Effective Marketing Strategies for Organisations

This assignment provides a comprehensive overview of effective marketing strategies and operations for organisations. It discusses the importance of management skills in increasing product quality and services. The assignment also explores the role of organisational bricolage in frugal innovation, as well as the aspects of internet-based management, marketing, consumer purchasing behavior, and social media towards food sustainability. Additionally, it covers topics such as snack and food dispensers for commercial aircraft use, a handbook for sensory and consumer-driven new product development, costs allocation practices, and managing persistent tensions on the frontline.

Managing Food And
Beverage Operations

Table of Contents
TASK 1............................................................................................................................................3
P1 Explore different type of businesses within the food and beverages................................3
TASK 2............................................................................................................................................5
P2 Different rating systems used for food and beverage industry nationally and internationally
................................................................................................................................................5
TASK 3............................................................................................................................................7
P3 Current and future trends affecting food and beverage businesses...................................7
TASK 4............................................................................................................................................8
P4 Demonstrate professional food and beverage management skills within a food and
beverage organisation.............................................................................................................8
P5 Explain the legal requirement and regulatory standards that food and beverage service
outlets must comply with giving specific reference to maintenance and cleaning of equipment.
................................................................................................................................................9
TASK 5............................................................................................................................................9
P6 Compare and contrast different operational and marketing technology for a range different
type of food and beverage businesses ...................................................................................9
TASK 6..........................................................................................................................................11
P7 Factors influencing consumers decision on their choice of food and beverage outlets. .11
P8 Strategies used in Food and beverage outlets to attract and build a loyal customer base11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Food and drinks services includes various services such as inventory control, providing
better quality to customers, maintaining quality for a long time etc. in which management of an
organisation engages their staff members in order to attain more number of customers. The
chosen organisation for this assignment is based on the case study of Career Counselling services
who provides career guidance services to the individuals in London from the year 1996. this
report will discuss about the food and beverage industry along with its different types and star
rating systems. Professional food and service standard with different ways of technology due to
which, service industry can improve their services are also covered in this report. Factors that
can influence the decisions of customers for choosing a food and beverage outlet along with
different strategies which can attract the customers will also discuss in this assignment.
TASK 1
P1 Explore different type of businesses within the food and beverages
Hospitality is the largest growing sector in the world who is divided in various categories
such as golf club, fast food restaurants, tour and travels etc. Various sectors of Hospitality sector
providing proper services in effective manner so, a large number of customers are attracted
towards this industry(Espiñeira, M.,2016). Some of the important sectors of this industry are
explained as under in table along with their description, advantages, disadvantage or example of
employer.
S.
No.
sectors Description Advantages Dis
Advantages
Example
Employer
1 Restauran
t
Restaurant is a
location or place
where the owner
provide food and
drinks to their
customers in order
to earning money
and satisfaction
from the
In restaurant,
employees get
opportunities
through hard
working so that,
they works hard
as per the
working hours
due to which,
Due to long
hours of work
employees
feels tired in
the restaurants
Because of
this their
efficiencies
are
The led bury
restaurant in
London
Website link:
http://
www.theledbury.c
om

customers. They
can charge money
before providing
food and after
giving them
services.
Restaurants have
speciality as per
their food varieties
such as Mexican,
Thai, Chinese etc.
which include a
huge variety of
food maker and
service models.
their skills and
strength is
increased.
decreasing.
2 Fast Food Fast food is the
most important
sector of
Hospitality which
includes a high
investment,
attractive prices
and high labour
costs.
Employees who
are working in
this sector can
advance their
skills for their
future career
prospect.
Employees are
getting low
wages because
of which their
working
performance is
decreasing.
Which can
leads to low
performance
of the
organisation.
Burger king was
established by
David Edgerton
Website:
https://
www.bk.com/
3 Hospital
catering
service
The main objective
of this service is to
make healthy
Workers who are
providing their
services in this
The
employees
can't get
Compass group
founded by Jack
Bateman in 1941

