Ivy Restaurant: Operational Plan and Servicescape Analysis

This report provides a comprehensive analysis of an operational plan designed for the Ivy Restaurant, focusing on the concept of servicescape within the hospitality industry. It begins with an introduction to operational plans, highlighting their importance in outlining team structures, departmental functions, and strategic objectives for business growth. The main body of the report delves into the explanation of servicescape, which encompasses the physical environment of the restaurant and its impact on customer experience. It then identifies various operational issues that can arise within the servicescape, such as those related to physical environment, marketing operations, menu management, customer service, staff efficiency, and management practices. The report suggests improvements in servicescape, including the use of social location marketing and design strategies to enhance customer satisfaction. A monitoring plan is also outlined to track operational activities and ensure effective management. The conclusion summarizes the key findings and reiterates the significance of a well-defined operational plan in achieving business goals within the competitive global marketplace. References are provided to support the analysis and recommendations made throughout the report.

Operational Plan
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Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Explanation of service scape.......................................................................................................3
Determine different operational issues in the service scape........................................................4
Suggesting improvement in servicescape....................................................................................5
Monitoring plan...........................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
An operational plan is a type of highly detailed explanation that provide clear overview
about the team members, departments and sectors. It will continue to adopt the new innovative
concept for increasing overall business opportunities. In order to achieve significant goals and
objectives. The operational plan made up with different activities which require to run the
business in global world. The purpose of operational plan is to develop a strategic action to
identify strength, weakness of hospitality industry in global marketplace. On the other hand, it
will be defined the plan and procedure that will prepare by components of enterprise. However,
it is fully understand the entire operational plan within business enhancement.
The report is mainly focused on the hospitality industry servicscape, while assuming various
operational plan for new Ivy restaurant expansion. It will be considered the physical environment
of service within organization. It will describe about the different type of operational issues that
arise within servicescape. Furthermore, it will apply various improvement in service and
afterwards, monitoring the activities. However, improvement will be possible to understand
overall business functionality and then applying an appropriate strategies.
MAIN BODY
Explanation of service scape
The servicescape is based on the physical environment of service within Ivy restaurant
where different transaction occurs. It has composed of different type of elements such as scent,
layout, structure, design. operators need to create a pleasant servicescape which provide best
excellent service to their consumers (Lockwood and Pyun, 2019). It is to be considered physical
environment in term of service business where different type of activities performed by Ivy
restaurant. It is enough evidence to suggest that servicescape has been strongly impact on the
customer experience.
Generally, it is the most efficient services that are characterised by another service
encounter. Thus, interaction between potential client and service staff members through entire
service process in hotel. In order to successful improve depth understanding towards the service.
In this way, management is directly interact with customer and identify their emotional
satisfaction toward restaurant setting (Pizam and Tasci, 2019). The servicescape has been
conducting the plan for acquiring essential information related business expansion. Many
customers attract towards the restaurant to order different products, event stay longer to do
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conference with other client for meeting purpose. So that it is useful for increasing customer
satisfaction level and also increase profit margin of restaurant in global marketplace. In this way,
it can be understands that servicescape is important concept Ivy restaurant, which make up with
service experience during restaurant settings (Lockwood and Pyun, 2019). Furthermore, it also
effects the atmospherics, physical design and other type of décor elements on the client.
Therefore, they can easily recognised managers where they can perform different task such as
marketing, retailing and organizational behavioural.
Determine different operational issues in the service scape.
Currently, interactive services and other provider emotional states to serve better well but it
is clearly affecting on the customer experience. Sometimes, it is directly linked with relationship
between customer and employee. In order to determine the experience of staff members at
workplace (Razati, Irawati and Dirgantari, 2019). It can be correlated with the experience which
might be creating for customers. Thus, it also satisfying the service provider but it can be
identified the various operational issues influence employee. It also related to the equity, quality
of supervision, teamwork. It is becoming difficult to success business but staying ahead of
operational challenges and issues. In order to require to prepare business activities by operators,
managers and other owners.
On the other hand, it become physically setting as resource in the Ivy restaurant and also
consider limited motivational variables. There are different types of operational issues faced by
Ivy restaurantin their servicescape (Razati, Irawati and Dirgantari, 2019).
 Physical environment of service with restaurant which are considered on the atmospheric
as physical and controllable environment. Sometimes, it directly affecting on the client
purchasing probability (Migdadi and Abdel-Rahman, 2020). In this way, it has more
chances for reducing the profit margin of Ivy restaurant in global world.
