Use

d X Performance indicators for RFSM

Adjust prices to maximize profitability3 Analyze business systems and procedures

Does the company have a Code of Conduct that explains the company’s expectations with respect to ethical situations?

There is a Code of Conduct for accountants from the professional organization According to the Code, is the employee required to report stock purchases based on

company information (eg. Legal insider trading) Has there been training ethics in the company? Example—a workshop in dealing

with ethical dilemmas Is there whistleblower protection? Has the company culture set a moral tone and expectations? Does the leadership in the company act ethically? Participants should outline the role and necessary action of the operations/loss

prevention team within the business system. Ideas might include:o Recommending and enforcing a safe warehouse layouto Assessing the current employee training program as well as recommending

training changes to the HR department for them to enforceo Evaluate current security systems and make recommendations for further

action to reduce theft Participants should make the connection between the impact of the operations/loss

prevention team on the procedures of other departments and the success of the business as a whole

2 Analyze company resources to ascertain policies and proceduresA set of policies are principles, rules, and guidelines formulated or adopted by an organization to reach its long-term goals and typically published in a booklet or other form that is widely accessiblePolicies and procedures are designed to influence and determine all major decisions and actions, and all activities take place within the boundaries set by them. Procedures are the specific methods employed to express policies in action in day-to-day operations of the organization. Together, policies and procedures ensure that a point of view held by the governing body of an organization is translated into steps that result in an outcome compatible with that view

Does the student consider media policies? Is their plan realistic? Participant demonstrates and adheres to the following policies and procedures as

stipulated in the case study:o Customers can make special orders for an extra fee; and,o When signing an order form, customers are told that the delivery date can

fluctuate 7-10 business days Given these policies, the participant might acknowledge that the store should have

informed the customer (judge) immediately when the customer called to make the change of wedding date, as an act of good customer service

The participant may be innovative in devising solutions or new policies for the store insofar as they do not contradict any of those already mentioned. Examples of such policies are:

o For deliveries that are late at the fault of the store, the customer may choose another item to be express delivered for their occasion

o Customer may pay an additional fee for express delivery on the existing ordero Customer may pick up the item directly from the wholesaler

2 Assess employee performanceAssess information needs Determining who users of the information will beWhat type of information is needed and what they plan to do with the informationWhat type of information is already available?Costs involvedTimelines (how soon do they need the information?)

A needs assessment is a systematic process for determining and addressing needs, or "gaps" between current conditions and desired conditions or "wants". The discrepancy between the current condition and wanted condition must be measured to appropriately identify the need. The need can be a desire to improve current performance or to correct a deficiency. A needs assessment is a part of planning processes, often used for improvement in individuals, education/training, organizations, or communities. It can refine and improve a product such as a service a client receives. It can be an effective tool to clarify problems and identify appropriate interventions or solutions. By clearly identifying the problem, finite resources can be directed towards developing and implementing a feasible and applicable solution. Gathering appropriate and sufficient data informs the process of developing an effective product that will address the group’s needs and wants. Needs assessments are only effective when they are ends-focused and provide concrete evidence that can be used to determine which of the possible means-to-the-ends are most effective and efficient for achieving the desired resultsIn this case there are 2 sets of needs to be assessed. The needs of those seeking information on the companies through the evaluations of others, and the needs of those companies in wanting fair and ethical assessments.

2 Calculate cost to customers.Check incoming stock

2 Clean service and work areasCoach employeesThe purpose of coaching is to make sure they understand what they are supposed to do and be able to do it without error. In the case of inventory control systems, we need to make all personnel understand the importance of controlling inventory for the company’s profit situation. Presumably, as profits rise, the employee’s share of the profits will also rise, and a happier employee may be a more trusted employee.

2 Conduct marketing analysis How big is the market, market share, market trends, competitive analysis, SWOT

analysis. 3 Convert customer/client objections into selling points

Presenter should discuss the benefits of the product

Disadvantages should also be discussed Present higher quality products for a lesser price

14 Coordinate activities in the promotional mixThe four elements of the promotional mix are: advertising, sales promotion, publicity, and personal selling. All elements used should be coordinated to achieve the company’s goals. All initiatives should be coordinated to target the identified markets, clearly communicate the same underlying message.

Advertising includes any paid presentation and promotion of ideas, goods, or services by an identified sponsor (Ex. Print ads, radio, television, billboards etc) Place advertisements that would appear locally promoting the award-winning coffee in newspapers, direct mail, posters/billboards Recognize that TV ads would be created for national chain by the national chain itself

Sales promotions Incentives designed to stimulate the purchase or sale of a product (Ex. Coupons, sweepstakes, contests, rebates etc. Offer sample coffee taste cups at popular local events and venues) . Sales promotion includes media and non-media marketing communication in order to increase consumer demand, stimulate market demand or improve product availability

Public relations includes paid intimate stimulation of supply for a product, service or business unit by planting significant news about it or a favourable presentation in the media and sometimes include direct marketing and sponsorship Contact newspapers and radio stations to come review or feature the restaurant or Sponsor local events

Personal Selling is a process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation (Ex. Sales presentations, sales meetings, sales training) Each waiter should up sell by recommending products, especially our award-winning coffee

Participants should describe a variety of creative ideas that address all areas of concern.2 Defend ideas objectively

Support ideas with facts Leave opinion and emotion out Be conscious of tone of voice The company must answer complaints quickly and to the customer’s satisfaction

The participant may indicate defending ideas objectively: Supporting their ideas and answers with facts and business terminology Answer questions effectively and in detail.

Define portion control portion control is a standardized portion of food the participant may be participant may discuss controlling amount of eggs used in menu items and how it

relates to maximizing the profit margins for the company 11 Demonstrate a customer service mindset

A service mindset is an outlook that focuses on creating customer value, loyalty and trust. A business with this outlook wants to go beyond simply providing a product or service. It wants to create a positive and indelible imprint in the customer's, or even in the prospect's mind. To do this, a business has to care about the customer or prospect experience and work continuously at enhancing it

Listen carefully to the customer’s complaint and acknowledge that you are there to help—in this case that the business meeting has been disrupted

Explain that you appreciate and value the business that the customer has given you and that you would like the relationship to continue

Provide customer surveys to get feedback from the customers. This could be done by a card with the bill, a website address or a phone call to important customers. There could be an incentive such as a discount or free dessert if they fill out the survey

Use interpersonal skills to handle customer requests and questions, Understand management’s role in customer relations, understand procedures for handling difficult customers, explain business policies to customers and handle customer complaints.

you should view negative customer interactions as opportunities to learn even more about the customers’ needs and expectations

2 Demonstrate appropriate creativityCreativity in the workplace is the next step up from problem solving. It is a real asset to employers hunters, if they can show how they bring additional value to the employer, and preferably prove a dollar value to that creativity. Initiative and good ideas are now much more appreciated than they were in the old hierarchical corporate jobs. Ideas are valuable, and so are employees who can get more value out of the endless possibilities of new systems.Some people actually make much more of a career out of ideas, rather than just doing a job. The opportunities are always there. Everybody, on any job, soon figures out a better way of getting things done. Most value adding is about dealing with volumes of work. Just as well, too, because that's how efficiency is achieved. It's a natural use of skills to make work easier and more productive. That's also why many people who are quite efficient in organizing their own work don't even recognize why they're efficient. They think it's common sense, but it's actually part of the creativity in the workplace effect. Think about how you've organized your own work to suit your own needs. There will be something. You may not have redesigned the whole workplace, but you will have done something to make yourself work more efficiently.Now comes the rest of the question, how to show value in your creativity.Work value is measured by:

Profit Savings Improved time frames Increased efficiency in your own work Increased efficiency which carries through up the work chain to others from your

own workThis is what is meant by improving productivity. It's productive in that it generates income, saves time and therefore money, and improves the efficiency of yourself and others. In whatever sense it's done, it's valuable to the employer.So you have to express the value of your creativity in those terms, to the judges, and show them why it's valuable. If you've come up with a better way of doing things, or a more efficient or obviously quicker way of doing your work, you've answered the question effectively, and made your point.As with all interview questions, you must structure your answer so the interviewers can see the processes involved, and the value of your work.

In this case, creativity is a very broad range of possible subjects, but you can simplify and clarify your answer:

Explain the work, and the processes. Explain your idea and its benefits in terms of the productivity criteria.

Tell the judges what you've achieved with your creativity. Also tell them your manager or supervisor's reaction to your work if you can tell them about a positive response from them. That's proof of achievement.Demonstrate awareness of capabilities and limitations of the operation

The internal strengths and weaknesses of the firm as part of a SWOT analysisParticipant could indicate need for market research, the additional costs of a new product line, the possible loss of share in the other two established products as a result of this new itemParticipant should address concern re possible slowing down of service due to increased kitchen demands – test market the Pork Tasty for one or two cycles in one location and determine impact. Recommendation is likely to be to have the item as a seasonal one – maintains demand due to limited supplyChain has the expertise and experience to go forward – go slowly and test the market, assess after two cycles. Goal is not to compromise current good reputation for service and food. Feature the introduction during football season to attract the sports-minded male to try a new food – schedule would likely last three to four months.

