Embed Size (px)
Citation preview
`
1 | P a g e
Table of Contents 1.0 Introduction: ........................................................................................................................ 2
1.1 Scope of study: ................................................................................................................. 2 1.2 Objective of study: ........................................................................................................... 3 1.3 Limitation of study: .......................................................................................................... 3
2.0 Company: ............................................................................................................................. 4 2.1 Company’s Background: .................................................................................................. 4 2.2 History .............................................................................................................................. 5 2.3 Location ............................................................................................................................ 5 2.4 Employees ........................................................................................................................ 6 2.5 Customers ........................................................................................................................ 6 2.6 Menus .............................................................................................................................. 7
3.0 Theory .................................................................................................................................. 8 3.1 Service .............................................................................................................................. 8
3.1.1 People: ...................................................................................................................... 8 3.1.2 Process: ..................................................................................................................... 8 3.1.3 Physical Evidence: ..................................................................................................... 8
3.2 Gap model: ....................................................................................................................... 8 3.2.1 Customers Gap .......................................................................................................... 8 3.2.2 Providers gap 1.......................................................................................................... 8 3.2.3 Providers gap 2.......................................................................................................... 9 3.2.4 Providers gap 3.......................................................................................................... 9 3.2.5 Providers gap 4.......................................................................................................... 9
4.0 Analysis ................................................................................................................................ 9 4.1 Service .............................................................................................................................. 9
4.1.1 People ....................................................................................................................... 9 4.1.2 Process ...................................................................................................................... 9 4.1.3 Physical Evidence .................................................................................................... 10
4.2 Gap model ...................................................................................................................... 10 4.2.1 Customers gap ........................................................................................................ 10 4.2.2 Providers gap 1........................................................................................................ 10 4.2.3 Providers gap 2........................................................................................................ 10 4.2.4 Providers gap 3........................................................................................................ 11 4.2.5 Providers gap 4........................................................................................................ 11
5.0 Conclusion .......................................................................................................................... 11 6.0 References: ........................................................................................................................ 12
6.1 Books .............................................................................................................................. 12 6.2 Websites......................................................................................................................... 12 6.3 Interviews ....................................................................................................................... 12
`
2 | P a g e
1.0 Introduction:
Fast food restaurants are now a day’s one of the most visited places of our country.
Especially young aged people visit these places most frequently because of some
reasons like ideal hangout place, delicious food, enjoyable environment and many
others. So there is an increasing trend in our country of fast food restaurants. Many
fast food restaurants are taking place in the city like mushroom every day.
Among those, some can cope with the environment, some cannot. FFC is one the
most promising fast-food restaurant which got popularity very quickly.
This report is on FFC and I tried to rate the service given by FFC to its customers
especially its external customers. I tried to find out the GAPs of FFC as well. After
doing a whole course on Service marketing, my objective was to relate the service of
FFC with the things I have learned from the course.
The reason I have selected this sector because Fast food Restaurants are now a day’s
one of the biggest service sector of our country. So as a service marketing student,
it’s a good opportunity to work on fast food restaurants.
As FFC is one of the popular fast food restaurant of Dhaka city, it became easy for
me to work on it. Another reason is it has many outlets so that it became easy for me
to gather information.
1.1 Scope of study:
Our respectable instructor and faculty member Farzana Choudhury instructed us to
observe and gather information about our service provider, customers and the
service market. As I selected FFC as my service provider, she told me to visit it at
least twice so that I can observe things very carefully. She explained every part of the
report very clearly about this report in the diary session. I also gathered knowledge
from our book and Internet.
In this report, first I discussed about the company, FFC. Then some brief history of
the company, Then I talked about the locations of the company as like the outlets of
FFC. Then I talked about the internal customers (employees) and the external
customers (us). Then I also gave e brief menu of them.
`
3 | P a g e
Then in the theory part I discussed some theory that I learned in this course that has
been used in this report. And then I talked about the GAP model. In the Analysis
part, I have related the findings of my observations and information with the theory.
In the end I concluded in the conclusion and gave the references from where I got
the information and other important documents and necessary things.
1.2 Objective of study:
In this report I have tried my level best to relate a service and the learning’s from my service
marketing course. My primary objective was to find out the GAPs. My aim was to observe a
service provider thoroughly and find out their lacking so that I can use my knowledge from
my service marketing course to improve the service.
