Strategies of Harmony Restaurant - Case Study Example

HARMONY RESTAURANT Name: Tutor: Subject: Date: Table of Contents INTRODUCTION 4 DEFINITION 4 CHARACTERISTICS OF A RESTAURANT 4 RESTAURANT CHAINS 5 FAST-FOOD RESTAURANT 5 SCOPE OF THE PROJECT 5 GOALS AND OBJECTIVE OF HARMONY RESTAURANT 6 THE MISSION STATEMENT 6 THE STRATEGY OF RESTAURANT 6 TOTAL NUMBER OF WORKERS 7 CHARACTERISTICS OF THE PRODUCTS 7 MENU FOR THE RESTAURANT 7 APPETIZERS 7 SOUP 7 RICE 7 CHINESE FOOD 8 SNACKS 8 BEVERAGES 8 CANDY 8 SALARIES 8 MARKET TREND 9 MARKETING STRATEGIES 9 ADVERTISEMENT 9 INTERACTIVE MARKETING 9 CARDS 10 ENTERTAINMENT 10 THE CUSTOMER RELATIONSHIP 10 CUSTOMER CARE DEPARTMENT 10 FINANCIAL STATEMENT FOR THE RESTAURANT 11 CONCLUSION 12 REFERENCES 13 INTRODUCTION DEFINITION “Restaurant can be defined as commercial establishments where customers pay to sit and eat food and beverages that are served on the premises” Restaurant means a business that is focused on providing its customer with quality food that are served in any disposable containers, such as papers or plastic that is disposable after the use. These restaurants provide food that can be consumed within the building or away from the building. In every restaurant, it is a policy to implement a rule of “First-in, First-out” to ensure all the products provided are ever fresh. The entire restaurant is set in a manner that it can accommodate all people regardless of age or culture. The sitting arrangement is in a way that a short or a tall can comfortably sit. The place can also accommodate a single person to large families (Strickland, 2011). CHARACTERISTICS OF A RESTAURANT i. A business that involved in selling fresh foods that can be consumed within the premises or off the premises. ii. It takes no time to serve whatever a customer has ordered iii. The food is always served in edible or disposable containers iv. The business provides food for immediate consumption only v. Restaurants are set in a warm and welcoming environment that can accommodate a single to large families. RESTAURANT CHAINS Restaurant chains are many restaurants that are related but are located in different locations. In most cases, they share names because they are corporately owned or are working under franchising agreement. FAST-FOOD RESTAURANT These are restaurants that are practicing self-service across the counter. They serve quickly food that is ordered to be either consumed there or to be packed. SCOPE OF THE PROJECT The main purpose of this report critically assesses its merit to the community. In addition, it critically examines the broader project management process of the entire work in the project. The location of the restaurant is in Sydney; one of the major cities of Australia. The location was selected because of the market segment. The market has a unique market, and its population is relatively high (Kerzner, 2013). Sydney attracts many foreigners who are there for different reasons. Some are there for businesses while others are there for conferences and congresses. In brief, the city has the best place for all because of assuring security and friendliest locals. Marketers have had a rough time marketing the restaurant since it is part the service industry. Marketing a service requires a lot of determination and skills to get peoples’ attention. This has proof to be a hard task for marketers (Gido and Clements, 2012). However, the marketers were able to find out that the city is a potential market for the restaurant. The selected location has a high population because various business people across the world prefer Sidney than any other city. This makes the Sidney a perfect location for the restaurant. In addition, marketers realized that there unsatisfied customers in the city because they lack essential needs such as a coffee shop and poolside banquet halls. GOALS AND OBJECTIVE OF HARMONY RESTAURANT a) Provide quality services to the customers b) Offers food that meets customers' expectations c) Provide an excellent environment to all customers d) To ensure that customers are comfortable by providing free wireless internet. THE MISSION STATEMENT To be the only restaurant in the Sidney with professional employees who are capable of delivering services and excellent customer services. The restaurant strives to provide high quality food at a reduced price. This is vital in accommodating all classes of customers. THE STRATEGY OF RESTAURANT The strategy used by the restaurant in attracting the customers especially the new customers are through the use appealing of advertisements. The employees of the restaurant are working as a team so that to ensure that every step a resounding success. Working as a team is their main spirit. This is because it will ensure that the services provided food served if of high quality that is beyond customers' expectations. According to various management scientists, the success of any organization will depend on the strategy used by the managers and the promoters. It is, therefore, advisable for managers and owners to build the image of the organization (Gamble, Thompson and Peteraf, 2013). TOTAL NUMBER OF WORKERS EARLY SHIFT 14 LATE SHIFT 14 NIGHT SHIFT 20 TOTAL 48 CHARACTERISTICS OF THE PRODUCTS a) The latest style and the positioning of a restaurant b) Employees are uniformed to maintain discipline for identification c) Customers are rewarded randomly d) All classes of food in consideration of diverse cultures MENU FOR THE RESTAURANT APPETIZERS i. Egg roll ii. Meat dumpling iii. Cheese wonton SOUP i. Veg. Noodle soup ii. Tomato soup iii. Sweet corn soup RICE i. Jeera rice ii. Noodle fried rice iii. Mush room CHINESE FOOD i. Hakka Noodle ii. Singapore iii. Mushroom Manchurian iv. American Chopsuey SNACKS i. Break Fast ii. Veg Club Sandwich iii. Veg Cheese Toast Sandwich iv. Cutlet BEVERAGES i. Milk ii. Tea iii. Coffee iv. Masala tea CANDY i. Butterscotch cone ii. Mango Dolly iii. Chocolate Cone iv. Chocobar SALARIES The salaries paid to the employees vary depending on the profession. Managers are the most paid in the organization. The structure for the employees