EMBARK ON A JOURNEY THROUGH FLAVOR “ZUS CAFFEINE QUEST”
01 Fish Bone Diagrams 02 Competitors Analysis 03 Positioning Maps 05 SERVPERF Analysis 06 QR Code Link 04 7 Ps Product, Place, Price, Promotion, Process, Physical, People Table of Contents T E A M M E M BER MOHAMAD AIDIL BIN JAMALUDIN FU YU LUKMANUL HAKIM THONG LI QIN (A21BS0148) MUHAMMAD NAJMUDDIN HAZIQ BIN MOHAMAD ASRI (A20BS4008) (A21BS0192) (A21BS0053) (A21BS5017)
Tangibles Positive Feedback 1. Provide promotion ‘Buy 1 Free 1’ Content Analysis (Positive Feedback) Content Analysis (Positive Feedback) 1. The staffs are friendly 1. Provide adequate facilities Tangibles Reliability Empathy Negative Feedback 1. No utensil provided for dine in 3. Low on quantity 2. Air conditioning does not function well 3. Toilet is dirty and cannot be used 1. Hot interior 3. Slow preparation for the food 1. Food does not meet the expectations 1. Different item received from order 3. The material of straw provided is unqualified 2. Lack consistency of the menu Responsiveness Reliability Empathy Assurance Others 1. High quality services 2. Cozy environment 2. Provide free gift 1. The quality of coffee is good 1. Affordable price 3. Clean and neat environment 2. The app is user-friendly to order 2. Provide fast and free Wi-Fi 2. Provide perfect packaging Content Analysis (Negative Feedback) Content Analysis (Negative Feedback) 1. Late taking order 5. Listen to instructions of customers 5. Suitable place for work and conversation 3. The menu is worth to try 3. Provide variety of choices to customers 3. Always keep the high standard of coffee taste 4. Staffs are strictly follow the SOP 6. Services are always meet the customers’ needs 2. Provide prompt services 4. Provide eco-friendly straws 1. Unhelpful service when having troubles 2. Staffs shirk responsibility when making mistakes Assurance Responsiveness Others 3. Improper management of store 2. Price is higher 2. Staffs does not follow the instructions by customers 2. Poor services and staffs are unfriendly
COMPETITOR ANALYSIS COMPANY CORE PRODUCT DELIVERY SUPPLEMENTARY PRODUCT ZUS COFFEE ZUS obtained our special coffee beans from Brazil FAF. GIGI COFFEE Gigi used coffee beans from Indonesia and Colombia as our main ingredients. STARBUCKS Starbucks used American Latin coffee beans as their beloved coffee drinks. OLDTOWN WHITE COFFEE 3 in-1 Instant coffee packs use three- different bean blends (Arabica, Robusta, Liberica). COMPETITOR ANALYSIS
CUSTOMER ANALYSIS COMPANY DEMOGRAPHICS STRENGTHS WEAKNESSESS ZUS COFFEE Affordable cup of coffee. Environmental friendly cups and straw. Strong Competitors. No drive-thru service. GIGI COFFEE Affordable price. Employee satisfaction. Low social media popularity. No drive-thru service. STARBUCKS Drive-thru service. Brand recognition. High price. Depending on US markets. OLDTOWN WHITE COFFEE Strong retail network. Biggest white coffee producer in Malaysia. Low popularity on social media. Outdated. STRATEGIES ANALYSIS Age : Adults Low - middle class Age : Adults Low - middle class Age : Adults Middle - high class Age : Adults Low - middle class
POSITIONING MAP HIGH QUALITY LOW QUALITY ZUS COFFEE GIGI COFFEE STARBUCKS LOW PRICE HIGH PRICE CREATE A POSITIONING MAP OF THE DOMINANT BRANDS IN THE MALAYSIAN COFFEE MARKET TO IDENTIFY GAPS AND OPPORTUNITIES IN THIS MARKET. OLDTOWN WHITE COFFEE PRICE QUALITY PRICE QUALITY PRICE QUALITY PRICE QUALITY