products and new
recipes with taking
diet advices of
Nutritionist.
Before providing
food they have to
consider the age of
patient along with
its medical
condition. Hospital
catering services
are the most
important part of
caring the patients
as they have
speciality to make
health related
products so they
have to provide
meals to patients
as per their diet
chart and
preferences.
sector have
opportunities to
achieve growth
in their career.
appreciation
from their
employer of
their
performance
due to which,
employees are
not provide
services as per
the
requirement of
patients which
gave a
negative
impact on the
brand image
of firm.
Website:https://
www.compass-
group.co.uk/
4 Hotel This sector is
providing
accommodation
services to the
people who are
travelling, on
business meetings
etc. for their
In hotels,
employees get
the opportunity
to improve their
communication
skills as they
handle different
types of clients
The main
disadvantage
of hotel is that
they are very
demanding
and stressful.
Also
relocation
Intercontinental
hotels was
founded in 1946.
Website:
www.ihg.com

comfortable stay. who are staying
in the hotels.
problem is
there in hotel
industry.
5 Theme
parks
In this, people
came for their
enjoyment when
they are stressed
from their business
and daily life.
People usually go
to theme parks
when they are on
vacations.
In the theme
parks, employees
can learn to
provide quality
services so that
their clients can
remain
comfortable
while playing the
games and doing
other fun and
entertainment
activities.
The working
in theme parks
is of long
hours. Also
there are
issues of
handling
negative guest
interactions.
Thorpe Park was
opened in 2016.
Website:
thorpepark.com
6 Golf clubs Golf clubs are
used for playing
golfs. Generally
business people
tends to play golf
as this game is
referred as game of
high level persons.
In golf clubs,
employees can
learn various
styles of
business people
who comes for
the games. In
this sector
people can learn
a lot by
communicating
with the business
persons.
Golf club is so
expensive
therefore, high
class visitors
are coming in
the clubs due
to which, the
career growth
in the golf
club is very
slow than
other sectors.
Royal Dornoch
Golf Club was
founded in 1877.
Website:
royaldornoch.com
7 Contract In this, people take In contract Issues related Website:

services contracts from
other services and
provide the
necessary services
and products based
on the
requirements of
contract taken.
catering services,
employees get
the chance to
improve their
efficiency. Also
they can learn to
finish their work
in the deadlines.
with job
security, time
management
are common
in contract
services which
leads to
demotivation
and job
dissatisfaction
among
employees.
http://www.powert
hermcontracts.co.
uk/
TASK 2
P2 Different rating systems used for food and beverage industry nationally and internationally
In Present scenario, Hospitality sector is rapidly growing indusry, Its main objective is to
providing better quality services to visitors who are coming from different locations. There are
various ratings which are given to the hotels and restaurants on the basis of their services
(O'sullivan, 2016) The grading system of food and beverage industry on the level of national and
international are briefly explained as under:
Scores on the doors – This term is used in the food and drinks industry of United
Kingdom, for displaying the food hygiene of different food items which is achieved by the hotel
through various safety inspections. Outcome of the inspections are displayed by the businesses
on their websites and maintains the food standard. Whereas, it has no relationship with the food
quality of a particular organisation. These inspections are organised by the authorise agencies
such as National Food Hygiene Rating Scheme of UK (Davis, 2018).
AA Rosettes- these schemes are well establish in UK and assists the food and beverage
sector to keep first-class cooking standard in whole nation. These proceedings are organised
through AA inspectors which is achieved by organisations by multiple visits of the inspectors.
There are five levels of these ratings which are explained as under:

 1 Rosette – In UK, half of the restaurants have achieved one rosette which defines the
quality of food is provided is skill full along with proper care.
 2 Rosette - this rating is given to those restaurants who have higher standard of quality in
their food than other small players. These restaurants who achieved this award, they are
giving proper attention on the quality standards and they have an objective of maintaining
quality in products.
 3 Rosettes- This award is provided to the restaurants who are providing excellent
services and who are well recognised by the customers of country. Cooking standard is
very high of these restaurants because they uses various combinations for increasing the
taste of the food products.
 4 Rosettes – These award is given to top restaurants in UK. Who have well established
and a huge goodwill in the different countries.
 5 Rosettes- The cooking standard or quality of products of these restaurants are well
known in all over the world. These restaurants have experienced staff members and they
maintains a better quality of technical skills.
Michelin stars- This stars are given to those restaurants who have a best dinning quality
in the world. The main purpose behind these stars is quality of food. The ratings are given in this
method which are as following:
 One star- These are provided to those restaurants which are situated in decent places and
focuses on maintaining a high standard in services.
 Two star – Restaurants which are providing the best food quality to their customers and
have a well furnished dining get awarded with two stars.
 Three star- Well maintained staff members and the excellent food quality in food they
gets honour of three star.
Hotel stars – Hotel which are established within the boundary of UK are rated on the basis of
comfort, quality of services, environment etc. These ratings are given as under:
 One star – Hotels who provides quality in their services are liable for getting this rating.
Small and medium size hotels get this rating (Georgios,2014).
 Two star – It is given to those hotels who are located in near the tourist places and their
structure is larger than the one star hotels. They are providing better services to their
customers at low prices.

 Three star – This rating is granted to those hotels who have a big space in their
atmosphere and they providing better facilities than the basic facilities such as Wi-Fi
connection, Telephones etc.
 Four star – These are defined as large hotels who have a skilled staff and impressive
receptions. The rooms of these hotels have a big space and they provide some luxurious
services to their customers such as Bar, Swimming pools, gym etc.
 Five star – This rating is provided to those hotel who are offering luxury
accommodations to their customers along with lavish services. These services are called
as best in nature such as Disco, music libraries, spa and many more.
TASK 3
P3 Current and future trends affecting food and beverage businesses.
In current scenario, the use of Smartphones are increased. It is reduced the time of
customers, they can book and take whole information of an organisation within few time. As the
dependency is increased therefore, companies who are related with various sectors gave their
informations on their websites. Some influence of the smartphones in the food and beverages
industry are given as under:
 Street foods – In present scenario, individuals have less time due to their busy schedule
so they wants to get food near their locations Therefore, The future trends will be related
with the street food. Various restaurants in UK launches their street food vans in order to
increasing their revenue. So that, the upcoming time of street food will be bright and
management of led bury can launch their street food van.
 App based services – Various organisation are adopting technological advancement so
the use of techniques are increasing. Through this, customer can reserve the table in the
restaurant and pay with the help of application. Customer gave review and feedback of
the services of restaurant. Due to which, organisation can provide better services to their
customers in order to getting satisfaction from them(Godecker, 2015).
 Robot waiters – It is the part of advance technology. With the help of this, organisation
can serve better services to their customers and reduce the employee turnover in future.
The major advantage of this, customer will get services as per their requirements which
builds the brand image of the organisation in the mind of customers.