 It also highlighted the significant role of environment in marketing operation which
always influenced the perception of customer service. But sometimes, it will increase
issue in sales and marketing in regard of lack of communication among consumers.
 One of most common issue face by Ivy restaurant owner in regards of menu. In term of
servicescape, it is major issues that require for maintaining effectively (Napolitano, Del
Chiappa and Kim, 2019). It can be possible when Ivy restaurant will change menu
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according to the demand of customer. In this way, it is needed to keep menu aligned with
Ivy restaurant unique proposition.
 A poor customer service deals with breaker for potential client. It may be understanding
about the ambiance delightful (Razati, Irawati and Dirgantari, 2019). If in case, service is
bad which has increased issue in customer service. It must ensure that success entire team
from management.
 Inefficient staff members has develop the problem which mainly exists as Ivy
restaurantmay hire the wrong people which directly affects on the high turnover. On the
other hand, an inconsistent staff members are irreparably damage the current and future
customer base. It emphasised that will reduce price over time (Oviedo-García, Vega-
Vázquez and Orgaz-Agüera, 2019). In this way, it will require for finding the efficient
staff members those are achieving the significant goal or objective.
 Lack of poor management is directly affecting on the servicescape, it is an essential for
analysing overall enterprise make sure that business run profitably (Mulyono and
Wibowo, 2019). Otherwise, poor management system has developed issue when
customer dissatisfied with facilities and services. It also affecting on the day to day
operation of Ivy restaurant such as order menu, labour budget and loss of profit rate.
 It will be increasing the minimum wages across country, nearly half of UK imposing with
generate low wages (Tan and Liu, 2019). In this way, it can increase the cost of labour,
operational cost but it is required to control in proper manner. Sometimes, it has needed
to optimise the cost which also integrated with the system.
 The complex structure affect on the overall business operation in term of inventory
management. Sometimes, it also compared with Ivy restaurant enterprises. The cost of
ingredient is one of largest expenses which become difficult for managing and
controlling.
Suggesting improvement in servicescape
it has been suggested that applied strategic plan for improvement in servicescape. It can
be used social location marketing by using online distribution channel. Customer experience may
encourage the client to search or find out information about enterprise (Tan and Liu, 2019). In
order to compare between competitors and also avoid unexpected risk. Potential consumer
having the perception after experience which directly demonstrate with positive image on the Ivy
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restaurant organization. In this way, it can be applied improvement strategic concept through
internet. It allows for customer to share their personal experience. It may include the locations of
customer such as physical existence of hotel. Furthermore, it will increase the use of social
location through tool or platform (Mulyono and Wibowo, 2019). Many customers are gaining
recommendation where people compare with products, services.
As service scape must be designed as to satisfy customer through better services. It is not
only provide better services but also give proper attention so that they can impress with facilities.
Afterwards, customers are revisiting the Ivy restaurant and taking more services. In hotel, service
provider always focused on the servicescape and try to improve in excellent manner. They are
likely to believe that customer feelings, emotions will affect by service quality (Mulyono and
Wibowo, 2019). Even many customers are spending a lot of time on better services because their
demand become higher than other one. Moreover client decision to use service or buy the
particular item and gain it is affected by servicescape. In hotel, service provider always trying to
provide high quality of facilities. It will be considered important factors that gain success in
global marketplace.
The perception is one of most common function in term of business improvement
because it can be stored or collected a lot of information through multiple sources. It mainly
involves design style of servicescape and their cognitive style. These type of elements are
participating in the improvement of servicescape while receive wide variety of stimuli. When
taking the personal plain into considerations of theory, each individuals evaluate the environment
that can easily capture through cognitive style (Oviedo-García, Vega-Vázquez and Orgaz-
Agüera, 2019). Furthermore, it can analyse that these design style of servicescape would provide
the guest with better impression. Afterwards, it will be organised and perceived the entire
structure.
Various design styles will be manipulated within different subject. It can be set up
according to demand, trends of customers. Sometimes, Ivy restaurant will be choosing the best
design and offered the better services. In this way, it directly impact on the brand image of Ivy
restaurant and increase profitability in global marketplace.
For measurement of client impression which require an appropriate idea to adopt the
attitude and identify its favourability (Mulyono and Wibowo, 2019). It is to be considered as
improvement of servicescape while capturing evaluation of structure dimensions. In term of
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service management, it is the most important things to adopt new style, design because it always
encouraging potential customer towards services
Servicescape is an important element in term of service and its primary aim is to
communicate related Ivy restaurant facility, service and other type of atmospheric such as
texture, colors, temperature, and music and design pattern (Oviedo-García, Vega-Vázquez and
Orgaz-Agüera, 2019). It plays important role for providing better service and also maintain the
entire customer expectations. Ivy restaurant may use the servicescape to interact or communicate
with client. So that they can mainly use different improvement strategies in operational activities.
