The fenwick arm Essay Example

  • Category:
    Marketing
  • Document type:
    Assignment
  • Level:
    Undergraduate
  • Page:
    2
  • Words:
    1163

Current Trends in the Catering/Hospitality Industry

Table of Contents

1Current Trends in the Catering/Hospitality Industry

3Introduction

4Methods

4Results

7Discussion

9Appendix

10Reference List

Introduction

Food comprises an important part of life. Therefore, when people are away from their homes, they depend on catering services. Regardless of whether workers are slave workers, apprentices or hirelings, catering services are essential for them all. Robert Owen is notably the first employer in history to allow workers to access catering services at their place of work. He also introduced the concept of subsidizing the cost of worker’s food (Schafer, 2013).

Catering services are associated with education, prison services and health institutions (Schafer, 2013). In the education industry, they not only target tutors but also workers in administrative positions as well as students. A two-pronged approach to service delivery is likely to be envisaged in prisons and health services institutions, where prisoners and prison warders on the one hand and, health care workers and patients on the other hand are served different foods from each other based on their unique needs.

Other industries are affected positively by the catering industry in that, for example, productivity is increased because of morale boosting (Sara, 2014; Weakliem & Frenkel, 2006) through catering services. Advances in technology have brokered the advent of online catering services for which ordering has been experiencing increased growth (Sojo, 2013). More than 50% of catering businesses have already ventured into this trend or are intending to do so in the near future (Sojo, 2013). The current trend of inbound marketing holds promise of exponential growth in sales (Vaughan, 2011). It is expected that the number of catering businesses (as all other business ventures) using an online platform shall increase with time as outbound marketing techniques become increasingly obsolete. Of particular import is to conduct a study whose results shall help inform the [Fenwick Arm] whether a shift to inbound marketing shall increase their market share.

Methods

Raw data was collected using questionnaires containing close-ended questions. Compared to open-ended questions, the former are much easier to analyze and tend to be ideal for quantitative rather than qualitative research. In addition to this, the survey had relatively very little time allocation. Given the speed with which close-ended questions can be answered and their ease of analysis, these types of questions were decidedly the better of the two options.

The Office for National Statistics was the main source of secondary data, which could be used in comparison with the data collected on site. This source was chosen because of its reliability as a source of integrity and professionalism.

Random sampling was used to recruit respondents into the survey. Randomization was achieved albeit artificially by visiting every second house around the target locality. Upon being given the questionnaire, some people would decline to participate. On event of this happening, the next person in line (the immediate neighbor) would be visited instead, effectually redrawing the pattern of intermittent sampling. A good representation of the population likely to be amenable to inbound marketing was obtainable in this manner given that the distances they would have to cover to get an order from the outlet rendered them most likely to request for outside catering services.

Results

Primary Data

The following table gives a summary of the primary data collected during the survey. There were a total of fifteen participants aged between sixteen and fifty five years, and drawn from both sexes.

Participant ID

Active use

Mode of Introduction

Internet access

Device most used

Order frequency

Weekly budget (£)

Word-of-mouth

Never known

Never known

Never known

Word-of-mouth

Never known

Never known

Mobile phone

Never known

Landline

Never known

Mobile phone

Initial analysis of the raw data revealed the following as tabulated below:

Active use

Mode of Introduction

Internet access

Device most used

Order frequency

Weekly budget

Standard deviation

Mean deviation

First quartile

Second quartile

Third quartile

Inter-quartile range

Discussion

Most customers of Fenwick Arms are above thirty years old, and the modal age is 45 years. However, there is a very large standard deviation with respect to the ages of the customers such that taking the mean age would not correctly depict the estimated age of any customer to the outlet. As for the weekly budget of each customer and the number of orders they make per week, the means would be fairly accurate depictions of the reality. A large age gap exists between the oldest and youngest participant in the survey such that Fenwick Arms would need to consider meeting the requirements of both extremes of the age divide. However, the inter-quartile range shows a relatively small difference in the ages of participants in the middle half.

Most of the respondents were of the female gender and they were also the majority among the respondents who were actively involved in patronage of outside catering. The following chart shows the distribution of the sexes in as far as the use of outside catering is concerned:

the fenwick arm

This shows that there is still a large number of individuals who may be recruited into the Fenwick Arms catering services thereby increasing the market share of the outlet.

the fenwick arm 1

Figure 1: Line graph showing the trends of frequencies of orders and weekly budgets among women

It is expected that the weekly budget that female clients shall allocate for orders shall increase at a relatively faster rate than the rate of increase of the number of orders given per week. Therefore it is recommended that Fenwick Arms takes an aggressive approach to its inbound marketing targeting female leads if it should win the competition.

Appendix

Questionnaire

  1. How old are you? ____

  2. □ Male □ Female □ Other
    What is your gender? (Tick where appropriate)

  3. □ Yes □ No
    Have you ever used the Fenwick Arms’ outside catering service?

  4. □ Through a poster □ Through a flier □ Through word of mouth
    □ I’ve never known about the Fenwick Arms’ outside catering service
    How did you learn about the Fenwick Arms’ outside catering service?

  5. □ Yes □ No
    Do you own any digital device that has internet access?

  6. Which of the following devices do you often use to make orders to Fenwick Arm?

□ □ i-Pad
Landline phone □ Mobile phone □ Laptop □ Desktop

  1. □ Five times □ Six times □ Seven times
    □ Once □ Twice □ Thrice □ Four times
    How many times in a week do you order meals from Fenwick Arm?

  2. On a weekly basis, how much money do you set aside for making purchases from Fenwick Arm? _____

Reference List

Sara. (2014, Jan 3). How Healthy Eating and Company Catering can Boost Employee Productivity. Retrieved Sep 14, 2015, from Waiter.com: https://www.waiter.com/blog/catered-healthy-meals/healthy-eating-company-catering-make-productive-employees

Schafer, E. D. (2013). Food services industry. In Salem Press Encyclopedia.

Sojo, A. (2013). Online Ordering—A Growing Trend? Food Management , 18 — 20.

Vaughan, P. (2011). 23 Reasons Inbound Marketing Trumps Outbound Marketing [Infographic]. Retrieved 2015, from Hubspot: http://blog.hubspot.com/blog/tabid/6307/bid/28330/23-Reasons-Inbound-Marketing-Trumps-Outbound-Marketing-Infographic.aspx

Weakliem, D. L., & Frenkel, S. J. (2006 ). Morale and Workplace Performance. Work and Occupations vol. 33 no. 3 , 335-361.