From above discussion, it can be said that the trend of app based services is rising
continuously due to which there is a huge growth in the sale of smartphones. It will helpful for
the organisations in developing online strategies which will brings attraction in the customers.
TASK 4
P4 Demonstrate professional food and beverage management skills within a food and beverage
organisation.
For performing good in any profession it is very important to have some management
skills. In food and beverages, there is a requirement of management skills to perform the
organisational activities in well manner. For serving better quality of products to their customers
it is very essential to have an experience of this field. It will help them to build relations with the
customers and also provide assistance to organisation in creating huge market share and growth
rate. The led bury is the famous restaurant that provide huge variety of food items and beverages
to their guests. Restaurant has a large number of employees that consists chefs, waiters,
sweepers, Hosting staff. It is important to the organisation for managing the level of manpower
for this, they have to use specific management skills. Some of the skills which are necessary in
the restaurant they are as follows:
 Communication skills- It is important to make a proper structure of communication in
the restaurant so that, it will provide best services to their customers. Through making
good communication structure in the restaurant, management can reduce the conflicts in
the workplace and employees will gave maximum contribution in their assigned task.
 Leadership skill - In restaurant, they have to make decisions of changing in the menu,
rates etc. they have to practising leadership skills so that, productivity of the restaurant
will be increased and employees gave best services to their customers.
 Forecasting skills- it is essential because it is measurement of changing in the demand of
customers such as taste, hygiene quality in food. This skill is help management to know
about the need and requirement of the customers.
P5 Explain the legal requirement and regulatory standards that food and beverage service outlets
must comply with giving specific reference to maintenance and cleaning of equipment.
It is a responsibility of the food and beverage industry in which they are liable to provide
hygiene quality in food and beverage to their customers. It is the prime duty of Food and

beverages sector to manufacturing of food and delivering of food is free from physical,
microbiological hazards. For maintaining quality in food products restaurants have to follow
some legal rules and legislations which are as follows:
 Food safety- In the led bury restaurant their management have to regulate the cooking
services due to which, they provide hygiene and healthy products to their customers.
Their chef have to make food with clean hands and serving staff have to serve food to
guests with clean hands so that, restaurant can maintain quality standard in their
workplace (Murphy, 2013). Cooking equipments have cleaned before and after using due
to which, they can make bacteria free products.
 Healthy food - it is an important step in which, restaurant have to store their foods in
proper temperature so that, they will use it again in effective manner. They can't store
perishable goods for more then two days. The temperature of refrigerator should be 40
degree Fahrenheit or low level and for freezer it should be 0 degree Fahrenheit. Due to
which, they will be able in serving food with hygiene quality to their customers.
TASK 5
P6 Compare and contrast different operational and marketing technology for a range different
type of food and beverage businesses
Food and beverage business
sectors
Operational technology Marketing technology
Restaurant For performing business in
effective manner automation
and technologies are requires
for the restaurants. Restaurant
automation is providing help to
management in improving the
business operations such as
Taking records of their
employees, proper maintenance
of the equipments etc. It also
build the satisfaction in the
It is very easy to organise
marketing for the restaurants
because restaurants are using
social media platforms for
attracting the customers. With
the help of social media and
emails they can provide
effective services to customer.
Due to which customers builds
a good image in their mind of
the organisation.

customers.
Hospital catering services In order to shaping the various
operational activities in hospital
catering service. They can make
nutritional information of their
clients and patient's record due
to which, they can perform their
services in effective manner. It
helps the organisation in taking
order and providing meals to the
desire patients in better quality.
As there are different patients in
hospital and they have to follow
a different diet chart. It can be
possible through the help of the
nutritional information because
it makes easier the services of
delivering products.
Hospital catering services
provide healthy meals to their
patients. For marketing they
use their websites along with
giving information about
healthy products in order to
making well being of the
patients.
Fast food For providing better quality in
services to their customers they
uses online Payment technology
due to which they provide fast
services to their customers
In order to attracting large
number of customers towards
their offerings, they uses
loyalty system and mailshots
due to which, they will attain a
large number of customers in
near future.
TASK 6
P7 Factors influencing consumers decision on their choice of food and beverage outlets
There are various customers in the marketplace who have different type of needs which is
based on the various factors that influence them in choosing a particular food and beverage outlet
which are described as under in the table format .