Here I have chosen FFC so I observed the service of FFC and tried to find out the GAPs of
FFC.
My objective was to find their lacking so that they can improve themselves and give their
customer some better service.
1.3 Limitation of study:
Everything has some limitations like that, my report has some limitation. While
doing this report I faced some problems. These problems are the limitations of the
study.
i. I faced problem to gather some information like their history, their owner,
who started this business etc.
ii. The manager was not that much helpful. After offering him the letter of
authorization the manager still showed unwillingness to help me.
iii. They did not permit us to take pictures of their kitchen. They permitted us to
enter into their kitchen but still they forbid me to take pictures.
iv. I send an Email to their head office addressing myself as an undergraduate
student of a very reputed university and wanted to know some history about
them but they did not replied. So I had to visit another outlet to gather some
sort of information about them.
`
4 | P a g e
v. I also faced time problem as it was Ramadan time so I had to visit FFC during
iftar or after iftar time.
2.0 Company:
Fortuna Fried Chicken (FFC) is a locally owned fast food restaurant which is quickly
turning into a national chain as it is gaining popularity very quickly. It is a part of
‘Fortuna Bangladesh’ which is a Private entrepreneurial company.
With the help of their creative approaches and tasty food and good service FFC has
created a name which is gaining popularity among the young generation. Now a day
it is one of the top rated fast food restaurants in Dhaka city.
They provide a combination of food at reasonable pricing, with some combo menus
and enjoyable environment they are creating themselves as a place for young people.
The refreshing environment, nice music and tasty food is making FFC a great place
for hang out of young people and making it a successful fast food restaurant.
2.1 Company’s Background:
Fortuna is a privately held entrepreneurial and innovative company located in
Dhaka, Bangladesh. The Fortuna management team has over 40 years of
entrepreneurial business experience, operating in different market sectors
internationally. The chairman of this company is M. Abu Taher, a highly
experienced industrialist who possess years of experience and technical acumen.
Fortuna’s mission is to help improve Bangladesh's economic well being in the global
community by creating new opportunities. They provide a variety of quality
products and services appealing to a diverse community. By building trusting,
honest and sincere relationships with their clients, employees, and partners, Fortuna
hopes to cultivate a nice environment resulting in future opportunities for
Bangladesh.
`
5 | P a g e
2.2 History
Fortuna Bangladesh was established in 1984 to manufacture and export garments. It has
grown and diversified into a major industrial conglomerate. Starting with 140 sewing
machines and 250 workers in a rented house, the company grew to over 1500 machines and
over 2,000 workers in its own 120,000 sq ft facility.
They have diversified into a number of other industries such as IT (Infrablue
Technology), Education, Restaurant (Fortuna Fried Chicken), and Leather (Ruma
Leather industries Ltd.) Recently Fortuna has sold out its garments division and has
invested in a new shoe-manufacturing project (Fortuna Shoes Ltd.) with a capacity to
produce 2500 pairs of shoes per day. Along with that, Fortuna is opening in retail
outlets to sell shoes, leather bags and accessories under its own brand Fortuna.
Fortuna's IT division has received accolades. Infrablue Technology Ltd in 2008 was
one of the winners of the FB fund competition administered by Facebook and
funded by Accel and Founders Fund.
2.3 Location
FFC has several outlets in different locations of Dhaka city and outside of Dhaka as
well. Their outlets locations are given below.
Head Office:
FFC, 169,North Gulshan Avenue, Gulshan 2, Dhaka 1212, Bangladesh, Tel: +880-2-9880777
FFC Gulshan
169, North Gulshan Avenue,
Gulshan 2, Dhaka 1212
Tel:9896281
FFC Orchard Point
Orchard Point,
Shop#110, House#17, Road#7, Dhaka.
Tel:9665375
FFC Shat Masjid Road
Rangs Nilu Square, House#75 (Ground Floor), Plot#1,3,5
Road#5A, Dhanmondi Shat Masjid Road, Dhaka-1205
FFC Bashundhara City Mall
Level 8 Shop# 42, 43 Block C, Dhaka.