is set in a way that responsibility is matched with the capability. For example, a cashier is a qualified accountant. This was considered necessary to ensure professionalism is maintained while running the business. Furthermore, the staff working in the kitchen is people who understand diverse cultures so that it can be easy in repairing foreign food. MARKET TREND There is competition in this market and the nature of the business is sensitive. This is because the business deals with food and these are the most perishable products. It requires to be sold to avoid losses that might occur. Sales managers suggested that system to be used is First in First out (FIFO). This is essential so that everything supplied first is sold not to be stocked. Some of the key competitors in this market comprised of Quay Restaurant, Gelato Messina Restaurant and others. These are the most well known in the city, the control the market. It is, therefore, vital for the Harmony Restaurant to carry out extensive advertisement stating the quality of the food they produce. (Taylor, 2013) MARKETING STRATEGIES ADVERTISEMENT The strategy used in promoting the HARMONY RESTAURANT is through advertisement. There has been a massive advertising campaign through the newspapers, internet and TV stations. This was necessary because the business was still new and many customers are not aware of its existence. INTERACTIVE MARKETING The management had considered interactive marketing as another essential tool that can be used to attract customers. In addition, this marketing tool helps the managers to know the level of satisfaction for the customers and also to know what the customers expect. Finally, it helps to fetch the feedback of the customers. Feedbacks are always essential because it guide what to be improved or be dropped (Ingason and Jónasson, 2009). CARDS There is a membership card that is issued to the regular customers. This is a strategy of maintaining customers and attracting the new ones. The benefits of the membership cards are that the customer will be entitled to 20% discount in the restaurant and 10 % discount in Banquets. ENTERTAINMENT There are various programs that have been developed for entertainment purpose. It is vital to keep the customers entertained while there are in the restaurant. Some of the programs that are run during the food festival comprised of fix rate dish and the Buffet, cultural nights, presentation of arts of various countries and the traditional musical dances. THE CUSTOMER RELATIONSHIP This is a department that focuses on the welfare of the customers within the organization. It is vital for the sake of retaining the existing customers and at the same time winning the new the potential customers (Abdullah, Umair, Rashid and Naeem, 2013). The main function of this customer relationship is offering gifts to the cherished customers, sending greeting cards on birthday and other festive occasions, and carding customers on their festive days such as Christmas days or during their birthdays. CUSTOMER CARE DEPARTMENT This department handles customers’ complaints in a professional manner. They ensure that the customer is satisfied with the services they receive. The departments also follow up for a refund if the customer feels that the services were below what they expected. In summary, this department makes the customer feel satisfied and honored (Issa, and Pick, 2011). FINANCIAL STATEMENT FOR THE RESTAURANT The organization has internal auditors that audit the restaurant so that they can be sure that the set objectives are met. The recent income statement of the restaurant is as shown. CONCLUSION After completing this report, which concerned the establishment of a new organization, it came to our attention that success requires a lot in terms of knowledge, skills, finances and decision. Marketers face various challenges that require quick decisions from experts (Meredith and Mantel, 2011). It is vital to have professionals who are able to handle potential customers without getting hurt. It requires people with ready answers to the frequent questions asked. Market research is also another vital tool in assessing the market. Marketers need to identify the market segment that is targeted so that the resources can be directed to the profitable field. It is useless to advertise a product in a place where you know people are not willing to purchase it. Finally, it is necessary for the top management to participate in all process as a way of motivating the entire team. The motto for the Harmony restaurant is: TO MAINTAIN PROFESSIONALISM IN SERVING CUSTOMERS The only secret in maintaining a leadership position in the market is through improvement of services delivered. We have to maintain the image of an organization so that the restaurant is positioned well in the minds of customers, both existing ones and potential customers. The net profit this year was $430,839, and we will make sure in the coming years to maintain increase this figure. REFERENCES Abdullah, I., Umair, T., Rashid, Y., & Naeem, B. (2013). Developments on Balanced Scorecard: A Historical Review. World Applied Sciences Journal, 21(1), 134-141. Gido, J., & Clements, J. P. (2012). Successful project management. CengageBrain. com. Gamble, J. E., Thompson, A. A., & Peteraf, M. A. (2013). Essentials of strategic management: the quest for competitive advantage. McGraw-Hill/Irwin. Ingason, H. T., & Jónasson, H. I. (2009). Contemporary knowledge and skill requirements in project management. Project Management Journal, 40(2), 59-69. Issa, T., & Pick, D. (2011). Ethical climate of Public Sector organizations in Australia. Kerzner, H. R. (2013). Project management: a systems approach to planning, scheduling, and controlling. Wiley. Meredith, J. R., & Mantel Jr, S. J. (2011). Project management: a managerial approach. Wiley. com. Taylor, F. W. (2013). Scientific management. Routledge. Strickland, P. (2011). The benefits of family employment in ethnic restaurants: A case study of regional Victoria in Australia. Asia Pacific Journal of Tourism Research, 16(5), 537-549. Read More