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Shaheed Zulfikar Ali Bhutto Institute of Science & Technology, Karachi *

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Nov 24, 2024

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PART 1 The song which in no matter of time, achieved Guinness Book Of Records for having the highest views on youtube platform is Gangnam Style and was aired back in 2012. Till this day, Gangnam style has been watched by 3.4 billion people considering the fact that the whole song is composed in Korean language and doesn’t have any subtitles for people who can't understand Korean; Still, the song gained fame and was successful 5 W’s (Who, What, How, Where When) model in the integrated marketing communications planning process. Several amusing aspects of the song highlighted the combined advertising communication planning procedure. Those refer to: 1. Flashy Visuals (WHO): In media, viewers, and people interacting are the real business, and they should be examined as the most critical element that outlines intricate and many-sided patterns for media use. In the song, Psy dressed colorfully and in different styles, which removed the boring details and made viewers intrigued for what’s next. Reverse psychology also played a vital role as Psy is average looking, but his unattractive appearance and rough attitude seemed more appealing. The public created more than 200,000 videos on the song, with around 1 million hits. 2. Music and Entertaining dance moves and compelling message (WHAT): The rhythm of PSY’s song is monotonous, which makes the song easy to catch up and more likable. The dance is choreographed according to the beats and genre, which was also performed by many American celebrities. These powerful features became the reason for its success . Many people recreated and made different fun clips on Gangnam music, which made it more renown. At first glance, the video of the Gangnam style looks funny, but it portrays a profound but veiled message about anti-materialism, which aims to the people fantasizing about their lives as the elite. This song was released during the time of economic depression, which gave common people more appeal towards the song. 3. Humor (where): Translation has enabled the spread of GS content. The lyrics were later translated into Romanized Korean, Vietnamese, English, Spanish, and Portuguese, beginning with the Chinese translation video on July 17. In general, these translations correlated to the date when GS has spread far and wide in each region. The video clearly shows comedy that is an emotional denominator, which is embraced by all cultures. Nowadays, many commercials lack the idea of humor, but PSY used his body gestures to communicate the message that could be universally understood. 4. Easy Share (HOW): On 11th July song’s teaser was aired and lured in many people’s interest. Soon after the official release on YouTube, many public viewers created many different types of GS related videos. Various other platforms provided GS license to generate more profit through downloads, but this fails in long term publicity and fame. Hence, PSY gave up all the licensing, which gave the public fewer restrictions to own and share the song. This methodology worked perfectly and gave PSY great success. (Jung and Li, 2014) 1

5. Marketing (When): In the starting 100 days the song gained popularity in different stages, in the first stage, the song was shared on Reddit a big social news platform on July 28, 2012. In the secondary stages, it was featured by CNN international and Wall Street Journal at the starting of August. Moving forward to mid of August, the song became number one on Youtube monthly chart. Moreover, in the third stage, when the GS was at number two in the Billboard Hot Chart, PSY appeared for the first time on a U.S. TV program. In the 4 th and the final stage, the GS had already become an international sensation and a masterpiece. Lovelock, C., Patterson, P. & Wirtz, J. (2011) 2. Explain the communications content adds value to consumers of PSY’s music. What impact does content have on the video’s success? The communication content in the video played a significant role in spreading the Korean wave or Hallyu wave to other countries, according to Park (2019). It drew global media attention to this country and cultural values and the influential Korean music often recognized as K-pop. It also supported the South Korean economy by earning USD 13.4 million to the audio sector in the region. It helped all of the other Korean tracks more successful and productive. The song's title's no-copyright decision and style suffix played a crucial role in making it easy for people to respond, re-stylize, and then circulate the album. PSY acted very simply, dressed basically, and had composed this song for his people and the country, but somehow, it got globally popular and made him a global pop star. In his way, he was very confident and comfortable. Many scenes in the video like the scene of the guy in the car and the man in the elevator don't even make sense, which makes viewers wonder what's happening. Psy also made fun of every cliché we've ever seen in pop video while making fun of himself. The choreography of dance movements is quick and easy, expanding client interaction from physical to digital worlds. Gangnam is a South Korean district that became popular after the success of the song, and people are eager to learn about its customs. (Chang, 2012). The material also had an academic impact because, usually, international music faces a daunting challenge due to various language barriers. Still, in this album, Psy's body language engaged viewers and conveyed the message very well. The US rapper T-Pain wrote that words could not describe how good the video is. So, this means that for South Korean society, the Gangnam video has a rather clear message about the class and wealth. In terms of marketing and getting free promotions, this affected many popular video and audio directors by having no copyright after profit was made. It will achieve extended span benefits. Most people have seen the video today, and social pressure causes people to watch the video in self-defense. For instance, People question their fellows and make fun of them that they have not yet seen Gangnam Style (Fisher, 2012). 2

