SERVICE QUALITY – GROUP PRESENTATION
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SERVICE QUALITY – GROUP PRESENTATION. ----------------------------------------------------------------------------------------------------------------------------------------------------------------. AL FRESCO RESTAURANT.

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SERVICE QUALITY – GROUP PRESENTATION

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AL FRESCO

RESTAURANT

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  • GROUP MEMBERS:

  • Trinh Thi Minh Hang, s3210090

  • Le Minh, s3160649

  • Nguyen ThiHoai Phuong, S3298409

  • Giang Nguyen Phuong Hai, s3311542

  • Dinh Tran NhatThanh, s3309933

LECTURER:Ms. Nguyen AnhThu

GROUP 2


HISTORY & BACKGROUND

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I. HISTORY

  • First operated in Hong Kong in 1992

  • Born in 1996 in Hanoi and then be present in Ho Chi Minh in 2003

II. COMPANY’S SERVICE PRODUCTS:

  • Food and beverage,

  • especially Mexican & Italian food

The Al Fresco’s Group Vietnam

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TARGET MARKET & STRATEGY

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  • Focus Strategy: Fully focused (Service & Market focused)

    • Categories of Services: People Processing

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POSITIONING MAP

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HIGH PRICE

Pacharan

Vasco

Mexico Lindo

Le Sud Gaudir

Al Fresco

LOW VARIETY OF FOOD

HIGH VARIETY OF FOOD

Lahabana

La Cantina

LOW PRICE


CUSTOMERS SERVICE ENCOUNTER

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EMPHASIZES ENCOUNTERS WITH SERVICE PERSONNEL

HIGH

AL FRESCO

EMPHASIZES ENCOUNTERS WITH PHYSICAL SERVICE ELEMENTS

LOW

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SERVUCTION SYSTEM

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Table, room

Reception

Kitchen

Parking

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FLOWERS OF SERVICES

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BRANDING

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  • Al Fresco restaurant is a small, mono brand inside the Al Fresco group

Hanoi's Community Produced Local Guide

Diachiso

The Al Fresco’s Group Vietnam

Bua An Viet

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PLACE - SERVICE DELIVERY

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  • CUSTOMERS VISIT SERVICE SITE

  • Number of restaurants: 6 in HCMC, 1 in Hoi An, and 7 in Hanoi

    • Operating hour: Every day 8:30 am – 11 pm (Except national holidays)

    • Customers can either stay or do take-away

  • II. SERVICE PROVIDERS GO TO CUSTOMERS

  • Menu available on website with call number

  • Seven days a week 8:30 am – 11 pm

  • Free delivery within 5km of restaurant

    • → Use of personal channel

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PROMOTION

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COMMUNICATION STRATEGIES

  • Advertising

  • Sales promotion

  • PR

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PRICING APPROACH

VALUE-BASED PRICING

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QUALITY AND VALUE

  • Australian fresh ingredients

  • Mexican or Italian recipes

  • High-quality and distinctive taste

  • Well-trained staff

  • Free delivery

  • Serving All day

    PRICE RANGE

  • Foods: VND 60,000 – 300,000

  • Desserts & Drinks: VND 35,000 – 100,000


GOOD VALUE PRICING

SAME VALUE FOR LESS PRICE

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HIGH-LOW PRICING

  • Frequent Promotion

  • Lower price if buying ‘larger-than-life’ portions

VIP Cards


RECOMMENDATIONS

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  • Parking lot should be wider and separated from restaurant

  • Improve hospitality communication:

    • Train staff to be more friendly

    • Change toilet location

    • Establish feedback areas on restaurant & website

  • Provide more links via Advertising and PR

    • Official Commercial

    • Facebook, Blogs, Online and Print newsletters

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REFERENCES

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Anyarena, < http://anyarena.com/>, viewed 18 November 2011

Bua An Viet, <http://www.buaanviet.com/restaurant/page/2>, viewed 18 November 2011

Diachiso, <http://diachiso.vn/ha-noi/dong-da/huynh-thuc-khang/13/pepperonis>, viewed 18 November 2011

Hanoi's Community Produced Local Guide, <http://newhanoian.xemzi.com/en/spot/367/papa-joes-cau-go-hanoi> , viewed 18 November 2011

La Cantina Saigon, < http://www.lacantinasaigon.com>, viewed 18 November 2011

La Habana, <http://www.lahabana-saigon.com>, viewed 18 November 2011

The Al Fresco’s Group Vietnam, < http://www.alfrescosgroup.com/en>, viewed 18 November 2011

LeSudGaudir, < http://lesudgaudir.com.vn>, viewed 18 November 2011

Pacharan Tapas & Bodega Saigon, < http://www.pacharan.com.vn>, viewed 18 November 2011

Vasco’s Bars & Restaurants, < http://www.vascosgroup.com>, viewed 18 November 2011

Vietnammm, < http://www.vietnammm.com/vn/restaurants/mexico-lindo>, viewed 18 November 2011

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