dome cafe research

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The buyer behavior for Dome café In the modern day life style, many people don’t have time to cook at home nor bring food to work. That where all-in-one café were born, which in one place most of the people can enjoy a delightful meals, hang out for teens after a hard day study, elegant place for big businessman discuss their million dollar business and a simply carry on living outside which individual able to enjoy a cup of coffee to release all the stress. In Malaysia everyday is busy doesn’t matter in the city or country. Dome was the first café which pioneered to café culture in Kuala Lumpur, Malaysia. Dome had the leadership to lead in the café industry in Malaysia. Dome was original from Perth, Australia. Dome formally enter to Asia market when the Melium Group introduced the international café chain to the nation in 1995 and now in Malaysia have 16 Dome café which made a focus local point to provide a all-day-one-stop café experience for the Malaysian. Comparing Dome café with other café like Starbucks, the coffee bean, old town white coffee and other more café, Dome is having its own personal style with its own chestnut and oak- wood environment which provide a comfy, cozy and elegant atmosphere for the customer to enjoy their sweet creamy coffee. Nowadays Malaysian had made a very close relationship with café because café is easy to find and it have a comfortable environment for the customer to enjoy. Example most of the Malaysian now likes to hang out in the café with their friend Done by June Woh J.Y. (2009)

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Page 1: Dome cafe research

The buyer behavior for Dome café

In the modern day life style, many people don’t have time to cook at home nor bring food

to work. That where all-in-one café were born, which in one place most of the people can enjoy a

delightful meals, hang out for teens after a hard day study, elegant place for big businessman

discuss their million dollar business and a simply carry on living outside which individual able to

enjoy a cup of coffee to release all the stress.

In Malaysia everyday is busy doesn’t matter in the city or country. Dome was the first

café which pioneered to café culture in Kuala Lumpur, Malaysia. Dome had the leadership to

lead in the café industry in Malaysia. Dome was original from Perth, Australia. Dome formally

enter to Asia market when the Melium Group introduced the international café chain to the

nation in 1995 and now in Malaysia have 16 Dome café which made a focus local point to

provide a all-day-one-stop café experience for the Malaysian. Comparing Dome café with other

café like Starbucks, the coffee bean, old town white coffee and other more café, Dome is having

its own personal style with its own chestnut and oak-wood environment which provide a comfy,

cozy and elegant atmosphere for the customer to enjoy their sweet creamy coffee.

Nowadays Malaysian had made a very close relationship with café because café is easy to

find and it have a comfortable environment for the customer to enjoy. Example most of the

Malaysian now likes to hang out in the café with their friend then working office ladies love to

have their lunch in café , some time even dinner they will have it in café! This is the big

advantage for the café approach to the consumer market, according to the buyer behavior model

show the influence of the consumer are as follow, on this August 2, 2009 Tuesday we had visit

Dome café in Mid Valley, Kuala Lumpur. The first reason is to observe the environment around

the café and the customer flow in the café. Then the second reason is to check the food in the

café. From the research we did, we notice the customer flow in weekday is average which in

average one hour got around 10 to 12 customers, but in weekend the average can get to 30 to 50

customers per hour. Most of the customer who visits Dome café are tourists because tourists

have more willing power to spend in Dome then part of it is local customer which mainly are the

employee who work around the Mid Valley. These will be the factor in the buyer behavior

model.

Done by June Woh J.Y. (2009)

Page 2: Dome cafe research

The buyer behavior model

This is the buyer behavior model which shows the basic graph of how a human think

while buying every single item. Most of the human consider many factors while shopping

example like their own income, every people have different job and their income too will be

different. Higher income will purchase item which help represent its image, then middle income

will have the choice to choose the item they buy, last is lower income that in some time have no

choice to choose and force to use what they can get.

Done by June Woh J.Y. (2009)

Marketing and other stimuli

Product Price Promotion Place Economical Political Social Technological

Customer decision box

What the decision they

will make?????????

Consumer will concern about????

Product choice

Brand choice Purchase

timing Purchase

amount

Page 3: Dome cafe research

The black box which is in the model is the part of the consideration about many things

while a person buying things. Example like:

‘Miss Henna just got her salary and she is planning to go for dinner with her

friends. Then she saw a “Dinner at Dome” promotion at the shop window then

she went in the shop and look at the menu, in a sudden she found out that all of

the food in the menu is too expensive.

