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Thread: MGT301 - Principles of Marketing GBD Solution Required

  1. #1
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    18 MGT301 - Principles of Marketing GBD Solution Required

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    Discussion Question:

    Sixer Fast Food has been working in Rawalpindi since 2006. It has 3 outlets in Rawalpindi that offer Pizza, Burger, Sandwich, Chips, Fried Fish, Roast Chicken and other fast food items. It has good word of mouth regarding the taste of items. Management of Sixer Fast Food promotes its products extensively through cable, television, radio, pamphlets, banners, and local newspapers. At the end of 2007, it realized that its market share was declining as compared to its competitors (KFC, AFC, McDonalds, and Pizza Hut). To increase the market share, management of Sixer Fast Food decided to decrease the prices (Cost leadership strategy). However, by the end of 2010, it again realized that its market share was still on the same place where it had been three years ago. Eventually in March, 2011; it hired the services of ABC Research firm to help out in identifying the major factors responsible for low market share. ABC Research firm conducted the survey from 300 customers and distributed the self-administered questionnaire to customers. Questionnaire covered whole theme of required research, for example taste, quality, price, location and customer services. ABC Research firm completed its research in October, 2011 and the findings of research indicated that customers were satisfied from the taste, quality, price and location of its outlets but they were not satisfied with the service standards offered at these outlets which they ranked as very poor. Now Management of Sixer Fast Food wants to build strong relationships with customers by providing better services.

    Requirement:
    Keeping in view the high quality services provided by competitors, how Sixer Fast Food can differentiate its services to delight its customers. Give strong reasons to support your answer.

    Important Instructions:

    1. Your discussion must be based on logical facts.
    2. Your comments on the topic should not exceed 500 words.
    3. The GDB will remain open for 3 working days/ 72 hours.
    4. Do not copy or exchange your answer with other students. Two identical / copied comments will be marked Zero (0) and may damage your grade in the course.
    5. Obnoxious or ignoble answer should be strictly avoided.
    6. Questions / queries related to the content of the GDB, which may be posted by the students on MDB or via e-mail, will not be replied till the due date of GDB is over.

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  2. #2
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    Can anyone provide the soultion which would be appreciable?

  3. #3
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    The sixer fast food is facing problem due to its low quality service. The management has to take immediate following steps to cope with and to get in into the competition.
    1. Instructions for the manager:
    Creating Incentives:
    The manager of the sixer fast food can also have an option to create any incentive for the team. He can create incentive to make them work hard, drive more and sell more.
    Making playroom:
    There should be an entertaining portion for the kids. Where they can play until the order being served.

    The manager should behave strictly, with the waiters who serve the customers. The waiters have to use professional techniques to receive and serve the customers.
    2. Instructions For the waiters:
    Receiving the customer:
    • The waiter should arrive at the table as soon as possible after it has been seated. If servers are too busy to deal with table issues, they should at least pass by the table, indicate that they are busy and will be back in a few minutes to assist them.
    • The waiter should use positive eye contact .The customers should feel that the waiter has acknowledged him and he will be soon received by waiter
    Taking order:
    • When the waiter comes to the table, he should welcome the customer, chat a little and then ask if they have any difficulty in the menu card.
    • Then take the order with ladies first, then from the men and note it down.
    • While taking the order, one should be humble and polite to customer and should note the order with special note as ‘no salt’ or ‘any ‘allergic condition’ etc.
    Serving:
    • Children and ladies should be served first.
    Cleaning the table:
    • The waiter should Ask the customer, if they had finished, remove the mass and then clean the table.

    The bill:
    • The bill should be handled directly to the customer, not on the table.
    • While giving the bill, the waiter should have a humble smile and should say “thank you for coming to Sixer fast food, I hope to serve you again”.


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