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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?

MK Restaurant

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

Question 5

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.

Thank you for your kind attention

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.

Question 4

How does the success MK Restaurant relate to

Heskett et al.'s (1994) service profit chain concept?

Question 3

The most mainly relation of MK Restaurant to Heskett et al.’s (1994) service profit chain concept are the customer satisfaction and the loyal employees

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

Question 2

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?

Question 1

Determine MK's Values

and meaning.

Competitors

Brand Strategy

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

Characteristics

Services MKT

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