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HAT302 Food And Beverage Management

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  • Course Code: HAT302
  • University: Kaplan Business School
  • Country: United States

Question:

Assessment Description .

The purpose of this group assignment is to develop student’s skills in applying relevant hospitality concepts to a real-world business case. This will enable students to apply operational checks to a typical commercial hospitality business. More importantly, this is a fantastic opportunity for students to develop essential groups work skills that are such a necessity in today’s business world.

Students are to form groups of three to four members (no more), and your group task is to interview an Executive Chef OR Food and Beverage Manager of any food and beverage outlet. You may wish to consider an outlet you have selected in Assessment 1.

In designing the interview questions, your group will need to consider the following points:

  1. Which type of hospitality enterprise does the interviewee manage?
  2. How does the interviewee maintain cost control of the:
  3. Front of House Operations
  4. Back of House Operations
  5. Which financial control methods does the interviewee use in daily business operation?

Based on gathered responses and extensive scholarly research your group is required to prepare a 15-minute presentation that provides a succinct interview  analysis, and discussion if interviewee’s practices are effective in managing food service operations.

In creating your presentation, you will need to include images and any other visual aid that validates your research. You are required to use at least 12 sources of information that are referenced in accordance with Kaplan Harvard Referencing Guide (including the transcribed interview). These may include corporate websites, government publications, industry reports, census data, journal articles, and newspaper articles.

 

Answer:

Critical analysis and evaluation of marketing strategy of Uber

Positioning strategy
 
The Uber can provide more services to customers to persuade them

It can also enable the user to request a ride via the app as the user can give data regarding their location and also provides the user information on a driver’s location (Baron, 2016).

Product strategy

By using the App, Uber is competent to keep offering consistent and high-quality services to their highly valued consumers. It can use the user-friendly app to persuade the customers (Dudley, Banister, and Schwanen, 2017). 

Pricing strategy

Price could be varying as per the location because of different gap prices, trip mileage, and quantity of drivers in a given area. However, rates will remain properly reliable (Hall, and Krueger, 2018). 

Distribution strategy

Uber can decline its waiting time and more efficient for increasing the needs of customers (Urbinati, et. al., 2018).

These strategies would be beneficial for arriving at the high amount of customers and gain the efficiency and ease of using an entire business system (Nenonen, and Storbacka, 2018).

Marketing communication strategies

It can also provide its ads on different places such as Hulu, Netflix, Pandora, YouTube and Spotify (Schlegelmilch, 2016). 

Conclusion

There are different strategies that could be used by Uber such as positioning, product, price, place, and marketing communication strategies.

Uber can make positioning among customers through a user-friendly app.

 

References

Baron, D.P., 2016. Strategy beyond markets: A step back and a look forward. In Strategy beyond markets (pp. 1-54). UK: Emerald Group Publishing Limited.

Dudley, G., Banister, D. and Schwanen, T., 2017. The rise of Uber and regulating the disruptive innovator. The Political Quarterly, 88(3), pp.492-499.

Hall, J.V. and Krueger, A.B., 2018. An analysis of the labor market for Uber’s driver-partners in the United States. ILR Review, 71(3), pp.705-732.

Nenonen, S. and Storbacka, K., 2018. Smash: using market shaping to design new strategies for innovation, value creation, and growth. UK: Emerald Publishing Limited.

Schlegelmilch, B.B., 2016. The Future of Global Marketing Strategy. In Global Marketing Strategy (pp. 221-249). UK: Springer, Cham.

Urbinati, A., Chiaroni, D., Chiesa, V., Franzò, S. and Frattini, F., 2018. An exploratory analysis of the contextual factors that influence disruptive innovation: the case of Uber. International Journal of Innovation and Technology Management, 15(03), p.1850024.
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