2 Demonstrate connections between company actions and resultsMost companies will compare their actions and results by having set some specific objectives and seeing how closely they are meeting them. In this case, the company will probably be setting goals involved with an increase in revenue and/or an increase in profit. They would want to have the results of the catering function kept separate from the results of the regular restaurant activity although there would be some carry-over of fixed costs between the two practices. They might even separate the activities into two separate companies. In any case there should be a measureable difference in the company in terms of profit.Brochures, ads and web pages are not results. A marketing department needs tangible objectives and deliverables. But it is easy to fall into the trap that looks at these deliverables as ends in themselves. A new department in the store means nothing if it doesn’t in some way contributes to improving the state of your business. Similarly, brand awareness isn't a result. It is also a means. Building brand awareness may be a reasonable objective but only if your marketing team can articulate how it drives results. . Opening a coffee shop is not a result. That's all the more reason that your marketing efforts need to be focused on the right results. Because it is difficult to measure directly the effects of many marketing tactics, it is important to design those tactics with appropriate end results in mindWhat are your most influential economic engines, and are your marketing efforts focused on them? Do you make significantly more profit on a small number of loyal customers than you do on a large number of transactional customers? If so, do your marketing efforts focus appropriate energy on building customer loyalty, or is the lion's share of your efforts focused on finding new customers? Does opening a coffee shop add significantly to the profitability of product sales?

2 Demonstrate kitchen safety procedures

Did the student display a basic knowledge and understanding of kitchen safety? Was this knowledge and understanding emphasized in their recommendations

Demonstrate negotiation skillsThe best way to demonstrate good negotiation skills is to do so in an active negotiation. I have not run across any tests that prove how good a negotiator one is since every negotiation has its own peculiarities -- even with a person with whom you negotiate all the time. Participants in negotiations need to be cognizant of seven elements in the negotiation process. The seven process elements are: Relationship, Interests, BATNA (Best Alternative to a Negotiated Agreement), Creativity, Commitment, Fairness, and Communication. In addition, a good negotiator is well-preparedSometimes, the manager needs to be prepared to make an offer that will satisfy the customer without making negative comments about the product

Demonstrate problem-solving skillsIdentify the issues

Be clear about what the problem is. Remember that different people might have different views of what the issues are. Separate the listing of issues from the identification of interests (that's the next step!).

Understand everyone's interests This is a critical step that is usually missing. Interests are the needs that you want satisfied by any given solution. We often ignore

our true interests as we become attached to one particular solution. The best solution is the one that satisfies everyone's interests. This is the time for active listening. Put down your differences for awhile and listen

to each other with the intention to understand. Separate the naming of interests from the listing of solutions.

List the possible solutions (options) This is the time to do some brainstorming. There may be lots of room for creativity. Separate the listing of options from the evaluation of the options.

Evaluate the options What are the pluses and minuses? Honestly! Separate the evaluation of options from the selection of options.

Select an option or options What's the best option, in the balance? Is there a way to "bundle" a number of options together for a more satisfactory

solution? Document the agreement(s)

Don't rely on memory. Writing it down will help you think through all the details and implications.

Agree on contingencies, monitoring, and evaluation Conditions may change. Make contingency agreements about foreseeable future

circumstances (If-then!). How will you monitor compliance and follow-through? Create opportunities to evaluate the agreements and their implementation. ("Let's try

it this way for three months and then look at it.") Effective problem solving does take some time and attention more of the latter than the former. But less time and attention than is required by a problem not well solved. What it

really takes is a willingness to slow down. A problem is like a curve in the road. Take it right and you'll find yourself in good shape for the straightaway that follows. Take it too fast and you may not be in as good shape. Working through this process is not always a strictly linear exercise. You may have to cycle back to an earlier step. For example, if you're having trouble selecting an option, you may have to go back to thinking about the interests. Demonstrate Responsible BehaviourDemonstrating responsibility means being willing to accept an obligation and being accountable for an action or situation. One can demonstrate responsibility in many ways. The participant may point out that the company can demonstrate responsible behaviour by:

Accepting responsibility for damage that has been caused and taking measures to take measures to ensure that the problem does not happen again, perhaps by investigating the cause of the explosion or hiring an independent investigator

Explaining how they will take steps to ensure that this does not happen again Offering to compensate injured employees and families The disclosure of all relevant financial and operating information Company must provide pricing options that the customer can understand—pricing

transparency Company must make a profit and be responsible to its shareholders Company has dealt with complaints in a timely and ethical manner Company has considered all stakeholders

2 Demonstrate suggestion selling You will suggest to the customer that you have many other watches that will suit the

purposes of a graduation gift You will explain that with the number of stores your company has throughout the

country, you will be able to meet the needs of their request You will offer incentives to keep the customer from going to another store to

purchase their gift, such as complimentary gift wrapping or a free first time battery change on their watch

You will offer to clean their jewelry free of charge while head office is trying to locate the watch

You will offer them a discount on a future purchase as a result of their inconvenience. This will be an incentive to get them to return to your store for a future purchase and to keep them as a customer

You will be polite and remain calm throughout this entire experienceDemonstrate use of point of sale systems

POS – advantages: saves time and therefore improves service to the customers, inventory tracking and control, streamlines servers’ work, health and safety benefit – fewer trips to the kitchenMany of the benefits listed in performance indicate #2 apply here

Participant could include any of the above advantages/features of point of sale. 2 Describe factors used by marketers to position products/services

Differentiation in the context of business is what a company can hang its hat on that no other business can. The positioning concepts focus on the rational or emotional benefits that buyer will receive or feel by using the product/service. Products/services should be positioned

based on their comparative advantagesFor example, for some companies this is being the least expensive. Other companies credit themselves with being the first or the fastest. Whatever it is a business can use to stand out from the rest is called differentiation. Differentiation in today’s over-crowded marketplace is a business imperative, not only in terms of a company’s success, but also for its continuing survivalPositioning is also defined as the way by which the marketers attempt to create a distinct impression in the customer's mind. Positioning is something (perception) that happens in the minds of the target market. It is the aggregate perception the market has of a particular company, product or service in relation to their perceptions of the competitors in the same category. Products/services should be positioned based on their comparative advantages. A company can positively influence the perceptions through enlightened strategic actionsMarketers often use a Product Positioning Map to “map” out the position that their products occupy in comparison to the completionThese positioning maps are based on 2 dimensionsThe most common dimensions are price and qualtitySo, for example, Rolex may be categorized as high price, high quality. Timex may be categorized as low price, high quality..Some possible positioning strategies:

Focus on healthy low calorie snack (< 200 calories) Price and quality Positioning by features and benefits Positioning relative to competition

2 Describe features and benefits of restaurant service stylesDescribe health and safety regulations in business The participant should address the requirement for businesses to operate according to municipal/ provincial / state/ federal regulations. Additionally, the participant may state that adhering and exceeding such regulations are imperative when providing a service to the public and contributes to the customer experience In Ontario as in most states, there are the Occupational Health & Safety regulations that

relate primarily to a safe working environment for employees Governments have also established health and safety regulations to protect the

consumer from harm emanating from products e.g. Food & Safety and product labeling regulations

Buildings open to the public such as restaurants and hotels have to have clear signage for emergencies such as fire, or medical emergency

As for what a hotel itself does to ensure the safety of its guests, they are required to ensure that their employees are bondable and trust worthy so that guests do not suffer harm or loss from unscrupulous employees

Describe techniques for obtaining work experienceDescribe the concept of price Price is the amount the consumer must pay for a product Influenced by costs, competition, demand, and supply Cost—all costs are calculated and then a mark-up is applied to achieve the price Competition—set the price in relation to competitors

Demand—apply the concepts of supply and demand, the greater the demand for the product, the higher the price charged

Supply—a product in short supply will have a greater demandIf the product is a luxury product, a pricing strategy of skimming or prestige should be used. People will be able and willing to pay a higher price because it is located in an affluent neighbourhoodDescribe the impact of business cycles on business activitiesDescribe the nature of organizational conflictDescribe the nature of product bundling Product bundling is the process of securing two or more necessary goods or services from a single vendor. This strategy usually provides several advantages, including saving a great deal of money. Long a practice among businesses, the concept of product bundling has expanded to include residential customers over the last twenty years, especially in regard to various types of communication servicesThe basic nature of product bundling involves the willingness of a supplier or vendor to provide two or more services to a customer for basic rate. This rate normally provides significant savings over purchasing the products individually. For example, a grocery store last Canada day offered a Meal Deal which included a barbeque Chicken, a family sized salad kit, stick bread and a block of ice cream coloured with the Canadian flag in the block. The savings over offering each item individually was over $10Along with saving money, product bundling also provides other benefits for the customer. One has to do with sheer convenience. In many cases, the cost and convenience created by product bundling go a long way toward promoting customer loyalty. This makes the client less likely to switch to another vendor for any of the services, especially if the price for the bundle is competitive. Vendors also benefit from providing various types of bundled packages to their clients. In many cases, the cost and convenience created by product bundling go a long way toward promoting customer loyalty. This makes the client less likely to switch to another vendor for any of the services, especially if the price for the bundle is competitive. Product bundling also simplifies the billing process for the vendor, since all services and products are usually billed on one invoice, rather than several different onesDescribe the need for ongoing education as a worker education of employees ensures that employees are always up-to-date on latest changes

within restaurant as well as in the industry ensure employees are always training in proper food handling and food safety participant may discuss how showing an interest in the employee with relevant training

shows good faith in the employee, thus allowing the employee to want to remain loyal to the company

