research project ib - vlad

8/3/2019 Research Project IB - Vlad

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How to Increase Sales of Newly-OpenedPizzeria/Restaurants in Prague

Research Project for International Business

Written by Vlad Medvedev

Prepared for David Gannon (Lecturer, Programme Leader)

14,519 words80 pages

(+420 608484788)

[email protected]

www.vladmedvedev.com
mailto:[email protected]://www.vladmedvedev.com/http://www.vladmedvedev.com/mailto:[email protected]


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2 How to Increase Sales of Newly-Opened Pizzeria/Restaurants in Prague

Abstract

This project describes the success key points of newly-opened

pizzeria/restaurants in Prague. Additionally, it involves the primary research of

one specific restaurant named Marinara, which is located in Sdliti Kokand

has a great potential due to lack of competition. Mainly, this research was

dedicated to analyse the current situation of the restaurant and produce a

report which will be helpful to identify the unsuccessful strategies that were

implemented before and possible improvements for the future. This restaurant

was called Pizza di Pepe and since there were new owners from the 1nd of

April 2010, the restaurant was renamed to Marinara which is named after

the first pizza ever made. These new owners, Sergey Medvedev and his wife

Narine Medvedeva have changed the restaurant in many different

directions, as they have a great life-time experience. However, the

experience that they have gathered throughout these years is not enough.

They are lacking in professional management and marketing that is

nowadays taught in many business universities. Therefore, it was a great

opportunity for me to help their business and get a very useful knowledge for

my further studying in the college.

The information for this research was gathered through questionnaires that

were given to many students/lecturers of Prague College and clients of the

Marinara restaurant. Observations were also made to make an adequate

summary.


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Subsequent to the end of my investigation, I have analysed all data collected

and put everything in the right format. All the information was converted onto

diagrams and charts to make it easier to view and compare data. When I

have finished observing my data, I have written an appropriate content in my

findings section which was focusing on my main objective Possible ways of

increasing sales in newly-opened restaurants.

By the end of this project I have discovered many tricks and strategies that

may possibly or crucially increase sales of the restaurant. This involves the

restaurant appearance, customer service, advertising techniques,

competition and etcetera.


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Acknowledgments

The process of this research was very long and the progress was very

dependent on people that participated in it and guided me through.

Therefore, I would like to thank all the people who participated in my primary

research by filling in all the questionnaires and sharing their opinions, the

priority of information that they have provided was very high as it was the

base of my research. Since I would not reach such professionalism and

success in the entire progress of my research without any guidance, I cannot

forget my lecturer Dave Gannon who guided me through the project and

carefully checked my work for any errors and grammatical mistakes.

Additionally I would like to thank all the members of staff and especially

bartenders who have helped me by giving out most of the questionnaires in

the restaurant with professional manners in regards to all the clients. I would

also like to thank my parents who own the actual restaurant and who

participated in this project by negotiating with all members of staff from the

face of mine. I cannot leave out my classmates as they have helped me by

sharing their advice and constantly checked my work. In addition to all that I

have to mention that nothing in this research would be achieved by me

without the help of these people.


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Table of Contents

PRAGUE COLLEGE COVER SHEET .........................................................................................................0

COVER PAGE ........................................................................................................................................1

ABSTRACT .............................................................................................................................................2

ACKNOWLEDGMENTS ..........................................................................................................................4

TABLE OF CONTENTS ............................................................................................................................5

TABLE OF GRAPHS ................................................................................................................................8

BACKGROUND .....................................................................................................................................9

INTRODUCTION ............................................................................................................................. 9

RESTAURANT OVERVIEW.............................................................................................................. 10

RESTAURANT SUCCESS IN THE PAST............................................................................................... 10

RESTAURANT TODAY.................................................................................................................... 11

AIMS AND OBJECTIVES ......................................................................................................................13

MY OBJECTIVES FOR THE RESEARCH............................................................................................. 13

METHODOLOGY .................................................................................................................................14

PRIMARY RESEARCH.................................................................................................................... 14

Questionnaires .............................................................................................................. 18

Interviews ....................................................................................................................... 27

SECONDARY RESEARCH .............................................................................................................. 30


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FINDINGS ............................................................................................................................................31

INTRODUCTION ........................................................................................................................... 31

LIST OF GRAPHS .......................................................................................................................... 32

Questionnaire 1 (From Prague College) .................................................................... 32

Questionnaire 2 (From Marinara) ................................................................................ 38

EXTERNAL ANALYSIS .................................................................................................................... 49

PEST Analysis .................................................................................................................. 49

Porters Five Forces ....................................................................................................... 51

INTERNAL ANALYSIS..................................................................................................................... 54

Capability ...................................................................................................................... 54

Competitive Advantages ............................................................................................ 54

Position Audit ................................................................................................................. 55

Organisational Structure .............................................................................................. 56

VALUE CHAIN ANALYSIS -PRIMARY ............................................................................................. 57

Description ..................................................................................................................... 57

Inbound Logistics .......................................................................................................... 58

Operations ..................................................................................................................... 58

Outbound Logistics ....................................................................................................... 58

Marketing and Sales While Serving the Clients .......................................................... 58

After Service .................................................................................................................. 59

SECONDARY VALUE CHAIN ANALYSIS.......................................................................................... 59

Human Resources ......................................................................................................... 59

Procurement ................................................................................................................. 60

Technology Development ........................................................................................... 60

SWOT Analysis ................................................................................................................ 61


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CONCLUSIONS ...................................................................................................................................63

INTRODUCTION ........................................................................................................................... 63

CUSTOMER SERVICE PERSONNEL OF MARINARA........................................................................... 64

Introduction ................................................................................................................... 64

Strength of Customer Service ...................................................................................... 65

Weaknesses of Customer Service ............................................................................... 66

Possible Improvement .................................................................................................. 68

VISUAL ASPECT OF THE RESTAURANT ............................................................................................ 69

POSSIBLE ADVERTISING STRATEGIES.............................................................................................. 70

DELIVERY SERVICES ..................................................................................................................... 71

SUMMARISED INFORMATIONSTRATEGIES OF INCREASING SALES .................................................. 71

RECOMMENDATIONS .........................................................................................................................74

INTRODUCTION ........................................................................................................................... 74

RECOMMENDATIONS FOR MYSELF ............................................................................................... 75

RECOMMENDATIONS FOR LECTURER/STUDENTS ON THE SAME SUBJECT.......................................... 76

RECOMMENDATIONS FOR THE RESTAURANT.................................................................................. 77

REFERENCES ........................................................................................................................................79

WEB PAGES................................................................................................................................ 79

BOOKS/MAGAZINES/NEWSPAPERS.............................................................................................. 79

CITATIONS/QUOTES .................................................................................................................... 80

