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时间:2021-10-29 17:04 来源: Essay代写

摘要:本文主要介绍了美国Hard Rock Cafe 作为一家世界著名的主题餐厅在市场营销方面的一些策略。......



自1971年6 月14日在伦敦,英格兰开业,HardRockCafe餐厅在全球范围内已经迅速扩大,在超过52个国家,有超过171家连锁店,其中包括134咖啡馆和15家酒店,包括在全球范围内的赌场。这样一个小酒吧是如何发展是成如今这样的规模的呢?让我们通过运营管理理论评估HardRockCafe餐厅的运营管理策略。
 

作为行业中的领袖,HardRockCafe餐厅的运营策略也一次又一次的改变,这些变化都是根据消费者的需求来的,HardRockCafe餐厅的经营策略如今已经成为全球化“体验经济”的一部分,十项运营管理包括商品和服务设计,质量管理,制程和产能设计、定位策略、布局战略、人力资源、供应链,管理、库存管理、调度。这些因素都是使HardRockCafe餐厅得以很好发展的重要条件。
 

让我们先从产品和服务设计谈起-Let's first starting with Products and Service Design 
 

HardRockCafe餐厅的口号是“用爱去服务”,HardRockCafe餐厅以热情的态度欢迎欢迎所有的顾客,不论性别,年龄。HardRockCafe餐厅,顾客可以感受到这是一个为顾客考虑的餐厅,里面充满着摇滚的气息,这是在别的餐厅是无法感受到的。

Hard Rock Cafe The Originator Of Theme Restaurant Dining Marketing Essay
 

Since the first opening on 14 June, 1971 in London, England, Hard Rock Caf? has rapidly expanded and succeeded and now Hard Rock has over 171 venues in more than 52 countries, including 134 cafes and 15 Hotels, Casinos across the globe. How has a small pub become such a success? Let's evaluate the operation management strategies of Hard Rock by using the theory of Operation Management.

 

As an industry leader, Hard Rock's strategy has changed from times to times to meet customers' demands, HARD ROCK CAFE's operation strategy now is designed to be a part of the globalise "experience economy", and to achieve this aim, all ten operations management decisions like Goods and Service Design, Managing Quality, Process and Capacity Design ,location strategies, layout strategies, human resources, supply chain

 

management, inventory management, scheduling, and maintenance-are all taken into good consideration by HARD ROCK CAFE's operation management team 

 

1. 让我们先从产品和服务设计谈起-Let's first starting with Products and Service Design 

 

With the slogan "Love all-Serve all", HARD ROCK CAFE welcomes all type of customers with enthusiastic attitude regardless of sex, age of class. At HARD ROCK CAFE, customers can feel the atmosphere of their providing experience with Rock world which nowhere else they can feel it. The foods at HARD ROCK CAFE are analysed and tested by the Chiefs and Operations personnel constantly review menus, and food research is ongoing. to fit the local taste. For example, fish and lobster are focused more at HARD ROCK CAFE Britain, and Thai Snack Combo is added into the menu at HARD ROCK CAFE Bangkok.

 

At HARD ROCK CAFE, customers are provided a "dining event that includes a unique visual and sound experience not duplicated anywhere in the world." Because the brand is so strong, 48% of sales are from merchandise of memorabilia 

 

one of the largest HARD ROCK CAFE restaurants in the world is in Orlando, Florida where provides over 3500 custom products, in this case meals each day with more than 1,500 seats.

 

2. 质量管理--Managing Quality 

 

Quality is the heart of the enterprise and HARD ROCK CAFE is not an exception, every single water/meal is important to HARD ROCK CAFE. They conduct numerous surveys on Quality, Food research and Suppliers research to get an honest assessment from their stakeholders, especially their customers. Their surveys are on a scale from 1-7, and anything less than a 7 is considered a failure. Then, according to customers surveys and feedback they update their menu, music, memorabilia, service and strategy accordingly to meet the quality as customers' expectation.

 

3.制程与产能设计--Process and Capacity Design

 

HARD ROCK CAFE uses an "existing domestic model globally" but also in certain instances, when necessary, uses franchises in some locations to produce a more customised experience

 

HARD ROCK CAFE is a very big chain with capacity of providing 100,000 meals per day (including starters, sandwiches, salads, burgers, sides, entrees, desserts ..) within the U.S. this fact prove how efficiently HARD ROCK CAFE organizes its employee schedules, material, inventory.. 

 

Task 2: In the light of the above, discuss the operations management challenges and opportunities for Hard Rock when considering an expansion of its business into Hanoi.

 

4.设施选址决策--Location Strategies

 

Location can make or break business strategy and it is a major long time decision. At HARD ROCK CAFE, When considering a new location, a careful decision making process is used, it systematically narrows the search from country to city and then

 

precise street corner for the new restaurants. To go into the right location at the right time, HARD ROCK CAFE start with a global view and look at several factors such as : political risk, currency risk, social norms, brand fit, social cost, business practices through market research, then levelled with very further details and marked for each

 

Hard Rock now aims to the area of Europe, Latin America and Asia. Not all Hard Rock businesses are operated by itself but franchised because of political risk, economic challenges such as inflation, exchange rate, culture may affect its development. Franchises are used when it is decided "that local ownership will bring a unique capability, or local conditions suggest there will be an unusual or difficult implementation". 

 

For examples, HARD ROCK CAFE in Vietnam is franchised to local partner-Viet Thai International, the owner of Highland coffee shops. 

 

5.布局战略--Layout Strategies

 

In each location, HARD ROCK CAFE is carefully considered whether they should purchase, lease in a long term, or a new construction should be set up or remodeling the existing site 

 

In preparation for each restaurant and bar's lay out, HARD ROCK CAFE always consider food protection,

 

the kitchen flows for food preparation for maximum revenue. All the lightings, sound, screens, contemporary music, and circulation paths are designed to show off memorabilia and expose customers to merchandise for sale. The retail shops generate close to half the company's profit and are carefully integrated into restaurant layout, flow, and work stations.

 

6.人力资源和职位设计--Human resource and Job Design

 

HARD ROCK CAFE's employees have not only job skills but also a passion about music and the love to serve. According to Jim Knight, Manager of

 

Corporate Training:

 

" When you start talking about a human resource department that really is a true

 

support center for such a big, international company, you kind of have to realize

 

that the cafes and the individuals that work within can probably stand on their

 

own when we were much smaller, but I think there's a role that human resources

 

now plays to sort of be the conscience of the company and make sure that we're

 

doing the right thing by the people, so I don't mind us being a voice for them, and

 

doing what we can to help recruit, maintain, to truly train them, to develop them,

 

to grow them. Anything that we can do to support the individuals-I think that's

 

really what human resources is all about." ?

 

Hard Rock Cafe carefully develops of their fleet to excite customers and provide entertainment. The enthusiasm of all staff members when they engage in client is one of the reasons people continue to go back

 

Before starting to work for Hard Rock Cafe, they are trained for 2 days and received a "Hard Rock value" card. It is not just a card but shows the experience of Hard Rock through years. All Hard Rock employees will be proud to work in a unique working environment with its own culture which appreciates the substantial diversity and individuality, personal and professional manner. Moreover, this training also allows Hard Rock staff to undertake different positions or duties, that means one can be a waiter, retailer, front-of-the-house server or even can cover kitchen.Some Mottos of HARD ROCK CAFE:--- spread the spirit of rock'n roll., .contributing member of our community.

本文标签: MarketingHard Rock Ca硬石咖啡

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