1. Will she have her dinner in Dome?

2. Will she finish all of her salary there?

3. Do I have the money?

4. It is worth it to try?

Then after a few minute later, she left Dome with her friend!!’

This is the more consider problem which every person will NOT think about but the

concept of impulse buying always happen. In another hand, there are more other facts that will

affect a person buyer behavior like culture, friends and family, lifestyle, occupation, price and

many more. Example of culture:

‘Daniel Lau is a very religious Chinese which he doesn’t allow any black in the

house, food and clothing. He doesn’t like to spend too much of money. Then, when

he is on the way shopping with his family, they visit Dome because there have a

very comfortable environment and didn’t have too many of black color furniture,

and the food there are very good too………hmmmm……

This is the example of the fact of culture because in Chinese culture red bring

luck for the family and that is the reason Daniel visit all the places which not all things is

black! Cultures also consider one of the main factors that much manufacturing consider

about. It also goes the same with service industry; some of the different races customers

have different believe which unable to eat some particular foods. Other that culture,

occupation also related with income because different job have different income and

every job have different working environment which affect the employee buying

behavior.

Done by June Woh J.Y. (2009)

Page 4: Dome cafe research

Example of occupation:

1. Non-executive job: is consider house keeper or cleaner but they still have the

spending power to go to the café to have but not very frequently.

2. Executive job: is consider office ladies and man, business man, manager,

supervisor and CEO they are the one who have the spending power to visit café

but still not frequently, maybe in one month will go for two to three time but if is

the employee who work in the mall or shopping center will have no choice to

choose to visit café frequently.

3. High class job will be specialist which is engineer, doctor, ophthalmologist (eye

doctor), and the one which get salaries higher than RM 10 000 above. In this

level café will be consider as the hang out area because the price of the menu will

not be a problem for them! So they able to visit any time they want.

Other than this, there is more other factor that will influence the buyer behavior. While

the consumer is making decision whether to buy anything a not, a process will always

appear in the mind where is:

This is the decision making process

Done by June Woh J.Y. (2009)

Identify the problem

Search for information

Evaluate the alternative

Making the decision to purchase

Making decision to re-purchase again

Page 5: Dome cafe research

This process help consumer to make decision where after bought a thing, then all this

question will appear in to the mind:

1. Does it worth for this value?

2. Any bad news in this particular product or brand?

3. Do the markets have any other alternative?

4. Will I purchase it again?

All these questions always come up and this also will stop a person from getting impulse

buying.

Done by June Woh J.Y. (2009)

Page 6: Dome cafe research

The kind of market research techniques that we had used

Market research is a systematic way to collect data from particular target market

which is in different type of environment, then analysis the data in order to finish the

research. The purpose of doing marketing research is the increase the understanding of

the particular products in the market. With the world of market had become very

competitive now, marketing research has become commonly used in all company no

matter large or small. There are many ways to carry out marketing research which is

survey, focus group, personal interview, observation, and field trials. For this assignment,

the marketing techniques we are using are surveying and observation.

Survey

Survey is to conduct a straightforward questionnaire to the target sample in the

particular market. The hypothesis of this method is if the larger sample we do, more

reliable the results will be. Surveying is one of the ways which good for the team member

to approach people that make them braver to face people. There are ways to go the survey

which are in-person survey, telephone survey, mailing survey and online survey. In-

person survey is means personal interview which under this there are three different ways

to do all this which are:

1. Door –to-door

Door to door interview is the market researcher will search for an area the walk

from door to door in the neighborhood and ask everyone about the product, the respond

on this way is good but is too tired for the researcher to handle, so nowadays not much

company use this way anymore.

2. Call back

Call back is attempt to re-contract back with customer who tries the product

sample for some period of time. In some time this method is very useful but in another

hand some customer doesn’t want to answer the call from the company.

Done by June Woh J.Y. (2009)

Page 7: Dome cafe research

3. Mall intercept interview

Mall intercept interview is where researcher will do all the survey in a shopping mall or

in a very busy area. For this method, this always low costing and this target market is the

shopper and resting business man and woman. But this is kind of difficult to do it because

we always must catch the customer who is busy shopping.