LECTURE NOTES .......................................................................................................................... 80


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Table of Graphs

FIGURE 1WERE YOU ALWAYS WELCOMED .....................................................................................32

FIGURE 2STAFF WAS KNOWLEDGEABLE AND HELPFUL ..................................................................33

FIGURE 3WERE YOU DISCRIMINATED DUE TO LANGUAGE ISSUES ................................................34

FIGURE 4STAFF IS ALWAYS FRIENDLY AND CHEERFUL ...................................................................36

FIGURE 5IN OVERALL, DO YOU LIKE CUSTOMER SERVICE IN PRAGUE? .......................................37

FIGURE 6SERVICE RECEIVED IN TAMELY MANNERS ......................................................................38

FIGURE 7KNOWLEDGE AND HELPFULNESS OF STAFF (MARINARA) ..............................................39

FIGURE 8FRIENDLINESS AND CHERFULNESS OF STAFF ....................................................................40

FIGURE 9STAFF ANSWERED YOUR QUESTIONS ...............................................................................41

FIGURE 10MARINARA SERVICE IN OVERALL..................................................................................42

FIGURE 11WILL YOU COME AGAIN AND CALL YOUR FAMILY/FRIENDS? ....................................44


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Background

Introduction

Since the 12th of April a new semester has started in Prague College, and so

there was a new class called Research Project for International Business. The

purpose of that class was to choose a business related story which was going

to be investigated during the next few months. Since then, each member of

our class has faced an interesting situation that they had to investigate.

However, it was a very tense experience for us, as we have all faced

obstacles in our way which were sometimes hard to dodge, and as it was

stated by Catherine PulsiferOur ability to achieve success depends on the

strength of our wings gained through knowledge and experience. The greater

our knowledge and experience, the higher we can fly. Therefore, the

experience that we have gathered throughout this project will be very useful

for our future. Additionally, the success of this project will give us a further step

into our HND studies.

After gathering all the information which as I said was very stressful, we were

all prepared to summarise it and start writing our final report. And as I have

mentioned before, we all have chosen a business related situation that we

had to investigate. Therefore, I have chosen a restaurant that is owned by my

parents. This is because the use of this project will be doubled, or even tripled.

The exact topic that I have chosen is How to increase sales of newly-opened

pizzeria/restaurants in Prague


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Restaurant Overview

For the past years Pizza di Pepe was the only known Pizzeria/Restaurant

located in Sdliti Kok. Surrounded by 10,000 people living in that area, Pizza

di Pepe was in a huge advantage of others. Although there was no

competition in that area, Pizza di Pepe was lacking in professional

management, which lead the restaurant to low income and popularity. From

the First of April 2010, the owner of that restaurant has changed, following

with its name and look. Since that day, the restaurant was called Marianara,

named after the first pizza ever made. New owners, Sergey Medvedev and

his wife Narine Medvedeva have changed the restaurant in many directions,

from the members of staff to its look.

Restaurant Success in the Past

As it was mentioned before, lacking in professional management caused the

restaurant to lose its customers. However, it did not always have a bad

popularity. Three years ago the restaurant was owned by a completely

different person. Back then, it was bringing much higher profits. Not only

clients increased the income with their daily visits, but also deliveries provided

to people living within the 10,000 people range. However, there were some

global issues that have severely decreased its success. The past owner was

smart, and so he predicted the global crisis, therefore he sold the place to

another man named Peter Novak. New owner had a different idea about the

business. Suddenly, he started making a low quality but cheaper meals and

deliveries. Therefore, they were losing their clients. According to Novak P.


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(2009) within two month since he was the owner, 70 % of sales have dropped.

The main reason for business failure was an incorrect strategy chosen The

lower price, the more you sell. After a while, there was another person who

bought that restaurant. His name was Tom Kral. As the past owner, he was

following the same strategy, trying to drop the prices to attract more

customers. Unfortunately he was not able to run the business properly. The

restaurant was lacking in a well organised and professional customer service.

Many customers were not satisfied with the service and did not come back

again. Similar with food provided to customers, chef was not good enough to

cook well. Therefore they have changed their menu which could only suite a

certain number of people with much lower standards. Tom Kral has been

running the restaurant for a year and due to family problems and

unsuccessfully managed business, he had to leave. The present owners, who

started working from the first of April 2010, knew all the mistakes that were

done by previous owners. And so they have changed the strategy.

Restaurant Today

Since the last owner left and new arrived, many things in the restaurant have

changed. The main reason why clients did not want to come to the

restaurant was food. Therefore, firing the past chef was the first step to gain

success. Since there was a new chef, food served to clients was not only

tasteful, but decorated professionally. Bartenders and waitresses were also

changed. Additionally, on the twentieth of April the menu was changed. As

it was said by Medvedev S. (2010) many people around the area were used


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to the old menu, and this is why we cannot serve a completely different food.

Therefore we will change the menu again in 3 month, adding a better quality

food and taking off the old ones.

The atmosphere in the restaurant is very warm and in average, clients stay

over 30 minutes after they have eaten their meal. Nowadays, the restaurant is

getting its popularity back. It was also noticed by the staff, when they started

receiving good comments from clients that were happily enjoying their meal.


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Aims and Objectives

My objectives of the research:

My objectives for this research were to gather as much information as

possible, about what customers want, why they visit some specific restaurants

in Prague and what do they do or don not like about the Marinara restaurant.

Therefore, after gathering this information, new possibilities were available to

me. Moreover, I was able to summarise all the information and make further

step towards my objectives. To be specific, my final objectives for this

research were as follows:

1) Possible ways of Attracting Customers2) What are the Advertising Strategies3) Compare Business with Competitors


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Methodology

Many businesses in Prague and particularly restaurants fail in the first year, due

to high competition in the city. This is why I took it as a challenge to find the

possibilities of increasing sales, and mistakes that could be avoided in the

future. At the current stage, methodology was a very helpful step that guided

me through the entire research project. In order to follow the whole research

process without making any mistakes, I had to look through the objectives

that I have to accomplish by the end of this research. To have successful

results, I had to make an accurate primary research where I was using a

certain type of techniques. Furthermore, I was aiming to gather the

information from a certain type of people, depending on their age, marital

status, financial status and social class. In my case, the target audience that I

have chosen was male and female aged 20 to 60 years old with an average

income. The reason for such wide target audience was people that usually

visit the restaurant and live nearby it. Since there are about 10,000 people

living within the place with a large variety of age.

In addition, secondary research will be done in order to support my

investigation and give me an opportunity to add up more value onto my

work.

