisfaction survey. In that way the restaurant Flagmen gets an idea of what the customers think about the restaurant and if there could be things the customers were unhappy with. Finally we ended by explaining that it is not only their existing customers they must have in mind, that it potential customers to spot them. In the end, we have proposed to combined all the performed analyzes in a SOOT analysis, to draw attention on how they differentiate themselves through marketing.