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Introduction

Company Profile

Vue de Carta is a multi-cuisine restaurant that is planned to serve the population of Brisbane. It will be situated in the heart of city and thus expects maximum number of customers. The restaurant aims at providing right services and food to the customers. The services include dining facility, take away and home delivery. In the restaurant, right services also denote the warm welcome offered by the attendants to the customers during entry and exit. The behaviour of the attendants will be monitored to ensure that the customers are satisfied with the services apart from delicious food of the restaurants. The customers will spend quality time in the restaurant with their loved ones as they dig into the delicious food items. Buffet facilities will provide all the dishes ranging from Italian, Arabic, Mexican, Mediterranean and even Indian food (Liverpool China Town, 2014). This will ensure that the customers do not encounter any issues regarding food and special focus will be given to customer services so that the customers are satisfied with the services and food.
Along with multi-cuisine it will serve wine and desserts to the customers. Thus, it is a very interesting concept in Brisbane, where customers will come to enjoy delicious food that is prepared with different spices. The restaurant will be operating from 8 am to 12 pm every day. The restaurant can accommodate 50 people and a waiting room is also provided so that the customers can wait when there is a queue. The management of the restaurant will recruit 45 employees that include managers, attendants, chefs and helpers.


Mission Statement

Introduction of multi-cuisine food in Australia so as to satisfy every customer with delicious preparations prepared around the world.


Services

The services provided by Vue de Carta will be unique as it will be the first restaurant in Brisbane, which will have a jungle theme. Service marketing has unique characteristics as it takes into account all the inseparability and intangibility of consumption and production (Beard & Valarie, 1976). In a restaurant industry, intangible services refer to hospitality provided to the customers. Thus, customer service plays a pivotal role for its success. Vue de Carta will incorporate best services that are given in the service industry to date.


Process in Service Marketing

The process followed in service marketing is not at all easy as the nature and behaviour of the customers vary to a great extent; managing them after analysing their needs and wants is really difficult (Bateson, 1977). The process is long and it starts with identification of needs of the customers and ends with satisfying them with their exact requirements. The staffs in the new restaurant will be trained efficiently so that they can offer best hospitality services to the customers. The customers of restaurants search for the right hospitality, which encourages them to visit repeatedly and recommend to others. Hence, Vue de Carta will make the customers comfortable and happy to the fullest so that they are satisfied with its hospitality (Besson & Jackson, 1975).


Issue in Service Marketing

There are several issues in service marketing among which ethical issue is the major one. In service industry, the employees need to follow certain ethical norm and principles that defines the culture of a company. When the employees breach the norms, the business encounters ethical issues that are severe for its operation. For example, the restaurants should give proper details of the cuisines in the menu card and at the same time the attendants should give important information regarding the ingredients of food items so as to maintain transparency. The attendants of Vue de Carta will be trained in such a manner that they do not give any wrong information to the customers regarding the preparation of the food items. Any wrong information will harm the ethical consideration of the business.

Strategic Planning (Strategic Positioning)

Competitors

There are many competitors of Vue de Carta in Brisbane such as Chabba Chabba, Yo! Sushi and Marco Piera White. These restaurants are renowned restaurants, which have delivered their best services and food to the customers of Brisbane. Penetrating such a diversified market with new cuisines will be a challenge for Vue de Carta and thus excellence will bring in confidence to beat the competition (Ferrell & Hartline, 2010; Hansen & Solgaard, 2004).

Detailed Competitor Profile – Multi-cuisine restaurant

 

Vue de Carta

Chabba Chabba

Yo! Sushi

Price strategy

Lower price

Moderate price

High price

Retail price

Max A$ 40

Max  A$ 50

Max A$ 80

Type of  food

Multi-cuisine

Continental and oriental

Lebanese and Italian

Delivery

Yes

Yes (limited to number of kilometres)

Yes (limited to number of kilometres)

Opening hours

8am – 12 at night

8 am – midnight

10 am – 9pm

Raw material

Local

Local

local

The above table distinguishes between the strategies of the three restaurants and it is evident that the competitive edge of Vue de Carta is its low prices food items and free home delivery irrespective of kilometres within the city.

Statement of Strategic Objectives

Porters Matrix

 Broad Market

 Vue de Carta

 

 Narrow Market

Chabba Chabba

Yo! Sushi

 

 Low cost

 Differentiation (High Cost)

The matrix highlights the fact that Vue de Carta aims at capturing a broader market than its competitors with low priced foods (Ahlstrom & Bruton, 2009). The following facilities and services will be provided by the restaurants to the people of Brisbane:

  1. Bulk purchase of raw materials from suppliers so as to save money.
  2. Hire skilled staffs so that they can add value to the restaurant business.
  3. The jungle themed ambiance of the restaurant will be kept clean portraying simplicity.
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