Describe the role of business ethics in pricingThere is a general consensus that marketing strategies must not infringe on values like honesty, transparency, and autonomy. As such, the main crux of pricing ethics concerns the establishment of a balance of power (through information) between the producer and the consumer. In a completely free market, producers often have the upper hand because they are in control of their products and processes. This potentially lead to unethical practices (using cheap or harmful materials, lying about benefits, etc.), which are deemed harmful for society as a whole

A business operating in today's competitive environment might be tempted to try a variety of unethical pricing strategies to increase market share and profits. But operating just to pursue the company's self-interest can result in decreased trust by customers and lawsuits that take up company time and money to defend. Developing an ethical pricing strategy from the start can help avoid these pitfallsPricing ethics involves examining what constraints are needed on the pursuit of market share and profits when the actions of a company affect others adversely. For example, a company that has a monopoly on a particular product with few, if any, direct competitors’ needs to think carefully about raising prices if the price change cannot be justified. Justification may be an increase in labor or material costs that can be demonstrated clearly to customers Customers must perceive that they received fair value for their money Buyers and sellers should both be satisfied Customers should not experience buyers’ remorse No price gauging

The participant should recognize that the following situations can be viewed as unethical when providing prices to a customer. This includes (but is not limited to) the following practices: assessing fair market value for the services/products provided (no price fixing) phantom bookings – telling the customer that there are others interested in their date

when there are no others anti-favouritism – ensuring that all customers receive similar pricing regardless of

financial situation (i.e. not charging someone more because they are presumed to have more money)

not disclosing all costs up front2 Describe the role of business ethics in promotion

e.g. business must be truthful in their disclosures in any advertisement. o Attention to business ethics is on the rise across the world and many

companies realize that in order to succeed, they must earn the respect and confidence of their customers. Like never before, corporations are being asked, encouraged and prodded to improve their business practices to emphasize legal and ethical behavior. Companies, professional firms and individuals alike are being held increasingly accountable for their actions, as demand grows for higher standards of corporate social responsibility

Important to conduct business in an ethical mannero For the business’s long term sustainability o Customers appreciation of good business practices Businesses should not put down their competitors but rather focus on promoting their

own products and serviceso The company should not partake in false advertising or promote anything that

would mislead their customersDescribe the use of business ethics in promotion

e.g. business must be truthful in their disclosures in any advertisement. o Attention to business ethics is on the rise across the world and many

companies realize that in order to succeed, they must earn the respect and confidence of their customers. Like never before, corporations are being

asked, encouraged and prodded to improve their business practices to emphasize legal and ethical behavior. Companies, professional firms and individuals alike are being held increasingly accountable for their actions, as demand grows for higher standards of corporate social responsibility

Important to conduct business in an ethical mannero For the business’s long term sustainability o Customers appreciation of good business practices Businesses should not put down their competitors but rather focus on promoting their

own products and servicesThe company should not partake in false advertising or promote anything that would mislead their customers

2 Describe the use of technology in the promotion functionThe internet, websites and most recently social networking are common ways of using technology in the promotion function. Interactive websites offer consumers a different way to use or experience the product. Participants should be careful to not overuse and get too technical with their use of technology given that many senior citizens use emerging technologies such as the internet for email and basic communication and personal interest. (They are participating in online gaming, for example) Computers-world wide web, on line advertising, online sales, on line catalogues Smart phones with updates on sales, promotions, timed sales, one day promotions Links from computers to store for updates on new merchandise and promotionsDetail the process of “up-selling” and other forms of marketing at tablesideDetail ways to achieve high rate of positive commentsDetail ways to minimize staff turnover minimizing staff turnover will increase a restaurants bottom line participant may include the following in their answer:o managers can increase relationships with employeeso reward employees with perkso offer pay raises as a reward for hard work & commitmento allow students to see how they are able to move forward within the companyo increase employee engagement

Detail ways to monitor quality of prepared foodThe participant may discuss some, but not limited to, the following:

Random testing Mystery diners Regular supervision by trained employees

2 Determine customer/client needsThe participant should use the following strategies to indentify out what a customer/client needs are:

Questioning Observing Listening After carefully doing all of the above, vendors should continue to observe and listen

carefully while making suggestions of merchandise to the client They should listen for verbal and non-verbal clues and respond / alter their responses

appropriately4 Determine factors affecting business risk

Business risk is the potential for business loss or failure 3 kinds of business risk: economic, natural and human

Economic- occur from changes in overall business conditions (competition, changing consumer lifestyles, population changes, limited usefulness or stylishness of some products, product obsolescence, government regulation, inflation or recession)

Natural- result from natural causes (weather conditions-floods, fires, hurricanes, etc.) Human-caused by human mistakes and the unpredictability of employees or

customers (dishonesty, carelessness, incompetence, accidents, illness, non-payment of accounts)

o In this case, the business risk would be economic as a result of the declining sales

There are many types of risks businesses face—political, financial, social, economic, legal, theft, safety, etc

There are many types of risks faced in the restaurant industry—alcohol, underage drinking, fire, burns, food poisoning, spills, broken glass, etc

It is important that businesses anticipate possible risks and create plans to deal with these risks

If possible, businesses should find ways to make certain that the risks are prevented before they occur

2 Determine hiring needs The student in the role of human resources manager should identify hiring needs Will require a meeting with staff and management to discuss the needs Hiring needs may include a wide variety of skills Keeping in mind all of the above needs to be accomplished promptly

2 Determine menu pricingCosts, break even, competition, image, positioning strategyParticipant should indicate an understanding of the importance of correct pricing and the success of the restaurant. If not addressed before this, now is the time to address issue of “pre 5 o’clock” ordering and suggestions to reduce confusion/errors around this.

Determine services to provide customers In order to meet the needs of the customer in todays Hospitality industry there are many facets to be considered. Create a “healthy value menu” To attract customers to the newer products, we can offer a different healthy product at a

reduced price for each day of the week Always provide the best service for the customers. Create a pleasant atmosphere, and

treat the customer as king/queen Services include short and long term rental for individuals and/or groups Group services for companies require office equipment availability, Internet service and

perhaps event management assistance Information about and assistance with area amenities should be available (discounts)

information about rental of equipment, walking trails, historic sites should be available long term rentals would require laundry facilities dining room needs to provide for a variety of dietary needs e.g. vegetarian community dining room provides a form of entertainment for guests and a unique dining

experience not found in other restaurants2 Determine vision

The manager must set a vision for the business that makes safety a priority He/she should reward staff that are following safe practices and providing quality

customer service with regard to safety Safety practices should be reported at all staff and be a part of the regular

communication with the staff—perhaps a count of how many days accident freeDetermine ways of reinforcing the company’s image through employee performanceThe participant should identify the need for positive employee performance and mention some of the ideas listed below: Employee performance can reinforce a company’s image through suggestion selling,

order processing and fulfillment, and effective selling skills Suggestion selling is useful for making the customer happier with his/her original

purchases Sales employees can improve customer satisfaction by the speed and care in which they

handle orders, returns and refunds Selling skills, such as an appropriate, pleasant greeting and a reassuring departure are

useful tools in maintaining a good image Offer helpful comments during and after a sale and always thank the customer in order to

build a good relationship Follow up on all promises made to a customer, and check on their level of satisfaction

after a purchase Positive customer-client relations require compassionate and immediate action when

dealing with complaints and inquiriesParticipants should mention that particular attention should be made to the needs of male customers and they should focus on responding to their needs to ensure that they have a positive shopping experience. They should also mention that an effective sales presentation, to either male or female customer, will have a positive effective on the buying experience, the overall image of the store and will likely lead to repeat business from the satisfied customer and an increase in future customer sales.

