A STUDY ON MARKETING MIX

With reference to I ENJOY FOODS (JUPITER GROUP), VISAKHAPATNAM

A Project Report submitted in partial fulfillment of the requirement for the award of

INTEGRATED MASTERS OF BUSINESS ADMINISTRATION

Submitted by

S.PRUDHVI RAJ

(Reg: 1234111117)

Under the guidance of

Mr.A.Arun kumar

TEACHING ASSOCIATE

GITAM INSTITUTE OF MANAGEMENT

GITAM UNIVERSITY

(2011-2016)

DECLARATION

I, SANA PRUDHVI RAJ hereby declare that this project report entitled “A STUDY ON

MARKETING MIX With reference to I ENJOY FOODS(JUPITER GROUP),

VISAKHAPATNAM submitted by me under the guidance of Mr.A.Arun Kumar,

TEACHING ASSOCIATE GITAM INSTITUTE OF MANAGEMENT, GITAM

University, Visakhapatnam, is my own and has not been submitted to any other University or

Institute or published earlier.

SANA PRUDHVI RAJ

1234111117

CERTIFICATE

This is to certify that this report entitled “A STUDY ON PERFORMANCE APPRAISAL

With reference to I ENJOY FOODS(JUPITER GROUP) VISAKHAPATNAM” submitted

by SANA PRUDHVI RAJ in partial fulfillment of the requirement for the award of the

Integrated Degree of Business Administration, GITAM INSTITUTE OF MANAGEMENT,

Visakhapatnam is a bona-fide work carried out by him under my guidance.

VISAKHAPATNAM Signature of Guide

DATE:

ACKNOWLEDGEMENT

I would like to express my sincere gratitude to Prof. K. Siva Rama Krishna, Dean & Principal, GITAM INSTITUTE OF MANAGEMENT, Visakhapatnam, for giving me the opportunity to do this project work.

It is my great privilege to thank Prof. P. Sheela, Vice-Principal, GITAM INSTITUTE OF MANAGEMENT for permitting me to do the project.

I take this opportunity to record my everlasting thanks and hearty feelings of gratitude to our IMBA Programme Coordinator Mrs. K.Kusuma, my project guide Mr.A.Arun Kumar and my class coordinator Mrs. Gowri Lakshmi, Assistant Professor, for her constant encouragement and guidance for the successful completion of Project work.

I convey my deepest sense of reverence to Mr. Devi Prasad Panda, General Manager, I ENJOY FOODS (JUPITER GROUP), Visakhapatnam for providing me such a platform to stage my dreams even during an odd time. I am grateful to them for their constant guidance and moral support without which this work would not have seen the light of the day.

CONTENTS OF PROJECT REPORT

S. No Chapters Page no.

1 Chapter -1: Theoretical Framework

a) Topic related concept

b) Review of Literature

1-10

2 Chapter-2: Organizational Profile

a) Industry Profile

b) Organizational Profile

11-14

3 Chapter-3: The Present Study/Methodology

a) Need//significance of Study

b) Objectives of study

c) Scope of study

d) Research design

e) Data collection method

f) Limitations of the study

15-17

4 Chapter-4: Analysis of Study 18-40

5 Chapter-5: Findings, Suggestions & Conclusions 41-44

6 Bibliography 45

7 Annexure 46-48

Chapter -1

Theoretical Framework

TOPIC RELATED CONCEPT

Definition of 'Marketing':-

The activities of a company associated with buying and selling a product or service. It includes advertising, selling and delivering products to people. People who work in marketing departments of companies try to get the attention of target audiences by using slogans, packaging design, celebrity endorsements and general media exposure.

Many people believe that marketing is just about advertising or sales. However, marketing is everything a company does to acquire customers and maintain a relationship with them. Even the small tasks like writing thank-you letters, playing golf with a prospective client, returning calls promptly and meeting with a past client for coffee can be thought of as marketing. The ultimate goal of marketing is to match a company's products and services to the people who need and want them, thereby ensure profitability.

