A service plan for San Miguel Corporation's San Miguel Food Shop
Date of Publication
2005
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
Abstract/Summary
This paper aims to make San Miguel Food Shop in President's Avenue the most preferred convenience store for its fast-food services. To achieve this, the proponents believe that the firm should use their service delivery as their leverage against other players. Efforts should come from training and encouraging employees to perform well. The company should also seriously consider customer feedback so as to guide them in improving their service executions. Understanding customer experience through the use of diagrams would also help management identify crucial activities of the whole service process. Moreover, the store should invest on improving its interior and exterior because these all add up to the customer's perceived service value. In addition, their prices should always match the customer's perceived value. Furthermore, their sales promotions will primarily promote the food shop's snack bar section. With this, customers become exposed to their fast-food service. With the previously mentioned strategies, their exposure hopes to gain customer preference. Lastly, advertising efforts will not just inform its service segments of its existence, but will also promote their dining area. It will communicate to its receivers that it is a place where they can relax and dine.
The initial investment for the execution of the aforementioned tactics, strategies and programs is approximately Php705, 000.00. The bulk of the budget will be apportioned to improving service delivery offers, sales promotions and advertising expense. The remaining fraction will be forwarded to the improvement of the store's facilities. The effectiveness of the proposed programs will be evaluated through sales analysis, top-of-mind study, and comparison of marketing expenses and sales.
Abstract Format
html
Language
English
Format
Accession Number
TU16197
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Recommended Citation
Buenaventura, R. S., Dabbay, Y. L., & Soriano, P. V. (2005). A service plan for San Miguel Corporation's San Miguel Food Shop. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/17555
