Maketing Bagel

What if he asks you about your day? Or what if he recognizes you after going by a second or third time? Things like that will make the costumer to feel happy, important and special, and that is what this company is looking for. The propose of this project is about giving away the idea of being extremely polite and serious in this service of restaurants Just because someone is paying for it, and creating and building a new relationship between costumer and employee (waiter) with the goal of fidelizing the costumer to the company. We are being focused on the gaps model of service quality proposed by Valarie A.

Zeithaml, Mary Jo Bitner, and Dwayne D. Gremler by the chapter of services marketing strategy. To do this is necessary to make sure about the market and the way where the company is going to work in. If there are not bagels in Colombia at all, that will be an advantage then, even more after knowing that people in Colombia really like and know this product. This group of marketing class did a survey being so general about asking how people like to go to restaurants, how they know the product, and also asking about Crepes and Waffles which is the direct competitor for this company.

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We do want to divide this research in three different steps; the first one is the one we Just did, getting sure if people like to go to take breakfast in a estaurant, about their social-economic status, about the product knowledge, etc. it mearns we wanted to get sure this is an available project. The second step is to find what the people like when they go to restaurants; asking about the service, the behavior by the waiters, the cost of the product, etc. it mearns we are going to be focused on the service we are going to give.

And the last one but not less important, we are going to ask about how they like the product (Bagel); we are going to ask how they like to mix flavors, how they like bread, how they enjoy to eat something with, etc. his will make it all clear. So the following project is all about giving a friendly, different, special and unique service to the costumer by creating a sthrong relationship and experience to every single costumer every time they get there. The way the company is going to do this is by selling and producing a high quality BAGELS, what is a not a much produced product in Colombia.

The company will innovate about creating and giving to the costumers a vvariety of things, food, and experiences. (product-service) What Bagels & Bagels want to do is to create a new experience about taking DreaKTast In a restaurant Dy Delng Tocusea on selling tnese new Bagels In Bogota, Colombia. The idea is to create and build a new relationship between the customers and the employees by giving them a comfortable space for taking a breakfast, but also for feeling good because of the friendly treatment by the employees.

This company wants to make the costumer to feel the most important person every time he gets there, he will enjoy about being asked of how he is doing, about if is it everything 0k, about recognizing him if it is not the first time in the restaurant, and all f this by having an excellent and a very friendly treatment by the waiters. For Bagels and Bagels it is essential of always doing the best for make the costumer to feel full, happy, and satisfied, by using the way of giving them a high quality product of food, which is in this case the Bagel.

The company wants to give to the costumers a new experience about having a vvariety of choices to make the bagel, being made by them. One of the main proposes of the company is of trying to get the people to stay in the restaurant. In USA people are not use to stay in these restaurants for taking ust a bagel, so there is a new goal for Bagels & Bagels, which is to creating a really nice environment so it will make the costumers to stay there.

Finally, Bagels & Bagels will have some restaurants around Bogota, which is the best market for breakfast restaurant, but with the specific goal of being different than other companies in Bogota and Colombia. Good treatment and a new product will be the added value and the competitive advantage to get where this company wants to get in the future. PRDUCT What it is It Is a traditional and old-style bread made of wheat flour and typically have a hole in the center.

Before being baked briefly cooked in water, resulting in dense bread with a slightly crisp outer cover. Ingredients * 2 teaspoons instant yeast * 1 teaspoon brown sugar * 1 1/2 cup of water at room temperature * 1 teaspoon salt * 4 cups bread flour * 2 teaspoons baking soda * About 1/2 cup of corn and wheat flour for dusting Steps Mix the yeast in a large bowl with the sugar and water. Add the salt and flour, making sure this hydrated flour. Knead the mixture for 5-7 minutes, until softened. Copper bowl and leave it alone for 2 hours.