PART 2 Executive summary: This study address all aspects of the management of Real-life service. To make it easier to read, I have provided the headings and subheadings in this report. I have picked an Italian fine dining restaurant named "Tony's pizzeria" for this research, and I have been there for two years as a worker. The study begins with the introduction of every organization's managerial operations and a short outline of the restaurant, which I have selected for this article. I have addressed the significance of the service experience and the role of technology in the company in the first section and how and when to gain a competitive market advantage. I inserted the flow chart in the restaurant called "Tony's pizzeria" in the body paragraph focused on the background operations and front line operations, and I have tried to explain all the actions, their roles, and their value. And how they cooperate and interact with one another and how they can have an excellent customer or consumer service when operating under one roof. Besides, I clarified the administrative implications based on the analysis and my intuition of how "Tony's pizzeria" handles and succeeds in its operations for the critical service encounter and has brought several tactics to stand out in the competitive market. Last but not least, specific suggestions could be useful to several other companies that include human resource value, menu choice, quality control, technology, and marketing. This study covers the essential details of a restaurant's handling operations. This article also includes the bibliography to endorse analysis and observations on the last page of this study. Introduction: Each business is focused on organizational activities that include both internal and external activities within a business. By external means the service and goods we get from a business, but it does not cover a company's entire operation because there is still a lot more happening in the background. Such back-of-house actions play a significant role in providing quality service and goods but are often concealed from the consumers. Both background and front activities are vital to providing excellent customer service in the back of the house facilities and materials what the front of the house needs are administered. I chose an Italian fine dining restaurant called "Tony's Pizzeria" in Robina, QLD, for this research, and I am familiar with its climate and administrative and operational activities because I've been working there for two years. This restaurant is extremely popular with locals (Ltd, 2019). Significance of the service encounter: The retail sector is getting more competitive these days, and it is becoming more and more important these days that core business activities like physical products and facilities to be up to the mark. Advancement in the client relationship, especially service encounters, is vital for standing in a competitive environment. A service encounter is a process by which consumers come into contact with a company or employee every day. The highest priority in a marketing campaign for services should be the development of value-generating customer experience in the service. Encounters with technology-based service are 3

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becoming increasingly important. Diverse innovations such as ATMs and the Internet have been introduced into the service delivery process, allowing the development of new services. For example, as new products are introduced to management sectors of customer connection, these connections are expanded all the time; plus, the web enables associations to build intuitive customer contacts. New technology generally makes it possible to establish better customer relationships, but the exact impact of new technologies on relationships with clients compared to IBSE remains largely to be explored. All these experiences with technical services are called service-related encounters dependent on technology. Technology growth and expanded usage of the Internet present new ways for service providers to expand their service offerings, such as bill payment or reservations. (Wang and Hsu, 2011) Front- stage Operation flow chart The abovementioned flow diagram maps the service encounter between visitor and restaurant employees in "Tony's pizzeria." Even the front of the house reflects the back of the company. The front-stage operations in a restaurant do most of the service delivery process, and the front-stage business is more customer-oriented, according to Spirin and McGregor (2013). At the front of the house are restaurant manager, supervisor, and four waiting workers in "Tony's pizzeria." For example, the first experience in "Tony's pizzeria" is the neat and clean and appearance of the tables. It starts with contact between the customers and employees. Therefore, the primary activities are performed by the front stage. Front-of-house operations commence with a customer's greetings with positive behavior and attitude. On the floor or near the entrance, there is always one waiting staff to assist the customers and manage their visit concerns and then facilitate them with their seats. The worker at this restaurant helps the guest in ordering items from the menu and in satisfying their special requests. The most critical step is to take the order and take into 4 Greeting and table presentation Front- stage Operation Serving quality food Guest feedback The payment process Order taking and guest interaction

