Assignment Help on The Desert Hound
Desert market is one of the categories of market which is on a drastic boom now days. It suddenly started excelling in the food and confectionary category and retained a position for itself. Now, deserts are no longer categorized as food and confectionary but it has its own category.
Human beings are taste seekers. They are looking for tasty as well as healthy food which eventually excites their different moods. “The Desert Hound” understands the demands of its customer’s quiet well and therefore they came out with a dairy product with a YUM factor involved in it.
The Desert Hound can be described as a quick-service desert bar where customers sit around and watch some of their favorite desserts being made. The main selling point of the business is desert. Based in the northern suburb of Melbourne, The Desert Hound is trying hard to excel into various different suburbs in near future.
The Desert Hound:
The sales and service policies of The Desert Hound revolves around the health, quality, hygiene and efficiency. At The Desert Hound, one of the part of company’s vision is to inform its customers about the original dairy healthy items which are not bound to any particular season. The sales policy includes the selling of premium quality product in efficient time along with a feeling of a milky valley to the customers. Another selling point of the business is physical presentation of the outlet which will generate the hunger for desert.
The customer needs involves a nice clean sitting area with a slight feeling of the product’s theme along with a pleasant atmosphere. Other than that, they require healthy hygienic factor in the product when it comes to quality. Thirdly, they are looking after the efficiency in delivery when it comes to serving each order question. To cater these needs, The Desert Hound is doing a great job by providing the exact replica of what customers want. Due to few enhancement in the deserts category, The Desert Hound is not bound to selling its deserts in summers or in hot weather only but they are doing a great job in other seasons too.
The Desert Hound just started its operations few years back and hence they are not present in all the suburbs of Melbourne, hence the major complains from the customers are lack of existence in various regions. Secondly, as the operations are limited to few members only, it is not possible to provide 24/7 service which is normally complained by the customers.
For the couple of years when the business started, the aim was to hit the break even mark for the company. After that, sales needs to increase with 150% for the next 3 years which seems to be a tough task but somehow, The Desert Shop reached closer enough.
Each and every employee is well aware of the target. In order to achieve those targets, The Desert Hound invested a handsome amount of budget on the marketing and publicity of the outlet. They are not marketing extensively at this stage due to lack of funds but ensuring their presence within the industry.
The change in the sales figures for last couple of years ensures that that communication of targets is very well driven so far. Also, suppliers are taking interest in the word of mouth publicity for the outlet. Direct marketing now a days is the key element to make or break a business.
Management is pretty curious in recording the feedbacks of the customers, suppliers and other stakeholders. The Desert Hound gives extra attention on the feedbacks in order to maintain the best service quality among the competitors.
Negotiation of supply goods is what each and every business deals quiet carefully. The major negotiation has been done on service, quality and affordability. This is where suppliers tries to exempt the best quality and replace it with degraded quality. The Desert Hound gives extra attention to the quality provided by the suppliers in order to maintain the same quality throughout. Normally, on choosing a supplier, these parameters are well defined by the organization and also well versed to suppliers as well. The Desert Hound tries to bound the suppliers with few incentives and contracts in order to maintain the best quality material from them.
The team members of The Desert Shop are well aware of the companies terms and policies and are aligned with the company’s vision. Currently, training programs are not being conducted at The Desert Hound but require for training is a must for all the employees.
In order to maintain the brand image, The Desert Hound is investing a handsome amount of budget on the outlets feel. To maintain the best qualities, incentives for suppliers are present as well and in order to retain the employees, employee benefits schemes are also existing.
The Desert Hound is doing a great job among the category. The major areas where the business is lacking are lesser intuitions to grow and improper selection of marketing channel. Other than that, they must introduce various workshops for the employees in order to keep them aligned on the company’s short term as well as long term objectives.
The Desert Hound needs to show an aggressive approach if they want to compete the giants within the category of deserts. They have the idea but the promotion of idea is missing. As they are very conscious towards the quality of their product and the physical feel, they must bring this idea forward and share it with the masses. To start with, they must have to show their existence not only in all the major suburbs and city of Melbourne but all over Australia. Australia is well known for the production of dairy products and people are crazy about deserts here, therefore proper presence needs to be addressed in order to try competing with the giants within the industry.
A part from the physical existence, existence over the web plays a vital role in the era of technology. They must show a web existence but advertising on one of the cheapest media available i.e. Internet. Also, over the internet, social media is on a boom these days, therefore social media needs to be targeted as well within their communication plan.
Thirdly, they are unable to define their exact target market yet. Therefore they need to re-research about the exact target market and then all the communication material should revolve around that specific market only. This is a general cause why a business flops in long run as they normally are unaware of their proper target market.
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