Primary Research

The following results were investigated by the end of the research:

1) What do Czechs like/dislike about customer service in Prague;

2) Why competitors do better;


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3) What do Czechs expect from customer service in Prague;

4) What techniques should be used to increase sales through delivery

services in Prague

5) What is the current visual aspect of the restaurant and how could it beimproved to attract customers

Use of questionnaires for outcomes 1,3 and 5 was the most effective method

of gathering directly aimed information from a large number of people,

without spending much resources and doing it faster. Different types of

questionnaires were prepared depending on each outcome. Therefore,

different type and number of people were questioned, depending on priority

of each outcome. To get more accurate and reliable results, I asked as many

people as possible. However, I limited myself to the maximum of 30-45 people

per questionnaire. Outcome 1 had the highest priority, since success of the

business directly depends on the customers opinions and wants. Therefore, I

have asked an approximate number of 30-45 people in 2 different places

around Prague. These are; the restaurant and Prague College (with potential

clients of 20-30 years old). Similar strategy was implemented onto the

outcome 3, but less number of people were questioned due to its priority,

about 15-25 people. For the fifth outcome, I did not limit myself on

questionnaires as this question requires more observations and verbal

communication. However, my target audience for this questionnaire was

people aged 30-40 years old who regularly visit the restaurant. I have asked

an approximate number of 15-25 people, as there were other types of

research that were implemented onto this outcome.


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There are several reasons why I have chosen specific number of people who I

have questioned or interviewed. First of all, I had to focus on the priority of my

questionnaires, which ones contained the most needed for me information

and which did not. Therefore I have divided my questionnaires into categories

by priority and given each category/questionnaire an appropriate number of

people that I had to question. Then I had to be more specific about the

number of people that I had to question. Starting with questionnaires I have

given to the customers of Marinara. I have asked an approximate number of

30-40 people. This is because at the moment, the number of people visiting

Marinara daily is very similar to the number I have questioned. Moreover, it

was enough for me to question the number of people that visit Marinara daily

because it makes a high spectrum of audience. Furthermore, I have received

enough information since 80% of people that I have interviewed are the usual

clients of Marinara. Therefore, their opinion was in high priority for me, and I

have questioned about 90% of such clients. This was mentioned by the

barmen Jelinek, H. (2010) Since I work here, I have learned peoples faces

and I can tell you that about 80% of people you have questioned visit our

restaurant all the time, and from all people that visit our restaurant all the time

you have questioned about 90%. Now to mention the questionnaires that I

have given out in Prague College, I have given about 15-25 questionnaires.

This is because 5 of these people were teachers who have gained

experience throughout their lives and could tell an answer in a proper and

effective format. Other 10-20 people were students and I have stopped on

that specific number of people because these people visit restaurants and


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pizzerias daily. From my calculations, these people visit restaurants at least,

once a day. Moreover, they cannot spend their time traveling far. Therefore,

since Prague College is in the center, these students also visit restaurants in

the center. Furthermore, I have received comments of people that have

visited about 5 out of 8 restaurants that I wanted to receive comments on,

and I have stopped on 15 students because the other 3 restaurants I wanted

to check were out of the radius that students of Prague College can travel to.

I have also interviewed 3 people. The reason why I did not want to progress is

because I needed this interviews to gain more knowledge of restaurants in

Prague through verbal communications. I did not need to interview people to

compare any data since my objective questions were answered in

questionnaires. However, I have received a very useful knowledge since I

have interviewed a lecturer who had a wide experience of customer service

in Prague and internationally. Additionally I have interviewed the owners of

the actual restaurants to receive and overall understanding of the restaurant

itself and additional information of strategies that they might want to

implement on the restaurant.

As I was writing about the possibilities of increasing sales, I had to make an

adequate content of my own, where I included the ideas of people that

were questioned or interviewed. Therefore, outcomes 2 and 4 provided me

with appropriate information that increased my overall knowledge of


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restaurant business in Prague. For the second outcome, I have interviewed a

person who usually visits an expensive and high quality type of restaurants in

Prague, and also has a good experience with cheaper restaurants. Therefore

I was able to summarise all the data and put appropriate information onto

my findings section. Below I have divided my primary research onto two

sections, questionnaires and interviews. The questionnaires that I have

created will be placed below and briefly described with further justification.

Questionnaires:

Questionnaire number one was dedicated for the Prague College students to

collect information about the Customer Service and average restaurant

quality in Prague.

Questionnaire 1:

Every question in this questionnaire had to be rated within 5 different options

between Strongly Agree and Strongly Disagree.

Question 1: You Were Always Welcomed?

This question was made to understand whether the customer service in

Prague is welcoming or not. Many people in Prague and especially foreigners

say that customer service in Prague is terrible and in many restaurants waitress

do not welcome people or even smile.


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Therefore, I have placed this question in the questionnaire in order to

understand the level of customer service in Prague. Also, I will be comparing

the answers between foreigners and Czechs to see whether Czechs got used

to this level of customer service and even like it, or not. Since the restaurant is

not located in a tourist zone and surrounded by many locals which are

Czech, it would be useful for me to know whether Czechs really want a better

quality of service or not.

Question 2: Staff is Knowledgeable and Helpful?

Once again, the purpose of this question was to understand the level of

customer service in Prague. Looking at many comments that people

provided me, the majority of people suggest that staff in Prague is lacking in

knowledge, therefore they are not able to help.

This question would be very helpful for me to understand the overall level of

knowledge of staff in Prague. Therefore, I will be able to provide further

comments on the knowledge of staff working in the Marinara restaurant and

make possible solutions.

Question 3: Where you discriminated due to language issues?

This question was in a very high priority for me, since when I have done my

questionnaires 11 out of 14 people living in Prague were discriminated at least

once. This was also a personal experience for me. Moreover, by saying

discrimination I mean that the customer service personnel was very rude and


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was not willing to communicate or help in any way, sometimes even ignore

you. Looking at my personal experience, customer service in Prague and

especially Czechs are very discriminative, not only the color of your skin

matters but the actual language you have spoken to them. In many cases

when I tried to speak Czech the customer service personnel was not willing to

help me and sometimes they even said on purpose that they did not

understand me.

Therefore, I have placed this question to understand the present level of

discrimination in Prague, since many people say that it gets better. Especially

with a younger generation, Czechs get more used to foreigners and they do

not show such nationalism as the older generations.

Question 4: Staff is always friendly and cheerful

Many people say that staff in the pubs is friendlier however in the restaurants

staff is not friendly at all. CS personnel in many restaurants looks very unhappy

with their job and even disappointed, therefore they try to fist their anger on

customers. Most of the time, you may not even see a smile on their faces.

Therefore I have made this question to match it with a similar question that I

have given to the customers of Marinara.

Question 5: In overall do you like Customer Service in Prague?

