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BU1108 Managing Consumer Markets

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Question:

The physical evidence across all Coffee Corner restaurants is consistently attractive. The intangibility characteristic of the service process provided customers with physical cues such as stylish and modern architectural design and décor, professionally dressed employees and eye-catching advertising in order to reassure buyers. Coffee Corner has difficulty providing a relaxing ambience, as the busy locations create a loud environment that makes customers feel unsettled. Many employees involved in the service encounter were efficient and helpful in delivering the well-presented product. The overall servicescape was spacious and visually pleasing, and contributed largely to enhancing value for customers.

In regards to the macro environment, shifts in sociocultural trends and values have a large impact on a business’ ability to serve its consumers, through new trends, adopted behaviours or lifestyle preferences (Solomon, Hughes, Chitty, Marshall and Stuart, 2012). The current sociocultural value of technology has prompted Coffee Corner to offer Free Wi-Fi to their customers to meet demands and compete with competitors. In order to target different market segments.

they also promote the older values of putting the phones down and connecting over lunch without interruption where they provide a box in the centre of the table. The sociocultural trend of healthy eating and wellbeing is a lifestyle preference that Coffee Corner has embraced, through offering a large variety of healthy meal and smoothie options as well as listing calories for each item on their menu. Another influence is that of legal and political forces, with Coffee Corner obligated to comply with certain laws and standards imposed by government. They must be aware of changing regulations within the hospitality industry to be able to serve customers to the legal standard. There is legislation that governs every aspect of their trade, including food safety, liquor licensing, trade requirements and workplace health and safety.

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