The 7 ‘P’s of marketing taking the wider view:-

Product :-As the product is the item being sold to the customer, the thing that will bring in money, its features and design need careful consideration. Whether the firm is manufacturing the product or purchasing the product for resale, they need to determine what product features will appeal to their target market. The food is crucial. Quality assurance in the food service industry is very important to the health of the business. If the product (menu) can be differentiated amongst competitors and stand out with a unique value to customers, it'll work out well for the restaurant. When an organization is considering introducing a product into a market, they should ask themselves the following questions: 1. Who is the product aimed at 2. What benefit will customers expect from it 3. What will be its advantage over competitor products? Or its unique selling point? 4. How does the firm plan to Position the product within the market?

The answers to these questions will help a firm design, package and add value to its products. Price :- There are lots of different pricing strategies but all most at least cover your costs unless the price is being used to attract customers to the business (loss leader). A product is worth as much as people are prepared to pay for it. The amount your target market are prepared to pay for your product depends on its features and the target market's budget. You will also need to consider Competitor Pricing and factors within your Marketing Environment. Effective pricing involves balancing a range of factors. Pricing strategies need to be employed effectively here. Is your restaurant an ethnic theme? Is it a luxury dining experience? If there's an intangible value added in the experience of dining here, then a premium can certainly be charged. For example, if you have the exact same cuisine as another restaurant in the area, but your restaurant is built on top of a mountain or has an ocean view, or offers live music and a full-service bar, you can probably charge 40% more than the restaurant that has none of that. Promotion :- A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. Promotion is any activity to raise awareness of a product or to encourage customers to purchase a product. Advertising is a form of promotion but not all promotions are advertisements. Promotional activities for consumer sales will be different to promotional activities for business to business sales. This is pretty self-explanatory. How is the restaurant perceived by the community? If it's a large and happening place, how is it perceived in the greater area or even the nation? All of this needs to be managed by effective promotions. The message the restaurant sends out (either through advertisements, press features, or word of mouth) needs to be able to generate awareness and interest among potential customers and existing customers alike. Factors governing Promotion-mix1. Nature of productDifferent types of products require different promotion mix. In case of consumer goods, advertisement is considered to be the most important because the goods are non-technical and produced on a large scale. But for industrial goods personal selling is regarded as the most important tool because the products are technical in nature, costly and persuasion is considered essential for their sale.2. Type of the marketIf the number of customers is quite large and they are spread over a vast area, advertisement is more helpful because it can reach people everywhere. However

if number of customers is not very large and they are concentrated geographically, personal selling and sales promotion may be more effective.

3. Stage of the product life cycleThe promotional mix depends upon the stage of the product in product life cycle. During introduction, heavy expenditure is incurred on advertisement followed by personal selling and sales promotion. During the growth stage, customers are aware of the benefits of product. Hence advertisement alongwith personal selling will be more effective. At the maturity stage, competition is more intense. Sales promotion becomes the most important tool to boost sales. The following things will influence how a firm chooses to promote its product: Promotional campaign purpose The budget for the promotional campaignLegal rules about what you can promote and How the target market for the product the marketing environment in which the firm operates. Place :- The Place element of the marketing place is about where the product is made, where is it stored and how is it transported to the customer. The place for each of these things should ensure that the product gets to the right place at the right time without damage or loss. The ideal place will be convenient for the customer and the business Accessible for the customer if it is the place where the product is sold Low cost or free for the customer if it is the place where the product is sold Reasonable cost to the business. The place, in this unique case, is the ambiance of the restaurant and the staff. How is the food delivered to the customers? How are they being presented? What is the experience like dining in the restaurant? All of this needs to be taken into consideration because the component of the "PLACE" for a restaurant entails the entire process of getting the food into the customer's mouth. That includes the experience from when they first arrive to park their cars, and being seated promptly and offered quality service, to when the bill arrives on the table and they leave the restaurant. People :- People are an essential ingredient in service provision; recruiting and training the right staff is required to create a competitive advantage. Customers make judgments about service provision and delivery based on the people representing your organisation. This is because people are one of the few elements of the service that customers can see and interact with. The praise received by the volunteers (games makers) for the London 2012 Olympics and Paralympics demonstrates the powerful effect people can create during service delivery.