This question gives an opportunity for people to give an overall opinion of

customer service in Prague. Additionally, on the other hand if I have not


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included some important questions in my questionnaire, people could still

give an overall answer including all of their personal opinions which I have not

covered on my questionnaire.

Question 6: What do you like best about customer service in Prague?

This is an open-answer question, therefore I will be able to gather as much

information as possible from it. This particular question is very important for me

as it will give me many ideas of other people of what are the best things in

customer service. Therefore, I will be able to implement this information into

my findings section, and this information directly affects my whole project as I

gather ideas of improving the business.

Question 7: What could be improved?

This question is very similar to question 6 but on the other hand it is completely

opposite. The question itself, will give me ideas of possible improvements for

an average restaurant in Prague. Moreover, I will be able to add more value

onto my findings section as I will be talking about the possible improvements

for the restaurant and this will help me to find more possible ways of improving

the service and as following the profits of the restaurant.


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Question 8: Additional comments

This question does not give me a direct answer but on the other hand it is one

of the most important sections of my questionnaire. Additional comments

allow a person to openly share their ideas and opinions, in connected with

my topic. Therefore I will be able to gather the information very widely and

get as many ideas as possible to improve my research.

Questionnaire 2:

This questionnaire was prepared for the clients of Marinara. This questionnaire

was the most important part of my research as I asked all the clients directly.

Therefore I got the answers which are directly connected with the restaurant,

so the accuracy of this research was a lot higher. Same as the first one, this

questionnaire is rated in the scale of 5, from Strongly Agree to Strongly

Disagree.

Question 1: Service received in timely manner

This question was made to see whether the staff in Marinara is working quickly

or not. Since people are very sensitive to the speed of service they receive,

the restaurant may lose a lot of clients if the staff will not work fast enough.

Therefore this question will help me to identify this situation and make possible

solutions for the future.


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Question 2: Helpfulness and knowledge of staff

Clients will have to rate this question and so I will see how effectively the staff

of Marinara is working. Since many people living in Prague or who visits the

city as a tourist, say that the customer service personnel in Prague is very

unknowledgeable therefore they cannot provide any help. With the help of

this question I will be able to provide further comments to the owner of

Marinara and add a possible solution to my findings section.

Question 3: Staff was friendly and cheerful throughout

Many locals and tourists are very dissatisfied with the friendliness of customer

service personnel in Prague. Furthermore, people even make jokes that

Czech customer service personnel look like zombies since they never smile,

however I would call it a very strict opinion but on the other hand it is rightful.

Therefore, it is compulsory for me to check how people would rate this

question about Marinara in order to see the quality of customer service.

Question 4: Staff answered your questions

Staff must always answer the questions of their customers as many clients feel

disappointed if their questions were not answered. Many people might feel as

they were ignored if the staff does not answer questions of their clients.

Therefore, it is crucial for me to see how the staff of Marinara is doing in that

area.


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Question 5: What did you like best about our service

Since this is an open question where people will be able to write an answer in

their own words, I will be able to receive more information on it. Additionally,

this question will show me the areas in the restaurant that are currently in

advantage of other things. Therefore, I will be able to focus more on the

things that might need an improvement.

Question 6: What could be improved

Same as question 5, this is an open question and on one hand it has a similar

meaning as well, but on the other it is completely opposite to question 5. This

question will tell me the exact things that should be improved in the

restaurant. And from what I think, the ideas of possible improvements will be

given from the customers point of view, which is very important since I and

the owner of the restaurant have a very different view at the restaurant. Most

of the time owners do not want to see anything bad in their business, they try

to find good things and cover all cracks with these good things. However,

from the customers point of view, I will be able to see these cracks in the

restaurant and write a list of improvements.

Question 7: What is your opinion about visual aspects of the restaurant

This is a very unique question and it is the only one in my questionnaire that

asks from the visual point of view. The service provided in the restaurant might

be highly rated but on the other hand not many people would know that,


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many people would be afraid to enter the place if it is not attractive. It is true

that there are many restaurants that are not attractive and sometimes even

ugly and dirty, but they are always full. However, these places gained their

reputation for the quality of food and services, but this took them a very long

time. This is why a restaurant must be attractive from the outside to make

people want to come inside and then enjoy the food and everything else.

Question 8: Overall how would you rate our service

This question tells me the quality of service in overall. I find it very useful since

the chances that I have included all important questions is very low. Some

people might not find questions in the questionnaire that they need, others

will. This is why it is very helpful to have an overall rate. Additionally, people

might give the highest rate for many questions as knowledge and

cheerfulness of staff but on the other hand they could give the lowest rate for

the overall service question. Since they might find something very

disappointing in the part of the restaurant that was not included in my

questionnaire.

Question 9: Will you come again and call your family/friends

The purpose of this question was to see whether people are willing to come

back and maybe call their family and friends with them. After receiving the

results, I will see if people liked the restaurant in overall or not, if not they will

provide comments below of the questionnaire telling what was wrong.

Additionally, I will see if people would want to tell about Marinara to their


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friends/family or not, because sometimes people visit the type of restaurant

they like or could, but they would not like to tell about that place to others.

Additionally, I will be able to see whether people will be telling others about

Marinara or not. Because in many cases, people might like the place or it

could only be the place they could afford but they would not like to tell

others about it. Since owners of Marinara are willing to make a friendly

atmosphere in the restaurant and not try to be a place where people would

visit just because they can afford it financially, I will be able to provide them

with such information and they will see whether their goals are met or not.

Question 10: Additional Comments

Additional Comments is one of the most parts of the questionnaire as it asks

for peoples personal opinions. This gives me an opportunity to receive

comments that cover things that I have not added onto my questionnaire.

Moreover, I might find some ideas that were provided by people which are

useful for the restaurant. Such as, people might write contacts of a brewery

that makes cheaper but better quality beer, or anything else that might be

helpful.


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Interviews:

There was only one type of Interview, but it had two formats. First was a verbal

communicative interview and another was written on paper and signed. This

is because some people were not able to speak English and there was no

possibility of direct translation. Therefore, the interview itself was written on

paper and signed. However, all questions were same in both of the interviews,

the one that was recorded and the other that was written on paper.

The questions can be found below:

Question 1: Were you always welcomed?

I have started my interview with a few simple questions to warm up the

interviewee. However, these questions may be found on my questionnaire but

on the other hand I received more comments from it since it was in a verbal

form.

Question 2: Was staff ever willing to help?

Similar to question one, this is a very simple question to warm up the

interviewee. However, as I have mentioned before even though it is in my

questionnaire I have received a lot of valuable comments.

Question 3: Were you discriminated due to language issues?

With this question I have received many comments about discrimination in

Prague overall. The interviewee told me about some particular places in


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Prague where the person was discriminated and also provided useful

comments about the age group of customer service personnel was is more or

less discriminative.


