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Introduction
Bangkok (1962)MK Cafe
Mrs Tongkam (Mr Rit's mother in law) was known because of her kindness and word of mouth, that made this caFe popular.
Warmth service
More than 50 fresh items
Mixture of Thai and Chinese Cuisine
Compare with the famous chains,
what are the
differences on their services
, management and marketing?
Weaknesses
advertising has not done enough than KCF, McDonaldsmagazines
MK Restaurant of advertising prime space no longer upgrade, it will slowly forget
Opportunities
-They can try to cooperate with other companies.
-You can try with the toy company, such as Disney, McDonalds , Hello kitty
SWOT to analyze their challenges
Strengths
Mk restaurant's strengths food diversification
High Service Quality
What challenges lie ahead for MK Restaurant?
Threats
Staff turnover, peer competition threa
Mk has more than 12000employees nationwide
.Annual turnover rate is about 20-30%,
Which means around 3,000 employees leave and must be replaced each year
employee loyalty
Thailand ranked 22
increase in staff a sense of belonging,
managers need more empathy
increase in employees' salaries
Mk restaurant are being competitive in a crowded and diverse marke
but their main competitor of Fast Food Restaurant are KFC, McDonald, Burger King most of them are international franchises.
For the Conclusion,
Mk restaurant facing internal and external factor outside accompanied by international competitors and local restaurants
staff turnover problem
Advertising effectiveness
High quality of services
Two markets: the MK Gold Restaurant and MK Trendy Restaurant.
Positioning of the MK Restaurant: offering a different service that other restaurants do not do.
Target market: customers with considerable budget to pay for a good meal in a good restaurant
MK Restaurant manage its strategy positioning itself as a different Thai Restaurant that offers technology, service, a new experience and healthy – tasted food.
How does the success MK Restaurant relate to
Heskett et al.'s (1994) service profit chain concept?
Customer satisfaction
-They appealing the customer’s taste.
-They let the customers have warmth experience during the dining.
-Their QCQS (Quickness, Cleanliness, Quality and Service) make their customers feel satisfied.
-They will collect the customer’s good suggestions and will make change.
How would you describe
MK's positioning?
Positioning: how a brand could locate into the mind of a target market, in other words, customers.
Strategies depending on positioning: Demographic, Low price, High Price, Distribution, Diferentiation
Company have always to define a target market
Benefits of positioning: to highlight the companys attributes that makes you different
Loyal employees
-The company give them well training.
-They give the employees positive thinking, let them be proud of being their employees.
-They provide benefits for their employees.
Fresh, best-quality food ingredients.
Overal cleanliness
Customer service
Healthy food, in special vegetables
“The moment of warmth”
-Service Standards (Key Perfomance Indicators-KPIs)
-Service Targets and Goals
-Customer-defined service standards
MK Key Lessons
As business in general- and in the service sector in particular- becomes more competitive, the need for a fir to differentiate itself from competitors sharpens (Patterson 2011).
How can you create the
warmth feeling to
customers in MK?
Improving customer service in response to competitive pressures
What are the elements bring
the MK being worldwide
and successful?
In order to optimise customer services there must be a balance of customer satisfaction and operational efficiency
Defining customer service
What are the four or five key lesson that any medium to high-contact service organization might learn from the success of MK Restaurant?
How can we define the
level of customers?
What different service
we need to provide?
What do you think the MK
can be represented
to Thailand?
Determine MK's Values
and meaning.
MK Suki (1986)
They introduce the innovation of electric pots and condo plates.
Few years later they expand the idea in more than 100 outlets in Thailand and in 1996 they expanded overseas.
-Local competitors
-KFC
-Mc Donald's
-Burger King
Special Recruitment
Mk Gold
Mk Trendy