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Name: Do Ngoc Anh (10130035)BTEC HND IS@NEUSubject: MarketingHow macro and micro environmental factors influence marketing decisions of Love’s Crepe RestaurantProducts: Crepes (Sweet and Salty), Drinks (Flavored Yogurt, Coffee and Tea)Address: 34 Nguyen Dinh Chieu, Hanoi| |

I. Micro factors:
On a micro level, Love’s Crepe (LC) marketing decisions are greatly influenced by the restaurant, its customers and competitors. 1. The Restaurant:
The management system of LC includes an owner, full-time managers and part-time staff (counter staff, waiter and waitress, security staff). They all have impacts in delivering a positive image of LC to their customers. Since the owner is not present all the time at LC restaurant, managers are thus responsible to supervise staff performance and look out for customers’ needs and inquiries. Thus, they ensure the standard of LC quality of products and services while being able to notice and respond to customers’ feedback. This helps LC appear professional, receptive and helpful to their customers. Moreover, as direct representatives of LC, all staff are trained to smile, greet and serve customers with friendliness and attentiveness. Therefore, LC can sustain its positive and welcoming image to its current and potential customers. LC staff are also selected based on qualities such as cheerfulness, politeness and social skills. These qualities are greatly valued and practiced by LC staff in handling their customers. LC staff are known to maximize customers’ satisfaction and minimize unwanted misunderstanding and conflicts. Thanks to the prompt help and honesty policy of LC staff, forgotten phones and left-behind items of its customers such as books have been returned to their owners. 2. Customers: Mostly teenagers from 12 to 22 years old. Teenager’s needs and wants are thus the main research topic needed before conducting LC’s marketing activities. Their taste in food, restaurant design and experience gives LC reference in creating their products and services. Tabulation of best-selling products and observance on frequent customers helps LC managers notice which products to concentrate on and which group of customers to sustain relationship with. Direct feedbacks and Facebook responses (likes and comments) give LC an indicator of customers’ level of support and their desired products. Thus, LC can take their encouragement and advice to innovate and improve their products and services. As an example, one of LC’s popular drinks, Blueberry Yogurt has been recreated and introduced to its customers. It captures the attention of LC’s Facebook followers and is praised for its new taste and attractive appearance. 3. Competitors: Crepe stall on Hang Buom Street, Crepe at shops such as La Place Nha Tho and Fanny Ly Thuong Kiet The price of crepe sold at these competing stores give LC referencing in their pricing policy so as to compete while maintaining their quality and profits. LC crepes (30.000 vnd to 40. 000 vnd ) are priced higher than ones at street stall (15.000 vnd to 20.000 vnd) and lower than ones at other restaurants (50.000 vnd to 100.000 vnd). This is to make sure LC can maintain its quality of food and services while having to finance its business as a coffee shop (rents, electricity, water, staff salaries and return on investment). Also, they can compete in terms on price with more expensive crepes from other stores. 4. Publics: The media public - followers of Love’s Crepe Facebook page LC needs to announce upcoming activities and products on Fb page to update its followers. Besides, there is a need for occasional post of LC products photos and restaurant view to sustain attention of current customers and attract potentials ones. Admin of page should also monitor responses and take note of comments and inquiries from customers. Thus, Fb page can be used as platform to communicate and connect with customers. II. Macro factors:

1. Demographic...
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