Again, this question was in my questionnaire. However, it was very helpful in

an interview as well. The person who I interviewed was able to provide many

comments about Customer Service in overall, and add a lot of personal

experience as well.

Question 5: Do you eat Czech national food? (e.g. Czech Knedliky or Roast

Pork Knee)

This question was only mentioned in my interview but not questionnaires.

Moreover, I have asked this question in my interview to see whether people

really prefer Czech food or not, especially foreigners. Therefore I will be able

to focus on food that is served in Marinara.

Question 6: In average, do you like the quality of food served in Prague,

whether it is a French or Italian restaurant.

With this question I was able to receive comments about food quality in

Prague, no matter from where it is from. Therefore I would be able to

compare an average quality of food served in Prague with the Marinara


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restaurant. Additionally, this would be twice as useful since food served in

Marinara is a mix of Italian and Czech cuisine.

Question 7: Do you like pizza served in Prague? Many people say that it is

very thin how could it be improved?

Majority of people who eat pizza in Prague say that Czech cooks always

make the pizza too thin, as especially foreigners. Last time it was mentioned

by Enchavarria, R. (2010) who said that Pizza in Czech Republic is always too

thin that you cant really feel the taste. Therefore, I wanted to include this

question in my interview to hear the opinion of others about this issue in

Prague.

Question 8: Which restaurant do you visit the most, and why?

This was my last question in the interview and it turned out to be very useful for

me. The point of this question is to ask people what restaurant do they like the

most and why. Therefore I was able to find the most visited restaurants of

Prague and see the reason of such popularity, maybe there are some

techniques that could be used in Marinara as well.

After collecting this information I was able to summarise it and put everything

in different categories and compare my results. Since my report is about

possibilities of increasing sales of newly-opened restaurants in Prague, my

research was done correctly without any mistakes or difficulties.


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Secondary Research:

To receive more accurate results and finish the project successfully, I

supported my investigation with a secondary research which involved such

sources as:

- Electronic Articles

- Newspapers

- Forums

- Search Engines

- Books

- Magazines

And other sources that provided me with appropriate information in regards

to Marinara.

Forums gave me an understanding of successful restaurants in Prague and

main keys to their success. Some information was gathered from personal

opinions of people online. Many articles that were posted online share a

good experience in regards to many successful and unsuccessful businesses.

With a good explanation of any mistakes and how could it be avoided. The

secondary research also decreased the time I spent on finding section. Such

as, food costs in other restaurants or any comments provided in regards to

their service. Moreover, I was able to find statistics about Prague restaurants

and results of previous questionnaires that were done by other companies in-

connected with customer service.


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Findings

Introduction

The purpose of my report was to gather as much information as possible

about restaurants in Prague, and make a possible solution of increasing sales

of newly-opened restaurants in Prague. Therefore, all data was collected by

giving out questionnaires in Prague College and the restaurant that I am

focused on which is Marinara. Additionally, interviews were done to gather

some extra information and receive more ideas from people.

The information that was called from questionnaires was put into excel and

afterwards, converted onto pie charts, graphs and other appropriate

diagrams. Below, you can find the list of graphs with introduction and

description of each diagram.


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0

1

2

3

4

5

6

Strongly

Agree

Agree Average Disagree Strongly

Disagree

NumberofPe

ople

Rating Scale

You were always welcomed

List of Graphs

Questionnaire 1Customer Service in Prague (Data gathered in Prague

College)

Question 1:

With this question I wanted to receive more information about customer

service personnel in Prague. Since many people and especially foreigners say

that they do not get welcomed by customer service personnel. Therefore I

needed to see the data on chart to compare the average of Prague with the

Marinara restaurant.

As you can see on the graph, there is a number of people who gave their

opinion on this question on the left and the rating scale below. The rating

varies from Strongly Agree to Strongly Disagree and in average, there were

about 3.5 people giving an opinion in a specific scale. For example, 5 people

Figure 1: You were always welcomed


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0

1

23

4

5

6

7

Strongly

Agree

Agree Average Disagree Strongly

Disagree

Nubero

fPeople

Rating Scale

Staff was knowledgeable and

helpful

Agreed that they were always welcomed in Prague by customer service

personnel, and 2 people strongly disagreed with this.

Question 2:

Due to many negative comments provided by people on the knowledge and

helpfulness of staff. I had to add this question onto my questionnaire. This

graph will help me to see the comparison between the Marinara restaurant

and an average level of knowledge and helpfulness of customer service

personnel in Prague.

This graph displays the knowledge and helpfulness of staff. To be more

specific, the graph was made to convert text onto illustration and make it

easier to view and compare data. On the left side of the graph, you can find

the number of people who did this question and at the bottom, you can see

the rating scale from strongly agree to strongly disagree. As you can see on

Figure 2: Staff was knowledgeable and helpful


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0

12

3

4

5

6

7

8

Strongly Agree Agree Average Disagree Strongly

Disagree

Nu

mberofPeople

Rating Scale

Were you discriminated due to

language issues

the graph, zero number of people strongly agreed that customer service

personnel in Prague are knowledgeable and helpful. Moreover, majority of

people thought that the knowledge and helpfulness of staff is in average

level. Furthermore, 2 people strongly disagreed that staff is knowledgeable

and helpful.


In Czech Republic, majority of foreigners say that they were discriminated at

least once, and you can see that on my chart below. Therefore, this type of

question was very important for me to add, to view the present situation and

compare it with Marinara.

Figure 3: Were you discriminated due to language issues


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On the graph itself, you can find two sections, the number of people who did

the question on the left and the rating scale on the bottom. As you can see,

the majority of people chose an average rate for the discrimination in Prague,

meaning that they were discriminated at least once. The other 3 people

strongly disagreed with this, therefore they have never been discriminated.

However, since I have questioned many Czech people as well, I can clearly

see that they were the only people who were never discriminated.

Question 4:

One of the most important ability for any customer service personnel is to be

friendly and cheerful. This is because these abilities help to build a strong

relationship between staff and their clients. Since this plays such a large role in

the customer service, this question would show me an overall level of

customer service in Prague. Moreover, knowing the level of customer service

in Prague would help me to identify what level of service people would like to

receive more.


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0

1

2

3

4

56

7


Disagree

NumberofPeople

Rating Scale

Staff is always friendly and cheerful

People who answered this question had to choose between the rate scale of

strongly agree to strongly disagree and you can find it at the bottom of the

graph. On the left you can find the number of people who answered this

question. The majority of people disagreed that customer service in Prague is

always friendly and cheerful. Therefore, I had to view the current situation in

Marinara, in regards to this question, and make a possible solution.

Question 5: In overall, do you like customer service in Prague?