The type survey we are doing is in-person survey (mall intercept interview) which

I and my group mate have to conduct the survey in high traffic place (mid valley) and

asking the people around the mall to answer our questionnaire. In some reason, many of

the people don’t like to be disturbed by us, but somehow we make it!

The advantage:

This technique can cover a large

area in the market because this

technique is very flexible for

user, they able to do survey

trough e-mail, post mailing, or

telephone and in our own

selected areas. While we set

questions for the survey, we

able to ask a lot of question

regarding the topic we selected.

Then surveying usually is easier

to do and show a high reliable

result, it also able to get the

result instantly.

Second this technique able to

make the team member braver

to approach people. Then it also

helps us to analysis people

The disadvantage

Not all of the customers will

reply on our survey and some

doesn’t want to cooperate. Then

in the same reason, some of the

customer will not tell the truth

while doing the survey and

some time most of the people

doesn’t know about the topic

which from the survey.

Because of the delaying from

the customer are not willing to

reply to our survey, time will be

a big consideration to our

group!

When doing the survey some

equipment are require, like

camera, video recorder or sound

recorder in order to record

Done by June Woh J.Y. (2009)

Page 8: Dome cafe research

expression while doing the

survey. Later while working in

reality, is easier for them to

handle the assignment. It also

expands our communication

system toward the customer.

evident to prove it. In this

situation the survey had become

inflexible to do it, and this will

be expensive.

Observation

Observation is a systematic process for an individual to gather the first hand data

or record the behavioral pattern of sample or product without questioning or

communication with the sample. By directly observe the operation and the activity from

the target; we will be able to develop a big picture in the result. This technique also

allows us to learn about the things maybe the staff doesn’t aware of which unable to

discuss in the interview. Observation can be done under human observation and

mechanical observation. Under human observation there have observation of human

behavior, observation on physical objects and content analysis. Observation of human

behavior is a method to paid very high attention to a certain person in a certain place.

Some time when a person face expression is very big till other also notice that the thing

that person having is bad! Like Dome staff will observe the expression of the customer

while they are doing their work. Observation of physical objects is when a person is

paying a very high attention to a certain object like the staff in Dome mostly will suggest

the famous menu to the customer, in order for them to choose. Content analysis is very

special kind of method observation the researcher will pay attention in a certain

conversation of two or more than one person. From that conversation, the researcher will

know what kind of characteristics of that person, example for this observation are

messages from advertisement, newspaper articles, TV programs, web sites and other

more. Mechanical observation is mainly about using a machine to record the human

behavior or physical object or analysis content, example like used CCTV, bar-code

scanner, video camera or recorder and many other more.

Done by June Woh J.Y. (2009)

Page 9: Dome cafe research

The advantage

Observer will not face many

problem while doing it because

the observer just need to sit in a

corner and see the service going

on in shop, then the observer

able to identify problem which

the shop’s staff doesn’t notice.

The observer has the flexibility

of time to do the observation.

Second is it provide a direct

information about the behavior

of individual then there no need

of any permit to enter into the

situation.

The disadvantage

Observation is consumed too

much time while the process is

going on and it also expensive.

As the observation is going on

we have the go to the shop to

try some of their food and when

their food is very expensive,

then we have to sit for hours

just to check how the service in

the shop.

Second, this method require

some professional techniques to

do it because while the

observation going on we

doesn’t where to start and some

we will over look the important

things or may be will affect

other people in the shop.

In all the market research techniques have advantage and disadvantage show that while

doing in but it needs to depend to group to find out the way to solve all the problems and

get the result for the assignment. This is a little comment for the lecture to advise to other

student.

Done by June Woh J.Y. (2009)

Page 10: Dome cafe research

The SWOT analysis of Dome

`Dome café is original from Perth in Western Australia; Dome is the first high

quality café which pioneered to the Kuala Lumpur café culture and become Malaysia’s

first leading international café chain which all this start from The Melium Group

introduce the café retailer of international luxury fashion and lifestyle brand in to the

nation in 1995. Till now Dome had increasing number from a few to 16 in the whole

Malaysia, which 12 in Klang Valley, 3 in Penang and one in Sabah.

Strength

Dome provides the customer a one-stop-café-experience. Dome have a

very strong culture of lifestyle which base on the environment of the café

which Dome build for the customer to experience the modern day life

living that the concept from Dome is home-away-from-home principle.