Tel:9111440 Ext:308043
FFC Mirpur
`
6 | P a g e
Plot # 10, Main Road # 3, Block # A,
Section # 11, Pallabi, Mirpur, Dhaka
Tel: 9014619
FFC Uttara
TAKIA Center (Opposite of Milestone School)
PLOT# 39, Sonargaon Janapath Road,
Sec#7, Uttara, Dhaka
Tel: 7913624
FFC Bashundhara
KA -7/2 & KA - 7/1, Jagannathpur,
Bashundhara Link Road, Badda, Dhaka.
Locations
FFC Banasree
Plot # 1/11, Block # A,Main Road, Banasree.
Rampura, Dhaka, Tel: 8399031
FFC Gazipur (Tongi)
Fortuna Park, Kunia, Gazipur
Tel: 9291500
2.4 Employees
There are several outlets off FFC in Dhaka City but As I Focused on FFC
Dhanmondi, Here in this report, I will be discussing on the employees of FFC
Dhanmondi.
In FFC Dhanmondy, The Outlet Manager holds is the top position. The name of the
manager is Mr. Babul Hossain. Under him, there are 4 persons who prepare the
food, 2 people takes the order. There are also 2 waiters who serve the food. Usually
FFC is a self service fast food restaurant but still they have those two people to
handle busy conditions. There is also a gate man who acts as the security guard also.
2.5 Customers
FFC’s targeted customers are mainly students. Some of them are school students,
some are college students. Their targeted customers are university students too.
Their classification and main criteria are,
Age: FFC’s targeted customer’s age group is 12 to 25 years. So they are mainly
young aged people who like to have junk food a lot.
`
7 | P a g e
Status: They targeted middle class to upper class people as their targeted
customers. So their targeted customer’s economic status is solvent.
Occupation: FFC’s targeted customers are mainly students. Their main source of
money is their pocket money from their parents. Most of them do not earn money
for themselves.
Education: FFC’s targeted customers might have come from Bangla medium or
English medium school background. As most of them are students so they are still
doing their studies at school, college or university.
Demographic Background: FFC is mainly targeting people from Dhaka city as
most of their outlets are at Dhaka city or near Dhaka city.
Life style: FFC’s targeted customers like to lead free life because of their age group.
During their free time they hangout with friends, gossips, play games, smokes, read
books, pass times with peers and sometimes do rest. As they like to eat food and
gossip and pass free times so FFC has targeted them as their main targeted
customers.
2.6 Menus
The menu of FFC is given below:
* Spicy Chicken Fries * Zing pop Chicken * Chicken Salsa Wrap
* Vegetable Salsa Wrap * Chicken Nuggets * Crispy Chicken Strips
* Chicken Hot Wings * Hungry Fries * Wedges
* Coleslaw * Green Salad * Bun
* Chicken Burger * Beef Burger * Salad Burger
* Shrimp * Soft Drinks * Mineral Water
* Fresh Tropical Juice * Shaky Shake [Chocolate /vanilla /strawberry]
* Soft Ice Cream * Jello Ice Cream
* Tea * Coffee
They also provide some combo items and some add ons.
`
8 | P a g e
3.0 Theory
Theory is a set of assumptions, propositions or beliefs backed by evidence or proof.
3.1 Service
Service is an economic activity which offered by one party to another. Service is
deeds processes and performances.
3.1.1 People:
In marketing terms people means customers and employees who are involved in
service production.
3.1.2 Process:
Process means a particular method of operations of services like service cascade
which is needed to perform the service.
3.1.3 Physical Evidence:
Physical evidence means visual or other tangible things that provide evidence of
service quality. It is like the surroundings.
3.2 Gap model:
3.2.1 Customers Gap
The customer’s gap occurs when customer expectation and customer precipitation
does not match. If the customer expectation is more but he/she does not get that
level of service then it happens.
3.2.2 Providers gap 1
Provider gap 1 means not knowing what customer expect. That means the difference
of customer expectation and companies understanding of those expectations: If the
company or service provider fails to understand the customer expectation then Gap
1 takes place.
`
9 | P a g e
3.2.3 Providers gap 2
Provider gap 2 is the service design and standard gap. This means the service design
and the standard is not accordingly what it should be. Poor service deliver under the
standard and inappropriate physical evidence and service gap leads to provider gap
2.
