SERVICE MARKETING

Service Marketing



Table of Contents

Business Overview1

The Company1

Company Mission1

Company Objectives1

Business Management2

Strengths2

Weaknesses2

Contextual Analysis3

Legal or the Political Aspects3

Economic Aspects3

Socio-cultural Sector4

Technological Aspects4

Customer Satisfaction5

Marketing Analysis6

Market needs6

Buying Behavior Patterns6

Competition6

Company Strategic Approach7

Marketing Strategies7

Three Marketing Principles8

Make the Company Known8

Build Relationships with Consumers9

Future Marketing Outlook9

References11

Service Marketing

Business Overview

The Company

NUMBER TWENTY shop & café is a small family owned and operated shop & café located across the river from Cornmarket Street.

Company Mission

Increase footfall

Increase turnover

Create a brand

Company Objectives

NUMBER TWENTY shop & café delivers the homemade confectionary to two local bars daily. This outside catering has been an area that the company has not explored fully yet, however it is interested in expanding this service as it has gotten very positive feedback about its products (Scannell 2011, p.2). The company wants to approach all the City Centre bars in Cork and offer this service but keep it as a separate business to Number Twenty, this has come up with the name 'The Grumpy Baker'. The idea is to deliver the products with a selection of the company's homemade confectionary daily complete with a pricing system, point of sale, etc. and for it to be as little hassle as possible for them to take on. They would then introduce it as 'The Grumpy Baker' at the Roundy or 'The Grumpy Baker' at The Woodford.

NUMBER TWENTY shop & café is only just getting off the ground but the company can realise quickly that from 3 to 8.15 everyday it is very quiet. The company needs to create a buzz about the café as quickly as possible. It also needs to explore every avenue possible to get people coming and going all day long (Ryan and Hiduke 2006, p.74). One of the ideas was to use in the evening times for different groups etc. book club, chess club, etc.

Business Management

NUMBER TWENTY shop & café was established in 2006 under Gala Symbol Group. Following are its strengths and weaknesses.

Strengths

Fully Qualified Chef in Deli, all products freshly prepared in store daily

The company has created its own Confectionary Brand with excellent homemade products (every morning we bake our own Scones, Cookies, Choc Chip Muffins, Flap Jacks and Brownies) and sell them from a glass cabinet next to our tills.

Brand new Shop Front with new signs, logos and colours

New Café fitted at back of store

Good loyal customer base (we work hard to hang onto them)

Personalised Customer Service (customers will nearly always be served by either Liz or Ian).

First name terms with all of our regulars

New clients/customers - we do our best to keep them coming back.

Weaknesses

Weakest Point: location

Minimal passing trade

Lack of Cash flow

Facebook and online ordering not created yet

Lack of advertising, fliers, stickers, etc.

Contextual Analysis

The natural surroundings the company exists in seem to be very unpredictable. The PEST analysis is well liked trading administration device and procedure of analyzing the numerous distinct external components influencing an organisation (Clarke 2000, p. 45). The PEST analysis for NUMBER TWENTY shop & café is described below.

Legal or the Political Aspects

This is marked mainly by ...