2 Develop a promotional plan for a businessDevelop an achievement orientationAchievement orientation is a drive to accomplish one’s goals and to meet or exceed a high standard of success. Achievement-oriented people often want to do things better or more efficiently than they have been done in the past. achievement orientation means the drive and passion to accomplish goals, excel, and be

successful individuals that fall within this category are always striving to do better and be more,

they often set high goals and standards and continually try to achieve those goals and standards

highlight employees that have this mentality in order to encourage others to act the same way

provide employees with incentives to orient themselves in this wayDevelop compensation planDevelop expense-control plansDevelop job descriptionsDevelop promotional materialsParticipant responses will vary widely but can include television, radio, print ads, social media, etc. Ideas should demonstrate creativity and should be in line with the promotional plan.Discuss actions employees can take to achieve the company’s desired resultsEmployees, whether they are wait staff, food preparers, or even shift managers, all have the responsibility on behalf of the restaurant of satisfying the customers needs (motives). It could be wrong to blame certain people, because the situation is changing (different types of clients), and therefore different types of behaviour on the parts of employees is called for. Right now, customers are getting upset, and presumably this will mean more employees will also be getting upset. Someone is going to have to take the initiative to get the employees, managers, and owners together to discuss how to handle the new situation. This is an opportunity for some employees to demonstrate both leadership and management skills. They have to realize that their success and enjoyment on the job depends on how successful the restaurant is, so they have to be prepared to contribute to helping the restaurant become more successfulA performance based pay linked to achievement of company goals and targets (i.e. sales, profits)The participant should demonstrate knowledge of the following:

an understanding of the target market and the selling process understand motivations behind customer decisions understand the overall goals of the company

Discuss motivational theories that impact buying behaviorConsumer motivation is linked to Maslow's "hierarchy of needs." According to this model, motivational drivers have different levels of importance. The most common needs are physiological and concern basic survival--the need for food, shelter and safety. Higher-level needs include social ones (for relationships and love), esteem needs (recognition and status) and self-actualization needs (fulfillment of self). According to Maslow, an individual must meet lower-level needs before being motivated to fulfill higher-level needsMotivational Levels Depending on how important a purchase is to an individual, his motivational levels may

vary from low to high. Influences include familiarity with the purchase, status factors and overall expense and value. Where fulfillment rewards are low, as with groceries, motivation levels are also relatively low and involve little decision-making behavior

The behavioral aspect of consumer motivation concerns the actions someone takes before purchasing and consuming goods or services. A person might do a lot of research--evaluating alternatives, testing and sampling--before making a selection. She might decide to buy something based on which goods or services most closely meet and satisfy motivational wants and needs. Marketers aim to gain the most impact and eventual sales by linking their products and services to clearly defined consumer needs and by understanding what motivates people to buy

Motivational levels differ greatly between individuals and are influenced by many external variables. These include the social value of making the "right" decision, beliefs about brands and alignment of brand values and personal values. If other people are involved in the decision, their motivation also affects the behavior of the primary consumer

They may also identify categories of buying motives such as rational or emotional reasons why people eat out and choose one restaurant over another. The key to any business is that they must have a plan to try and understand what consumers are willing to pay for and to try and satisfy their needs. It is not enough to simply open a restaurant and hope customers will come. You have to give them a reason. Maslow is the obvious choice given its popularity in business textbooks. Participant could mention the factors that motivate consumers to purchase without actually naming a theory or theorist. What needs are satisfied when consumers save money on special deals – needs/benefits.

2 Discuss the impact of a nation’s unemployment ratesThe currency market is the most driven by the Employment Report. An unanticipated rise in employment, for example, means a rise in the dollar. Reactions to surprises relate to the implications on short-term interest rates. The currency market has become increasingly sensitive to the data and pays particular attention to the unemployment rateThe bond market is concerned with what the unemployment rate may indicate about inflation and interest rates. A strong employment report may indicate an economy that is heating up too quickly, leading economists and traders to become concerned about inflationary pressure. However, it can also raise concerns about tighter monetary policy and forthcoming interest rate increases. The equity market looks for rising employment as a sign of corporate optimism and growth potential. It is also concerned with inflation and interest rates, but to a lesser degreeDiscuss the nature of customer relationship managementThe key word in “customer relationship management” is management. If you want satisfied customers, an effort must be made to find what they want. Initially, they are facing some dissatisfaction at the implementation of their new marketing plan. Two things should have happened or must still happen The new plan is causing some concern with both the new and old customers. It is time

to evaluate the plan to see what possible adjustments could be made (see question 3). Unless these issues are solved, there will continue to be complaints from both customers (and staff) and the situation will be expected to deteriorate. A plan must be formulated

Training sessions are necessary for the staff. Food preparers will have to find ways of getting the food out faster. Wait staff should discuss the implications of dealing with younger clients. Shift managers could be more aware of seating customers in certain areas and possibly of adjusting work schedules to have certain staff on or off shift during the promotion

The owners must truly want to improve relationships with their customers and must take the lead and set the exampleDiscuss the nature of human resource management

4 Encourage team building Did the student explain the benefits (i.e. increased productivity, sales, # customers,

etc.) of team building? Did the student explain strategies for successful team building? Explain team building skills –

o Purpose – what are the shared goals?o Empowerment – provide clarity and structure, establish roles, encourage

accountabilityo Relationships and communication – hold meetings to keep team cohesiveo Optimal performance – shared accountability, performance depends on

clear goals and timely feedbacko Recognition and morale – recognize team’s efforts with compliments or

even weekly discussions on what they are proud of accomplishing Establish personnel policiesEstablish relationship with customerExplain customer/client/business buying behaviorBuying behaviour deals with the reasons or motives customers have for their buying habits, such as where to eat and what to eat when they go there. Eating out is a choice, not a necessity and customers will have to prefer what one establishment is offering more than another. This could include the prices being charged, the quality and type of food offered, the atmosphere inside the restaurant, the locations, even the commitment of the restaurant to issues like sponsoring local teams. Sometimes, customers may not even be able to explain why they choose one place over another other than the fact that they simply feel more comfortable thereParticipants may ask a number of the following questions to determine the buying behaviour of customers:

Who are the customers for electric versus non-electric vehicles? Create a profile of the customer buying process? How do the customer groups differ from one another? What, when and where do customers buy? How do customers rate the NISSAN on quality, service, and value? How satisfied is each customer segment? What customer segments are not having their needs met? Is your customer base increasing or decreasing? Why?

The participant may discuss some/all of the following ideas: need of product/service availability of product/service cost/affordability evaluation of alternatives internal conditions ie. demographics, psychographics, personality etc.

3 Explain employment opportunities in business the food-service industryExplain factors affecting pricing decisionsPricing depends on the objectives of price as it relates to the businesses profitability. The image of the business, supply and demand, the stage of the product life cycle, and the expense related to the product are all considerations. Four factors: costs/expenses; supply and demand; consumer perception; competitionPricing is a competitive tool – indicates quality to the consumer; is a function of supply and

demand; position of the company in the market place; laws in place, break even point; economies of scaleParticipant should mention some of the above and how they affect the ability of the restaurant to offer specials on an on-going basis. They want to increase demand by increasing the number of patrons ordering before 5:00 pm, but cannot exceed capacityThe participant should recognize some or all of the following factors:

profit variable and fixed costs of the goods and/or services competition business law and ethics

Explain key factors in building a clientelePeople eating in a restaurant are making a choice. This is normally not a matter of necessity. Therefore, they will choose to eat at this restaurant if their needs are being met. Some of the more obvious reasons they would have are:

The food is good The prices are right They enjoy the ambiance and feel welcome They know the owners They respect and support the restaurant as a member of the community They want their children to be exposed to different dining situations They don’t feel like cooking themselves

If the restaurant owners and management want to rebuild their clientele, they must address these (and perhaps other) issuesStudents need to demonstrate an understanding of why customers will patronize a business; ie, what can the business do to continue attracting and keeping customers. It will not be enough to advertise to attract new customers, it is also necessary to satisfy them in order to keep them coming back frequently. Eating out is not a necessity. Consumers have a choice as to where to spend their money and they will generally do so in a place they enjoy.

The market (consumer attitudes) could be changing, and what has worked in the past is no longer popular.

The demographics (types of customers in the area) may be changing (aging?) There will likely be new competitors that may be trying to copy your success Ensure

every customer has a pleasant experience at the restaurant Relate to creating brand loyalty by providing an excellent product with supreme service

in an amazing atmosphereStudents could also be more specific and include examples of different types of events or promotions the restaurant could use. Just like retail stores change their window and interior displays, even a restaurant has different things they can do to give the customers a new look or feelThis case tries to deal more specifically with having the proper menu items.

Did the student explain and develop a defined plan for building and keeping customers?