The purpose of this question was to understand the overall situation with

customer service in Prague and to cover the parts that I have not included in

my questionnaire. This graph below displays the information that I have

Figure 4: Staff is always friendly and cheerful


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gathered from people.

This graph was constructed to display data as clearly as possible. Therefore,

there are only two sections in this graph, the number of people on the left

and the rating scale at the bottom. As you can see on the graph, the majority

of people think that the level of customer service in Prague is at average.

However, this also shows that there is a huge potential to improve and it will

be much easier for a new restaurant to work more effectively as the

expectations of a good customer service is not that high.

0

1

2

3

4

5

6

7


Disagree

NumberofPeople

Rating Scale

In overall, do you like customer

service in Prague?

Figure 5: In overall, do you like customer service in Prague?


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0

24

6

8

10

12

14

16

18


Disagree

Service received in timely manners

Questionnaire 2Customer Service in Marinara (Data gathered in Marinara)

Question 1: Service Received in Timely Manners

This question has helped me to identify the speed of staff working in Marinara.

Furthermore, all the data from this question that was collected through the

questionnaire is displayed on the graph below. Therefore, you can visually see

how fast the staff of Marinara is working.

As it is visible on the graph, the majority of people strongly agreed that all the

services were received in timely manners. At the meantime, zero number of

people disagreed that the services they received were in timely manners.

From this graph it is possible for me to see that the staff of Marinara is working

fast enough and at the moment there is no need to change anything in this

direction.

Figure 6: Service Received in Timely Manners


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Question 2: Knowledge and Helpfulness of Staff

This question is crucial for me as these two abilities are very important. The

graph below shows all the information that is required to know whether the

staff is knowledgeable or not.

The idea and structure of graph is similar to the previous ones. It is divided

onto two sections, number of people on the left and rating scale at the

bottom. As you can see on the graph, the majority of people strongly agreed

that the knowledge and helpfulness of staff is at a high level. Therefore, I can

clearly see that the staff is not required to learn more about their services.

However, it is always better to improve and staff might need some techniques

to learn, about customer service in the restaurants. Additionally, all clients

who did this questionnaire ranked most of these questions at a high level

0

2

4

6

8

10

1214

16

18

20


Disagree

NumberofPeo

ple

Rating Scale

Knowledge and Helpfulness of Staff

Figure 7: Knowledge and Helpfulness of Staff


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because this restaurant fits them. On the other hand, no one ranked any of

these questions low because people who do not like this place do not visit it.

Therefore, it is better to improve in order to attract more customers.

Question 3: Staff was friendly and cheerful throughout

The graph below was built to display the data in regards to friendliness and

cheerfulness of staff. On the graph you will be able to find the highest and

lowest rates that people gave for this question. Furthermore, I must mention

that many people find friendliness and cheerfulness very attractive. Therefore,

I had to add this question onto my questionnaire in order to see what people

think about the staff of Marinara. Moreover, you will be able to find all

statistics in regards to this question on an illustrated graph below.

02

4

6

8

10

12

14

16

18

20


Disagree

NumberofPeople

Rating Scale

Friendliness and Cheerfulness of Staff

Figure 8: Friendliness and Cheerfulness of Staff


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On the left side of the graph you will find the number of people who

answered this question. At the bottom, you will see the rating scale which is

from Strongly Agree to Strongly Disagree. As you can see on the graph, the

majority of people who answered this question think that the staff of Marinara

is very friendly and cheerful. Therefore, I did not focus on it a lot.

Question 4: Staff answered your questions

In order not to make clients of Marinara feel disappointed or ignored, I had to

check whether the staff of Marinara answers questions or not. On the graph

below you will be able to find the number of people who thought that the

customer service in Marinara is either good or bad.

The structure of this graph is very similar to the one above it. This graph has the

same layout and rates that people gave as the previous chart. However, it

0

2

4

6

8

10

12

14

16

18

20

Strongly Agree Agree Average Disagree StronglyDisagree

NumberofPeople

Rating Scale

Staff answered your questions

Figure 9: Staff answered your questions


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10

11

1

Marinara service in overall

Excelent

GoodAverage

differs from any other graphs as it is dedicated to display the data that was

gathered from the question in regards to staff answering questions of their

clients. Furthermore, the graph has two sections, number of people on the

right side and rating scale at the bottom. Additionally, you can see that the

majority of people strongly agreed that the staff of Marinara answers

questions of their clients at all times. The graph tells that there were over 18

people and to be exact 19 people who strongly agreed on this question.

Question 5: Overall, how would you rate our service?

This question is very important for this report as it asks for an overall rate of

Marinara. Therefore, it was compulsory for me to add it. Furthermore, the data

for this question was displayed on a pie chart which you can find below, in

order to create the best possible view.

Figure 10: Marinara Service in Overall


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On the pie chart above, you can find a legend on the right. However, it only

contains three different varieties of rating, excellent, good and average. This

is because in this question, there was no rate that was lower than average.

Moreover, I only included three colours in the chart in order to make it easier

for the viewer and not to get confused. As you can see on the graph, the

majority of people thought that the service was good and on the other hand

it was excellent. Because the chart clearly shows that 10 people thought that

the service in overall was good and other 11 think that it was excellent.

Moreover, only 1 person thought that the service was average.

Question 6: Will you come again and call your family/friends?

This question was created with the purpose of asking people whether they

would like to come again and bring their friends or family. Therefore, after

collecting this information I was able to summarise it and think whether

people liked the service and would want to come back again or not. The

information that was gathered from this question is displayed on the pie chart

below.


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15

6

2

Will you come again and call your

family/friends?

For Sure

Most Likely

Maybe

As the previous pie chart, this one only has a rate scale of three varieties.

Moreover, you can find these varieties and colours on the legend that is

placed on the right. The pie chart has three different rating options, therefore

it also has three different colours that divide the chart. These colours are blue,

red and green. The majority of people thought that they would come again

and bring their family/friends for sure. You can see that coloured blue on the

chart and about 15 people attempted this option. Following with most likely

option that is coloured green and about 6 people attempted this option.

Afterwards, the least number of people thought that they maybe will come

again with their family/friends. This option is coloured green on the pie chart

and about 2 picked this option.

InterviewCustomer Service in Prague/Food made in Prague

Restaurants/Best quality restaurants in Prague

Figure 11: Will you come again and call your family/friends?


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The answers from the audio interview was converted onto the text and

placed below. This was placed as my findings from a verbal communication

with a person who visits restaurants in Prague and has some valuable

experience.

Section 1: Customer Service in Prague

Question 1: Were you always welcomed?

- Answer: No, no really. I mean there are some restaurants I know wherethey were really really rude. And you say, you know, excuse me can I

have some food please. And they would just go thfu, like that.

Not always, sometimes yes but not always, no.