I I Sprinkle flour lightly on a cutting board. Place the dough on the table. Now with knife, cut about 40z and mold©alas portions into a ball. Let stand for 5 minutes. It crosses the ball in with your finger and rotate the dough until the hole is the desired size. Place the bagels on a tray dusted wltn nour prlor corn, ana repeat. cover ana reTrlgerate overnlgnt Preneat oven to 450 F. Sprinkle a baking sheet with a mixture of corn flour and wheat flour I I Fill a large basin with two thirds water, and bring toa boil with the baking soda.

Place the bagels in the water, make sure they do not touch each other. Boil them for 2 minutes on one side and the other 1 1/2 minute. They must be firm. Carefully take hem out of the water and let them drop excess water for a minute. I I Place the bagels on the prepared pan with flour. Immediately place the pan in the oven and bake for 1 5 minutes. Turn the tray 90 degrees and cook for another 5 minutes, or until they are brown. Remove the pan from the oven and let the bagels cool for 30 minutes before cutting.

I MISSION, VISSION, VALUES MISSION Bagels & Bagels, is a Colombian chain of restaurants that have as a mission to create a different kind of service by building a sthrong relationship with the costumer with the goal of making it be satisfied, bringing the best experience in breakfast for ur exclusives consumers with special needs, innovating in the form of cooking as a result of a high qualified team by selling and giving the best Bagels. VISSION To be recognized and cataloged as Colombia’s most innovating company in breakfast restaurant’s market by giving the highest quality standards, and also giving the best service for costumers.

VALUES Building and creating sthrong relationships between every single employee of the organization, and also doing the best for making the costumer to be happy and satisfied. Respect, honesty, and happiness will be showed for creating a very nice environment where the costumer will feel good. Main values * honesty * respect * love * loyalty * commitment ENVIRONMENTAL ANALYSIS HISTORY After reading many articles about the true origin of the Bagels this author shows a lot of knowledge about this typical bread, that’s why we took all of this.

The bagel’s known history goes back at least a good six centuries, and, in practice, probably more than that. While we know them in the here-and-now of 21st-century America, the bagel’s likely rollout to the world probably began in Poland. In her excellent new 000K, e ge tne surprlslng Hlstory 0T a Modest Bread, Marla Balinska shares a couple theories of their origin. Balinska first suggests the possibility that they came East to Poland from Germany as part of a migration flow during the 14th century.

At the time, pretzels (the thick bread of the German vvariety, not the American kind that comes in plastic bags) were making their way out of their original home in the monasteries and being made into readily available feast day bread. German immigrants, brought to Poland to help provide people power for building the economy (immigration was then encouraged, not discouraged), brought the pretzels with them. In Poland, that theory goes, the German breads morphed into a round roll ith a hole in the middle that came to be known in Poland as an obwarzanek.

Written records of them appear as early as the 14th century. They gained ground when then Queen Jadwiga, known for her charity and piety, opted to eat obwarzanek during Lent in lieu of the more richly flavored breads and pastries she enjoyed the rest of the year. While that might seem like quite a step in the context of Marie Antoinette’s later “let them eat cake” comments, take note that, although Jadwiga was apparen’tly pretty down-to-earth as queens go, obwarzanek at that time wasn’t exactly the kind of inexpensive street food that bagels became a few enturies later. 0Lent, then as now, was, of course, a period during which devout Christians consciously chose deprivation but what constitutes “deprivation” is relative. What the queen chose for her daily bread was, at the time, actually rather costly, as it was made from wheat, which was not cheap. Most Poles at that time could barely afford the cheaper, coarser breads from rye flour, so white wheat was pretty much off the table for all but the wealthy. Obwarzanek was primarily the province of princes, nobles, and men and women of mearns, but generally not for the poor. Still one other version dates the first bagels to the late 17th century in Austria, saying that bagels were invented in 1683 by a Viennese baker trying to pay tribute to the King of Poland, Jan Sobieski. The king had led Austria (and hence Poland as well, since it was part of the empire) in repelling invading Turkish armies. Given that the king was famous for his love of horses, the baker decided to shape his dough into a circle that looked like a stirrup or beugel in German. Culture The earliest mention of the bagel is in the 1610 statutes of the Jewish community of

Cracow, which state that it is permissible to make a gift of bagels to the woman who has given birth, the midwife, and the girls and women who were present. A relatively affordable treat, the East European bagel was portable and small. Bagels made with milk or eggs were known from at least the nineteenth century, and almond bagels were among the prepared foods exchanged on the holiday of Purim. The bagel arrived in the United States with Jewish immigrants from eastern Europe at the end of the nineteenth century.

