Tourism Marketing

Abstract The research focus is about Alfresco restaurant in Hanoi and has 6 main parts that are Introduction, Customer Analysis, Service Settings, Internal Marketing, Recommendation and Conclusion, Reference. In the first part, we give a brief introduction of the company’s service, marketing objectives and targeted market of Alfresco restaurant.. Besides, a description of the target market for the business, customer expectations and perceived benefits, evaluating the service in terms of perceived risk and managing customer mix will be included in Customer Analysis part. Moreover, the Service setting is reported from the finding of the Physical Evidence’s Role. By answering questions whether the current organizational culture support a customer orientation, there is evidence of service provider emotional labor or not, its effects to the customers, if employee reward programs are tied to customer satisfaction or loyalty can be changed, extended and so on, we would like to interpret the Internal Marketing of this restaurant in detail. Overall, after researching carefully about Alfresco restaurant’s marketing factors, we offer some recommendations that may help improving the situation, and draw a conclusion to summarize the main factors that have been analyzed. Table of content
Introduction 3
Customer Analysis 3
Service Setting 5
Internal Marketing 8
Recommendation 10
Conclusion 11
References 12

I. Introduction
Alfresco is a restaurant chain which belongs to Alfresco Group Vietnam. Three other brand names that also belong to Alfresco Group Vietnam are Pepperonis, Jaspas and Papa Joe Coffee. Main dishes of Alfresco are Aussie steaks, Jumbo BBQ Ribs, great pastas, cheesy pizzas, salads and Mexican food. The first Al Frescos outlet was opened at 23 Hai Ba Trung Street, Hanoi in 1996 (after operating in Hong Kong since 1992) and has been expanded with other three outlets in Hanoi and three

References: The Internal Marketing Process, Book Marketing for Touirsm and Hospitality, occupied on November 24th,2010 http://newhanoian.xemzi.com/vi/aska/answers/qid/2952, occupied on December 2nd, 2010. http://newhanoian.xemzi.com/vi/venue/show/151/Al-Frescos-Lang-Ha, occupied on December 2nd, 2010. http://www.tripadvisor.com/ShowUserReviews-g293924-d1009640-r72541269-Al_Fresco_s-Hanoi.html, occupied on December 2nd, 2010. http://vieclam.24h.com.vn/lao-dong-pho-thong/phuc-vu-banbep-tap-vu-dua-hang-bao-ve-c26p2id397821.html, occupied on December 2nd, 2010.