Elements of Products in Business and Services Context - Assignment Example

Elements of Products in Business and Services Context Table of Contents Sales Development and Merchandising 2 Task A: elements of products in business and services context 2 a.Nutter’s Restaurant food component 2 b.Nutter’s food and the impact of product mix 2 b. Market segmentation on Nutter’ 3 Task Two: description of external sales development techniques 3 a.Factors affecting buyer behavior 3 b.Advertisement media commendable for sales development situations 4 c.External merchandising on maximizing customer volumes 4 Task C: Internal Sales promotion and merchandising 5 a.Influence of design and layout on Customer spending 5 b.Effectiveness of internal mechanizing materials 5 c.Different promotional activities on different 6 Task D: describing the role of staff in sales maximisation 6 a.Personal selling techniques 6 b.Impact of operational design on sales revenue 6 c.Key principles of sales program 7 Bibliography 8 Sales Development and Merchandising Task A: elements of products in business and services context a. Nutter’s Restaurant food component The product discussed in this paper is food in the Nutter’s Restaurant Edenfield Road, Norden, Rochdale, England. The restaurant is a favorite to many people who want to enjoy the good food with excellent taste. In addition, Nutter’s food is known for its flexibility that creates room for local cuisines and special occasion cuisines for breakfast, lunch and dinner. Since Andrew Nutter, the chief chef and owner has great passion for French food, the Nutter’s remains the best modern British restaurant with influences from classical French. b. Nutter’s food and the impact of product mix Under the management of a celebrated chef, Nutter’s restaurant offers a wide range of food cuisines. In some instances, the cuisines are similar but excellent cooking style by Nutter that brings out the uniqueness in each. In addition, Nutter is innovative and observes trendy and finest local produce to for his classic French recipes. From local and external suppliers, Nutter’s restaurants uses supplies to serve vegetarian meals, gourmet, business lunch, Sunday lunch, afternoon tea, desserts and lunchtime meals. Incorporation of different customers includes businesses, individuals, families, vegetarians, children, and persons of all ages generate a wide client base for the food products. For instance, many across all ages enjoy the food from Nutter’s Restaurant like chips and Fish in the United Kingdom, and offering the best value for customers consistently makes them return for more. Coupled to the restaurants excellent tasting menu is the brand of a renowned UK chef and the two aspects influence customer loyalty hence profitability. b. Market segmentation on Nutter’ Like other hotels and restaurants in United Kingdom, Nutter’s restaurant seeks to understand its customer and in the best way possible, satisfy their food needs better compared to its competitors. The restaurant then uses target marketing to identify the diverse needs of customers in the UK hotel industry and delivers unique cuisines for such needs. According to the Nutters Restaurant [Nut14], Nutter’s also offers customers with leading and innovative modern cuisine and both locally and internationally. The international market comes because of Nutter’s demonstrations of cooking expertise in New Zealand, United States of America, Australia, and New Zealand. The restaurant is also keen on psychographic segmentation that involves activities like business events, meetings, interests, and other values. Task Two: description of external sales development techniques a. Factors affecting buyer behavior Nutter’s understand that different people have different preferences when it comes to food. As a result, the company is quick to offer food products that embrace buyer perception, motivation, and beliefs and attitudes. While some customers are loyal and eat food they love to eat, some customers will eat to under the motivation of hunger or cravings. While developing cuisines, motivation becomes an important aspect. In addition, there are differing beliefs and attitudes amongst different people. The buying decision by customers influenced by images the customers create regarding certain food products or services. In the case of Nutter’s Restaurants, beliefs on food products could be due to influence from Andrew Nutters as a renowned UK chef and the reputation of the restaurant as UK’s top-ten restaurant ran by celebrity chef. Further, some customers in the food industry depend on their perception towards such a product that then gives priority to the food at Nutter’s Restaurant compared to other restaurants. b. Advertisement media commendable for sales development situations For Nutter’s Restaurant, event marketing is common for advertising promotions and other events held out of the firm’s initiative. Event marketing works well in capturing the attention of new customers and promoting the loyal customers. In addition, social media marketing would be a viable form of advertisement especially since it is possible to remain attuned to the trending and latest marketing hence remaining on-target with the hospitality sector. Social media marketing is viable for Nutter’s Restaurant especially when combined with the cooking expertise by Andrew Nutter. The restaurant will make use of customer feedback to innovate