System Costa coffee Led bury restaurant Compass group
EPOS system In the coffee shop
Owners have
implemented EPOS
system due to which
they provide better
payment systems to
their customers.
No, the owners of
restaurant does not
adopted this system.
They receives payment
in cash.
Yes, they are using
EPOS system because
they have a lots of
work in their
workplace.
Card reader As it is a multinational
coffee shop so that,
they are providing
card payment facility
to their guests.
Led bury has few
outlets in UK but they
gave card payment
facility to their
customers due to
which, customers
builds a good image in
their mind.
The compass group is
not providing any card
facility to their
customers because
they receives payment
through EPOS system
Product display In the coffee shop they
are using attractive
display due to which,
they attracts a large
number of customers
in their outlets.
Owner of the
restaurant wants to
expand their business
in other countries so,
they are also using an
effective product
display method.
Compass group,
(hospitality catering
services) have no need
to attracting customers
they maintains a
nutritional chart and
patient details for
providing services to
them.
P8 Strategies used in Food and beverage outlets to attract and build a loyal customer base
There is a huge competition in the food and beverage industry. Organisations builds
effective strategies so that, they are attaining more number of customers and expanding their
business in well manner (Vlachos, 2014). Plans and policies are similar in nature therefore,

various firms adopted the strategies of their rivals. There are some technological strategies of
organisations which are given as under in the table format:
Posters/
Advertisements
Costa coffee Led bury restaurant Compass group
Are there posters and
advertisements?
It is a multinational
coffee shop so their
management uses
effective posters and
advertisement in order
to attracting a large
number of customers.
Management of
restaurant are using a
few posters for
attracting their
customers.
They are related with
patient caring services
so, they believes in
building relations with
their customers.
What are they
promoting?
Managers of coffee
shop promoting their
new offers and
discount plans for
attracting customers.
Restaurant's manager
are using the email and
brochure method for
promoting their
products.
Management of
compass group
promotes their services
with using website and
emails.
Are they appealing
and likely to succeed
Their posters are
providing effective
results because in
these days their sale is
increased.
With using emails and
brochures they provide
the whole information
to their customers due
to which, customers
are attracted towards
the offerings of
restaurant.
Through website,
individuals get
awareness about the
healthy food due to
which, compass group
increases more
revenue.
Pricing
Write their products
along with their prices
Costa provide a
variety of products to
their customers such
as Flat white for £2.40,
In the offerings of
restaurant they provide
products such as
White Beetroot, Baked
They have to maintain
a diet chart so, they
have to provide
products as per the

cappuccino (medio)
for £2.55, Hot
chocolate £2.40 ,
Expresso Macchiato
for £1.45 (Costa
Coffee Prices in the
UK. 2018)
in Clay, Caviar Salt
and Smoked Eel for
£150 and Hen of the
woods, potato
emulsion and
rosemary with wine
for £250.
requirement of
patients.
Do the prices represent
good value for the
money?
It is a multinational
coffee shop so their
prices gave value of
money to their
customers.
The management of
restaurant wants to
expand their business
so they are using
effective pricing
policy with huge
offerings due to which,
they attains a large
number of customers
in their outlet.
They wants well being
of customers so they
provide products as
per the diet chart of
patients.
Are there any special
offers, discounts,
meals etc.?
Yes Yes No
Repeat business
Are there loyalty cards
available?
Yes Yes Yes
Do staff encourage
customers to return ?
Yes Yes Yes
Are there any
advertisements
promoting
forthcoming events or
Yes Yes No

soon to be launched
products?
CONCLUSION
It has been concluded from the above report that Hospitality sector is providing
employment services to the youngsters for establishing their careers in this field. There are
various sectors which are present in this sector such as restaurant, travel and tourism, fast food,
Hotels etc. current technological advancement gave effective changes in this sector due to which
the sector is rapidly grown and attaining a large number of customers. Organisation have to
chose an effective marketing strategy and operations so that, they will achieve their
organisational goals in allotted time frame. Organisation can use management skills in order to
increasing the quality of product and services.

REFERENCES
Books and Journals
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Patiar, A., 2016. Costs allocation practices: Evidence of hotels in Australia. Journal of
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restaurant sales. International Journal of Hospitality & Tourism Administration, 14(1),
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Online
Costa Coffee Prices in the UK. 2018. [Online] Available through;
<https://uk.menuwithprice.com/costa-coffee-menu/>.