Ali Baba is one of the renowned fast food joint of Australia. It is one of the leading names in the Australian food industry. The first store of Ali Baba has opened in 1979 in Westfield Woden, Australia (Holliman, Geraint and Jennifer 2014). The fast food chain is famous for its kebabs and other cuisines. It is considered as a one of the profit making organization. Due to its efficient and quality food services this has put a significant foot print in the food industry. The demand of the food product of Ali Baba is growing high day by day. It has many branches in all over the Australia. It provides free delivery facility and take away facility to its consumers. It has its official website where the organizational management often shares relevant information which is helpful for the loyal consumers of Ali Baba. It helps its consumers by online order facility (Alibaba.Com.Au 2017).
Ali Baba is providing quality and healthy food products since past few decades. It has adopted modern techniques which has influenced the growth of the organization. It offers a wide range of food products, such as- variety of kebabs, snacks and kid meals and so on. The skilled and experienced chefs have used huge experience in food industry to stimulate the growth of the organization (Yoo, Kyung-Hyan, and Ulrike 2016).
The target market of Ali Baba is the food lovers. They offer variety of products to grab the attention of all the food lovers. It has been evident that young people of the society and the working class who stays maximum time out of their house prefers fast foods to get rid of hunger. Ali Baba aims at save those people by providing quality and healthy food. The organizational management has designed their product chart according to the preference of their target market.
The below mentioned article has concentrated on the purchase process of the consumers. The report has articulated the digital journey of the consumers by presenting flow chart. The article has analyzed the experience of the consumers and provided some recommendation for the betterment of the organization.
Problem identification refers to a step where consumers recognize their need to purchase or consume any product or service. This sense can rise through the advertisement of that particular product o service (Levy, Shalom, and Yaniv 2015). By identifying the requirement of any goods or service, consumer can engage in the purchasing process. This can be considered as first touch point. It is not possible for any business organization to create the need of their product among the potential consumers. However, it can help the consumers to identify their needs. In this scenario, I have chosen Ali Baba as my favorite fast food chain for its quality food products and efficient service. Ali Baba has set a benchmark by using high quality food ingredients in their food products. It has adopted innovative techniques to produce food products. This has promoted Ali Baba than other brands.
The next step of the purchasing process is the information. This can also become a touch point. Information stage refers to a process where buyers get relevant information about any product from its websites or any other sources. Consumers can get much important information from the website. At the same time, there are many pop up messages and other activities that may need the involvement of the buyers. Consumer will e engaged in the purchasing process by such method. In this scenario, I get information about the quality of the food products and nutrition value of the food products of Ali Baba from it official website.
This is one of the major stages of purchasing process of the consumers. It is often evident that buyers evaluate the nutrition value of the food products while purchasing them. This has led the consumers to look for more information about the food products in the website. Consumers can engage in the purchasing process by this stage (Royle and Audrey 2014).
After the evaluation of the food products and its quality, consumers proceed to take final decision. While any consumer places the order of any food products, they move to other page where they have to select the delivery option (Stone, Merlin and Neil 2014). Then they select the payment method. In this scenario when I buy some food items from the Ali Baba, I always choose home delivery option and pay online payment to complete my purchase decision. It is one of the touch points of the purchasing process.
This is the final stage of the purchasing process. After purchasing any product from the Ali Baba the organization wants me to maintain lifelong relation with them. There is an option in the website to make your own account, where they will provide their current discounts and menu (Ryan and Damian et al. 2014). I will be able to maintain a strong relation with the brand. By creating my account in the website of the Ali Baba I easily get discount coupons. This is one of the major marketing policies of the brand to encourage me to participate in the purchasing process.
Since its foundation in 1979, Ali Baba is known for its efficient and quality service to the food lovers (Chaffey and Dave 2015). The organization possesses a large number of loyal consumers. It reflects the success story of the organization. The organizational structure has been transformed with the emergence of new technologies (Leeflang et al. 2014). The organizational management incorporates modern techniques in their production process to provide quality service to the consumers. According to the authority of Ali Baba, the organizational goal is to retain loyal consumers and earn the faith of the consumers by providing hygienic and nutritious food products.
The innovation of the modern technologies has influenced the growth of the food companies. The innovation of the modern kitchen appliance and method for scientific cooking has stimulated the performance of Ali Baba (Tiago et al. 2014). The organizational management pays close attention for hiring cooks and chefs in their organization. The organizational leaders always hire skilled and experienced employees in their organization who can contribute to enhance the food quality. For the junior position they appoint some trainees and students. However, they look for better quality and skill among the trainees as well, so their performance may not harm the reputation of the organization.
