Chapter 3 & 4 - Banquet and Catering
Target market
population group that represents the primary customer
teenage customer profile
proms, banquets- locations gyms and ballrooms
catering services must possess what?
the flexibility to respond to a wide variety of customer needs
30-60 year old customer profile
tournament banquets, social or business functions
computer software programs provide what?
valuable tools with which to achieve profitable and efficient operations in catering management
20-30 year old customer profile
wedding popular and business functions
Location
- access to major transportation - availability of parking - security
Catering software support
- accounting - contact information and follow up - booking information - sales and marketing activities
labor
- availability of labor in the surrounding area to support your business demands - seasonal or year demands - full time or part time - skilled, semi-skilled, unskilled
Maximizing catering revenue
- building package prices - add-ons to build revenue - value adds for customer satisfaction
Competition analysis comparison
- catering services - menu items - pricing structure - package pricing - facilities
four major segments in developing a catering business
- customer - competition - community - labor pool
Availability
- customer generally has a specific date maybe with two or three alternatives - the catering service that can offer both price and availability on the primary date will receive first consideration
key parts in maximizing catering revenue
- food - beverage - entertainment -decorations - audio visual - special effects
competitions service quality
- food service (food quality and service quality) - planning service - entertainment - meeting services -overall follow through - invoice and billing
Why foodservice business fail?
- lack of business knowledge - lack of technical knowledge - lack of sufficient working capital - change in family status - burnout
products and services
- music - floral -special events - audio visual -entertainment - theme concepts - guest amenities - transportation
applying market-survey information
- particularly helpful in menu pricing - determines price acceptability by using competitors' efforts as in indication of the portable success
marketing cycle
- process (procedure or method) of achieving marketing activities - results are the abyss of the marketing plan
competition analysis
- provides basic information for market analysis - benchmarks the pricing range - provides an overview of the 'industry' in your area and 'pattern of business'
catering revenue management basics
- rates - dates -space
competitions facilities
- size and number of function rooms - total seating - condition of facilities - dance floors, bars and other areas such as gardens
identify needs
- use demographics and social trends - perceives these trends and apply then to catering services - customer priorities choose: convince and time management
Marketing Mix: 4 P's
Product, price, promotion, place
Successful development of any business relies on finding the right what?
Target Market
True of False: Weak marketing plans can lead to business failure.
True
True of False: marketing is the activity that is most often sacrificed.
True
True or False: when business is slow management save money by NOT spending on advertising
True
customers base the decision on which catering service to use for a private function on four manor factors
availability, location, facilities and service
what is "the competition?"
business which offer products and services which closely mirror those you intend on providing to a similar target market
The primary consideration for off-premise catering for location is?
distance to function locations
entertainment and concept packing provides what?
dynamic and profitable ways to expand catering services
Single most important factor to community is?
economic health
market survey research is essential to the success of what?
every catering service