 To reshape the customer behaviour and experience, according to their specific demand. In
this way, it can easily maintain customer satisfaction level (Oviedo-García, Vega-
Vázquez and Orgaz-Agüera, 2019).
 To demonstrate with better quality of service so that it easily maintain position in global
marketplace. Sometimes, it also differentiating the entire Ivy restaurantbrand to another
one.
 To design and develop the competencies which acquire value preposition, controlling the
different service based operation and function.
 To facilitate an effective service encounter while improving quality of services. In this
ways, it directly impact on the overall business in term of production and sales (Mulyono
and Wibowo, 2019).
 As improvement within servicescape that will consider different dimensions and and
consisting into structure, layout, attractiveness, cleanliness and so on. This type of
facilities will increase the overall business profit margin level.
Monitoring plan
It is based on the process where identify the operational activities that performed within
hotel. So as needed to monitor operation whereas how staff members can easily manage and
control entire strategic task effectively (Oviedo-García, Vega-Vázquez and Orgaz-Agüera,
2019). It must ensure that make sure to use an appropriate task for identifying threat,
opportunities within organization. Furthermore, it is beneficial for Ivy restaurant to improve
overall business profitability and productivity in global marketplace.
S.No. Measure dimension Timing Date
1. Social 12 days 12-2-2020
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2. Physical 10 days 10-12-2020
3. Natural 23 days 11-3-2020
4. Socially symbolic
dimension
10 days 2-3-2020
Table: 1
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CONCLUSION
From above discussion, it concluded that operational plan is based on the concept which is
highly detailed explanation that provide clear overview about the team members, departments
and sectors. The primary aim is to develop the operational plan which help for planning strategic
action to identify strength, weakness of hospitality industry in global marketplace. On the other
hand, it can be defined the plan and procedure that has prepared through different components of
business. It has summarised describe about the different type of operational issues that arise
within servicescape. Furthermore, it can be identified the different improvement in service and
afterwards, monitoring the activities. However, improvement can be possible to understand
overall business functionality and implement appropriate strategies.
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REFERENCES
Book and Journals
Lockwood, A. and Pyun, K., 2019. Developing a scale measuring customers’ servicescape
perceptions in upscale hotels. International Journal of Contemporary Hospitality
Management.
Lockwood, A. and Pyun, K., 2019. Developing a scale measuring customers’ servicescape
perceptions in upscale hotels. International Journal of Contemporary Hospitality
Management.
Migdadi, Y.K.A.A. and Abdel-Rahman, E.H.A., 2020. The impact of grocery retail superstores
location on the customer’s perceived quality of servicescape in Jordan. Quality
Management Journal. 27(2). pp.120-132.
Mulyono, K. and Wibowo, D., 2019, March. The Strategy of Servicescape Approach in an Effort
to Improve Trijaya Ban’s Service Quality. In 12th International Conference on Business
and Management Research (ICBMR 2018). Atlantis Press.
Napolitano, E., Del Chiappa, G. and Kim, A.K., 2019. The influence of servicescape and
perceived authenticity on winery visitors’ satisfaction and their behavioural
intentions. Mercati & competitività-Open Access, (3).
Oviedo-García, M.Á., Vega-Vázquez, M. and Orgaz-Agüera, F., 2019. Tourism in protected
areas and the impact of servicescape on tourist satisfaction, key in sustainability. Journal
of Destination Marketing & Management. 12. pp.74-83.
Pizam, A. and Tasci, A.D., 2019. Experienscape: expanding the concept of servicescape with a
multi-stakeholder and multi-disciplinary approach (invited paper for ‘luminaries’ special
issue of International Journal of Hospitality Management). International Journal of
Hospitality Management. 76. pp.25-37.
Razati, G., Irawati, A. and Dirgantari, P.D., 2019, December. Effect of online servicescape on
behavioural intention online reservation Ivy restaurantservices. In Advances in Business,
Management and Entrepreneurship: Proceedings of the 3rd Global Conference on
Business Management & Entrepreneurship (GC-BME 3), 8 August 2018, Bandung,
Indonesia (p. 175). CRC Press.
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Tan, R. and Liu, J., 2019, July. Empirical Research on New Retail Servicescape Based on
Experience Perspective. In International Conference on Human-Computer
Interaction (pp. 138-145). Springer, Cham.
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