Did the student address issues related to competition and competitive advantage?Explain legal considerations for pricing

false advertising – promising a certain price per plate to get the contract and then increasing the price

setting prices too low to eliminate competition, forcing other competitors out of the market

Explain legal issues associated with information managementExplain possible advancement patterns for jobs

participant may indicate possibility for employees to move through the system and become assistant managers/managers

path should be transparent 7 Explain procedures for handling accidents

Hire staff with the proper qualifications—first aid, CPR, customer service certifications, alcohol handling

Staff need to be thoroughly trained to handle accidents in the restaurant Create a procedures manual to teach staff how to deal with a variety of risk situations Train the staff on the manual When an accident has occurred, help the customer, contact the manager, solicit

whatever help is necessary—ambulance, follow up to make sure the customer is fine, fill out an accident report, discover what can be done to make certain that this type of accident does not occur againa) According to the WSIB (Workplace Safety Insurance Board):

i. Get first aidii. Inform employer and ensure payment for transportation and immediate

medical careiii.Pay workers wages for the day of the injury iv.Report injury to the WSIB

- An ‘exceeds expectations’ answer will include preventative measuresThis needs American terminology as well

8 Explain promotional methods used by restaurants Does the student explain types of promotion often used by restaurants? (For example:

TV, radio, flyers etc.) An “exceeds expectations” answer should give an example of a restaurant’s promotional

methodExplain responsibilities of food-service employees

3 Explain routine security precautions Most stores now incorporate magnetic tags and doorway sensors. Many also now

search their employees bags as they exit the store after a shift. The key here is that it must be done for all items, and for all employees. (This however won’t be effective when the manager who is checking is part of the theft problem.)

Regular rotating inventory checks will find specific areas with shrinking inventory. Security cameras are also an option In this case it would be wise to inform staff of the situation, that jobs have been lost and

that the specific staff who have been fired are not welcome in the store anymore. Hotel security departments usually use preventative tasks such as patrolling, monitoring,

and investigating in order to prevent problems Employees’ are properly screened to ensure that they are trustworthy

Guests are offered storage vaults or boxes to store valuables Adequate lighting is provided in the surrounding environs to ensure that guests and their

property are safe from intruders All staff should be trained in safety and security issues and to consider privacy of

information eg. What room a guest is inExplain the concept of competition

The rivalry between two or more businesses to gain as much of the total market sales or customer acceptance as possible Helps to maintain reasonable prices, provides consumers with new and improved products, and results in a wide selection of products from which to choose. Forces businesses to operate efficiently. In this case there is a competition between the companies being evaluated, and the evaluations can have a great effect on competition

Competition Did the student discuss the pros and cons of competition? Did the student address issues related to competitive advantage?Competitors Who are the direct/indirect competitors?

What target market are they competing for?.2 Explain the concept of economic resources

Also known as the factors of production, economic resources are inputs to produce finished goods. These include human resources, natural resources, and capital resources

Human resources include the effort and technical knowledge used in production. Human resources are the people who work to produce the goods and services; also known as the workforce or labour, and includes both the physical and mental work performed

Natural resources include naturally occurring goods such as water, soil, minerals, etc Natural resources are those raw materials we get from the earth, water, and air

Capital resources are man-made resources such as buildings, equipment and money that is used to produce goods and services

Entrepreneurship is sometimes considered another economic resource in that they innovate new ways to produce new products

Economic resources are defined as the means through which goods and services are made available to consumers. Another term for economic resources are factors of production

The proposed new convention centre will utilize both the city’s human and capital resources in a productive manner

To not utilize these available economic resources would stifle continued economic development, a commitment and vision the city has already embarked upon

Explain the concept of gratuitiesExplain the concept of Market and Market Identification Market is the term which makes reference to your actual and potential customer base Market identification is the process of identifying existing or potential customers Market segmentation – target a specific group of potential customers – divide the total

market into smaller groups of people who share specific needs and characteristics Geographics – segmenting a market based on where people live – locally, regional Demographics- characteristics of a population – age, gender, income, ethnicity,

education and occupation Psychographics- study of consumer’s lifestyles and the attitudes / values that shape

it

Product benefits- features built into products to suit the needs/wants of consumers Niche Market (very high end users) and Micromarket (local and individual) are two

additional means of segmenting the market3 Explain the concept of product mix

A product mix is a range of related products that when sold together yields larger sales. For example, selling a chicken burger in a combo as opposed to individually A product mix is the full list of all products offered for sale by a company. In this case, the product mix will also include the service of catering. A product line is a group of goods/services in the product mix that have some kind of similarity. A product is the individual unit. The product mix can have both width (variety of products or product lines) and depth (the assortment of items offered within the product mix). Width – what are we offering? Do customers pick up the food or do we deliver? Will serving the food be done by the customers or do we provide staff? Depth – what food will be offered: current menu, additional items (party favours, napkins, cutlery). These decisions will also include the types of functions (dinners, parties, company meetings or picnics)All the different products a company sellsProduct line – group of related products – in this fast food restaurant – the burger line Depth – adding Tasty Pork is an example of product depthParticipant should identify Pork Tastyas product depth – and indicate whether or not it is consistent with the company image and other products in the lineLikely, participant will mention R&D requirements, surveys, branding, etc. – all factors to be considered when adding to product offeringsStudents would be expected to give a definition of product mix, and perhaps some related terms such as product line. A product mix is the full list of products offered or sale by a company while a product line is a group of similar products. There are certain economies of scale in keeping the number of items offered for sale to a minimum (McDonalds originally only sold 9 separate items), but today’s customers are more sophisticated and demanding. The addition of other product lines (healthier foods) would attract more customers (especially from their competitors)Product mix is a specific marketing term that is defined as all of the different products that a company makes or sells. This will include not only our food, but other items that will reflect on our image; for instance, customers that would be interested in low-fat foods might also be interested in using containers that didn’t harm the environment. This would include washable cups, plates and silverware along with recyclable products for take-out items. It would also be important to provide a mix of goods that reflects the preferences of consumerseExplain the customer/client/business buying behaviourBuying behaviour deals with the reasons or motives customers have for their buying habits, such as where to eat and what to eat when they go there. Eating out is a choice, not a necessity and customers will have to prefer what one establishment is offering more than another. This could include the prices being charged, the quality and type of food offered, the atmosphere inside the restaurant, the locations, even the commitment of the restaurant to issues like sponsoring local teams. Sometimes, customers may not even be able to explain why they choose one place over another other than the fact that they simply feel more comfortable there

Participants may ask a number of the following questions to determine the buying behaviour of customers:

Who are the customers for electric versus non-electric vehicles? Create a profile of the customer buying process? How do the customer groups differ from one another? What, when and where do customers buy? How do customers rate the NISSAN on quality, service, and value? How satisfied is each customer segment? What customer segments are not having their needs met? Is your customer base increasing or decreasing? Why?

The participant may discuss some/all of the following ideas: need of product/service availability of product/service cost/affordability evaluation of alternatives internal conditions ie. demographics, psychographics, personality etc.

Explain the legal issues associated with information managementPrivacy, ID protection, access to data, control of inventory/orders, legal requirements re credit cards/debit cards, storage of data, etcParticipant should relate current issue with credit card – acknowledge breach and steps to ensure privacyExplain the nature and scope of product/service management function participant may discuss that manager must make decisions based on products, pricing,

distribution and promotions provide customers with the best service possible by providing desired products at

reasonable prices as well as maximize sales and profit margins2 Explain the nature and scope of the pricing function

Pricing involves the value of money placed on a product or service. The function of pricing involves the strategies used to set prices of products, pricing computations such as discount and markups, and the overall relationship between pricing and the company’s profitability

Participants should be able to identify and explain factors affecting pricing in this situation. The participant’s answer may include (but is not limited to): overhead costs market value of goods (meats, vegetables, seasonal items, etc.)

Integral part of the 4 p’sDetermines ultimate success of restaurant and customer loyaltyMust cover costs, be competitive and offer a profit

Participant should some mention of the above information and how it relates to pricing of specials in this case. The discount price is likely a loss leader and must be managed if the restaurant is to be viable in the long run.

4 Explain the nature of a promotional plan Detailed plan for delivering your promotional mix identifies all the potential promotional activities in promotional mix, who will carry

them out, the costs, etc Calendar based, and is tied in to the buying plan (media, products, etc) It is coordinated with all the different aspects of promotion, with distribution and

inventory, staff being ready, store being set up properlyThe participant should recognize most or all of the following components of a promotional

plan: description of promotional methods associated costs and budget explanation of how promotions relate to objective measure of success; maximizing return on promotional efforts

An outline of the marketing tools, strategies and resources that a company intends to use to promote a product or service. A promotional plan is usually considered a vital planning tool by most business managers that helps contribute toward the successful launch of a new product or service or its expansion into a new market

Promotion is one of the market mix elements or features, and a term used frequently in marketing. The marketing mix includes the four P's: price, product, promotion, and place.[1] Promotion refers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty. Promotion is also found in the specification of five promotional mix or promotional plan. These elements are personal selling, advertising, sales promotion, direct marketing, and publicity.[2] A promotional mix specifies how much attention to pay to each of the five subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. Fundamentally, there are three basic objectives of promotion. These are:[3]

To present information to consumers as well as othersTo increase demandTo differentiate a product