LOCATION SERVICE LEVEL SERVICE LEVEL EXPERIENCE HIGH QUALITY LOW QUALITY ZUS COFFEE GIGI COFFEE STARBUCKS PREMIUM LOCATION AFFORDABLE LOCATION OLDTOWN WHITE COFFEE EXCELLENT CUSTOMER EXPERIENCE BAD CUSTOMER EXPERIENCE ZUS COFFEE GIGI COFFEE STARBUCKS HIGH SERVICE LEVEL LOW SERVICE LEVEL OLDTOWN WHITE COFFEE LOCATION QUALITY QUALITY LOCATION QUALITY LOCATION QUALITY SERVICE LEVEL EXPERIENCE EXPERIENCE SERVICE LEVEL EXPERIENCE
Company Texture Finished look White cast Core Products Supplementary Products Delivery Process BENCHMARK PRODUCT App Latte Espresso Cappuccino Mocha Frappé Teas Others Pastries Cakes Sandwiches Others Latte Espresso Mocha Americano Hot Chocolate Frappuccino Teas Others Espresso Latte Americano Cappuccino Mocha Others Cookies Coffee Beans Cake Pops Sandwiches Others Doughnuts Coffee Beans Others White Coffee Latte Hot Chocolate Noodles Rice Breads Others App App Scan & Order
PLACE (Service Delivery of ZUS Coffee) S E R V I C E D E L I V E R Y E F F I C I E N C Y S A T I S F A C T I O N : S E R V I C E D E L I V E R Y E F F E C T I V E N E S S S A T I S F A C T I O N : E F F E C T I V E N E S S E F F I C I E N C Y L O C A T I O N L O C A T I O N S A T I S F A C T I O N : P L A C E O R D E R S : O R D E R A C C U R A C Y : But need further monitoring. ZUS Coffee App. C U S T O M E R C A P A C I T Y M A N A G E M E N T : Ensure faster service delivery efficiency. D I N E - I N O P E R A T I O N E F F I C I E N C Y : Shorten delivery time. U N I V E R S I T Y C O M M U N I T Y : 5 minutes drive. Near RM2 Store. F A C I N G S E R I O U S C H A L L E N G E S : Nearby competition.
Price range RM4.45 - RM29.40 RM5.48 - RM82.25 RM5.00 - RM39.00 RM3.00 - RM36.00 Cheapest Beverage (black coffee based) RM4.90 (Espresso) RM10.49 (Caffe Americano) RM7.00 (Espresso(s)) RM9.90 (Old Town Nan Yang) Mineral Water RM4.45 (Zus’ Brand)) RM8.50 (Evian’s Brand) N/A RM4.20 (Spritzers’ Brand) Cheapest Pastry/Bread RM4.90 (Tom Yum Chicken Puff) RM8.50 (Donut) RM5.00 (Doughnut) RM7.20 (Garlic Toast) Membership Loyalty Rewards Student Discount Pricing Strategy Penetration Skimming In-Line In-Line Reason Price relatively low. Price relatively high. Price are same between 3rd party platform and own. Average price based on the market. BENCHMARK PRICE *price comparison based on GrabFood
Target Audience Students and Coffee Lover Students and Working Individual Students Families in local community Message Delivery Loyalty program updates Personalisation Personalisation Personalisation Communication Channels Communication Time Regularly Regularly Regularly Regularly How Effective it is BENCHMARK PROMOTION
Layout Ambient Condition Functionality Physical Furnishing Machinery and Equipment Temperature Aroma Brewing Area Seating Area Well-arranged table and chair. Cozy and comfortable for customers to enjoy coffee and work. Near to counter space. Allows employees to prepare orders efficiently and quickly. Air conditioner inside the store. Provide customers a cool space during hot weather. Smell of coffee. Make customers feel relaxed and happy. Coffee maker machines at the back of the counter. Espresso machines, coffee grinder, and others. Ample table and chair. Provide customers a place to wait and enjoy for the drinks.