Since Dome was introduce to Malaysia it had slowly spare around the

nation. The reason Dome spare very slow because Dome want to give the

customer a very high quality food and it got the concept of enjoying the

food in Dome. Dome is consider a brand in this market, so it doesn’t need

much to do any kind of marketing in order to promote it brand, because it

already a well known brand.

Dome is very famous with serving very quality food, ‘what it is mean of

quality?’ The quality is means every ingredients which used for cooking

are all for imported from Australia. Dome doesn’t use other things than its

own country stuff even the cooks are from Australia or train from

Australia. Dome proud to be famous with their finest coffee, that all of the

coffee which serves in Dome all around the world are standard imported

from Australia. Dome wants to give the customer the experience of

European way of drinking coffee.

Done by June Woh J.Y. (2009)

Page 11: Dome cafe research

The other thing they are proud are the service they provide to the customer

which all of the staff will be smiling when every single person enter the

café and going out of the café.

Weakness

Where there have strength the weakness will be there too and for Dome, it has a lot of

weakness and the biggest are state below:

1. The price in Dome is very expensive compare with other cafe like Starbuck both

are selling almost the same thing which are coffee and cakes. In dome the

cheapest cakes it cost RM 10.50 per piece than in Starbuck a piece of cakes will

cost around RM 4.50. With this economical environment now, the customer will

always choose the cheapest thing to spend money on.

2. The price of the food in Dome is very expensive because of Dome SOP (standard

operation procedure) must be follow.

3. The food is not suitable for Malaysia people, which most of the food in Dome is

beef then in Malaysia there are many races with different kind of culture and

religion that have many food is forbidden in the religion. Like some of the Indian

and Chinese can’t eat beef the makes most of the customer who visit Dome is

Malay and tourists.

4. Nowadays Dome’s café is less famous, now everyone knows about this café. In

the survey we had done show that not many Malaysian know about Dome and for

tourists not mostly of them know about Dome except the tourists from U.S., U.K.,

Canada, and Australia. This is the country which famous with DOME and most of

they know about it.

There are lots more weakness for Dome but all the weakness will become strength for the

café in Malaysia. As a market researcher we have to find out what do the logo of the

company means, with a straight forward reading Dome doesn’t mean anything but maybe

in the opposite way it have meaning by itself.

Done by June Woh J.Y. (2009)

Page 12: Dome cafe research

Opportunities

There still have many opportunities to improve this café in Malaysia which is,

first dome need to rearrange all the price of the menu, by reduce some of the price

which allow some of the middle class able to spend there or if Dome doesn’t want

to reduce the price they can set some of the timing promotion in order to attract

customer.

Then design more new menu to attract more customer where able to compete with

Starbuck and provide free WIFI for the people to stay in Dome longer. Dome

should improve the environment with lot more comfort area for the customer to

rest their feet.

Improve the comfortless in the café which could keep the customer just sit there

for hours without leaving the café.

Threats

Dome has a lot of competitor that compete with, it but there are not all have the

same level to compete with Dome. Dome serves the finest quality of food to the

customer, but in Malaysia don’t have much people know how to appreciate the

food. Then the environment in Dome is comfortable but it had become out dated

is not very popular among the youngster and other café had upgrade from time to

time and it help the business to go on.

The people who always visit is the people who have money (kind of rich) that can

effort to spend for the food and drink in Dome, but in Starbuck most of the

customer are youngster (student, working people) and they enjoy hanging out in

it. Then Starbuck in Malaysia have almost 100 outlets which Dome unable

compete with. Then Dome serving time is too long that sometime of someone is

in a hurry they can’t stop by there just to grab some thing and go. But in Starbuck

the concept of grab and go are very common in Malaysia and it also become part

of the culture in Malaysia.

Done by June Woh J.Y. (2009)

Page 13: Dome cafe research

In between this two year, the economics of the world is changing and dropping

like a drop of water. This makes most of the people to spend LESS or NOT spend

at all. That the reason a lot of the restaurant, in need to create new menu or

decrease the price of the products. This also effect Dome, that not many people

visit Dome in almost a year time. That why some the new menu had being

created!