Staff requires appropriate interpersonal skills, aptitude, and service knowledge in order to deliver a quality service. This is pretty self-explanatory. How is the restaurant perceived by the community? If it's a large and happening place, how is it perceived in the greater area or even the nation? All of this needs to be managed by effective promotions. The message the restaurant sends out (either through advertisements, press features, or word of mouth) needs to be able to generate awareness and interest among potential customers and existing customers alike. Processes :- This element of the marketing mix looks at the systems used to deliver the service. Imagine you walk into Burger King and order a Whopper Meal and you get it delivered within 2 minutes. What was the process that allowed you to obtain an efficient service delivery? Banks that send out Credit Cards automatically when their customers old one has expired again require an efficient process to identify expiry dates and renewal. An efficient service that replaces old credit cards will foster consumer loyalty and confidence in the company. All services need to be underpinned by clearly defined and efficient processes. This will avoid confusion and promote a consistent service. In other words processes mean that everybody knows what to do and how to do it. The process is such that the offerings of the service are more utilized and impart more value to the service. With current competition the process of delivering the service can create the competitive difference.

Physical evidence:- Physical evidence is about where the service is being delivered from. It is particularly relevant to retailers operating out of shops. This element of the marketing mix will distinguish a company from its competitors. Physical evidence can be used to charge a premium price for a service and establish a positive experience. For example all hotels provide a bed to sleep on but one of the things affecting the price charged, is the condition of the room (physical evidence) holding the bed. Customers will make judgments about the organisation based on the physical evidence. For example if you walk into a restaurant you expect a clean and friendly environment, if the restaurant is smelly or dirty, customers are likely to walk out. This is before they have even received the service.

REVIEW OF LITERATURE

From the mid seventies we can note that scholars makes the distinction between

small and large businesses in terms of needs, level of sophistication and range

of strategic planning. Bracker and Pearson (1986), Rue and Ibrahim (1998),

Perry (2001) and Wijewardena, Zoysa, Fonseka and Perera (2004) all formulate

definitions of strategic planning which take the uniqueness of small businesses

into account and allow for the fact that small businesses cannot draw on

management and material resources in a manner similar to that of large

organizations.

Empiric studies' findings indicate at a correlation between strategic planning

and performance. Nevertheless, the findings are mixed. A survey of twenty-six

experimental studies enabled Miller and Cardinal (1994) to identify a significant

positive connection between strategic planning and small business performance.

Robinson (1982) found a significantly high level of profitability as well as an

increase in sales and returns on sales and the number of full time employees in a

group of small businesses that employed external consultants for the purpose of

strategic planning. Compared with other businesses, Bracker and Pearson

(1986) discovered a significant increase in income and remuneration per

entrepreneur in businesses that prepared strategic plans (the highest of four

designated levels of strategic planning). No significant increase was detected in

the measure salary expenditure divided on the sum total of sales. A significant

differentiation in the rate of sales increase was found by Rue and Ibrahim

(1998) in small businesses that incorporated written planning (basic or

sophisticated), as opposed to other businesses.

Perry (2001) detected a significant differentiation in the degree to which

planning was conducted in small businesses that did not applied for bankruptcy

as opposed to those that did. Wijewardena et al. (2004) define three levels of

planning: no written planning; basic planning; and detailed planning. The

findings indicate that the level of planning stands in direct proportion to the

level of increase in sales. Yusuf and Saffu (2005) classify three levels of

planning: low; moderate; and high. A connection was found between increase in

sales and the low level of planning. No correlation was found between strategic

planning and increases in market share or in profitability.

