Discuss About The Journal Of Information Business Management?
The report aims to identify the scope of the service marketing of one of the famous café of Singapore. The purpose of the report to analyse the situation of the organization and the find out the scope of enhancing the service of the café and the improving the strategies of the service marketing. The purpose also includes proposing a marketing app for the enhancement of the service marketing. The scope of the improving the service is higher in the organization as coffee shop cannot be substituted by any other option. The scope of the report lies in the service issue present in the café. It is assumed that the organization need to focus on the service marketing of the café in order to gain more customer attraction. In addition, it is also assumed that the café has some limitation that it cannot improve the marketing strategies. However, the following report present a layout of the present situation of the café in the market and recommends a mobile app for the improvement in the marketing strategies. The entire report shows the service marketing for the service product of the café and the way to develop the same (Lovelock & Patterson, 2015).
The situational analysis of the café presents the current market and business environment of the organization (Do you know this term?, 2017). Moreover, the situational analysis also helps the café to understand the internal capabilities and the resource of the café and the external opportunities for the improvement of the café service. The situational analysis of the café is given below.
The Populous Café is a coffee shop in Singapore. The cafe is situated almost at the centre of the city, which attracts the customers of all ages (The Populus Coffee & Food Co, 2017). The coffee shop offers various kind of coffee to the customers along with other snacks ad foods. The existence of the coffee shop is not more than five years in the market. Initially the cafe started as a coffee shop and only offered various kinds of coffees to the customers. Soon it started gaining popularity in the customers and the cafe introduced other snacks in the menu. For the last two years, the cafe has been offering both lunch and dinner dishes to the customers. The firm also follows the green environment strategies and manages the organic wastage as well as recycle the coffee cups. Undoubtedly, there are several reasons for the cafe to be popular and one of the most crowded coffee shops in the market.
Marketing environment is the present situation of the market in which the café exists and refers to that particular environment in which the marketing of the organization will take place (Dawson, 2014). The present marketing environment is determined by both internal and external forces that can influence the business of the firm. The internal forces affecting the firm business can be poor performance, financial difficulties, insufficient resources to compete with other firms, bad service and product quality and so on (Marketing Tutor, 2017). These internal factors are capable of influencing the café’s business in the local as market.
Along with the internal forces, the external forces are equally capable of affecting the service business of the café. The café in today’s era one of the best places for gathering for people of every age. Thus, the number of café ins increasing rapidly and Singapore is no exception. There are many others café that have gradually capturing the market of the coffee shop and offering unique service to the customers. The external forces of the emerging new firms in the same business and the potential firms are a threat to the Populus Café. The competency other firms, unique service and product, financial condition, better performance and the choice of people of café by the performance ad service offered of the same are some of the external forces that are able to affect the service of the firm (Mymarketingnotebook.blogspot.in, 2017).
To eliminate the impact of the environmental factors, the firm must follow he implication that can help the same in finding the environmental opportunities to expandthe business. The opportunities of the café imply that the café should introduce free Wi-Fi and newspaper for the single customers so that they do not get bored by the time order is served. Other opportunities involve the introduction of the home delivery system, development of a mobile app that will help the customer to get all the required information about the café, improvement of the service and product quality to attract more customers, introduction of alternative of the caffeine for health concerned customers and so on. Grabbing these opportunities can help the café to create a permanent place in the market as well as in the hearts of the people.
Segmenting the market is one of the major and vital marketing strategies that any firm should follow for effective business outcome (Wedel & Kamakura, 2012). Market segmentation is the process of the determining a specific group of consumers for the business that can help the firm for most profit (Stratton & Werner, 2013). Market segmentation also helps the firm to plan the positioning strategies for the business according to the target market. For the chosen café, the market segmentation will have based on the age, as because the consumption of coffee is different to the people of different age. Hence, according to the market segmentation the target market for the café will be the young professionals, students and young adults (What Is the Target Market for Coffee?, 2017).
Service marketing issues are relevant and prevalent in any business that provides service to the consumers (Gummesson & Grönroos, 2012). The service marketing issues can be of various kinds- from ambience to the serving of order to the customers. There are several service marketing issues that I have encountered during my visit to the café. Despite of being one of the crowded coffee shops in the market, I encountered service issues like poor service, mixing up of orders, lack of service boy, little crowded and less comfortable ambience. Among all the issues, the poor service is predominant in the café. Due to inadequate physical in the café it took almost 30 minutes for my order to be served. It seemed this is one of the major service issues that the café must work on.