From the 1890s until the 1950s bagel bakers struggled to orm their own union, a process that began in 1907 with the establishment of a benevolent society for bagel bakers. With the influx of younger and more radical immigrants after World War l, the process of converting the benevolent society into a union intensified From 1955 to 1984 bagel bakeries outside New York and outside the lurls01ctlon 0T tne Dagel DaKers’ unlon Touna ways to OlstrlDute tnls nlgnly perlsnaDle product far beyond the freshness radius of the bakery.

They modified the dough, introduced flavors, packaged bagels in plastic bags, froze them, and shipped them to groceries and supermarkets across the country. Frozen bagels were marketed primarily to non-Jews. Once the bagel was packaged, it could be branded. The bagel began its shift from a generic product to a branded commodity. Economic Impact The bagel has become one of the fastest-growing sectors of the food industry. The bagel industry, with relatively low barriers to entry, has attracted a wide range of people.

H;H Bagels, the icon of the New York bagel, has been owned by Herman Toro, who was born in Puerto Rico, since the 1970s. Hand-rolling is largely a specialty of Egyptian and Thai immigrants. During the 1980s, with growing national awareness f the bagel and the introduction of bagel-steaming equipment, the developing bagel category became dominated by rapidly expanding chains, franchises, and privately held as well as publicly traded bagel companies. By the mid-1990s the bagel boom peaked, and a shakeout followed. Some of the companies that grew fastest showed the most serious losses.

After the Holocaust American Jews came to identify the bagel with the Old World and with immigrant Jewish culture. The bagel became a lightning rod for their ambivalent feelings. Innovation New bagel eaters with no prior loyalties are a prime market for bagel innovations. With but a few concepts (size, shape, flavor, topping, stuffing, and carrier or platform), it is possible to produce combinations, permutations, and improbable hybrids. The early Lender’s frozen bagels weighed two ounces. Bagels in the twenty-first century range from three to more than five ounces.

There are cocktail minibagels and overstuffed party bagels the size of a tire. Cosi recently introduced the squagel, a square bagel. Where there were once only a few varieties (poppy seed, pumpernickel, and eventually cinnamon raisin), by the twenty-first century there were unlimited lavors (from cranberry granola to pina colada), toppings (everything from poppy seeds, sesame seeds, caraway seeds, and garlic to streusel), and fillings (from cream cheese to bacon and eggs). The bagel replaces bread, pizza, croissant, and tortillas as the preferred carrier or platform for their fillings and toppings.

New hybrid bagel products include the bagelwich (bagel plus sandwich), bragel (bagel plus roll), bretzel (bagel plus pretzel), fragel (fried bagel), and flagel (flat bagel) as well as the Bageldog, pizza bagel, UnHoley Bagel (ball injected with cream cheese), bagel chips, bagels for birds and dogs, and bagel bones for people. The bagel is distilled into a flavor of its own for bagel-flavored rice cakes and matzoh. The bagel has become not only a platform for other foods but also a carrier for meanings and values as diverse as those who eat them.

For many it is an icon of East European Jewish culture, for others it is quintessentially New York, and for many around the world, including in Israel, it American. SWOT ANALYSIS Strengths: sthrong relatlonsnlps Detween tne employees ana tne costumers. Hign knowledge about the product by the employees. * Bilingual skills to get prepare for people from everywhere * Innovation in the arket and the product. Weakness: * There are already sthrong companies in this specific market. * Shortage of knowledge about the product by the people. * Not all people can get this service. Not a reliable background of this specific market as growing as a big company. Opportunities: * Foreign visitors (tourists or people living in Colombia from another country) Most of the people who come to Colombia are from United States, where the product is from. * Breakfast as one of the most important times for eats to teenagers. * Being the unique sthrong company by selling this product. * Lower prices than the ompetition. Threats: * Direct competitors as Crepes and waffles, Dunkin Donuts, Archie’s, etc. * Bread manipulation for getting always a high quality. So many bakeries in Colombia, they are also a direct competitors for us. Surveys analysis N. I After doing some surveys by internet, with different types of questions about restaurants for taking a breakfast, in Colombia specifically in Bogota, we could conclude the following affirmations. The survey was performed by 80 people between 15 and 40 ages, but the average age was between 19 and 25 years old, in addition, Most respondents were female with a 57. 9%, and the most of people has a socioeconomic strata 4 with a followed by socioeconomic strata 5 with a 2405%.