CHAPTER-2

ORGANISATION PROFILE

ORGANIZATION PROFILE

I ENJOY FOODS:-

Nestled in the plush up market area of Waltair Uplands near the city center, lies

our 3 storied Food outlet which will be the first of its kind in the city and will

offer European dining options along with a generous hint of Indian food to suit

the local palate. With the best staff from the local and Indian market, we

constantly pursue to deliver a supreme quality product to our patrons. This

unique endeavor led by Mr. Y Raghuram (of Jupiter Group) and managed by

Industry veterans Mr. Lanka Dinakar (DK Hospitality Solutions) and Chef

Kunal Arolkar (Professional Hotelier India), operates under two major brands –

“JUPITER CUISINE & YALLOP”

Created to elevate Vizag’s dining experience and create a high-class

environment to enjoy our sumptuous offerings, and take the time to indulge in

delectable products ranging from different parts of the country and even

transcending borders and reaching as far as Italy and China. It gives the people

a reason to try different food each time they visit our Outlet but always leave

with the same feeling of satisfaction.

Through our Crunch Loyalty Program we would like to offer more benefits of

regularly patronizing our outlets and with rapid expansion plans in tow, it is one

loyalty program that will award its Members with interesting benefits and

opportunities.

JUPITER GROUP:-

Starting as an Automobile showroom & Repair Centre by Mr. Y Venkatagiri and passed on the business skill & vast experience of more than three decades to his son Mr Y Raghuram- Our current Chairman & Managing Director. Jupiter Group has seen many successful diversifications in their avatars from Automobiles to Consumables – the most recent one being I Enjoy Foods Vizag which is their Food & beverage parent company which house the brands- Yallop Gourmet, Jupiter Cuisine, Crunnchh Loyalty Program –Belief in the Best and our soon to be launches Luxury Banqueting facility. We also aim to pioneer many different Food concepts into the conservative yet curious food market in Vizag & AP. Jupiter Group is committed to making Vizag at par with any other city in the World & this belief is echoed in the high-quality that has become synonymous with the Jupiter brand.

MISSION STATEMENT:-

“To provide consistent high-quality products to the community and exceed our customer’s expectations thereby creating a lasting consumer loyalty. “

AIM:-

“We, at I ENJOY FOODS VIZAG VISAKHAPATNAM, aim to strive to provide the best efforts, services and products to our customers and bring world-class concepts to local markets.”

GOALS OF I ENJOY FOODS:-

Achieving financial targets

Market dominance

Unique customer experience

Cost managing

Safety and security

Competency of associates

VALUES AT I ENJOY FOODS:-

Passion for excellence

Exceed expectations

Innovation

Sense of urgency

Social responsibility

Joy at work

YALLOP GOURMET:-

According to the market demand for high-quality pastry & bakery products in Visakhapatnam, YALLOP GOUMET will tastefully showcase the signature French pastry delicacies of Pastry Chef Kunal Arolkar (Professional Hotelier India) with a touch of European breads, bakery products, breakfast rolls and even a few Indian specialties. The Pastry shop creates a lasting first impression since it is situated at the entrance and provides different pastry delicacies which can cater to the desires of our local patrons. A variety ranging from simple yet delectable Pastries, Petit Fours, Pralines, Éclairs, Puffs Croissants, Muffins & cupcakes, Cookie selections and Mini Mousse lines to spoil our patrons for choice.

Looking towards the future, we also aim to introduce short European-styled Pastry& bakery workshops where enthusiasts can learn more about their favorite delicacy and recreate it, instead of simply purchasing the experience. Mega Crunch members get attractive rates at Yallop Gourmet when it comes to larger birthday cakes through their 5% discount facility, and also special invites to our food events.

