At this level, the emphasis would fall on operational efficiency. Vice versa, at a high end restaurant, the services provided would be complex and the focus would fall on the experience provided to the customers. The location of the restaurant influences the marketing efforts. For instance, a restaurant located in a central site, with increased and easy access to customers would focus less on marketing and its very presence would lure customers in. On the other hand, a restaurant located in a more isolated place would have to devise points of difference by which to convince customers to travel the distance and eat at the restaurant.

Then, the marketing efforts impact the attraction of customers, and subsequently the revenues generated by the firm. Finally, the adjacent...

They impact products, services, customer satisfaction and final revenues and more importantly, they provide information on the best strategic courses of action to be developed and implemented in the future, based on the observed shortages and strengths.