MKTG1053 Service Quality Final Assessment - Semester 1, 2021 Report

This report analyzes the impact of the COVID-19 pandemic and subsequent lockdowns on businesses in Melbourne, Australia, focusing on service quality and marketing strategies. The report addresses consumer decision-making processes, risks faced by consumers, and mitigation strategies used by businesses like Freshchoy's. It explores the core services of delivery companies, supplementary services, and strategies for increasing customer engagement in restaurants such as Basil Leaf Pho and St Ali's. The report also examines marketing communication plans, including new service development and marketing campaigns, to help businesses adapt and thrive in a changing market environment. The analysis incorporates case studies and provides recommendations for improving service quality and customer satisfaction in the context of the pandemic and beyond. The report covers topics such as the consumer decision making process, five possible risks, and the circles of the service product concept. The report also provides marketing communication plans for new services and promoting apps. The assignment is designed to evaluate the students understanding of the impact of COVID-19 on business models and marketing strategies.

Marketing

Table of Contents
INTRODUCTION.......................................................................................................................................3
QUESTION ONE – Freshchoy's.................................................................................................................3
Consumer Decision-Making Process.......................................................................................................3
Discuss Five possible risk........................................................................................................................4
Discuss what Freshchoy's might do to mitigate the five risk...................................................................4
QUESTION TWO – Delivery.....................................................................................................................4
What is the core service of delivery companies.......................................................................................4
3 circles of the service product concept...................................................................................................5
Suggest 5 additional supplementary or augmented services....................................................................5
QUESTION THREE – basil leaf and St Ali................................................................................................6
To help them increase customers who wish to eat-in at their restaurants.................................................6
Discuss why you have chosen those customers to target.........................................................................6
Marketing communications plan.............................................................................................................6
CONCLUSION...........................................................................................................................................7
REFERENCES............................................................................................................................................9

INTRODUCTION
Marketing is the strategically ongoing Framework which can helpful to improve the buying
& selling process of the firm & enhance the delivery system of the goods & services rapidly. The
main concern of this project is to discuss about the impact of Covid- 19 pandemic & lockdown in
the Melbourne. This project determines the consequences which companies & people
experienced during the lockdown period. There are three questions are going to address in this
project with the help of case study and apart from this discuss about consumer decision making
process, five possible risk, circles of service product concept, recommendations about additional
supplementary service and marketing communications plan will discuss in this project.
QUESTION ONE – Freshchoy's
Consumer Decision-Making Process
This process is helpful to identify the need of the customers which determines the economic
& psychological factors & mainly influenced by the environmental factors such as social &
cultural values. On the basis of case study, Mr. Zhang experienced some phases to take
appropriate decisions to order from the Freshchoys.
 Need Recognition - Due to lockdown, Mr. Zhang not able to find any Chinese food
stores in Melbourne. Mr. Zhang needs to buy his favorite good like spinach, donuts,
hotpot soup, moncakes & also water. Information search - Mr. Zhang searched a lot and then he talk his friend on we chat
and with the help of his friend he found a business named " Freshchoys".
 Evaluation of alternative - From Freshchoy, Mr. Zhang have various options like meat,
Chinese Vegetables & order groceries items online. (Hewett and Lemon, 2019). Purchase Decision - Mr. Zhang took decision to purchase from Freshchoy so that he
can easily get all the food items of his choice through online delivery system wich is
more convenient for him in lockdown period.
 Post Purchase Decision - After the purchasing, Mr. Zhang finally got good service from
the Freshchoy and he also suggested their friends to purchase food items from Freshchoy.
Mr. Zhang satisfied with the services of Freshchoy.

Discuss Five possible risk
Mr. Zhang faced various risk before placing his 1st order from Freshchoy. Five most
possible risks which are faced by the Mr. Zhang such as - travel risk because due to lockdown
Mr Zhang used to travel 5 KM for food that he liked most. Life risk, Mr. Zhang also faced the
risk of his life because he did not even get the good he enjoyed most. Safety risk, after chatting
with his friend on WeChat, he decided to order good from Freshchoy so that company is
unknown for him so he had a safety concern. Hygiene risk, he also considered hygiene risk
because due to this pandemic he need to take care of his health so he want to get healthy food
which provide good strength in his body. Health risk, due to covid 19, Mr Zhang also faced
health risk and he want to eat healthy food to improve their immune system (Karimi, Holland
and Papamichail, 2018).
Discuss what Freshchoy's might do to mitigate the five risk
Freshchoy owner also survived various issues during lockdown period and also try their best
to reduce the impact of risk which people experienced. Freshchoy company owner friend
suggested that he need to start sell their goods on WeChat app so that people can effectively
order food items. Freshchoy started to dispatched their goods from the warehouse & then
expand their business operations more than 20 suburbs & connected with the almost 8000
customers through WeChat app. This initiative helped the company to mitigate the five risk that
customers usually faced (Rate, Ballantyne, Kerr and Moutinho, 2017).
QUESTION TWO – Delivery
What is the core service of delivery companies.
There are many core service of delivery companies like UberEat , Menulog & Deliveroo are
utilizing by most of the people in Australia. All these delivery companies are providing their best
services to their customers but due to lockdown, every company faced various issues in
delivering the products. As per the current scenario`, in the lockdown period, WeChat that is
famous Chinese app also provide best contribution in delivering the products to the potential