JUPITER CUISINE:-

Under the expert guidance of Our Expert Kitchen brigade , JUPITER CUISINE is Vizag’s unique fine dining restaurant will serve a multi-cuisine experience ranging from tasty Italian treats, Continental wonders and European desserts to even a salad and sandwich bar for the calorie conscious, to provide simple creations, creatively crafted, well-presented and made with local ingredients. The restaurant will aim to cater to the Upper-middle and the affluent classes of Vizag’s society and occasional food promotions would re-iterate our efforts to introduce surprisingly new cuisine options to the city. In

order to cater to the local palate, we have also included South Indian dishes in our menu.

Our European Connection would not only be limited to our menus and will also include timely food promotions & short workshops which will aim to introduce various International cuisines to the eager local taste-buds. Ranging from our health conscious salad section to our fresh Sandwich & Panini counter and our concise yet delicious spread, Jupiter Cuisine definitely has a bit of everything for each of our patrons. In order to take our guest’s experience to the next level, we also have introduced Kitchen Walk-ins & an Invite to the Chef’s Table for a select few regular patrons. Apart from these, we have many other benefits for Members of our Loyalty program- Crunnchh.

MANAGEMENT TEAM

MR. Y RAGHURAM

Mr. Y Raghuram- Managing Director of the Jupiter group& I Enjoy Foods Vizag, took up the passion of creating a lasting food & beverage establishment in the city, and thus put together a concept team to realize his vision. His contribution to the city has left no stone unturned and now it has become his mission to provide an International experience to the local taste buds.

MR. DEVI PRASAD PANDA

Mr. Devi Prasad Panda- GM Operations at I Enjoy Foods Vizag is a Industry veteran with over 11years of F&B managerial experience ranging from India, the Caribbean to South Asia and the Maldives, and is a goldmine of knowledge for the F&B Service Excellence which will soon be Vizag’s most sought after dining destination.

CHEF KUNAL AROLKAR

Chef Kunal Arolkar, Executive Chef in-charge of Kitchen Operations with over 8 years of Kitchen management experience ranging from India, the Maldives to Switzerland and Africa and he specializes in fine European Pastry & Bakery delicacies and also operates a free-lance kitchen consultancy – Professional Hotelier India.

EXPERT TEAM

Under the guidance of the management, we present to you – Chef Subhankar Mondal, Chef Amol Shewale, Chef Soumen Mukherjee, Chef Ranjeet Sekhar & the rest of the Kitchen brigade. Come experience the capable hosting brilliance of Mr Pius Gomes & Mr Avinav Pathak and their service team to exceed your expectations.

OTHER SERVICES

BANQUETING & FUNCTIONS

The Banqueting Space offered by I ENJOY FOODS VIZAG, will effortlessly combine European elegance with true Indian hospitality values and will present a variety of Options for which a separate menu can be suggested by our Kitchen team and your choice of table set-up can be arranged-

BREAKFAST / LUNCH MEETINGS

Our team would be privileged to hold your business meetings at our Conference room and Private Dining Floor, upon confirmed reservation of the booking. Stationery requirements can be taken care of, but would mandate a pre-payment of the same.

KITTY PARTIES, BIRTHDAY & SOCIAL FUNCTIONS

Our team will help you arrange at our banqueting space, your Social events, Kitty parties, Birthday parties & even help you source a DJ and other

necessities, apart from offering sumptuous Food & Beverage options to ensure a great time

INTERVIEWS, CONFERENCES & AUDITIONS

Our team will also help you arrange at our banqueting space, a perfect setting for conferences, team events, Auditions and even Interview Sessions along with a Tea/Coffee & snack options.

THEME NIGHTS

Our team will help you arrange at our banqueting space, Theme nights which will make a perfect setting to celebrate those special festivals & occasions in our lives and create memories which you will cherish.

CHAPTER-3

METHODOLOGY

OBJECCTIVES OF STUDY:-

To know the organizational setup of the Jupiter group.

To analyze the product mix strategies of the company.

To know the pricing policies followed by the company.

To know the promotional methods followed by the company.