3.2.4 Providers gap 3
Provider gap 3 is known as the “service performance gap”. Provider’s gap 3 takes
place when the actual service does not matches with the service standard the
provider has set due to lack of systems, processes and people in right place provider
gap 3 can take place.
3.2.5 Providers gap 4
Provider gap 4 is known as “Not matching performance to promises gap”. Provider
gap 4 occurs when they performed service does not matches with the promises
service provider make.
Service provider makes promises through advertisement, sales force, promotions etc.
4.0 Analysis
4.1 Service
In F.F.C their main service is their food. Actually their core product is chicken. And
their service is the food made from the chicken.
4.1.1 People
F.F.C has two types of customer. The customers are F.F.C’s external customers and
the employees are F.F.C’s internal customers.
4.1.2 Process
In F.F.C the process is the internal customers make the food, the external customer
walks in, checks the menu, buys and then consumes the food.
`
10 | P a g e
4.1.3 Physical Evidence
In FFC the physical evidence is the restaurant itself. It is the stage. Then the chairs,
table, the lightings, the ACs, the kitchen etc are the physical evidence. The
environment is FFC’s physical evidence.
4.2 Gap model
4.2.1 Customers gap
The customer gap of F.F.C is when F.F.C promotes their food they use picture of
their food. But most of the time the picture of the food does not match with the
original food they serve. Thus when a customer goes to them, his/her expectation
does not match with the precipitation or real experience. So here customer gap
occurs.
4.2.2 Providers gap 1
In F.F.C customers expects foods in less price but still they are raising the price. This
means they are not aware of the customer’s expectation. This is their provides Gap 1.
Another thing in the Ramadan time, some customer expects traditional iftar items.
But they don’t have any traditional iftar items. This means they have gap 1. They are
not able to understand customer expectation and work as their expectation.
4.2.3 Providers gap 2
In F.F.C they have providers gap 2 too. They are one of the popular fast food
restaurants. But they does not have right standard.
First of all, their shitting arrangement is not standard. They have some sofas and the
rest are plastic chairs. So their sitting arrangement is not the same for all. They
should have same kind of sitting arrangement in the same restaurant.
Secondly their waiter is not that kind of smart. They are not much dedicated to their
works.
Their delivery time is also shows that they have gap 2. For the same order they took
different times to serve at the same table.
`
11 | P a g e
Another thing is according to their reputation their entrance gate is very poor which
does not go with their standard at all.
4.2.4 Providers gap 3
In F.F.C, first of all some waiter are not fully dedicated to their job. It’s been seen that
one was standing and watching TV during his office hours. This is provider gap 3 as
he was not doing his job.
Another provider gap 3 of F.F.C is they have a web page; a facebook fan page but
they don’t update it properly. In the purpose of gathering some information, I send
an email and send a wall post on their facebook fan page. They did not answer the
email and in the facebook wall post they just gave a like! This is because the right
process is not there.
Their employees do not even know about F.F.C properly. This is another gap3.
Another provider gap 3 is they cannot match the supply with demand during busy
times. This is another big problem for them.
4.2.5 Providers gap 4
F.F.C’s promotional activity does not match with their service.
In their promotional activity they show pictures of foods which actually do not
match with the food they serve. The size and the presentation vary.
5.0 Conclusion
After analyzing the services of FFC we have found some problems they face. It is
very important for them to minimize those problems so that they can get more
success in their business.
They should correct their promotional strategy, they should emphasize more on
their customers, they need to train the employees and hire more effective employees
in order to provide better service. The standard of their service should be raised so
that they don’t have any complains.
`
12 | P a g e
With the help of proper implementation of right strategy they can easily climb to the
top.
6.0 References:
6.1 Books
1. Zeithaml A Valarie, Bitner Jo Mary, Gremler D Dwayne, Pandit Ajay “Service
Marketing, 5th Edition, 2011, Mcg Grew Hill
2. Lovelock Christopher, Wirtz Jochen “Service Marketing”, 6th Edition, 2006,
Prentice Hall
6.2 Websites
http://www.vacationbd.com/index.php?option=com_content&view=article&id=84
:ffc&catid=40:fastfood-corners&Itemid=68
www.facebook.com/ffcbd
http://www.ffcbd.com
6.3 Interviews
Mr. Babul Hossain
Manager
FFC Dhanmondi
