A proposed service plan for Chimara Neo-Vegan Cafe

Date of Publication

2006

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Jose Luis R. Liongson

Defense Panel Chair

Luz T. Suplico

Defense Panel Member

Denis A. Gutierrez

Abstract/Summary

CHIMARA NEO-VEGAN CAFÉ is a young that was established in 2002, with their first branch strategically located at Greenbelt 3. Being accepted in the market, CHIMARA opened their second branch at Mall of Asia last August 2006. The café is known for pioneering TOFU CHIPS and SOY ICE CREAM in the market. The café also offers soy coffee and a variety of healthy food options like popcorn, salads, sandwiches and ice cream that are all MSG free, thus making their food offerings healthier than other cafes. CHIMARA offers premium products that target the people in the Class A and B of society.

Although the sales of the Greenbelt branch have been soaring high, the exact opposite used framework to better analyze the company like the Fishbone diagram, Porte's 5 forces analysis, STEP Analysis, Service Blue Print and conducted surveys and interviews. From using these, the researchers recognized the possible reasons of why there is a low number of customers in that particular branch like lack of in-depth training for employees, lack of brand awareness and has limited promotional tools to name a few.

Using the 8P’s Integrated Service Management and Flower of Service, the researchers came up with strategies for the improvement of the company and its employees and proposed programs for its target market. Among which are Bridging Employees towards Success for Employees, Total Life Changing Program, Service Delivery System and the satellite stories inside Mall of Asia for the target market.

Thorough computations of the expenses were made for each of the proposed strategies proposed, the researchers also provided guidelines that the company could follow. Among which were, The Meeting of the Minds where the upper management and employees of CHIMARA meet and discuss the problems seen every month, The Check and Balance where the sales and expenses will be analyzed every month and lastly, Reaching Out where the customer database system will be fully utilized.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16160

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

48 leaves

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