SIGNIFICANCE OF THE STUDY:-

To gain knowledge and this study will serve as a theoretical model for future studies of the same nature if ever the existing problem has penetrated in this case will exist in the future. Future researchers will benefit from this study, and it will provide them the facts needed to compare their study during their respective time and usability.

RESEARCH DESIGN:-

A research design encompasses the methodology and procedure employed to conduct scientific research. Although procedures vary from one field of inquiry to another, identifiable features distinguish scientific inquiry from other methods of obtaining knowledge. In general, scientific researchers propose hypotheses as explanations of phenomena, and design research to test these hypotheses via predictions which can be derived from them.

The design of a study defines the study type, research question and hypotheses, independent and dependent variables, and data collection methods. There are many ways to classify research designs, but some examples include descriptive (case studies, surveys), correlational (observational study), semi-experimental (fieldexperiment), experimental (with random assignment), review, and meta-analytic, among others. Another distinction can be made between quantitative

Collection of Data:-

Data Collection is an important aspect of any type of research study. Inaccurate data collection can impact the results of a study and ultimately lead

to invalid results. The collection of data or information is done through principle sources i.e., primary data and secondary data.

PRIMARY DATA :-

Primary Data is data that has not been previously published, i.e., the data is derived from a new or original research study and collected at the source, e.g., in marketing information that is obtained from first hand sources by means of surveys, observation or experimentation.

SECONDARY DATA:-

It is a report on the findings of the primary source. While not as authoritative s the primary source, the secondary source often provides a board background and readily improves one’s learning curve. Most text books are secondary sources; they report and summarize the primary sources. Annual reports, magazines, record books, etc.

LIMITATIONS OF STUDY:-

As the study moves around the marketing aspects, the overall performance of the organization cannot be ascertained without taking into consideration of the other function aspects such as finance, production and administration.

Un willingness of the company employees to provide certain required information for project to maintain secrecy.

CHAPTER-4

ANALYSIS OF STUDY

MARKETING MIX OF I ENJOY FOODS:-

Product = the food.

This restaurant is well known for its exceptionally good food, and people come from far and wide to sample it. The restaurant knows it can sell its food to many customers, and will strive to maintain the quality, plus providing new and seasonal variants. In case of services, the ‘product’ is intangible, heterogeneous and perishable. Moreover, its production and consumption are inseparable. Hence, there is scope for customizing the offering as per customer requirements and the actual customer encounter therefore assumes particular significance. However, too much customization would compromise the standard delivery of the service and adversely affect its quality. Hence particular care has to be taken in designing the service offering.

Place = the restaurant.

Obviously this is the establishment where the food can be sourced, served and eaten. It will contain enough seating during busy periods, and will be where the distributors will deliver the raw ingredients and other commodities that go towards what the restaurant provides. Since service delivery is concurrent with its production and cannot be stored or transported, the location of the service product assumes importance. Service providers have to give special thought to where the service would be provided. Thus, a fine dine restaurant is better located in a busy, upscale market as against on the outskirts of a city. Similarly, a holiday resort is better situated in the countryside away from the rush and noise of a city.

Price = how much it costs.

The reputation of this food and the restaurant commands high prices. This is calculated to be the correct value for the food that is served, and satisfies the kind of clientele that is willing to pay for it. Pricing of services is tougher than pricing of goods. While the latter can be priced easily by taking into account the raw material costs, in case of services attendant costs - such as labor and overhead costs - also need to be factored in. Thus a restaurant not only has to charge for the cost of the food served but also has to calculate a price for the

ambience provided. The final price for the service is then arrived at by including a mark up for an adequate profit margin.

Promotion = the incentives that market the restaurant and its food.

The restaurant may be full at the weekends, but special mid-week or early bird offers will provide more covers to make the business viable. The restaurant’s reputation will also ensure word-of-mouth referral and other awareness methods. Since a service offering can be easily replicated promotion becomes crucial in differentiating a service offering in the mind of the consumer. Thus, service providers offering identical services such as airlines or banks and insurance companies invest heavily in advertising their services. This is crucial in attracting customers in a segment where the services providers have nearly identical offerings.