State and Suitability Layout Creating a separation of movement and static by using partitions to separate the seating area and counter. This provide customers with a smooth and enjoyable experience. Signage The inventive signage at ZUS Coffee imparts a sense of personality and allure to the environment. The incorporation of playful and attentiongrabbing signs elevates the overall atmosphere. cleanliness Cleanliness goes beyond mere standards. Obtained JAKIM's halal certification. Raw material procurement, preparation, and processing follow strict guidelines. Dedicated cleaning and disinfection work areas. Atmosphere Offers an unmatched ambiance, where the first think that they smell when they head inside of the shop, they are greeted with a pleasant smell of coffee and warm greetings from the employee.
Morale IMPACTS PEOPLE Effectiveness Engagement IMPACTS Service Team No enough barista when peak hours. Increase customers’ trust. Minimize waiting time. Prompt services. High quality coffee. Services meet customers’ needs. Long queue during peak hours. Delay order process. Service Team Create welcoming atmosphere. Customers feel respected. Efficient cooperation between staffs. Friendly and enthusiasm staffs. IMPACTS Service Team Unhelpful services. Limited knowledge of staffs. Mistakes occur in services delivery process. Weak customers relationship. Subpar communication. Dedicated. Productive. Satisfaction. Loyalty. Customer experience. Positive reviews.
RELIABILITY MEAN RL1 The employees of ZUS Coffee are sympathetic when customers have problems. 3.77 RL3 The employees of ZUS Coffee are dependable. 3.81 RL4 The employees of ZUS Coffee provide their services at the time they promise to do so. 3.90 RL5 The employees of ZUS Coffee keep their records accurately (i.e membership). 3.97 RL2 The employees of ZUS Coffee are reassuring when customers have problems. 4.00 Total Mean 3.89 SERVPERF ANALYSIS EMPATHY MEAN E1 The employees of ZUS Coffee give customers individual attention. 3.87 E3 The employees of ZUS Coffee care about the customer's best interests. 3.94 E2 The employees of ZUS Coffee are being able to know customers' needs. 3.97 E4 The ZUS Coffee has convenient operating hours. 4.16 Total Mean 3.98 Mean 1.00-2.33 – Low rating Mean 2.34-2.99 - Moderately Low rating Mean 3.00-3.67 - Moderately High rating Mean 3.68-5.00 - High rating
ASSURANCE MEAN A4 The employees of ZUS Coffee have the knowledge to answer customers' questions. 3.94 A1 The employees of ZUS Coffee can be trusted by customers. 3.97 A3 The employees of ZUS Coffee are polite. 4.00 A2 The employees of ZUS Coffee make customers feel safe in their transactions. 4.10 Total Mean 4.00 VALUE MEAN V1 The price of ZUS Coffee is reasonable. 3.74 V4 The payment system of ZUS Coffee is appropriate. 4.13 V3 The payment system of ZUS Coffee is simple. 4.19 V2 The price of ZUS Coffee is competitive. 4.23 Total Mean 4.07 SERVPERF ANALYSIS RESPONSIVENESS MEAN RP2 The employees of ZUS Coffee are willing to help customers. 3.94 RP1 The employees of ZUS Coffee provide prompt service to customers. 3.97 RP3 The employees of ZUS Coffee are ready to respond to customer's requests. 4.10 Total Mean 4.00
SERVPERF ANALYSIS SATISFACTION MEAN S I am overall satisfied with the services provided by ZUS Coffee, Taman Universiti, Skudai. 4.16 Total Mean 4.16 LOYALTY MEAN L Given my experience, I intend to use ZUS Coffee, Taman Universiti, Skudai's services in the future. 4.13 Total Mean 4.13 TANGIBLE MEAN T5 The appearance of ZUS Coffee's physical facilities is in keeping with the type of services provided. 4.06 T1 ZUS Coffee has up-to-date equipment. 4.13 T2 The physical facilities of ZUS Coffee are visually appealing (i.e seating area, aircon). 4.16 T3 The employees of ZUS Coffee are well dressed. 4.32 T4 The employees of ZUS Coffee appear neat. 4.35 Total Mean 4.20
Comments Proofs Link ServPerf Survey Link ServPerf Google Sheet Analysis Link ServPerf Editor Link