account nutritional requirements or meals for children, which are followed by to deliver nutritious and hot food on time or with less waiting time. (Ltd, 2019). When customers are enjoying their meal, one of the waiting staff is always present to aid them. The last stage is the payment of the meal, more reasonable prices better the advantage in competition. For quick encounter at the counter, the guest can choose various payment methods such as cash, EFTPOS, or online payment. Therefore, all operations conducted by front-of-house workers affect customer reviews and impact their understanding too. Empowerment is also provided to front-stage staff because they have to make the changes to provide the most exceptional possible facilities to clients. The front-stage work is known to be more demanding because they have to tackle a variety of issues like welcoming clients, handling various orders or bookings, and delivering professional customer service. As information technology is rapidly progressing, the front-stage operations for customers are also greatly influenced. "Tony's pizzeria" provides the online booking, ordering facilities. Besides, they give customers pick-up, delivery, and dine in services. (Kanyan et al., 2016) Backstage operations flow chart The above-shown flow chart aims to map the activities inside the kitchen, which helps to keep the business running at a competitive advantage with success. These processes are managed by the department of support or the kitchen staff, including the cooks, dishwasher, and the kitchen hand. Everyone plays a crucial role in the smooth running of this operation. Typically such activities are concealed from visitors and customers. The workers at the back do not engage with guests because they do not work with or connect with customers. There is head chef, two under-chef, kitchen hand, dishwasher, and delivery driver at "Tony's pizzeria." They all have their own significant priorities in the kitchen and do not engage one on one with clients except the delivery person. Not only does customer service play a key role in marketing, but it is also essential to have the 5 Cooking Back stage operations HRM Managing quality and quantity of the food Auditing Supply chain (ordering ingredients)

quality of the product. The backstage activities at this restaurant include staff control, managing or auditing reports, supply chain management. The cooking operations also involve ordering ingredients and raw material, cooking, and, most importantly, saving food from waste in order to improve productivity. The backstage processes in "Tony pizzeria" start at 9 a.m. each morning during its open days to initiate the preparation, such as basic cooking, inventory checking, and preparing food items like pizza dough pasta, etc. The inventory delivery is also provided for the day in the early hours by the kitchen staff. It is always reported on the database with temperature for the protection and fresh food to be offered to the visitors (Ltd, 2019). Nevertheless, HRM is also relevant under these backstage operations, which need to be addressed. Within the restaurant, there is an HRM framework for staff health programs and their rewards. This strategy supports the team with maximum encouragement and commitment to work (Duarte Alonso et al., 2013). Under the audit process, management is the restaurant's financial situation for the smooth running of the kitchen. Analysis of managerial implications: Generally, coordination between the front and backstage is key to the efficient and smooth operation of the organization. A company's competitive edge is generally based on the encounter of the services. Managing and aligning front-of-house and back-of-house activities is very important for the organization. Besides, the structure of operations between the front stage and backstage is effectively connected to my selected restaurant called "Tony pizzeria." The most critical step behind this practice is contact between front and backstage staff. Good service encounters and excellent dining experience, correct managerial operations, and operation of the kitchen are essential to achieving sustainable market advantage. In addition, management's recognition of front-stage and backstage operations is necessary for the development of service encounter performance strategies. In "Tony's pizzeria," service experiences have been enhanced with other approaches and initiatives, including a wide variety of menu items, efficient customer contact, catering, and the provision of appropriate proposals. Furthermore, management wants new ideas and tactics that will help accelerate the company and push it to a competitive edge. Human resource: The company should be providing workers with the necessary training. They should also provide the workers with benefits, protection, wages, flexibility, creative opportunities, challenges, and salary package. Such approaches will help draw young and professional talent to the company. Deciding menu: Inside the kitchen, the most important job is to determine menu items, new recipes, specials, food presentations, and fair prices taking into account consumer preferences and choices. Quality management: Quality management is always seen as crucial in any organization. The quality consistency within the organization is not easy, but it allows the customers to enjoy the order. 6

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Technology: The technology has now reached all fields and introduced innovations, and companies need to keep up-to-date in terms of technology as young people are highly influenced by the use of technology in business these days. This also helps make the business famous with the aid of social media like Facebook, Twitter, Instagram, or the company's official web page. Technology also helps spread knowledge about companies or restaurants to their surroundings. Marketing: The most effective marketing tactic is satisfied customers. Organizations can seek to develop long-lasting relationships with customers or with the aid of exceptional experience providing to the clients. (Richards, 2019) 7

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