Question 2: Was staff always knowledgeable of their goods and services?

-

Answer: Was staff always knowledgeable? No, not really. In fact I think,

some of them were very very unknowledgeable. And if there is a

problem, they refuse to sub take ownership of the problem. And they

would rather no be bothered and I wished they would go away.

Question 3: Was staff every willing to help?

- Answer: Not really, no. Some of them of course yes were. But I thinkcompare to lets say Britain where I come from or America. The

customer service, the sophism of been willing to help was much much

less; they see it as a problem more.



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- Answer: I should think I probably was discriminated against. I rememberonce in a post office when they just wouldnt even send the letter that I

had. Because I couldnt it was very obvious that I was trying to do. I

was asking what the price for stamp was to send it to London. But they

just couldnt be bothered with me, so at the end they just said no no

no, no no. Possibly other times I have been discriminated against but

my knowledge of Czech is so bad I wouldnt really realize that I was

discriminated against.


- Answer: I think its very very behind the times. I think because ofcommunism and because people were forced to do a job. The way

that Czechs rebelled, and in fact the way they rebelled generally. Is not

by being, not by sort of getting on the streets like they do in Kirgizstan or

whatever. But its by, what you call passive resistance. They just make

things very very difficult for you. They always do absolute minimum, they

never understand you properly, and they do understand you but they

just dont want to do anything. And its probably because they have

been invaded by so many people and then they had jobs forced on

them by the communists. And their idea was just going to work and to

do to live, what I can. And you know, its a thing to be endured rather

than being to do to achieve anything. I think the attitude of the

younger Czech people, is the service is generally better. Because I think

they got the idea, that it is something that could be a career and it is

worthwhile. But you know that, it is people really from your generation.


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Section 2: Food and Pizza in Prague

Question 1: Do you eat Czech national food? (e.g. Czech knedliky, pork knee)

- Answer: Ahh, sometimes it has swechcoba and things like these. Ihave to say it doesnt do my stomach a lot of goods. Czechs, I mean

some does. But its not because something is wrong with the food. There

is no bacterium in the food. Its just there something about Czech food

that makes me want to vomit in the toilet. I dont know what it is,

whether its oil or some.. I dont know what it is. But it is Czech food,

because I have tried Greed food, am happy with that. I have tried

Italian food, and am happy with that. I dont know what it is, but there is

something about Czech food.

Question 2: In average, do you like the quality of food served in Prague, whether it is

French restaurant or Italian?

- Answer: Ehm, I know some czech restaurants that are very good, but Ialso know a lot that are very average. I mean, there is a really good

indian restaurant not far from here, and thats excelent. But there is a

couple of restaurants that are very very average, they got smageny syr,

swechcoba. There is one particular restaurant where they go

highlighters on the menu , and you say I ll have this one and they say

neny, off, or I ll have this one, off. Or can I have that one, neny, off. So

what can I have? Is that one, and its like a smageny syr or something.


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Question 3: Do you like pizza served in Prague? Many people say that it is very thin.

How could it be improved?

-

Answer: I think it depends where you go, they dont really do deep

ones. But no I found them alright, the ones I had I found alright. Yeah.

Section 3: Most favourite restaurantwhy?

- Answer: I visit the restaurant in the hotel Embassidor quite a lot. Becauseits on my way between work and I have never had a bad stomach,

there at all. Its quite expensive but they do quite a cheap bar menu,

and they have cnn on tv. And its just between, because I work in

Calobanian Mesidan in the morning, just between them and here.

Great place, to get a lunch or read-up on my economist, thinkabout

ecconomic issues and have some food. And its quite nice there, I

actually met my wife there a few years ago.Be very careful when you

eat hot dogs from the hot dog vending. Because I ate one 10 years

ago and I ended up with an awful food poisoning. And I through up

everywhere in my house. I through up in my storage heater, I through

up everywhere. So be very careful.

- Ok I hope you find that useful, ok then. Alright.


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External Analysis

PEST Analysis

PoliticalRestaurants in the Czech Republic experienced a crucial change in

2004, since Czech Republic has joined the EU. There were many legal factors

and hygiene rules implemented for the restaurants. The standards of hygiene

became stricter, and presently restaurants are not allowed to go under the

permitted limit.

As being a relatively new country in the EU, restaurants have still not got used

to the concept and strict laws of the EU. Many restaurants have not updated

their equipment for a very long time. Therefore, they do not meet the

standards of the EU. Furthermore, these restaurants received many fines

because of these hygiene legal factors. Moreover, many of these restaurants

had to close.

EconomicalPrague, in comparison to any other capitals in the world, is

relatively a cheap city in regards to food and drinks. The taxes and tariffs set

by the Czech government are relatively lower than in other countries, and

favourable for attracting foreign investors to open restaurants.

On the other hand, the Czech Republic with its climate and inaccessibility to

the sea, causes lack of many kinds of food. Many restaurant owners will have

to face troubles with pricing on sea food, exotic vegetables or fruits if they

have opened and exotic restaurant.


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Inflation is a very important factor that influences profits of the restaurants. It

produces higher wages and higher prices on food. The cost of materials,

storage or services used in production of the final product or service, may

make it more expensive.

SocialIn the Czech Republic there is evidence that customers are incredibly

price sensitive. This is the reason why owners of Marinara should think carefully

when they determine the prices of food.

With growing competition between the restaurants, Marinara should focus on

the customer wants and needs.

Every day, the standards of living in the Czech Republic approach the

standards of Western Europe. This fact changes the eating habits of Czech

people a lot. People expect better services, tastier food, and cleaner venues

since they are willing to pay for this comfort. Due to modern tendency

towards healthy food and rejection to fast food, Czech tend to eat healthy

food as well.

With increasing number of working women, home cooking is decreasing. This

is because people do not have time to cook at home, so they prefer to go to

restaurants instead.

TechnologicalThe rapid increase of internet usage allows people to buy

food online without putting an effort to go to the restaurant, this also reduces

the time they have to spend. Customers can order food through the internet


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or their mobile phone, without needing to go to the restaurants. It is crucial for

the restaurant to improve their website and make it more user friendly and

attractive for customers.

Porters Five Forces

The threat of substitute products or services

Buyer propensity yo substitutethey can cook something at homerather than going to the restaurants.

Relative price performance of substituteThe food cooked at home isrelatively cheaper than in restaurants as people will only have to pay

for the products, and on the other hand the quality of food will be

similar.

Number of substitute products available in the marketAs Marinara isthe only restaurant in the area, there is no threat of substitute products

provided by other possible competitors. Except the fact that people

can eat something cheaper at home, or they can phone a pizza

delivery firm that will deliver them a hot pizza or food.

There is also a small fast-food shop nearby Marinara, that providessandwiches at a lower price.