These 4 Ps are known as the physical elements of the marketing mix, because they are tangible and can be touched; even promotion is apparent through leaflets and coupons advertising their special offers, and price is the monetary value that is exchanged. We now look at the 3 new elements of the services marketing mix - people, process and physical evidence - which are unique to the marketing of services.

People = the waiters, chefs and cleaners.

These are the people who are involved in the marketing process, such as serving the customers, cooking the food and cleaning up afterwards, as without them the restaurant would fail to exist. In this case it does not represent the customers. They are a defining factor in a service delivery process, since a service is inseparable from the person providing it. Thus, a restaurant is known as much for its food as for the service provided by its staff. The same is true of banks and department stores. Consequently, customer service training for staff has become a top priority for many organizations today.

Processes = the methods of providing the service.

How the restaurant is managed is paramount to a good business, as unless everyone involved knows what their functions are to ensure the smooth running of the establishment, none of the customers will receive good service, or the excellent food they expect, or a clean and respectable place to eat it in. The

process of service delivery is crucial since it ensures that the same standard of service is repeatedly delivered to the customers. Therefore, most companies have a service blue print which provides the details of the service delivery process, often going down to even defining the service script and the greeting phrases to be used by the service staff.

Physical Evidence = the ambiance and décor of the restaurant.

The environment of a business, especially which provides a good experience for its customers, is vital to ensure consistency, continuity and good practice. This includes the staff’s uniforms, table linen, plates and cutlery, restaurant’s decoration and style of the menus, all relevant to continue the reputation of the establishment. Since services are intangible in nature most service providers strive to incorporate certain tangible elements into their offering to enhance customer experience. Thus, there are hair salons that have well designed waiting areas often with magazines and plush sofas for patrons to read and relax while they await their turn. Similarly, restaurants invest heavily in their interior design and decorations to offer a tangible and unique experience to their guests.

These last 3 Ps are the service elements of the marketing mix, because they represent the intangible side of the business. Service cannot be termed as a touchable commodity, it is what makes or breaks a business, establishes its reputation, style and value, and when performed correctly can ensure continued and escalated success that can be developed to a higher realm.

SWOT ANALYSIS:-

Strengths:-

I ENJOY FOODS holds a very good name in Visakhapatnam city.

They have large partnerships with other companies that provide them with their desired products; this increases the goodwill of the company.

I ENJOY FOODS is one of the most reputed firms who are socially responsible.

Loyal employees & management & customer are their biggest strength.

I ENJOY FOODS makes sure that cultural & regional barriers are kept in mind while providing food to different customers

Weakness:-

They face quality issue at times. This affects the business as they are running.

The hotel industry in India is heavily staffed. This can be gauged from the facts that Indian hotel companies have to staff to ratio of 3:1.

The services offered by this is limited to value added services and it is not comparable to the existing other 5star hotels.

Opportunities:-

It can open up online services for their customers so that they can easily order their desired meals sitting at home.

Discounts given on every food item may help them gain more customers.

They can go for a joint venture with the retailers they work with.

They can introduce healthy hamburgers and healthy drinks for the people who are health conscious.

In order to be environment friendly, they can use packing material which can be recycled later or material that does not create pollution.

Threats:-

Emerging competition of similar outlets is becoming a problem for I enjoy foods.

Health issue also becomes a problem when it comes to food. People facing heart problems and obesity accuse I enjoy foods

for not providing them with the healthy food. I enjoy foods is operating in a fully fledged economy where

competition is increasing day by day therefore they should work effectively to overcome their drawbacks

SURVEY RESPONSE ANALYSIS:-

1. How often do you visit restaurants?

2. Time of the day do you prefer to eat

3. How often you eat at I enjoy foods.

4. Are you satisfied with the services provided here

5. Is the product line is adequate.

6. What is the main problem faced at I enjoy foods

7. Unique selling prepositions.

8. Which area do you think it need the most improvement

9. Do you think it will be triumphant over all its time

Based on all your experience with the restaurant how would you rate the relationship with I enjoy foods

FINDINGS Majority of respondents are male.

