Marketing Plan
S3255149 – Nguyen Ho Phuong Dung S3245536 – Ho Nhat Xuan Phuong S3324419 – Truong Cong Trung S3324475 – Lam Bao Loc
Proposed to Dr. Budisantoso Tjong
Service Audit Report
EXECUTIVE SUMMARY
Presents as a small business in HCMC, Pizza 4P’s might faces many difficulties approaching customers. However, being the unique restaurant in local area that serve Italian homemade Pizza and with fusion cuisine, the restaurant easily reaches numbers of customers within the very short period. With the target market is middle-age people and tourists, who have middle to high income seeking for a fine dining restaurant, Pizza 4P’s define itself differently from other pizza providers in HCMC. After 4 months opening, the restaurant gained outstanding reviews from customers (especially on tripadvisors.com), easily fills up its capacity every day and estimated to increase its business in order to gain about 5% market share in the next 5 years. This Service Audit Report aims to analyse Pizza 4P’s as a whole picture. At first, the report take a brief introduction of the service firm including its nature of the firm, principal services, major rivals and market share. The report also zooms in Pizza 4P’s target market and potential target market as well as sketch out the restaurant among many pizza providers in HCMC in the positioning map. In terms of 3Ps: Processes, Physical Evidence and People, the report gives out a look at its service delivery through service blueprint and points out many fail points and wait points in order to proposed some suggestions to fix these issues in poka-yoke. Approaches and marketing strategies used to manage capacity and demand, respectively come as followed. One good point of Pizza 4P’s is they have a very good services and influences on customers. The reasons are their physical evidence and people. Applying Bitner’s Servicescape Model gives out an overview on how Pizza 4P’s service environment can influence on its customers and employees. The
Proposed to Dr. Budisantoso Tjong
Service Audit Report
EXECUTIVE SUMMARY
Presents as a small business in HCMC, Pizza 4P’s might faces many difficulties approaching customers. However, being the unique restaurant in local area that serve Italian homemade Pizza and with fusion cuisine, the restaurant easily reaches numbers of customers within the very short period. With the target market is middle-age people and tourists, who have middle to high income seeking for a fine dining restaurant, Pizza 4P’s define itself differently from other pizza providers in HCMC. After 4 months opening, the restaurant gained outstanding reviews from customers (especially on tripadvisors.com), easily fills up its capacity every day and estimated to increase its business in order to gain about 5% market share in the next 5 years. This Service Audit Report aims to analyse Pizza 4P’s as a whole picture. At first, the report take a brief introduction of the service firm including its nature of the firm, principal services, major rivals and market share. The report also zooms in Pizza 4P’s target market and potential target market as well as sketch out the restaurant among many pizza providers in HCMC in the positioning map. In terms of 3Ps: Processes, Physical Evidence and People, the report gives out a look at its service delivery through service blueprint and points out many fail points and wait points in order to proposed some suggestions to fix these issues in poka-yoke. Approaches and marketing strategies used to manage capacity and demand, respectively come as followed. One good point of Pizza 4P’s is they have a very good services and influences on customers. The reasons are their physical evidence and people. Applying Bitner’s Servicescape Model gives out an overview on how Pizza 4P’s service environment can influence on its customers and employees. The
References: Lovelock C., Wirtz J. & Chew P. 2009, Essentials of Services Marketing, Pearson Education South Asia Pte Ltd, SingaporeJudy 2009, Color Meaning in Business, Empower yourself with color psychology,