Hayashi Japanese estaurant at Applecross Perth - Services Marketing - Case Study Example

liеnt Маrkеting Rероrt Name Institution The client - Hayashi Japanese restaurant at Applecross Perth;. http://www.hayashi.com.au/ Introduction Marketing is very essential for improved performance of a business entity. In the hospitality industry, marketing allows a business to attract many customers. In addition, marketing the services offered enhances increased sales from the business. Marketing also allows a business entity to create awareness of it products to the potential customers. Marketing also influences decision-making of the potential customers regarding the need of purchasing the goods or paying for the services offered. Hayashi Japanese restaurant at Applecross Perth is a business, which offers its products to diverse customers. This report seeks to identify impact of service marketing in the restaurant. Additionally, the report identifies the effective marketing strategic input to be applied in the restaurant. The service product 1.1 Identify client firm’s core service 1.1.1 The core service of Hayashi – preparing food and serving customers Hayashi Japanese restaurant at Applecross Perth being a Japanese restaurant offers Japanese foods and drinks despite being operated in Perth, WA. Australia. The restaurant offers variety and delicious foods to its customers. It offers the vegetarian option and the gluten free option. There are different types of foods prepared by the restaurant depending with the customer’s interest and the time of the day, as well as the availability of the foods in the restaurant. Examples of the foods prepared in the restaurant are; tataki, ‘soft shell crab, miso soup, and sliced beef among many1. The restaurant serves the main foods with contents like spring onion, sauce, garlic, ginger, and fruit salad. The restaurant menu contains different foods and how they are served, as well as the combination of the foods. There are also drinks like coffee, juice, for instance the cocktail juice and sodas among others. The restaurant serves customers in different occasions, such as Christmas party, anniversary or birthday, business dinner and lunch. There are other services like accommodation, events, and travel among others. 1.2 Classify the service in term of 1.2.1 Tangible and intangible goods of Hayashi – tangible like meal and intangible elements like service, hospitality These services of the restaurant can be classified in the form of tangible and intangible products. The tangible products include the meals and drinks. There are also intangible products like the hospitality services offered during different occasions and events, such as birthday, and holiday parties. 1.2.2 High or low Contact – place of service (high contact), takeaways order (less contact) The restaurant experiences high contact of the customers who seeks for the products from the restaurant rooms. Majority of customers purchase the foods and eat them from the restaurant rooms or the specific place of service. On the other hand, the restaurant receives some takeaway orders, but they can be classified to be of less contact. 1.2.3 Customization vs. standardized – customization request by the customers, standardized the service process. There is the practice of customization of the services offered to the restaurant and this s according to specifications placed by the customers. The Hayashi customers make specifications of the products they wish to get from the restaurant, such as the foods and the services. In addition, Hayashi restaurant offers some standardized services according to the restaurant’s service offering process. All the services of the restaurant are of high standard, thus making the restaurant to attract as many custiomers as possible to its products. 1.2.4 Relational vs. transactional There are some services offered to customers who have some relationship with some staff members in the restaurant or the relational provision of services. Additionally, some of the customers order for foods that they are familiar with or have a relationship to their health interests. On the other hand, the restaurant offers transactional services to customers who view the restaurant as a place of provision of hospitality services, but do not seek for the restaurant services because they know anyone or because of being familiar with any food provided in the restaurant. It is perceptible that when the restaurant is offering some services, it does so to some of the customers with whom it is familiar with2. Other products are offered to customers just because customers are important for the growth and performance of its business. 1.3 Supplementary service (Flower of service approach) 1.3.1 Information – price, Japanese translation on menu, location The Hayashi restaurant offers some supplementary services besides the major products of food and hospitality services. The restaurant offers information associated with the foods and their prices on its menu. The lunch menu and the Hayashi menu contain the different foods offered by the restaurant and their specific prices. In case of some changes in the menu, the responsible parties ensure that the menu is updated to enhance efficient guidance to the customer. The menus are written into Japanese language and English translation to enable understanding of every customer. The menus are very clear and written with visible letter. The column of the foods is different from that one of the price, but every food match with its price3. 1.3.2 Payment – cash, card Payment of the Hayashi products is done through cash at the restaurant’s cashier’s office. There is also the option of making payments through use of a card. 1.3.3 Billing – invoice, cash register The billings of the customer orders are conducted through the invoice and cash register. The invoice type of billings applies where the order is billed through the invoice producing machine. There is also billing through the cash register for billing of products conducted through the cash processing machine. This is after the customer pays the products through the cash. For payment through card, the bill is produced in the form of an invoice. 1.3.4 Exceptions There are some exceptions among the restaurant services where corruption is not encouraged to the restaurant staff. In addition, the restaurant does not allow customers, staff, or any person to smoke inside the premises. The staff members are also not allowed to favour some customers or treat customer differently. Moreover, the staff members are not supposed to take payment for the customer bills if not in the cashier’s office in order to enhance proper conduct of the restaurant’s revenue and finances. 