To resolve the service marketing issues, present in the firm, the personnel of the firm must consider the principle of the marketing fundamentals, which is generally called the marketing mix (Khan, 2014). Marketing mix is the set of actions that helps the firm to resolve the service marketing issues and enhance the brand image of the firm (Singh, 2012). The marketing mix principles referred for the café are:
3.1.1 Improvement of physical evidence can help resolving the service issues to some extent. However, the décor and the sitting of the café is casual and more or less comfortable to the customers. The café must improve the arrangement of the table décor and add extra features like newspapers, magazines to eliminate the feeling of boredom in the customers while waiting for the order to be served.
3.1.2 The service of the café is determined by the people. The chefs and the waiters are the people of the firm. In spite of smartly dressed and polite waiters and chefs, the service of the café takes time. The cafe must take action in increasing the number of thee service boys in the café to prevent the delay service.
3.1.3 The café must take serious action regarding the promotion of café in the social media for improving the image of the café as well as the reducing the service issues present in the café. The firm must make attractive advertisement in the social media in order to have the attention of the irregular customers apart from the daily comer. However, the café is one of the crowded coffee shops in the market, the firm needs to design the marketing strategies for promoting the café for maintaining the image in the market and people.
3.1.4 For gaining the customer satisfaction and maintaining the image in the mind of people, the process of the service must be considered seriously by the management. The delay in service determines delay in process, which can never be compromised for a café like Populus Café. Other process issues like queue management, waiting for staffs to get water also needs to focused in this regard. Therefore, the café must look into the matter of the process in the café in order to enhance the swiftness of the same so that the customers get satisfied.
Sustainable marketing refers to the specific marketing strategies that helps and organization to determine its sustainability in the specific market (Danciu, 2013). The management of the organization is responsible for planning such strategies that are capable of maintaining the sustainability of the organization (Emery, 2012). Similarly, the chosen café follows some sustainability strategies. The firm’s contribution towards the sustainable marketing is evident by the strategies taken by the green strategies taken by the firm’s management (Ferreira, 2017). Disposable cups are one of the major strategies of the cafe in order to ensure the sustainability of the cafe in the market. Disposable coffee cups used by the cafe not only keep the environment clean but also help ensuring the sustainability of the cafe. Reusable cups are also used which is recycled and used again. The cafe also follows the sustainable program like water saving workplace resources, healthy eating, waste management and others. Other sustainable approaches like reducing carbon emission by turning off the coffee machine while not needed, recycling organic waste, and fair trade of coffee can be noted (Yang et al., 2012). These green strategies not only help the firm in maintaining the sustainability of the same in the market but also help the environment pollution free and to some extent reduce the challenges of service marketing issues ( Jang, Kim & Lee, 2015). Therefore, the contribution of the sustainability marketing is noteworthy for the Populus Cafe.
Conclusion
Therefore, this can be concluded from the above essay that the service marketing is one of the vital and necessary strategies of business for any firm providing service to the customers. The Populus Café being one of the best and crowded coffee shop in town offers various coffee to its customers. It is evident from the situational analysis of the market environment of the café that the firm holds a popular and reputed position in the market of coffee shop in Singapore. However, the café has some severe service issues that the customers of the café encounter. The marketing mix presents a clear idea of the café’s several service issues in the café. These issues can disrupt the image of the firm in the market due to which the café can face lose in business. The service issue can also reduce the popularity of the café. Hence, it is recommended to the management of Populus Café to implement effective marketing strategies for maintaining the image of the firm in the market as well as in the mind of the people. It is highly recommended to the café that it must consider implementing a mobile app of the café for the customers to improve the existence of its image in the market and resolve the service issues present in the coffee shop. However, if the service issues are resolved perfectly, the business of thee café will be able to achieve the objectives as well as profitable outcome. However, the sustainable marketing approaches of the firm for green environment as well as future sustainability of Populus Cafe enhance the brand image of the same. In addition, to certain extent the sustainability marketing approaches is capable of the reducing the service marketing issues.
It is recommended in the previous section that the café must think about introducing and implementing a new mobile app for enhancing the service marketing of the firm. Mobile is one of the aligned device in the daily life of the people. It is a device that people of every age uses in today’s era. The management of the firm must take advantage of this device by implementing a strategy like introducing a mobile app of the Populus Café for the customers. The app will not only help the existing customer to get all the information of the café, but also will make irregular customer to know about the existence of the café and the service of the same. In addition, the app will also be capable of reducing the service issues like long waiting for the placing orders as well as the order to be served, knowing about the availability of the seats in the café so that the customers do not have to wait in queue for getting aa table. Features like knowing the daily menu, price, offers, booking table and others in the mobile app will make the customer informative about the café and attract more people in the same. Hence, the firm’s management must think about planning this particular strategy to improve the service marketing process of the café (Lovelock & Patterson, 2015).
Reference:
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