food cuisines corresponding to those needs[Nut14]. c. External merchandising on maximizing customer volumes When using external merchandising in the hospitality industry, the techniques utilized could be free samples, demonstrations, pricing, special offers, point-of-sales methods, and shelf talkers. In this regard, the hospitality industry has to focus on the right quantities, at the right time, place and price, and the right merchandise. As a result, the customer becomes more knowledgeable about their products and always tends to purchase about what they want and already understand which results to improved business operations thereby resulting to increased revenues and margins[IBM11]. Task C: Internal Sales promotion and merchandising a. Influence of design and layout on Customer spending As a shopper, one tends to create initial perceptions about a firm and its products depending on the firm’s design and layout especially on buildings. For Nutter’s Restaurant, the store environment is very crucial for creating the store image for the customer. In this case, the store image plays a crucial role in influencing store selection by the customer[Kur09]. As a hospitality industry, the restaurant observes cleanliness, effectively stacked Menus to provide the client a variety to choose from, and clearly labelled prices. In addition, the Restaurant deploys accurate and competent waiters and servers assigned to offer dedicated services to customers per table. These internal factors have to create a lasting impression in the customer’s mind. Besides store image, space productivity is crucial in the determination of customer spending. To this effect, the larger the variety of items customers are exposed to in an orderly manner, the more the customers’ tend to buy. The in store marketing strategies use must be profitable including in-store promotions, visual displays, and store design and presentation of merchandise[Kur09]. b. Effectiveness of internal mechanizing materials When utilized at Nutter’s Restaurant, internal sales promotion methods will mostly result to increment of off-peak sales, promoting intermediary sales, increasing the period of sales especially when they align with vacations, key events, and special event[Mas07]s. In addition, internal merchandising will enhance the positioning and image of the firm, and stimulate customers to newly introduced services. Such achievements can be measured through posttest measures like exposure, market share, and the action of the targeted customer and communication impacts. c. Different promotional activities on different Coupons use involves creating short-lived increment in sales, and adding appeal and excitement to advertising as a form of special advertising. Coupons could be contests, price-offs, travel trade, and premiums. Demonstrations are effective in educating and training consumers on the best ways to prepare food with low nutritional loss[Kur09]. In addition, cooperative sale promotions promote partnerships, increment available budgets, and communicate the matching of the partners’ services to consumer needs. Task D: describing the role of staff in sales maximisation a. Personal selling techniques For Nutter’s restaurant, personal selling is about creating value between the customer and the firm’s salespersons[Kum11]. Salespersons are crucial and are mobile or situated at the hotels entrance welcoming guests warmly while creating the best possible impression about the hotel. For the customer, value achievement is through the consumption of the products and these are cooked to the needs of the targeted customer. The salesperson could just deliver information either face-to-face, email, or through the telephone. In addition, salesperson in the Nutter’s uses new technologies including online chat, video conferencing, and texting. Further, the restaurant uses order getters who seek repeat sales, and order getters who sell to new clients while generating customer leads[Kum11]. The salespersons could be missionary entitled to information distribution regarding new products, trade salespersons who take orders and service salespersons who offer after sale services to customers. b. Impact of operational design on sales revenue The nature of operation is crucial for the establishment of proper relationships between the buyer and seller such that the customer decides to purchase the products in without being pressured. The food industry is sensitive to customer preferences, pressurizing the customer into purchasing that which is not part of their preferences could result to loss of loyalty for older customers, and loss of confidence by new clients hence lowered sales revenue. In addition, operational design influences c. Key principles of sales program Effective sales training programs must include setting the training for success from the start; make sure that the salesperson can and will sell; identify a person with the right selling attributes; establish training that sticks and leads better change in behaviour during job; and avoid reasons why trainings fail. In addition, training must be transparent with no information hidden from audience. Bibliography Nut14: , (2014, p. n.p), Nut14: , (Nutters Restaurant, 2014), IBM11: , (IBM, 2011, pp. 2-4), Kur09: , (Kurtz, 2009, p. 717), Kur09: , (Kurtz, 2009, pp. 717-718), Mas07: , (Masterman & Wood, 2007, pp. 180-182), Kur09: , (Kurtz, 2009), Kum11: , (Kumar, 2011), Read More