Micro Environment
Internal Areas
- 8’s
√ Strategy
The strategy of The Plane is to develop an effective action plan to improve food services quality, customer’s satisfaction, sales and profits. Besides its introduce a new strategy of the air plane to the public so that can stimulate and increase the sales of the restaurant. Therefore, The Plane create and impress the customers through a relaxing environment, good services and delicious all the country foods. In order to attract customers, the plane were using the same strategy in air plane and continue consume in this restaurant as it always provides quality foods and better services. The plane expect its not only attract Malaysian, however tourist from other country. The promotion, advertising and training will be using to improve the quality of the foods and services.
√ Systems
The Plane must has an excellent services and high standard. When a customer visits The Plane, there will always have a air stewardess who will open the door for the customer and the customers upon arrival to present a positive first impression of the restaurant’s friendliness and good service. Before they serve the dining place to the customers, they will ask the number of person and whether smoking or non-smoking to ensure guests dining experience is more than they expected. Then the air stewardess will escorts guest as soon as possible to appropriate table.
After that, the air stewardess will give the menu to the customers in order to take their menu. Then when they deliver beverages to customers, they will take the entire order and repeats order to guests for clarification. In order to answer whether customers question about the food recipe, the entire air stewardess must know the entire recipe. When the customers having their dined, air stewardess always prepared for the customers to respond to any additional needs. When the customers finish their food, air stewardess will take away the dishes. The air stewardess has to ask the customers whether need to order any dessert. Stewardess will bid farewell to the customers to ensure they will come back to consume again
√ Skills
The plane will be employed chefs who expert in cooking come from around the world. There was a professional training by the expert chefs to the junior or without experience chefs so that they can work together without any problems. Besides, the MAS air stewardess will be choose to train the waiter / waitress in servicing at least 2 weeks before they start to serve the customers.
√ Shared Culture
The Plane must have a good culture which is the stewardess are giving power to make decision when they face some problems so that can handle the situation well. This will ensure that the customer’s problem can be solved as fast as possible and also can satisfy customer’s need. The employees at The Plane are coming from others country, in order to avoid any argument, the management must be fair to everyone.
√ Staff
The Plane provides a range of training services to improve the bottom line in the business. The qualification of the stewardess is SPM and at least can communicate in Chinese, English and Malay. Before starting the process of plan, management will identify general areas needing improvement and to asses the skill set of individual employee. The chefs also must have at least 5 years experiences in cooking variety foods and the captain must have a Degree in Business Administration or relevant field.
√ Style
The Plane will use air plane style in the operation. All the waiter /waitress will be acting likes air stewardess which will provide the best services to the customers. The stewardess will always prepare to help and serve the customers when they need to serve. This will make the operation of The Plane goes smoothly.
√ Strategy Competitive Advantages
This Plane has some strategies competitive advantage to compete with competitors that are environment, services and food servicing. The air plane design will be décor in exterior and interior of the restaurant. This special and unique environment will let the consumers feel like they are relax and feel that really in the plane especially for the child whose have not be experience in the air plane. The restaurant will play some discovery or sport channel in order to let the customers can have the latest new and feel comfortable with some music. The environment inside The Plane will let the customers feel relaxing and do not think about their problem, stress and pressure. In this restaurant, all the waiters / waitress must wear the air stewardess uniform so that they will give a image of professional and tidy. The Plane has an extensive menu that contains all the delicious from the world that will give a lot of choices to the customers. The foods and beverages must be serve fast and have a good quality, fresh and clean.
Marketing Mix
The Need Of Marketing Research
CONCLUSION
With all the restaurant research and marketing, “The Plane” restaurant should be run successful and smoothly. Good location and nice external décor will manage to get profit in future. The variety food must be update all the time in order to make public not feel boring and have more choices. As a marketing manager of The Plane restaurant must need always concern about sample the product and services as customers, attend staff meeting, discuss operation with cooks, servers, review operation procedures, test efficiency, evaluate products, observe merchandising effort, checking equipment often and talk informally with customers.
The services must be maintained an A-class all the time. Different promotion must be always done to make sure customer feel comfortable. A good promotion must always advertise for the publics to ensure they will always come back and try the food.
The Plane should always be concern all the festival season so that it can planned more early how much stocks needs to be store it and the promotion during the festival. If all the situation can be care it properly, The Plane restaurant will be the first restaurant with airplane design and the most popular restaurant in the Malaysia food industry.
References
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http://www.mtuc.org.my/resourcentre.HTML. 06/07/04
2. http://www.infoplease.com/lipa /A0107757.HTML , 06/07/04
3. , 06/07/04
4. ,10/07/04
5. , 12/7/04
6. , 12/7/04
7. countrywatch.com/,12/7/04
8. ,17/7/04
9. http://www.malaysiagateway.html17/7/04
10. http://www.matrade.gov.my.html , 20/7/04
Bibliography
http://www.peec.org/food/papers/2004/Malaysia 2003-2004.pdf
http://www.worldcampus.psu.edu/pub/hrim/afs_steps.shtml
http://www.kuleto.com/index.htm
l
http://www.findarticles.com/cf_0/m3188/1_88/112586006/p1.html
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http://Consulting /com/General Services Guide
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