MKT 412: SERVICE MARKETING

SERVICE AUDIT OF A CATERING BUSINESS

Prepared for:Zarjina Tarana Khalil (ZTK)

School of Business North South University

Section 6Fall, 2014

Prepared by:

Syed Monzur Morshed 122 0603 030Md. Asifur Rahman 133 0068 030Mustafa Rafid Amin 121 0350 030Fahim Rahman 121 0140 030Sajidul Bari 101 0199 530Fariha Haque Rashna 122 0152 030

OVERVIEW

Event Spree

Md. Mainul Islam

Baburchi

Catering & Event Management

Cooking & Catering

ENVIRONMENT small independent business conditions are relatively stable political unrest and economic trends like inflation

do impact not very reliant on technology close liaisons with decorators, raw material

suppliers, kacha bajars and farms no official partnership with any other

organization

CUSTOMERS Middle class to above Socio-economic classes A, B and C Most clients are executives or job holders

earning at least TK 30K Majority for catering and/or organizing

weddings (roughly 60%) , birthday parties and large house parties (15%) small office meetings and other corporate events

(10%) milads (10%)

o mainly in Dhaka o but they do cater if lucrative

SERVICES

Primary service- Catering Other event management services like logistic

support Set menu packages but can be personalized

according to customers’ needs Flexible service Only Two set menus If in charge of decorating then use plates with

their logo Facebook page watermarked with their logo

PLACE One branch Clients can choose the place Appointments through Facebook page

PRICE AND COST• price varies, depending on the number of people• set menus• client can choose to shop for the ingredients

PROMOTION

rely on word of mouth  and online promotion provide their cards to the customers they have

served have a banner and posters of Spree in those

events that they are serving follow up their existing customer no paid form of advertising or promotions

PEOPLE

well spoken and dress casually the owner himself picks up speaks politely, clearly and explain the

procedure in detail the role of other customers is not really

significant third party services to transport the food to the

venues

SERVICESCAPE

no proper office either at pre-decided location or at the owner’s

house no signage of any sort and the building is hard to find don’t have any brochures but their business card is

well designed their Facebook page has pictures of past events and

looks impressive as hygienic as one expects in Bangladesh he does not use any modern equipment clients don’t really get to see this plates and utensils they provide look to be in fairly

good shape

PROCESS

most of the process occurs behind the line of visibility

depends on the size of the event customers may play a role in service delivery Sudden changes or inaccurate information

provided will affect the service It is better for the customer to be involved

COMPETITION

Direct: well known caterers like Fokuruddin, Haji biryani, Nanna biriyani, Kolkata biryani and many other local baburchis

Indirect: Restaurants and even hotels now provide catering facilities especially if it is the event venue

FAILURE POINTS F1: Order taken wrong, inaccurate

information received

F2: Wrong assuptions leading to miscalculation of costs and amount of food needed.

F3: Order mix-up, delay.

RECOMMENDATIONS they should have a deadline for order changes the menu should be built with the client client’s information should be properly entered into their

database and maintained need to improve the servicescape of their backstage

processes, there is a chance that unclean or inefficient equipment may lead to poor quality food or delays in cooking time

They should actively market their company. We suggest using paid-for(sponsored) facebook

ads/promotions. They should also print brochures and have a detailed menu

Retain skilled and trained employees by providing better wages and/or benefits

THE ENDTHANK YOU

AND