7p's analysis for Caff'e Nero'
Service analysis (7P’s) and recommendation : Caffe’ Nero Introduction Caffe’ Nero was founded by Gerry ford in 1997 which aiming to be authentically Italian, serving premium espresso-based coffee, fresh high quality food, and a neighborhood gathering spot by the end of 2000, the Nero team had built 31 cafes and established the company as a national brand and received British Design Council award for best company identity (Official Caffe’ Nero website). Caffe’ Nero considered themselves as both a fast moving consumer good (FMCG) or service provider. when marketing 4P’s strategy is enough the marketing mix is used when assessing the tools that can be used to influence buyer decisions(Kotler et al. 2009) When marketing FMCG the first 4P’s: 1.) product which is value or benefit provide to customer. 2.) place which is distribution channel granting accessible to organization including internet, retailer and wholesaler 3.) promotion which is communicating message and value to customer in relevance to benefit and value of using particulars product rather than the feature of product. and 4.) price which factor that costing to consumer and providing income to organization. of the marketing mix is often sufficient to use (Kotler et al. 2009) . In addition of the service organization, others 3P’s : 1.) people which refers to customers, employees, management and everybody else involved in it 2.) physical evidence which refers to The surrounding in which the service or product is delivered 3.) process which refers to procedure and activities through the entire process of providing service to customer(Zeithaml & Bitner, 2003) are another major part to considered due to 5 characteristics of the service provider and service receiver that are “intangible, inseparable, heterogeneity and perishable”(Zeitham’, Parasuraman, and Berry,1985). Ensuring majority of the consumer satisfaction service provider make use of these three element transferring from intangible