Done by June Woh J.Y. (2009)

Page 14: Dome cafe research

The proposal of Market Survivor Team

The brand that we take to do our survey is Dome café which original from

Australia. The purpose of doing this research is to check whether the awareness of this

café in Malaysia, the most preference menu among the customer and to check the

services that Dome provided. This is an assignment which needs teamwork and hard

work to complete, the techniques that we are using is observation and surveying. The

observation method that we are using for this assignment is human observation which we

look overall of all the elements in Dome, like the environment, the services that Dome

provided to the customer and last is the staff while serving each and every customer.

Next, the survey methods we are using are personal interview, mall intercept interview.

This method must be conduct in a shopping mall or a high-traffic area where there

are a lot of people and the survey had be conduct in answering questionnaire and

interviewing people. Before starting the survey, I and my group will need to visit for one

time and have something over there and get the receipt to show as a prove we went there

before. While we are there, we had observed the environment in Dome, there have a very

high-class look and overall were decorate with wooden furniture. Then the staff was in

white and black uniform and it was very comfortable environment for rest after a hard

day of shopping or a busy day of work.

This is the comfortable area for the customer to sit and just relax their feet & have a

cup of coffee.

Done by June Woh J.Y. (2009)

Page 15: Dome cafe research

This a special design on the roof of the café, which shows the creativity of the café

interior, designed.

Dome always put a lot of mirror in the café in order to look bigger and the express

while in Dome.

Dome always decorate the café with a lot of mirror because mirror help make the

café look bigger. Then at the same time I order a drink and a pancake, Nabilah order a

glass of orange juice and Shikin order a coffee.

Done by June Woh J.Y. (2009)

Page 16: Dome cafe research

The food that we had orderwhile we are doing our observation.

In Dome there are smoking zone for the smoking people to sit but not all the

Dome, they only have in some specify places. Then normally, Dome are inside the

shopping mall because by this way it will attract more customers to come. After the

observation in Dome, we roam around the mall to check out the spot where we can do the

survey. Then we found a lot of resting and sitting area that were good for doing. Few

days later, we went to do the survey and we did it as we plan but it is not going so well.

Therefore, we have to go again for the second time. The second time we go, we join force

will two group and thanks GOD we got all the information we need.

Done by June Woh J.Y. (2009)

Page 17: Dome cafe research

This is the pictures to prove what we did:

June with Mersedeh Hakim from Iran Shikin with Chang Cner Yi Malaysian

Done by June Woh J.Y. (2009)

Nabilah with Baliace from Iran

Page 18: Dome cafe research

The awareness of Dome

There are not much of people aware of Dome, because this café is very expensive

to dine in, so most of the people who always visit Dome are foreigners, and some local

citizen. According to the 31 sample we had done the survey with, there are 30 of them

aware of Dome and have been visit Dome. Then only 1 who did not visit Dome before.

The graph below show the awareness of Dome:

Yes No05

101520253035

Awareness

Awareness

Then most of them were awareness from “other category” which were from

friend, walk by the café in the mall, flyer, and many more. The graph below show where

most of the customer aware Dome from:

Newspaper Magazine Radio TV Other0

2

4

6

8

10

12

Hear from

Hear from

Dome doesn’t not do any TV or newspaper advertisement that show most of the

people only notice Dome while shopping in the mall or working over there.

Recommendation

Done by June Woh J.Y. (2009)

Page 19: Dome cafe research

From our point of view, Dome should do more marketing plan in order to let

people know about Dome and the latest update. Because there is not much of the

Malaysian known about Dome, while we are doing our survey most of them reject to

communicate with us, the reason is they doesn’t know about Dome and some doesn’t

even seen the logo of Dome before. That’s the reason Dome should make more plan to

promote it food and coffee to the public. (This recommendation is comment in Mid

Valley)

The people who visit Dome

Our survey had been done in Mid Valley, Kuala Lumpur. Most of the people who

visit Dome are foreigner and for local citizen are Chinese and some of the Malay only,

while the survey is going on our target is foreigners. We have taken 31 samples for this

survey and the graph above show the different of the number of international and local

citizen which have visit Dome before. Then the number of the number of teenage are 3

international=1 local, adult are 15 international=11 local, and senior are 1

international=none for local. The graph shows the number of people who visit Dome:

Teenage Adult Senior0

2

4

6

8

10

12

14

16

InternationLocal

The menu

Done by June Woh J.Y. (2009)

Page 20: Dome cafe research

In Dome café, their menu have too many selection, so we had choose one of the

promotion menu to put in our questionnaire, the promotion is “Dinner at Dome” which

had been launch for few months. This is the promotion menu:

Main dish

Grilled chicken

Norwegian salmon

Australian rump

Australian sirloin

Australian rib eye

According to the survey we had done, not most of the people notice about this

promotion. In 31 sample of the survey we had done, there are only 7 of them notice and 5

of them who had really try the menu but without noticing about the promotion. In another

hand, the promotion menu are part of the original menu so they are many people who had

been trying the menu for a long time and below are the chart show the most preference

main dish, side dish which go with the main dish and the sauces of the dish, then the

dishes also include the beverage which go with the food.

Main Dish

Grilled chikenNorwegian salmonAustralian rib eyeAustralian rump & sirloin

Done by June Woh J.Y. (2009)

Side dish

Fries Wedges Potato salad Macaroni & cheese Mashed cauliflower Mashed potato with

truffle oil Sautéed mushroom Green salad dome

vegetable

Sauce

Mushroom Black pepper Hollandaise Garlic butter

Page 21: Dome cafe research

This show the most preference main dish, which grilled chicken-14, Norwegian

salmon-10, Australian rib eye-5, and Australian rump & sirloin each got 1. Then, the next

charts show the most preference side dish and sauces:

Side dishMacaroni & cheeseWedgesMashed potato with truffle oilFriesPotato saladGreen salad dome vegetableSauteed mushroomMashed cauliflower

According to the survey we had done, there are 8 types of side dishes which ready

for the customer to choose and according to the result we have that the most preference

side dish which the customer like to go with their food are macaroni & cheese have 9

people, wedges and mashed potato have 7 people, fries have 4 people, green salad dome

vegetable have 3 people, potato salad and sautéed mushroom have 2 people and last is

mashed cauliflower have only 1 people. The chart show that doesn’t matter international

or local people the most preference side dish is macaroni and cheese and other are just in

an average standard of choice.

Sauce

MushroomBlack peperHollandaiseGarlic butter

Done by June Woh J.Y. (2009)

Page 22: Dome cafe research

This are the chart which show the percentage of the most preference side dish and

sauce go with the main dish but according to the survey we had done there are some of

the people doesn’t know about menu, so they did not fill that question. The chart shows

the number according to the survey we had done. Next is the graph show the most

preference beverage that they would go with their food.

Beverage0

2

4

6

8

10

12

14

CoffeeSoft drinkJuiceWine

This is the graph whish show the beverage that the customer likes to go with their

food. According to the survey we had done, we notice that there are must of the sample

like to drink juice while eating which show most of the customer are concern more about

the healthy food. Dome should create a new healthy menu, it able to enter to a new

market in the food industry because now the go green and health concept are very

popular.

Done by June Woh J.Y. (2009)

Page 23: Dome cafe research

Recommendation

From our point of view, Dome should reduce their price on the food because in

Malaysia this kind of food is not suitable for the Malaysian citizen because it is too heavy

to most them. Then some of the menu is not suitable in the sense of culture because most

of the food are beef and Malaysian have many types of religions can’t consume beef in

their culture. with this reason, the only preference in the menu are salmon and chicken,

sooner later the customer will get bore of the food in Dome then they will change their

dining place. From the customer point of view is Dome should create lighter menu for the

people who are on diet and start a Ramadan feast for “Hari Raya”. This is the comment

from the customer when we are doing our survey.

Done by June Woh J.Y. (2009)

Page 24: Dome cafe research

Does Dome should give discount to senior citizen? (Special segment)

In the survey we had conducted, a very special question had been inserted in the

questionnaire where is ‘do you suggest that Dome should give discount to the senior

citizen?’ this question had attract people by notice about the senior citizen. The result

show, Dome should give discount to the senior citizen. This is the graph:

Senior0

5

10

15

20

25

Yes (20% - 25%)NOWhen special promotion only

According to the graph, in 31 sample there are 20 sample agree that Dome should

give discount to the senior, then 7 sample doesn’t agree that Dome shouldn’t give

discount to senior and last 4 sample agree that Dome should give discount when in

promotion period only. The conclusion Dome should consider about giving discount to

senior doesn’t matter in the Malaysia or other country.