There are different ways to promote a product in different areas of media. Promoters use internet advertisements, special events, endorsements, and newspapers to advertise their product. Many times with the purchase of a product there is an incentive like discounts (i.e., coupons), free items, or a contest. This method is used to increase the sales of a given productExplain the nature of direct marketing channelsDirect marketing occurs when the "producer" connects with the end user. The end user may be a consumer or a business. Direct marketing applies to product and service oriented businesses, and to nonprofit organizations. In all situations, there is no intermediary involved. Direct marketing describes this interactive communication with the end user. The participants could suggest several ways to use direct marketing channels including using a direct sales force, catalogues, websites, email, direct mail, telemarketing, seminars, trade shows, and other "one-to-one" techniques to communicate and sell to their customers and clientsThe participant should demonstrate an understanding of the method of selling directly to the consumer without a ‘middle-man.’ The participant should also demonstrate an understanding of which channels to communicate directly with the target audience

15 Explain the nature of positive customer/client relationsThe participant should demonstrate an understanding of this concept through examplesA positive customer relations mindset means believing that your customers:

Deserve the very best

Are your employers Deserve your focused attention Have the right to expect things of you Have important problems and complaints

Positive customer relations yield benefits to the: Business Employees Customer

Businesses benefit by being: Employees may receive: customer compliments perhaps a raise or promotion for good customer service skills

Customers may benefit from: a more pleasant, satisfactory buying experiencePositive customer relations need to be demonstrated when speaking to customers in person, over the phone, or online. It should also be evident while handling customer complaints, inquiries and requests. Demonstrate good customer relations by doing the following: considering and attempting to meet their needs concentrating on the without distractions follow up with them following through on what you say you are going to do

being efficient in handling issues2 Explain the nature of restaurant health and sanitation laws4 Explain the nature of staff communication

Staff communication refers to the sharing of information within an organization. This can involve communication from management to other staff members (top-down communication), communication from staff members to management (bottom-up communication), and communication among staff membersStaff communication is an important way to keep staff up-to-date on information that affects the business and that is necessary for them to effectively do their jobs. The student should explain the role does staff communication plays in workplace safety What is the purpose of changing the current staff communication structure

o Improve productivityo Cut costso Ensure congruency of information relayed to customers

2 Explain the need for hospitality and tourism marketing informationMarketing information is needed in order to provide management with relevant, reliable, and current informationFigure out best medium with which to communicate to customersAssist in improving customer relationshipMarketing information has to do with market intelligence, which will tell us:

o market sizeo market shareo competitive analysis

o market trends o competitive analysis

Ensure that the product best satisfies the needs of your potential customersTo identify suitable potential customers and market segmentsDetermine the most effective pricing strategyDetermine the most effective promotional mixTo see the sales trendsTo allocate budget smartly

Explain the need for ongoing education as a workerOne of the key components of human resource management is providing training and education for employees. Education is important on an ongoing basis for many reasons, including: Ensuring employees are continuously aware of any changes in the industry or in their

customer base which may affect their business Informing and training employees on any changes in process or procedure within the

workplace Communicating relevant laws, rules, and regulations to employees Ensuring employees have completed all mandatory training such as food safety, etc Providing employees an opportunity to continuously improve on how they do their job Ensuring employees are equipped to provide the highest levels of customer service

The participant may also provide some specific examples of ongoing education that may be conducted for employees of the restaurantExplain the receiving process.

2 Explain the responsibilities of food-service employees Food preparation/service Equipment maintenance Janitorial duties Customer service- An ‘exceeds expectations’ answer will link responsibilities to safety procedures

2 Explain the role of business in society Businesses provide employment opportunities for people in society. These people

become trained, skilled workers through their work experience thereby increasing their work capacity and potential to contribute to the business and the economy. As workers develop, they are paid reflective of their skills, experience, and contributions

Some of the compensation earned by working is spent on consumables purchased from other businesses. This revenue generation allows the businesses to continue to afford to employ more people

The government taxes business income, personal income, and purchases. This money is then reinvested into programs such as health care, education, and infrastructure for the maintenance and betterment of our standard of living

Businesses also have a responsibility to the environment and sustainable practices such that future generations’ quality of life and standard of living aren’t compromised for today’s society

Provide employment to people and therefore compensation and a means of achieving a standard of living

Contribute to the improvement of society through the development of inventions and

innovations Offer essential services to people via public sector businesses Offer luxury services and allow for the consumption of entertainment, the arts, sports,

etcExplain the role of customer service as a component of selling relationships

Selling relies on repeat business – customer service drives repeat businessIntegral to successful selling is good customer contact. Service extras are what the customer will remember and cause him/her to returnProduct knowledge is part of customer serviceParticipant should mention specifics of customer service as it applies to The Shed – product knowledge, speed of service, acknowledging customer concerns. In this case, acknowledge should be made of the fact that the server was likely at fault and that the table in question could have been offered the discount, or some other incentive to return to the restaurant. Ensuring customer satisfaction must be the goal.

Explain the role of ethics in human resource managementEthics would require the restaurant to follow all legal requirements and to maintain adequate records, perform audits, train employees regularly and employ all safeguards to prevent information leaksThe restaurant must acknowledge its role in info management and communicate to consumers its commitment to protection of all sensitive dataParticipant could define ethics as its applies to information gathering and managementProtection of data; privacy of the customer information – two concepts likely to be includedThis is where the participant could indicate how the server could have handled the issue differently – addressing the customer’s concern and offering some sort of assurance of a change to errorStudent may add that the requirement in Ontario is that only the last four digits be printed and that the expiry date not be included on the printout.

Explain the role of ethics in information managementFrom the point of view of the internal customer, ethical behaviour improves the atmosphere at work and helps motivate the employees, sets a good example to the employees, and evokes a sense of pride for the company and improves its image in the eyes of the employees. From the point of view of external customer, ethical behavior improves the public image of the company and adds to the overall development of ethical behaviorThe four levels of organizational ethics

Social disregard': the company shows carelessness for the consequences of its actions

Social obligation: the company does not wish to extend its activity any further than just meeting its legal responsibilities

Social responsiveness: the company adjusts its policies according to the social conditions, demands and pressures

Social responsibility: the company decides to concentrate on its long-term goals for the benefit of society in generalEthical decision-makingWhen making a decision in management the following criteria of ethical decision-making should be considered:

Legality - will the decision somehow affect the legal status? Fairness - how will the decision affect those involved in it? Effectiveness - will the decision achieve the aim for which it is being taken?

Any decision that is not legal, not fair and not effective should not be taken. It is only a YES response to all three questions that allows decision makers to take the next step. Further criteria to consider are:

Self-respect - does the decision-maker feel good about the decision and its consequences?

Long-term effects - how do the predicted long-term effects relate to the above parameters?

4 Explain the role of promotion as a marketing function Promotion is part of the marketing mix Promotional mix includes personal selling, advertising, sales promotions and public

relations/publicity Talk about promoting brand image and creating brand identity and loyalty Increase awareness Increase sales Persuasive communication Informs people about products and services Used to enhance public image, reputation and to persuade people that the company’s

products are valuable Goals of promotion = AIDA – first attract Attention, then build Interest and Desire and

finally ask for Action Promotion used to convince prospects to select ABC services instead of the

competition Promotional activities explain the major features and benefits of the product/service,

identify where it is sold, advertise sales, answer customer questions and introduce new offerings

Product promotion helps companies to foster good relations with existing customers and creates loyalty

Explain the use of technology in the pricing function spreadsheets can be used to show different options to the customer easily (i.e. price

differences in meals, rentals, etc.) accessibility to the internet for current market values, use it as a research tool

Explain ways that technology impacts businessProductivity/turnover of tables, improved customer service, inventory control, ordering, improved menu item tracking, sales forecasting, client convenience, etcNegative ways also – ID theft, inappropriate use of technology/data, etc

Participant could indicate that the current situation is an example of when technology can present a problem, rather than being a help to the organizationParticipant could also include some of the specific positives of the use of technology – ie menu tracking – can better serve customer needs, inventory management – will have materials on hand for popular items, able to plan in the kitchen for busier times/items.

4 Follow safety precautions

Were the students’ recommendations in the interest of safety? Did their suggestions align with modern safety procedures The manager needs to make certain that all employees are aware of the safety

procedures and practices these procedures New employees need to be trained as part of their orientation After an incident, the staff needs to review the incident to see what can be learned for

the next time If employees do not follow these safety precautions or do not take them seriously,

the manager should discipline them As always, the manager must lead by example

5 Foster Positive RelationshipsAnswers will vary and should include methods of creating good working relationships among all employees of an organization

Answers may also include benefits to the organization of positive working relationships.

Ensure that employees keep personal problems with other co-workers out of work time so that job performance and customer service is the main focus

Ensure that employees are happy and courteous to fellow employees even if they did not have a good day. A negative attitude sets everyone off in a bad way

Make work fun – arrange social events for employees to establish a more personal relationship, not just working relationship (i.e. team sports, get togethers, drinks after work, etc.)- create a bond between workerso Establish team member roles and responsibilitieso Determine a common goal and strategies to achieve ito Lay out employee expectationso Weekly meetingso Strategically match workers by skill, experience, education, interests, etco Open communication – allow employees to approach leader about any issues

they are experiencingo Have fun – plan a social so members can bond on a more personal level and

not just business (i.e. drinks after work, lunch with the team, etc) The company needs to celebrate the success of the new schedule Organize a company picnic or other social event for all of the families that recognizes

that the entire family, not just the employees, has had to make adjustments because of the changes

Perhaps 5% of the 23% cost savings could be passed on to the employeesThere are several characteristics that make up good, healthy working relationships:

Trust – This is the foundation of every good relationship. When you trust your team and colleagues, you form a powerful bond that helps you work and communicate more effectively. If you trust the people you work with, you can be open and honest in your thoughts and actions, and you don't have to waste time and energy "watching your back."