customers. Instead of this " Hey You" and " Happy Cow"also famous delivery companies which
are providing best services to deliver the food on time as per the convenient of their customers.
3 circles of the service product concept
Mr. Sanjay is the delivery driver in Melbourne and also got extra work due to improvement
in the demand for the grocery goods and services & also able to fulfill additional medical
services on the doorstep of the customers. There are some supplementary e-services which Mr.
Sanjay provide to their customers which contain in to 3 circular forms like medical service
product, online urgent food delivery, grocery delivery services. All these services are essential
and become necessity of the Australian people, Mr. Sanjay work properly to deliver best quality
services to their customers and also get additional benefits from this (Serravalle and et. al.,
2019).
Suggest 5 additional supplementary or augmented services
On the basis of working of Mr. Sanjay, there are five additional supplementary services
which are recommended for Mr. Sanjay like -
 Mr. Sanjay can keep update their customers about the food items so that customer can
effectively select their food and order it without any issue.
 Me Sanjay can provide lead booking services to their customers so that they can book
their products and services without any time limitations.
 Cash on delivery also considered as the most essential service which Mr. Sanjay can
provide to their customers.
 Mr. Sanjay needs start 24/7 online delivery system in emergency period.
 Medical facilities, marks, sanitizer also need to provide why the Mr. Sanjay so that they
can effectively maintain the security concern of their customers who are engaged in the
business.

QUESTION THREE – basil leaf and St Ali
To help them increase customers who wish to eat-in at their restaurants
Basil Leaf Pho & St Ali’s running a restaurant and wants to improve their business when
lockdown lifted. In order to improve their sale, they both I want to target to customers who
can effectively purchase their product and eat at in their restaurant. The main concern of
Basil Leaf Pho & St Ali's is to target youth of the Australia and also middle age people so
that they can effectively provide delicious products with healthy e ingredients which can help
full to attract the customers. To improve their sale they both decided to start selling face
mask and sanitizer in their restaurants so that they can effectively maintain their financial
losses because of lockdown (Tannady, Nurprihatin and Hartono, 2018).
Discuss why you have chosen those customers to target
Basil Leaf Pho & St Ali’s target youth & middle age people to sell their products and
services. The main reason to choose young people and also middle age people is that because
these people effectively influenced by the company. Restaurant provide delicious and healthy
products so that they can take more attention of the youth aonthat they can effectively take
decision to eat food at their restaurant. Due to the pandemic, both owner decided to provide high
quality food which prepared with healthy ingredients which can help to improve the immune
system of the customers so that they can improve their marketing and recover all their losses.
Marketing communications plan
Marketing Communication plan is considered as the systematic statistical techniques which
are beneficial for the company so that they can effectively inform their target customers about
their goods and services. This land is associated with communication mix which can help full to
indentify numerous way to advertise their goods and services to the target customers with the
help of a specific strategies. There are various is test are involved in the marketing
communication plan which are explained below -
 New Service - This is considered as the most initial and prominent step of the marketing
communication plan. To formulate a marketing communication plan it is necessary for

the companies to create a new product and services so that company can effectively
attract their customers. With the help of new services, company can take more attention
to their target customer so that they can effectively improve their purchasing at the whole
market place. The new service can be suggested for the company is launching app which
can help full to deliver goods and services which are ordered by the customers on a
specific time period. The name of this app “Online foodo" this app is helpful to search do
restaurants which which are nearest the customer and also provide organic food which
are healthy for the customers so that they can buy their food anytime with the help of this
app (Wang and Yu, 2017).
 Communication Mix - To promote " Online Foodo" app , owner need to advertise this
app with the help of social media channels like Facebook, Instagram, Twitter, YouTube
& many other channel which are utilizing why the most of the people so that they can
aware about this app. For the promotion of this app, owner can effectively communicate
with their customers and also take their appropriate feedback which can help full to
improve the positioning of the new app which are invented for the suitability of the
customers.
 Marketing Campaign - To spread awareness about the new app " Online Foodo" ,
company need to to start marketing campaign which can help full to target more
customers. With the help of marketing campaign company can appropriately determine
the responses of the people about this app so that company can effectively do some
modifications as per the requirement of the customers. Marketing campaign is also
helpful to analyze the strength and weaknesses of the app so that company can add
appropriate features on this app which can help full to achieve the marketing
communication objective of the plan. This app is basically created for the beneficial of
the customers so that they can comfortably get their food at their home without any risk
of safety and security.
CONCLUSION
As per this report, it can be concluded that covid-19 pandemic provide adverse impact on the
marketing of the companies all around the world. In the lockdown period, every people

experienced various critical situations and issues related to the food & groceries products. Safety
and security is the main concern of the people so that they want to to intake healthy food so that
they can improve their health. People used to to maintain social distancing from the people so
that they can keep themselves safe. With the help of food delivery companies, people got food at
their doorstep on their convenient time period.

REFERENCES
Books and Journals
Hewett, K. and Lemon, L.L., 2019. A process view of the role of integrated marketing
communications during brand crises. Qualitative Market Research: An International
Journal.
Karimi, S., Holland, C.P. and Papamichail, K.N., 2018. The impact of consumer archetypes on
online purchase decision-making processes and outcomes: A behavioural process
perspective. Journal of Business Research, 91, pp.71-82.
Rate, S., Ballantyne, R., Kerr, F. and Moutinho, L., 2017. Marketing communications in tourism
and hospitality: Trends and implications of an online environment. In The Routledge
handbook of consumer behaviour in hospitality and tourism (pp. 387-395). Routledge.
Serravalle, F. and et. al., 2019. Augmented reality in the tourism industry: A multi-stakeholder
analysis of museums. Tourism Management Perspectives, 32, p.100549.
Tannady, H., Nurprihatin, F. and Hartono, H., 2018. Service quality analysis of two of the largest
retail chains with minimart concept in Indonesia. Business: Theory and Practice, 19,
pp.177-185.
Wang, Y. and Yu, C., 2017. Social interaction-based consumer decision-making model in social
commerce: The role of word of mouth and observational learning. International Journal
of Information Management, 37(3), pp.179-189.