1.3.5 Safekeeping – cleaning, take away Hayashi is very considerate of maintenance of cleanliness of its products. This is because its foods are prepared through clean procedure for maintenance of health and safety of its customers. The restaurant offers packaging services for the take away food. This is in order to enable arrival of the food to its target destiny with safety. 1.3.6 Hospitality – serving service, greeting The Hayashi restaurant offers some hospitality services. This is where the customers are welcomed with loyalty through greetings and warm request of their interests to the restaurant. The public relations talks in a friendly manner to the customers4. There is also provision of serving service to the customers after placing an order to the restaurant. The customers are served what they order from the restaurant. 1.3.7 Order-taking – via phone, on site order The Hayashi orders are taken through the online booking where customers place orders after visiting the restaurant website. There is also order placing on site for the customers taking the meals from the restaurant place of service. 1.3.8 Consultation The restaurant offers consultation services associated with the type of food available and in the case of events, the restaurant advice the customers to consult it before making the full decision. There is also consultation by those people wishing to prepare Japanese foods from their homes, as well as the recipe to follow. 1.4 Determine the importance of supplementary service The above supplementary services are very essential for the restaurant and to the customer. This is because the restaurant manages to offer customer satisfaction through its services, thus attracting the customer to pay more visits. The customer also develops interest to the restaurant products for many times because of receiving quality supplementary services. 1.5 Identify existing and new service products that apply to this marketing plan The existing and new service products that apply to the marketing plan are the foods, drinks, and services offered by the restaurant. This is because the online marketing plan is able to show all these products to the interested customers. 1.6 Determine whether different service levels (tier) are included in the service product offering. In the service product offering, the restaurant includes various service levels. There are services offered to the customers in the high class, middle class, and customers from the lower class. 1.7 Are there any issues with your client firm’s capacity in meeting customer demand? 1.7.1 Not enough capacity for full house of customer, affect speed of serving and preparing dishes. In meeting the customer demand, Hayashi faces some issues especially during the holidays where the restaurant meets very many orders. Sometimes the restaurant is affected by the speed applied in providing services to its customers, as well as when preparing the dishes. Existing pricing & Distribution strategy 2.1 Outline your client firm’s current pricing and distribution strategies 2.1.1 High price with good quality, distribution from food supplies to restaurant, then customers The pricing and distribution strategy of the restaurant enables Hayashi restaurant to have an effective marketing plan. The restaurant charges the products high prices because of the quality of its products, which is high. Hayashi Japanese restaurant at Applecross Perth markets its services and products online. Through its website, the restaurant displays different types of foods and drinks offered there and shows how the restaurant looks like from inside5. At the website page, there is the marketing statement, that is, “Experience this award winning Japanese Restaurant, located on Ogilvie road off Canning Hwy, opposite the old Raffles Hotel. Come and enjoy the tranquil surrounds and 'Experience the Freshness' of the best quality, authentic Japanese cuisine. Offering an extensive range of Japanese delicacies with friendly service and the sounds of modern Japanese music.” There is also the display of the Hayashi Menu, Lunch Menu, and the Wine List where interested customers click the buttons to identify the product that one requires. These menus have the products and their prices. There is also the booking process where customers book for the goods and services through online after clicking the ‘book online’ button. The customers are informed that the online booking if free, instant, and guaranteed. There is provision of the direction to the location of the restaurant for the interested customers. This makes it easy for the customer to locate the restaurant when going to the restaurant for its products. The online marketing strategy offers a very clear and informative message to the potential customers. The products are distributed to the restaurant customers from the restaurant’s service places. There is also distribution through the restaurant agents who supply the products ordered by the customers to their destinations. 2.2 How are these strategies contributing to or failing the firm? The above strategies enable the Hayashi restaurant to be more successful and competitive in the market. The marketing statement used by the restaurant in its marketing practice is clear and understandable. In addition, it is attractive and straightforward because it is brief and includes only the things that are done in the restaurant6. Through the service marketing the restaurant attracts many customers to its business who pay for its services and products. In addition, the restaurant attracts the interests of many customers to taste the foods and drinks offered from the restaurant, thus developing the habit of purchasing them regularly. 2.3 How does your client firm’s pricing compare to direct competitors? 2.3.1 Expensive than the competitors, because of the good quality The pricing of Hayashi is a little bit higher compared to its competitors. This is because the restaurant offers products of very high quality. One of the competitors of Hayashi restaurant is the Old Raffles Hotel and other Perth restaurants. The Hayashi restaurant also improves the customer value, thus attracting more customers despite the charging of higher prices. 3.1 Recommendations for the client’s service Product, Pricing and distribution strategy. In order for Hayashi restaurant to offer quality products and provide customer satisfaction, it is supposed to improve its pricing and distribution strategy. The Hayashi restaurant should lower the prices of its products despite retention of high quality in its products. The distribution of the restaurant products should be conducted through in a manner that allows customers to have access to the products from different locations. The restaurant should collaborate with some agents in different parts of the city and open some outlets to its products especially the foods and drinks served as take away foods. Bibliography Anonymous. Hayashi Japanese Restaurant. (2015). Retrieved from; http://www.hayashi.com.au/ Read More