According to me, Ali Baba provides quality and hygienic food. They maintain the nutrition value of the products. In recent time, people have become very much aware of the quality of the food products. They look for food products that preserve taste and nutrition as well. Ali Baba is the combination of taste and nutrition. This is one of the key strengths of Ali Baba. The organizational management adopts new and unique food recipes and method to produce tasty and hygienic food according to their consumer’s requirements. The nutrition value and the quality of the raw material can be evident in the website.
By conducting various online researches, Ali Baba wants to earn the feedback of their consumers. This helps the organization to monitor their organizational performance and improve the quality of their foods by identifying the loopholes in the organizational structure.
By entering into the website, consumers will be able to see their menu that consists of the name of the variety of food products that they offer their consumers. The lucrative pictures that have been shared by the organizational management of Ali Baba management are capable of grab the attention of food explorers. Ali Baba has designed their website in a transparent and attractive manner. They have shared all the relevant information that can be helpful for the consumers and will be able to stimulate the buying behavior of the consumers.
In the official website of Ali Baba, the organizational authority has shared all the policies of the organization to maintain a transparency level with the consumers. They have shared their stories and the branch location to engage their loyal consumers in the organizational structure. The organizational management has made an option where interested buyers can place their queries about any food product or any other issues. People can easily get a clear idea about the organizational vision and mission.
However, during placing order online the buyers has to face little difficulty due to the pop up windows. This is one of the innovative ideas of the organizational management of Ali Baba. According to the organizational management this will draw the attention of the potential consumers towards the attractive discounts in their food products. However, from the buyer perspective it can harm their buying process. They may feel interrupted by popup windows. This will be harmful for the organizational growth.
Another problem that I have faced is after the payment process if any buyer wants to purchase any other product they have to put their personal details again to revisit the order page. This can interrupt the buying process of the organization. This may change the purchase decision of the buyers. They may get distracted due to such action.
Although, Ali Baba provides quality and effective service to their consumers, there are some loopholes in the organizational structure that can be harmful for the growth of the organization. Then organizational management must consider the facts while designing their organizational structure. Thus it can be recommended:
The organizational management must give freedom to their buyers to choose their products instead of pressurizing them to go for the new product. They must allow their buyers to choose their favorite product without interrupting them with popup windows. Otherwise the organization may face lack of potential buyers. The organizational management must design their website in such as manner that can attract a large number of consumers and they must let their buyer choose their products according to their preference.
The organization must identify their potential consumers and must concentrate on the requirement of the loyal consumers (Chaffey and Dave 2015). They must encourage their e-club members about their products and discounts instead of informing everyone about their latest discount. Other buyers may get irritated and it may destroy the reputation of the organization and may decrease the productivity level of the organization. The organizational management must maintain active relation with their VIP customers.
The organizational management of Ali Baba must organize their online order process. They must concentrate on the preference of their consumers. The organizational management must observe that current online process is harmful for the organizational growth. The organizational management must design their order page according to the requirement of the buyer, so they need not to put their personal details for several times.
Conclusion:
As per the previous discussion, it can be stated that Ali Baba is has become one of the renowned name in the food industry. It has put a remarkable impact by its quality food products and efficient service. It has adopted all new techniques to stimulate the growth of the organization. It always looks for the requirement of their consumers. Thus, they maintain the nutrition value of the product to provide quality and hygienic food of their consumers. The organizational management provides all the relevant information regarding their production, supply chain, nutrition value in their official website to maintain healthy and transparent relation with their consumers. The organizational management always try to engage their consumers in their organization. Though, there are some issues in the organizational structure that can be harmful for the growth of the organization. The organizational management must look after the facts to resolve the issue and improve the quality of their service. The organizational management must design their webpage as per the requirement of their consumer and must nit pressurize to buy any product. It will give freedom to the potential consumers to choose their brand in spite of other rival companies. There is a tough competition in the fast food industry of Australia. Hence, the organizational management of Ali Baba must try to overcome these issues to improve the organizational structure.
Reference:
Alibaba.Com.Au. 2017. Http://Www.Alibaba.Com.Au. https://www.alibaba.com.au.
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Leeflang, Peter SH, Peter C. Verhoef, Peter Dahlström, and Tjark Freundt. “Challenges and solutions for marketing in a digital era.” European management journal 32, no. 1 (2014): 1-12.
Levy, Shalom, and Yaniv Gvili. “How credible is e-word of mouth across digital-marketing channels?.” Journal of Advertising Research 55, no. 1 (2015): 95-109.
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