Most of the respondents belong to the age group of 30 to35.

Maximum of the respondents have above 5 to 10 years of work

experience.

Majority of the respondents are under graduates.

Due to high tax rates like service tax, vat, etc by government resulting in raise of price.

This is the first thing that makes I enjoy foods so successful, by having an effective and efficient system in place

The restaurant is having daily targets and which varies from regular days and weekends.

All the staff is seen to be very potential in doing their work assigned to them.

I also observed that there is more increase of customers and the amount of the sales.

It is also observed that there is a good response from the customers and word of mouth type promotion is developed because of receiving a good service here.

SUGGETIONS The price of hotels should be made affordable to the common man.

The restaurant has to make some changes in product mix with regard to quality.

Employees having low performance could be called individually, encouraged and monitored closely to make improvements.

Be a Kid Friendly Restaurant – they has to give some attention to take care of the kids. There are many ways to make dining out with young children easier on parents, increasing the likelihood they will come back.

Conclusion

From the above discussion it can be concluded that in a service related business as in case of a restaurant the need of education and training cannot be ignored. The basis of a strong and loyal customer base that is satisfied and happy with the services, there is a need to provide proper and systematic training to the staff members right from the front desk employees. And the way of using the marketing mix strategies will also affect sales and development of the restaurant Executives are also required to be trained on a different front to acquire some special skills required to be successful in hospitality workplace which is characterized with high attrition rate and low job satisfaction among employees. Computers can be used as an efficient and low cost medium of providing training to employees of a café. However, there is a need to install suitable equipment as per the designed training program so as to make the whole system affordable even for a small scale service oriented company. Through this project report and market survey we saw the how I enjoy foods and Jupiter group was formed and through the marketing mix, we saw how they make use of their product, price, place, promotion mixes.

CHAPTER-5

BIBILIOGRAPHY

BIBILIOGRAPHYMcCarthy, Jerome E. (1964). Basic Marketing. A Managerial Approach. Homewood, IL: Irwin.

Jump up ^ Booms, Bernard H.; Bitner, Mary Jo (1981). "Marketing Strategies and Organization Structures for Service Firms". Marketing of Services. American Marketing Association: 47–51.

Kotler, P. and Keller, K. (2006), Marketing and Management, Pearson Prentice Hall, Upper Saddle River, NJ, USA

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https://www.boundless.com/business/marketing-and-the-customer-

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www.citehr.com

www.wikipedia.com

www.slideshare.com

www.ienjoyfoodsvizag.com

www.marketing91.com

CHAPTER-6

ANNEXURE

QUESTIONNAIREName: ____________________ age: ________ Gender: _________ occupation: _______________Please spare a few minutes of your valuable time to answer this simple Questionnaire. How often do you visit restaurants? Everyday Alternate days Weekends once in a month

What time of the day do you prefer to eat at restaurant?Morning Noon Evening Night

How often do you eat at I enjoy foods? Everyday Alternate days Weekends Once in a month

Are you satisfied with the services provided by them Yes Sometimes Not at all satisfied

Is the product line of I enjoy foods adequate?Yes No Haven’t Thought About That

What is the main problem you faced at I enjoy foods?Long queues Wrong orders Hygienic problems Other problems No problems

What are the unique selling prepositions of I enjoy foods?Product variety Hygiene Ambience Quick service Location

Which area do you think need an improvement?Better music more space quality food More variety low price nothing

Do you think I enjoy foods will be triumphant over all its competitors? Yes Maybe Haven’t Thought About That

Based on all your experience with the restaurant how would you rate the relationship with I enjoy foodsExcellent good average bad