Mutual Respect – When you respect the people that you work with, you value their input and ideas, and they value yours. Working together, you can develop solutions based on your collective insight, wisdom and creativity

Mindfulness – This means taking responsibility for your words and actions. Those

who are mindful are careful and attend to what they say, and they don't let their own negative emotions impact the people around them

Welcoming Diversity – People with good relationships not only accept diverse people and opinions, but they welcome them. For instance, when your friends and colleagues offer different opinions from yours, you take the time to consider what they have to say, and factor their insights into your decision-making

Open Communication – We communicate all day, whether we're sending emails and IMs, or meeting face-to-face. The better and more effectively you communicate with those around you, the richer your relationships will be. All good relationships depend on open, honest communication

2 Generate product ideasThe conditions given involve low-fat alternatives to other fast food places. This recognizes that the target market will include customers with knowledge of nutritional information and a desire for healthy eating. Our location is near a large shopping mall. Most of the customers will probably be middle and upper aged adults, some with young children. The more popular sandwiches would be chicken, turkey, tuna, salmon, tomato, cucumber, egg, etc. Avoid the heavier red meats, although it might be acceptable to have an option of lean roast beef. Soups selections should concentrate on low sodium and mostly clear soups. Since we are not a chain, it would be acceptable to try different types of soups on a rotating basis and eventually we would find which ones were more desirable. The sides should include a variety of salads (healthier choices like spinach, house, and cole slaw), an assortment of fresh fruits or fruit salads, and possibly cookies or “sweets” that have been prepared with healthier ingredients. The beverages should include a variety of teas and coffees, as well as water, juices, and diet drinks. The conditions also included little food waste. Students could suggest using some of the scraps in the soup or buying fresh to avoid having to dispose of cans, cartons, and other packagingAs previously mentioned, the participant should acknowledge that the product must be low in cost to the consumer as well as small in portion while maintaining the quality that the company is known for. The participant may generate any number of products that fit this criteria, as long as it falls in line with the restaurant’s chicken theme Introduce soups, cold meats sandwiches, wraps Freshly squeezed juices, vitamin water

5 Handle customer/client complaintsSimilar to handling difficult customers – remain calm Follow a step by step process Listen to the complaint Apologize for customer feeling this way Try to explain why this situation may have occurred, If possible rectify it, or call

someone more superior (manager) who can Acknowledge the frustration and disappointment that the customer must be

experiencing Admit that this was a human error on behalf of the staff and that errors do happen and

you will do everything you can to locate another watch for the customer2 Handle difficult customers

The participant should identify some of the items on the list below when discussing a process for handling customer complaints:

Listen Take the customer aside to discuss the complaint Repeat the facts to show that you understand what the customer has stated Maintain eye contact and positive body language (do not cross arms or turn away) Get assistance from a supervisor, if necessary Establish a plan that determines the next action step Remain calm – the calmer you are the calmer the customer will stay First just listen to the situation and see if the solution is within your capabilities, then

try to resolve the situation If you are unable to handle the situation yourself, you may ask a co-worker or

manager for assistanceHandle employee complaints and grievancesHandle situation when the customer is at fault

4 Identify factors affecting a business’s profitProfit is the monetary return a business` owner receives for taking the risk of investing in the business. Profit equals income less expenses. There are two types of profit: gross – the money left over after the cost of goods is subtracted from sales, and net – the money left over after the operating expenses are subtracted from the gross profitFactors that affect profit include: the demand for the good/service, expenses, prices, the economy, and chance. To increase profit, a business can increase worker efficiency, increase sales or decrease expenses Revenues: number sold * sales price per ruler Expenses: Fixed costs + (variable costs * number produced) 4 P’s of marketing – Product; Price; Place; Promotion 4 C’s of marketing – Consumer wants/needs; Cost to satisfy; convenience to buy;

Communication The amount of sales The cost of the merchandise Price merchandise is being sold for Amount of overhead Cost of sales Competition Success of an advertising campaign Merchandise that is being sold Ability of the sales staff Ability of staff to close sales and to add on sales once an initial sale has been closed Revenues: rentals Expenses: advertising, salary, rent, utilities expenses

2 Identify features and benefits of menu itemsLow-fat menu items are more of a catch-all phrase for healthy eating. Calories alone are not the only issue people are interested in. Other terms like “low-calorie” and “diet” are also of interest to customers. More and more people are getting interested in protein and fibre as part of their diet. We can’t be all things to all people, but we can try and promote healthy eating. Proper eating habits and proper food choices are part of a life style

which may include more exercise, natural supplements, etc. The fact that people are thinking of eating well is a sign that they are trying to be healthy. Our menu items are being chosen to help people feel good about themselves, both physically and emotionally

2 Identify information monitored for marketing decision-makingTarget and segment markets for a new endeavor need to be explored thoroughly. It is possible to identify the type of customer that would be more likely to eat in each of the two styles of restaurant. The majority of the information required would involve determining the demographics and psychographics of the potential customers in each city. Demographics are the finite or definitive characteristics of a group of people in an area and would include a combination of age groups, incomes, education, occupation, type of dwelling, living downtown or in suburban areas, size of the family, etc. Psychographics deals with is their attitudes and interests

The company would also have to determine the competition already in each market to determine if there are enough customers to support an additional restaurant how often customer frequents establishment revenue per customer area that customers come from demographic characteristics revenue per customer

3 Identify product opportunitiesNeed to identify appropriate target markets and further develop their individual needs and wants. This would be preferable to simply advertising a general service. Many of the answers will be based on the specific location and demographics we deal with. Requires market research, market segmentation, product research etc

2 Identify routine activities for maintaining business facilities and equipment Better organization of merchandise for the customers to purchase Assigning responsibility for cleaning and restocking merchandise areas Management supervision to ensure ongoing maintenance of area Asking for customer feedback on service levels provided

The student should be addressing the customer service needs and desires. If their wait is going to be long, they either need to get to the stores or have a good experience in the waiting room. Maintaining the customers in the service area will be much easier for the staff, and the business.

3 Identify skills needed to enhance career progressionParticipant may discuss importance of communication skills, willingness to learn, goal-oriented, understanding of the restaurant industry and the company itselfIdentify sources of career informationIdentify strategies for pricing new products (for imitative new products, for innovative new products)

5 Identify the elements of the promotional mixThe combination of personal selling, advertising, sales promotion, direct marketing and public relations make up the promotional mix. Each plays a vital role in promoting businesses and their productsReference:

o Personal Selling – Personal selling requires that a company employ sales representatives who generate and maintain direct contact with prospects and customers. It is one of the costliest forms of promotion. Direct contact can take the form of personal meetings, telemarketing, email contact and correspondence

o Advertising – is a form of nonpersonal promotion. Companies pay to promote ideas, goods or services in a variety of media outlets. Advertising can be found everywhere from magazines, newspapers, televisions and web sites to gymnasiums and city buses. With advertising a company engages in one-way communication to the prospect or customer

o Sales promotion – represents all marketing activities – other than personal selling, advertising and public relations that are used to stimulate purchasing and sales. The objectives of sales promotions are to increase sales, inform potential customers about new products and create a positive business or corporate image

o Direct marketing – advertising directed to a target group of prospects and customers rather than to a mass audience. The two forms of direct marketing are printed direct mail, which is information sent via regular mail to home or business and electronic direct mail. The goals of direct marketing are to generate sales or leads for sales representatives to pursue. Generally direct marketing generates a response from the targeted customer i.e. special offer coupon. Direct marketing gives recipients an incentive to respond

o Public Relations and PublicityPublic Relations (PR) – activities enable an organization to influence a target audience. Often public relations campaigns try to create a favourable image for a company, its products, or its policies. However, companies can rely on public relations strategies and techniques for many reasons. One of the goals of a public relations program is to cultivate media relations with reporters who cover a specific industryOne of the most important media tools is the news release. A news release is an announcement that is sent to the appropriate media outletsPublicity involves bringing news or newsworthy information about an organization to the public’s attention. This process is known as placement. The main function of publicity is to develop a positive perception or awareness of the organization in the marketplace. The right kind of publicity can create and maintain a company’s image; negative publicity can devastate it. People like to do business with respectable companies. Placement of publicity is free. A news story on the evening news is free while advertising can cost thousands of dollars. News reporters are usually viewed as more objective than advertisers. The disadvantage is that you cannot control the content of publicity

3 Identify the impact of product life cycles on marketing decisions Increase marketing at the Introduction Stage of the product life cycle Growth stage of product life cycle, increase advertising Maturity stage of product life cycle, maximize marketing campaign Reduce marketing at the decline stage of the product life cycle

