1. MKT 412: SERVICE MARKETING
SERVICE AUDIT OF A CATERING
BUSINESS
Prepared for:
Zarjina Tarana Khalil (ZTK)
School of Business
North South University
Section 6
Fall, 2014
Prepared by:
Syed Monzur Morshed 122 0603 030
Md. Asifur Rahman 133 0068 030
Mustafa Rafid Amin 121 0350 030
Fahim Rahman 121 0140 030
Sajidul Bari 101 0199 530
Fariha Haque Rashna 122 0152 030

2. OVERVIEW
Event Spree
Md. Mainul
Islam
Baburchi
Catering &
Event
Management
Cooking &
Catering

3. ENVIRONMENT
 small independent business
 conditions are relatively stable
 political unrest and economic trends like inflation do
impact
 not very reliant on technology
 close liaisons with decorators, raw material suppliers,
kacha bajars and farms
 no official partnership with any other organization

4. CUSTOMERS
 Middle class to above
 Socio-economic classes A, B and C
 Most clients are executives or job holders earning at
least TK 30K
 Majority for catering and/or organizing
 weddings (roughly 60%) ,
 birthday parties and large house parties (15%)
 small office meetings and other corporate events (10%)
 milads (10%)
o mainly in Dhaka
o but they do cater if lucrative

5. SERVICES
 Primary service- Catering
 Other event management services like logistic support
 Set menu packages but can be personalized according
to customers’ needs
 Flexible service
 Only Two set menus
 If in charge of decorating then use plates with their logo
 Facebook page watermarked with their logo

6. PLACE
 One branch
 Clients can choose the place
 Appointments through Facebook page
PRICE AND COST
• price varies, depending on the number of people
• set menus
• client can choose to shop for the ingredients

7. PROMOTION
 rely on word of mouth and online promotion
 provide their cards to the customers they have served
 have a banner and posters of Spree in those events that
they are serving
 follow up their existing customer
 no paid form of advertising or promotions

8. PEOPLE
 well spoken and dress casually
 the owner himself picks up
 speaks politely, clearly and explain the procedure in
detail
 the role of other customers is not really significant
 third party services to transport the food to the venues

9. SERVICESCAPE
 no proper office
 either at pre-decided location or at the owner’s house
 no signage of any sort and the building is hard to find
 don’t have any brochures but their business card is well
designed
 their Facebook page has pictures of past events and
looks impressive
 as hygienic as one expects in Bangladesh
 he does not use any modern equipment
 clients don’t really get to see this
 plates and utensils they provide look to be in fairly good
shape

10. PROCESS
 most of the process occurs behind the line of visibility
 depends on the size of the event
 customers may play a role in service delivery
 Sudden changes or inaccurate information provided will
affect the service
 It is better for the customer to be involved

11. COMPETITION
 Direct: well known caterers like Fokuruddin, Haji biryani,
Nanna biriyani, Kolkata biryani and many other local
baburchis
 Indirect: Restaurants and even hotels now provide
catering facilities especially if it is the event venue

13. FAILURE POINTS
 F1: Order taken wrong, inaccurate information
received
 F2: Wrong assuptions leading to miscalculation of
costs and amount of food needed.
 F3: Order mix-up, delay.

14. RECOMMENDATIONS
 they should have a deadline for order changes
 the menu should be built with the client
 client’s information should be properly entered into their
database and maintained
 need to improve the servicescape of their backstage
processes, there is a chance that unclean or inefficient
equipment may lead to poor quality food or delays in
cooking time
 They should actively market their company.
 We suggest using paid-for(sponsored) facebook
ads/promotions.
 They should also print brochures and have a detailed menu
 Retain skilled and trained employees by providing better
wages and/or benefits

15. THE END
THANK YOU
AND