Done by June Woh J.Y. (2009)

Page 25: Dome cafe research

Recommendation

According to our survey, in 31 sample we had done our survey on there are 24 person

agree to give to senior citizen which 20 said yes and give 20% to 25% but for other 4 is

agree to give discount on some special promotion only. The other rest disagree to this

suggestion from us because they said the younger did not get any discount but the senior

get it, is not fair to them. (This is what they had comment to us while the survey is going

on) From our point of view, Dome should give discount to the senior citizen which are

already 50 years old and above. In this age the senior will not have much charge to eat

outside because of their health is going to turn red and some will unable to walk properly.

This also help Dome create a brand image to the market.

Done by June Woh J.Y. (2009)

Page 26: Dome cafe research

The service in Dome

According to the survey we had done, mostly people rate Dome services are good

but not excellent and 1 sample rate Dome service still need improvement but for other are

just average and satisfy only. This had show that Dome still need to improve with their

way of serving the customer where some of the customer rate that their meals doesn’t

come on time and some the meals come after one hour later.

service

ExcellentGoodSatisfyAverageStill need improvement

According to the chart above it show the most of the samples just rate good for

Dome services, second is satisfy, third is excellent and last are average. While we are

doing our observation, the services in Dome are very slow but their supervisor always

comes to check whether the meals come on time. From this the average rate of time after

ordering a drink it take almost 20 minutes to serve the drinks to the customer, within this

time are the more importance period to the staff of Dome to check on the customer

whether they need anything or not and try the best to satisfy the customer as fast as

possible. According to our survey, the customers suggest that Dome should increase the

speed of their way of serving the meals. Then the staff reaction must be good while

facing the customer because according to our survey we had done, some of the customer

Done by June Woh J.Y. (2009)

Page 27: Dome cafe research

rate the staffs have no idea what they are doing! And most they rate that Dome staff are

kind and friendly.

They still like Dome?

Last do the customer still visit Dome after answering all the questions in the

questionnaire, the reason of setting this question in the questionnaire was while each

person has the chance to comment about a place or a thing; they will have the feeling to

change their mind of the particular brand because they realize that the services there are

not good. According to the research we did, there are still 11 people love Dome very

much after answering all the questions, then 19 people still will visit Dome after

answering all the questions in the survey.

Do you still like Dome02468

101214161820

Yes, I like it very muchOk, still will visit DomeNo, not at all

This is the graph that show the number of people who love Dome, like Dome and don’t

like Dome at all.

Recommendation

From our point of view, while a person entering to a café or a restaurant they

expect an extra something from the café or restaurant, if not this why they are paying

money to get something that you can get it right at your home. This is the main reason

they will dine out than dine at home, because what they want to be serve by other person.

By providing an excellent services to the customer enjoy the meals and in return the

customer will help to introduce the service to their friend, family, and their own client.

Done by June Woh J.Y. (2009)

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Dome is tried to do this, which is to provide an excellent service to the customer

but what they did in to slow. When we are doing our observation in Dome, we ordered

food and drinks but it takes a long time for them to serve the food and drinks and the food

come first than our drinks comes late. In this Dome should improve the service in order

to become more faster.

According to our survey, the customer comment that there are some times the

staffs in Dome doesn’t know what they are doing and it ends up with a mess. Then some

of our samples even complain to us that Dome staff scolded them while dining in Dome!

Conclusion

In Malaysia there not much of people know about Dome café, just in some places

only like KLCC. Dome should make more marketing plan for the future of the Dome.

The food in Dome are very good and have a very fine quality but is too expensive for

people to effort it. That why most of the people rather choose Starbuck than Dome. Then

the services in Dome are average and sometime are kind of slow by the ways they serve

the customer. This is the overall result we notice while doing our survey and observation.