The main reasons for substitute products are possible, because of thequality of products/customer service or the price in Marinara.

The threat of the entry of new competitors


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This market is very profitable due to the population of 10,000 inhabitants and

with only on restaurant in that area; the threat of new competitors is very high.

New competitors with new or better products at a lower price may enter this

market.

The intensity of competitive rivalry

There is only one competitor in the area, which is not providing the same

product as Marinara. This competitor is similar to a fast-food shop, selling low

quality goods (junk food). This can be a threat in the sense of substitute

product, cheaper and the restaurant has a very pleasant environment.

Another threat could be a pizza-taxi that is nearby the restaurant, which

can deliver pizzas home.

The bargaining power of customers

Presently, the bargaining power of customers is low, because Marinara is a

unique restaurant in that area. There is not much of available products.

Therefore people have to buy the existing ones. However, as the threat of

new competitors is very high, the bargaining power of customers might

change rapidly.

The bargaining power of suppliers

There are many suppliers that are available in that area. Therefore, the

bargaining power of suppliers is at a very low level.


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Barriers to entry

AdvertisingPutting large posters that could make it obvious for the clients to

recognize the restaurant so that it can give priority compared to others.

Network EffectBy establishing delivery and the offering of extra pizzas when

you purchase more, will enable to produce a significant user base.

Additionally, effective usage of the companies nearby will built better

relations and loyalty.

Variety in the menu, quality according to the customer preferences and

hospitality offered to the customer makes it difficult for other competitors to

get into the market and will increase the loyalty of Marinara customers.

Knowing the area will help the restaurant to make the difference for the

cultures living in there. For example, avoiding language barriers by using the

menu in different languages according to nationality of the customer


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Internal Analysis

Similar to the external analysis, which helps us understand the surroundings of

Marinara, and to determine which problems or advantages we might

encounter in that particular area. It is necessary to analyse the business to

identify weaknesses that can be turned into strengths.

Capability

Marinara is the only restaurant located in an area of 10,000 inhabitants in ,

Prague 10, Doupovska, in the area of Hostivar. The nearest restaurants are in

Park Hostivar, a shopping mall that is located 15 minutes aways by bus and

about five minute drive by car. The restaurant has capability of delivering

food to its customers faster than any other restaurants due to its strategic

location. The restaurant is not just a pizza restaurant but it offers Italian food in

a comfortable environment within its elegant interiors.

Marinara is not only a nice place to go for a dinner or lunch, it also has a small

playground for children offering a family environment for locals. Customers

have the privilege to choose between the smoking and non-smoking areas

which are located apart. At the pizzeria there are also alcoholic drinks that

may be served at the bar for clients who wish to be on their own.

Competitive Advantages:

The only restaurant located in an area of ten thousand inhabitants, Smoking and non-smoking sections,


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Elegant interiors, Childrens playground, Bar for individuals who want to be on their own Delivery service for the locals.

Position Audit

Resources

Material inputs: Ingredients for all the different dishes, plus drinks. Suppliers

should be analysed. The new owners do not have much knowledge of the

acquisition process. Therefore, they have decided to keep the old staff

members to learn from them. After this learning stage, the owners should

investigate further on the topic.

Human Resources: Marinara has three employees who receive a salary of

10,000 kc each but they do not have anything to motivate them to do a

better job. The staff did not receive a customer service training as well.

Therefore, the service they provide may be lacking of professionalism and

knowledge. Employees could be motivated by being offered better working

benefits such as meal vouchers.

Management: The restaurant is lacking a well organised and professional

management. Since owner is in charge of the restaurant and has three

different businesses to administrate. Therefore, the owner has the duties of a

manager in the restaurant. In the future, owners plan to be in the business at


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fulltime. Therefore, there may be a huge change that might affect the

working environment and may add a value to the customers.

Fixed Assets: This is everything that involves furniture, chairs and table, that are

important for the customers, plus kitchen tools. At the moment, equipment of

the restaurant is in good conditions. However, the exterior does not match it.

Painting the entrance would give the restaurant a better presentation.

Finance: The restaurant should think about increasing the prices so that the

sales would help recover the invested capital in the restaurant, as the new

card that was purchased by owner for deliveries.

Intangible Assets: The restaurant should train its staff in customer service.

Customer service personnel of Marinara are not prepared to serve the

customer the way they deserve it.

Organisational Structure

The new owners of the restaurant have already started to ask for an advice

from their employees. This gives them more advantage and helps to motivate

their employees. Communication between staff is not working well. Since

owners of Marinara do not speak Czech well, and this brings a disadvantage

to the restaurant.

Operation Systems: The new owners operate at the same level as staff, give

Marinara additional advantages.


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Product: A well-cooked Italian food is offered at the restaurant. Presently Pizza

in Marinara has reached a very high level. However, a month ago there was

a complaint that the pizza was raw.

Solution: The owners should educate their staff in customer service, one raw

pizza can mean one less customer, who can transmit the information to the

locals who live around the restaurant.

Brand Name: Marinara is a very strong named because the name is

associated with Italy. On the other hand, this was also the fist pizza ever made

and there is a unique recipe of pizza in the restaurant named Marinara.

Market: The restaurant is all focused on the area where it is located. The idea

is to attract people who do not want to cook and people who want to eat

out. Families are also a part of the target audience and employees of local

companies.

Value Chain Analysis - primary

Description:

Inbound logistics: All those activities concerned with receiving and storing

externally sourced materials. For Marinara all external sourced materials such

as beverage food and boxes for home delivery are stored in their own

storage which is on the ground floor, below the restaurant. This means that

there is no need for a warehouse.


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Operations: There is only one cook at a time, who prepares meals for clients.

The barmen is responsible for serving drinks and also food before asking the

clients for any orders or collecting money.

There is also one person responsible for delivering the food outside the

restaurant.

Furthermore, there is one cleaner that does not appear in the area where

clients are allowed during the day time. That cleaner is responsible for

cleaning dishes and the working area.

Outbound logistics: All those activities associated with getting finished goods

and services by buyers. For Marinara, the barmen takes the role of waiter and

is responsible for bringing the orders to the right clients by communicating

with the kitchen. He/she is the middleman between the clients and the cook

as well as the bar.

The home deliverer is responsible for answering phone calls and providing

customer service, and even taking orders before delivering and informing

clients about the processing time.

Marketing and sales while serving the clients: the barman/waiter is also

responsible for informing clients about products and any other services. For

example, he or she can let the clients know that the restaurant is delivering

their products home or any nearest companies. He/she can also let the

clients know about special offers or anything else that the clients do not


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necessary see or know. The barman is basically responsible for providing

customer service and public relations.

After Service: After clients are finished with their

research project ib - vlad

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