Service Marketing Mk Resturant

Table of Contents

Brief Background of MK Restaurant 3

Industry and Company 3

History 3

Current service product offering 3

Brand Promise 4

Marketing Mix 4

Product offerings 4

Price 4

Place 5

Promotion 5

People 5

Physical evidence 5

Process 6

Service Delivery System (Service Blueprint) 7

Strengths and Weaknesses 9

Strengths 9

Multi-Segment Theory 9

Marketing Mix 10

Weaknesses 11

Opportunity 11

Cost 11

Lack of Promotion 12

Recommendations 12

Marketing Mix 12

Price 12

Promotion 13

Process 13

Revised Service Blueprint 14

Conclusion 15

References 16

Brief Background of MK Restaurant 3

Industry and Company

The restaurant business is one of the most competitive and challenging industries in Singapore, with over 2,637 restaurants open. Food is available through almost everywhere, from hawkers, food courts, boutique cafes to five-star restaurants at some of the world’s finest hotels, and everything in between.

In this report, we will focus on Plenus & Mk Pte Ltd’s MK Restaurant at 313 Sommerset. Plenus & Mk Pte Ltd is a partnership between an operator of successful Japanese bento and restuant chains as well as Thai hotpot giant, MK Restaurant. The purpose of the partnership, as taken from their official website is to “offer Singapore delicious cuisine that transcends borders.” They also added “we are committed to offering freshly-made tasty meals and delivering the most satisfying service to our customers in Singapore”, with the aim “to always exceed customer satisfaction, keep them in health and continue to win over their smiles.”

History

Now known as one of the most famous restaurants in Thailand, MK Restaurant was founded by Mrs Tongkam Mekto, mother in law of current CEO, Mr Rit, in 1962 in central Bangkok. Popularity of the restaurant grew quickly due to Mrs Metko’s kindness, generosity and friendliness towards customers. A second one was opened in 1982, in a new shopping centre in Ladprao, a suburb...