The special segment

Done by June Woh J.Y. (2009)

Page 29: Dome cafe research

The corporate image of Hershey

Hershey is one of the biggest chocolate manufacturing in the North America and

hold the leadership of chocolate sugar confectionery in the world. Hershey manufacturing

plant is located in Pennsylvania and this is the pictures of the factory:

This is the plant of Hershey factory (the first taken picture)

This also the plant of the Hershey factory (the newly taken picture)

Done by June Woh J.Y. (2009)

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This is the front look of the factory

This is the side look of the factory

These are the picture of the equipment in the factory:

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The chocolate making machines

The chocolate making machines

Done by June Woh J.Y. (2009)

Page 32: Dome cafe research

The founder (Milton S. Hershey) is trying to build a chocolate empire but at the

same time he is making a model of responsible community stewardship. One of

Hershey’s great successes is established Milton Hershey School for the orphan which

they will provide a place for the children to stay and it doesn’t cost anything. This school

had been establishing for almost 100 years and it still continue operating now. Hershey

have the vision to support the economics of its own country then Hershey also a

environment friendly company it help the country to give emphasis on the soil in order it

is healthy, clean the water and put together a pest management to control the pest

problem.

For the packaging of all of the chocolate, Hershey used sustainable packaging

which mean Hershey is trying to decrease the used of raw material and increase the used

recycle material that doesn’t hurt the environment. Other that this, Hershey did a lot of

charity for the children like Hershey have a very close relationship with the Children’s

Miracle Network which is a nonprofit origination that rise fund for the children’s hospital

a over the North America and through this Hershey try to offer it employee and the

retirees to help out in the organization.

From another way, Hershey sponsored ‘Hershey’s Track & Field Games’ which

was introduce to more than 1 million children across the U.S. to Canada to have fun and

provide the children a physical fitness. In other hand, Hershey is the one of the supporter

of Young Survival Coalition which is a network that supporting the breast cancer

survivor and this has contribute in total of $1,000,000. By supporting this network

Hershey produce limited edition “pink” theme products to sell and all the profit will go to

the Tour de Pink which is a four day bicycle ride that design to raise fund and show the

awareness of hope. Overall Hershey is very much concern about the next generation

future, that why Hershey is giving all they able to give and more.

Done by June Woh J.Y. (2009)

Page 33: Dome cafe research

The brand loyalty between Hershey and customer

Brand loyal is to see whether the customer will repeat purchase the same item of the same

brand. This is the ultimate goal for all the advertiser to achieve on in all the company.

There are many influence that able to disturb the decision of a customer buying need like,

friends and family the always will talk about the things, sales promoter of some particular

brand, and many more influence. There are different categories of brand loyal which are:

1. Hardcore loyal: The one who buy the same brand all the time

2. Soft-core loyal: A person will be loyal from 2 to 3 types of brand

3. Shifting loyal: Is moving from one brand to another brand

4. Switchers: No loyalty at all

This are the four types of brand loyalty the always happen among all the people. The

following is the result of the survey we had done.

Yes No Haven't hear about it

02468

1012141618

Do the customer loyal to hershey

Do the customer loyal to hershey

This graph in base on the result of the survey we had done, there are 16 people

who will not switch to another brand even there have other brand. There are so loyal to

this brand because of they able to get it in around the comer which is easy for them to

find the chocolate and some of the people will switch because of is kind of hard for they

to find the chocolate and they end up empty handed. This result doesn’t show that all of

the sample we had done is hardcore loyalty to Hershey because in the question we had

ask that they will change the brand if they have another better choice in the market. So, I

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assume the 16 sample we had done are soft-core loyal to Hershey, which means that they

will still repurchase Hershey product but in some time they will change for while.

According to the survey, a question was set as like ‘how often you eat Hershey

chocolate?’ this question is base on the repurchase term the show that how often they will

buy Hershey and eat it.

Once a month Once a week Not taken0

2

4

6

8

10

12

14

16

18

20

How often you eat Hershey chocolate?

How often you eat Hershey chocolate?

This is the graph that shows the result how often our sample will buy Hershey and eat it.

Most of they will buy and eat in once a month and some will buy and eat it once a week,

the other 2 are the one who haven’t hear of Hershey.

Conclusion

Overall of the result we had about Hershey and the research about Hershey is a

kind of experience for us that allow us to enter to the world of chocolate. Then we also

know that in chocolate industry, we also can be environment friendly and able to help

other when they are in need. In some time, every purchase of a Hershey product will able

to donate part of the profit to the charity or non-profit organization.

Done by June Woh J.Y. (2009)