Case study - GOLD STAR CHILI

SWOT analysis

Strengths

 The Customers of the company have been segmented into various groups which comprises of restaurant customers, retail customers and franchisees with each having described characteristics. The strength of the firm stems from focus groups, one-on-one contact, and comment cards for customers and having structured meetings. These are meant to meet the franchisees’ need at different levels of growth for each. This enabled by analyzing the location in terms of geo-demographic before building, regular surveys done by use of questionnaires and evaluation of features of services or products through informal and formal ways. In addition, evaluating the learning and listening processes inside the business services serves to benchmark competition. Visiting competitor’s location and development of techniques for measuring customer satisfaction is important in gaining strength.

Weaknesses

The firm operates in close relationship with the franchisees and there may raise problems or complaints which may affect these operations. Mistakes done by any single franchisee may have major effects on the operations of the firm especially if customers develop negative perception of the firm due to poor services.

Opportunities

The company collects extensive information on the features of its products and services, and this can be in long-term improvement of both products and services. Moreover, the various systems that are used in determining satisfaction of customers and franchisee can be utilized in meeting the needs for higher quality services and managing any complaint from the customers.

Threats

The major threats that the company faces relates to increased competition from rivals and any slip would see it giving away the competitive advantages that it currently enjoys due to high demand.

The moment of truth for the environment of Gold Star is seen each moment the customer interacts or makes contact with the company. Normally, customers will carry out an evaluation of the products offered and make a comparison between what they expect and what they really get (Evans & Lindsay, 2008). The moment of truth for the firm is seen in the process of reservation and ordering and in provision of various dining services they can access.

The implications of segmentation strategy enable the company to serve the needs of different customers, both direct and indirect.  Direct customers consist of those who use the products and services offered by the company while the indirect includes those who rate the operations. The highest portion of the profits is obtained from the services and products offered to direct customers. The firm can therefore manage to adopt different strategies for different standards for all the segments of the customers in the basis of their specific needs.

 For the purpose of listening and learning from different segments of its customers, the focus of the firm should be to easily obtain relevant information by employ relevant techniques that will allow for feedback.  Utilizing technology will enable the firm to maintain interaction and contact with customers which it cannot have face-to-face communication (Evans & Lindsay, 2008). Using online platform can help in relaying information and receiving feedback regarding the needs of every segment.

 The designing of survey on customer satisfaction will involve questions that are simple and logic.  These questions would include the main elements of customer satisfaction and include transaction speed, responsiveness, service efficiency and availability and the extent to which their complaints were solved.

 

Evans, J. R., & Lindsay, W. M. (2008). Managing for quality and performance excellence. Cengage Learning. 116-147