Five stages of the PLC – Introduction, Growth, Acceptance (maturity), Decline and Decision Point

PLC explains the different stages of customer acceptance of an item

Introduction – birth of a new product, very expensive stage as dollars are being poured into developing the new product. Early adopters are the consumers who will purchase the goods so marketing should be focused on these trendsetting consumers. Advertising in magazines are through popular media outlets (celebrities) are also useful for engaging the early adopter

Growth - Customer acceptance is limited at this stage as the item is new – the item is available on a small scale – retailers purchase small amounts and watch to see how they are received by the customers. Marketing decisions are crucial at this stage – advertising should be at its height because the product still needs to catch on. Word of mouth advertising is also important here. Do not want the product to be removed early (BUST)

Maturity – sales increase slowly at this stage. Advertising here is based on the reputation of the product that has lasted so long

Decline – marketing here may be based on a change in price, packaging/design, or the campaign

Decision Point – it is at this point where marketers may elect to completely repackage or rebrand the product in attempt to create a new buzz

Students will present various ideas that will fit within this framework. Students should recognize that marketers need to be mindful of their customers and

their progressing acceptance of the goods they offer. Various promotional strategies should be utilized in order to keep customers interested in purchasing books

may also discuss fads, niches, or seasonality in looking at how to respond to sales opportunitiesParticipant should identify the stages of life cycle and that Tasty Burger’s new product offering is at the development stage and requires the associated promotion and attentionThe student could indicate the necessity of market research to determine target market, effects of this new product on the current offerings, price, etc.

9 Interpret business policies to customers/clients Employees should be well trained on the policy. Provide many examples of how the

policy can be interpreted After this situation has been handled, it should be used as an example for employees

for future reference Phone and explain clearly that the restaurant is sorry that COMPUTER CORP’s visit

was unsatisfactory Explain the new changes Book a new reservation

Interpreting business policies typically involves explaining company procedures, often written in bureaucratic language, to customers who are already irritated and upset. By acknowledging their frustration and using plain and ordinary language to describe what's required from the customer to proceed, customer service representatives can diffuse a tense situation, maximize the opportunity to conduct a successful transaction and provide pointers to other information, such as brochures, website links and other phone numbers for help and supportBack up the business policy by describing how it helps streamline business transactions that actually help customers in the long run. Provide details about why changes to previous policies make the current policy more advantageous in terms of long-term gains. Cite any

laws, studies conducted, customer feedback obtained or conventional business practices that reinforce the implementation of the business practiceInvolve customers in the interpretation of any business policy. Ask for candid feedback about how the rules impact their business. For example, record input with online surveys using free software applications such as Qualtrics, Zoomerang or SurveyMonkey. Publish your findings so that customers can see that you have taken their feedback seriously and intend to act on their suggestionsPropose an implementation date that allows the customer time to adjust to your new policy and enforcement of a current policy. Ensuring customer satisfaction involves validating that new mechanisms meet the needs of existing customers and future customers alike. List common problem situations

2 Make oral presentations Is the student speaking professionally and communicating clearly Are the indicators flowing into each other smoothly Is the student speaking directly or are they reading from their notes

3 Monitor and evaluate the performance of a marketing plan2 Monitor and maintain food-holding temperatures

Monitor and maintain food-holding temperatures2 Outline steps to remedy specific problems

Plan and organize the work efforts of othersPlan product mixThe process of coming up with a business idea for a manufactured good, preparing the good for production and then introducing it to the market. Product planning involves managing the product's manufacture and development by selecting marketing and distribution approaches, making modifications, setting and changing prices, and offering promotions.A range of associated products that yields larger sales revenue when marketed together than if they were marketed individually or in isolation from others. Determining the best product mix requires extensive research.Prepare a store/department for a special eventProtect against identify theftMeasures must be in place to limit access to card information – passwords, limited access, logins, firewalls, tracking of access, POS – well secured to prevent unauthorized accessTraining of workers is most important – an understanding of their role in handling of credit/debit cards is vitalAdherence to all legal requirements with respect to data managementParticipant could mention any of the above information as it relates to this case.

3 Provide directions for completing job tasksThe participant as human resources manager is to outline a set of directions to complete the job tasks. This might include:

Instructions to assess employees needed to work the event Hiring process Instructions for orientation and training of new and existing employees Instructions to evaluate and to reward employees Instructions to identify employees the company may wish to hire for other events in

the future

Give clear directions Be consistent Treat employees fairly Be firm when necessary Set a good example Delegate responsibility Foster teamwork Be ethical

2 Recommend specific product4 Reinforce service orientation through communication

Service orientation refers to a focus on service. In communication, service orientation can be maintained by demonstrating emphasis on customer service in all communication. Similar to handling difficult customers, communication with a service orientation should demonstrate empathy and a focus on finding solutions that will satisfy the needs of the customer

staff to be trained in proper customer service techniques, including greeting customers, asking to assist them, wishing them a good day when leaving, etc

customer service training, tips and messages to take place on on-going basis in staff meetings, employee newsletters, employee bulletin boards

training to include role plays of customer service situations thanking customer to be part of role plays concluding transactions at cash employees must make it clear to customers that we want to help them; the whole

experience in our store must be positive open communication from customer – employees – management (full circle) customers can be given opportunity to fill out comment cards/on-line surveys,

perhaps with chance to win something/discountsemployees also be given chance to fill out feedback forms, surveys, suggestions

3 Respond to customer inquiriesSelect advertising media Participant demonstrates an knowledge of advertising media (four categories: print,

broadcast, online and specialty) Participant outlines a media plan with rationale for each medium selected Will this combination of media selected be effective in reaching the teams target

market? Did the participant provide cost/budget considerations for the advertising selected?

Select approach for setting a base price (cost, demand, competition)Select menu items

2 Set marketing goals and objectives Need a clear understanding of the purpose. What is to be accomplished Must know what the measurable results will be. For example, the program will

increase sales by 10% Most important is being able to measure the results. In other words, if sales do

increase, how do we know it was because of our marketing program and not some other factor?

Goals and objectives answer the question “where do we want to go”? (profitability,

market share, promotional objectives Objectives should be SMART (Specific, Measureable, Achievable, Realistic,

Timely) Objectives are more specific than goals

Set pricesStore food products to prevent contamination and spoilageUse appropriate assertiveness

To be able to handle conflicts the proper way you must be assertive. Assertiveness is when you make your feelings known and make changes that will reduce your stress without making you feel guilty. When you are assertive you reduce the anxiety in conflict situations. Finally, assertiveness can bring you increased respect from others, allow you to get rid of negative or hurtful feelings and help you achieve your goals Describe the other person's behavior. – The client made a reservation through a

third party site rather than the more trusted hotel itself Express your feelings (use "I" statements) Focus on the action, not on the person

as being a problem. I am very sorry, but I cannot make changes to the fact that all of the suites are already booked. I don’t know how CheapCheap

Specify what you want changed Offer a reasonable solution. Make an offer, with explanations, perhaps a chart, showing that you are meeting the client half way, and offering them paper documentation about the discrepancy between the special rate offered by the hotel and that offered by the 3rd party web site for their pursuit of compensation from CheapCheap

Consequences Outline clearly and calmly what will happen if nothing is changed. Obviously there cannot be a suite made available, so either the 2 standard rooms adjoining are accepted, or assistance could be offered to find a similar suite at another hotel nearby.

5 Use conflict resolution skillsThe participant may demonstrate conflict resolution skills by: Clearly communicating the company’s policies and procedures Effectively listening to the customer’s concerns and questions Responding appropriately to the customer’s concerns and questions Actively seeking a solution that both parties are satisfied with Identifying when an approach or proposed solution is not working and suggest other

possibilities to solve the problem It is important to listen carefully to all sides of a situation Conflict can be constructive if handled properly. They could have just moved their

business without telling you and giving you an opportunity to fix the situation Work collaboratively with the staff to brainstorm possible solutions to the problem.

This way the staff will buy in to the solution. As well, they may have some clever and creative ideas to solve it

It is possible to make both sides happy; they just need to be separatedUtilize resources that can contribute to professional developmentA successful organization can generally trace its success to motivated employees. A look at the synonyms for the word ‘motivated’ such as induce, move, provoke, prompt, and cause, shows that without motivation at some level, nothing really gets startedHowever, motivating people can be difficult; there are no magic formulas or programs to

motivate individuals. Motivation is also personal. While one employee may appreciate time off, the next may enjoy new challenges. The basic rule is to discover what your employees want and create a way to give it to them or encourage them to earn it. Following this principle should motivate your employees and allow them to become engaged in the success of the campus and your departmentWrite persuasive messagesPresenters may come up with a specific message/slogan that they will use to persuadeMay speak about the importance of including persuasive messages in a presentation Basic considerations when writing the message might include:

Know your audience Know your purpose

Write promotional messages that appeal to targeted markets