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The catering and event management of the promised graduation ceremony managed by ACArestaurant café’ demonstrated to be of high quality and being very contended and impressed with theirperformances, Clarendon College had agreed to the terms and condition of the business dealing withACA Restaurant Café’. The feedback being of quality paradigm, the Owner now have decided to advance their cateringservice with generating marketing ideas, initiatives and activities aimed towards making the businessbetter. They plan to foster a plan for revising existing business function and plan marketing initiativesthat will assist in making strategic business decisions to increase revenues, growth in terms of thebusiness expansion and increase profitability. Task 1 – Reporting on marketing strategy and planACA Restaurant Cafe’ Owners strive in providing high service quality and endeavour to deliver aquality service in accordance with the highest standards of effectiveness, efficiency and integrity.Meeting the needs and expectations of their customers and by keeping in touch with the customers,they have gained valuable feedback and loyalty on their service. The Owners continue regularly to monitor and report on the Restaurant Cafe’s performance andcustomer satisfaction levels to ensure they are reaching the required standards and are delivering ahigh-quality service to all the customers. The results prove the relationship between service qualityscopes and customer satisfaction. The Owners always ensure the standards and policies areavailable within the website and internal database of the business to all staff member to reflect onprocedures for quality service delivery. However, since the incident occurred stated in Scenario 1, the Owners are apprehended that they arein despairing need to criticise their research data about the customers as they believe if appropriateand accurate data is gathered it will assist the Restaurant Café’ learn more strategies to contribute inMarketing Strategy - Assessment Task 2, v2, Last updated on 16/06/2019 Page 10 of 26
T-1.8.2the work operation to refine and grow the business. The research being conducted before, during andafter sales is very important as changes may occur from time to time. This can attract new customersas well as retain existing customers. You, as the Manager of ACA Restaurant Cafe’ have been given the responsibility to locate the ACARestaurant Café’ Customer Service Standards policy, which can be located on e-learning, and toenhance quality service by reviewing the policy as well as the internal and external environment. Aimis to identify and integrate any findings into planning improved customer service practices. The ACARestaurant Café’ Customer Service Standards policy is available on e-learning. As an initiative you have decided to conduct customer research yourself about ACA Restaurant Café’scustomers and its market or competitors. This can help setting targets and goals for customer service.