On the other hand, we asked about “crepes and waffles” because this type of restaurant has a really ssimilar product, something easy for cook and really typical in America, for the question, have you ever visited “Crepes and waffles”? The 97,4% of the people answer yes, and the only 2,6% equivalent a 2 people says no, this result show that the vast majority of Colombians from Bogota have visited this restaurant, but with what frequency? , so, we asked to about the frequency. How often do you visit this restaurant?

And the most of people visit this restaurant more than once per month 47% and less than once a month 46%, but some minorities visit Crepes and Waffles, one per week with a 8%, these figures show us that the possibility is very large market. Over the less, we asked about our product too, because we need to know about the customer knowledge about it, and the question was, Do you know what is bagels? and the 58,7% of people respond yes , and the 43,59% says no. so, in of culture is not really Com?n this type of bread, and that’s why we believe this is novel in our society and this type of product may be well received by the Colombian eople. (the graphics and all of the results are showed in the excel document). MARKET SHARE Nowadays ColomDla Is a country tnat nas grown up not Just In economy or In international relationships, it is also growing as a cultural country by having people from everywhere. Analyzing the comparative chart of the international arrives growth to Colombia and the world, Between 2001 and 2011 Colombia has had an annual average growth of 10, 3%, even more than the world’s one by presenting a 3, 4% annually (three times more than the world’s one), it mearns there are new things that Colombians are starting to know, to try and to prove thanks to new cultures.

After making a survey we could find that there is a new behavior about taking breakfast in restaurants, something years ago wasn’t very common in Colombia, it mearns, there is a new market that is growing up so fast and also so sthrong. This culture comes from United States and Europe, where they created this new behavior and environment for people. An example of this is Crepes and Waffles, one of the biggest and most important companies in this specific market in Colombia, right now it has over 100 ifferent restaurants around the world in 7 different countries, by being influenced of the European culture.

Colombia is the third country of attending restaurants in Latin America, something relevant for this market; there is 37. 6% of restaurant’s participation in Bogot¤ about Colombia, talking about the highest socio-economic classes (5 and 6). As a new company in this market it will be difficult to have a sthrong participation even more if our competitors are that sthrong as they are right now. In this case our participation in the market will be 1%, it is equivalent to one thousand million ($1. 00. 000. 000) pesos. Product and objectives Bagels & Bagels is a new company in a very big and sthrong market in Bogota, Colombia, as the restaurants market. For a new company it is hard and difficult to get positioned easily in this specific market, even more if there are sthrong businesses that have more than the 50% of the control of the market, in this case it will be for breakfast restaurant market.

Bagels & Bagels know they have to find some advantages to get through this and be able to be a direct competitor for the other companies, like crepes and waffles, Archie’s, and also to other restaurants that maybe are not that big but important and known. The principal objectives to Bagels ; Bagels is to start being know by the people, and also to be recognized as a good restaurant in this market, that’ll be the beginning for a new company in a short term, of course we have to say that it will be Just for the start.

After that bagels & Bagels have as objectives to become a really sthrong competitor for other restaurants in the breakfast restaurant’s market, and also for being recognized as the only important restaurant that sells this unique product in Bogota, Colombia, the outcomes by doing this the company wants to get is to being recognized as the image f this product in Colombia, it mearns, we want to create a sthrong relation between the restaurant and the product like Crepes and waffles did with their product and image before.

Jesse
from Nandarnold

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