Kindly go through the lecture week #3 and cover the study material to do this assignment. Go through the word file attached here which is an article about Uncle Ben's Rice. Answer the question below in your assignment: 1) What are the Service Quality (SERVQUAL) attributes do you think the business is implementing throughout their journey to success. 2) How this company is placing them into the Performance Metrix, show your analysis in the chart. Thank you. UNCLE BEN'S RICE is THE market leader in the Austrian market for part boiled riec. According to a survey, 75 per cent of the Austrian households knew the brand, a figure that increased to 95 per cent for the aided recall. Seventy-eight per eent of all households had used the brand at least once, 36 per cent bought it most of the time, and 50 per cent of them claimed that Uncle Ben's was their preferred brand. Consumers saw Uncle Ben's Rice as having superior quality and taste, and being easy to prepare, modern, wholesome and nutritious. It was seen as a relatively expensive brand, but consumers thought the brand's outstanding quality made it worth the high price. Uncle Ben's many brand strengths made its owner, Master Foods Austria (MFA), think it was the ideal vehicle for brand extension. However, care was needed. The brand exten- sion had to meet the high quality of L'ncle Ben's Rice to avoid damaging the reputation of the mother brand. MFA's first task was to find out from customers the kinds of product that would sell with Uncle Ben's Rice. A survey of consumers' associations was carried out regarding Uncle Ben's, which revealed some potential product fields (see Exhibit 11.1). The general trend towards international eating encouraged MFA to extend Uncle Ren's umbrella to ready-to-serve sauces with exotic tastes. Both Uncle Ben's rice and sauee would be fast and easy to cook, and so could he used together. To enhance its image of high quality and naturalness, the product would contain whole pieces of vegetables. MFA produced Uncle Ben's sauces in 350 g glass jars rather than in the usual can. Users needed to add about 200 g of their own meat to the sauee to make a meal. The chosen name, Uncle Ben's Feinschmecker (gourmet) Sauce, focused on the quality and refinement of the product. EXHIBIT 11.1 POTENTIAL PRODUCT FIELDS FOR AN EXPANSION OP THE UNCLE BEN'S BRAND ASSOCIATIONS WITH UNCLE BEN'S POTENTIAL PRODUCT KIELDS Rice - different kinds of rice rice plus sauce, rice plus vegetables, rice meals, rice pudding Rice - cereals, flour, grain wholesome nutrition Garnishing different garnishes, noodles American fast food, prepared food Helpful, prepared ready-to-serve meals, mixed spices Quality, cooking -> ready-to-serve meals, frozen food The 350 g jars fitted the needs of two-person households, which were the main target market. These would be typically women between the ages of 20 and 40 years who were interested in food and variety. Being well educated, the target segment would be open-minded towards new and foreign ideas. The target group also had the necessary high income to match the pricey sauce. A selling price of nearly Sch30 was needed to cover high production costs and import duties. Kindly go through the lecture week #3 and cover the study material to do this assignment. Go through the word file attached here which is an article about Uncle Ben's Rice. Answer the question below in your assignment: 1) What are the Service Quality (SERVQUAL) attributes do you think the business is implementing throughout their journey to success. 2) How this company is placing them into the Performance Metrix, show your analysis in the chart. Thank you. UNCLE BEN'S RICE is THE market leader in the Austrian market for part boiled riec. According to a survey, 75 per cent of the Austrian households knew the brand, a figure that increased to 95 per cent for the aided recall. Seventy-eight per eent of all households had used the brand at least once, 36 per cent bought it most of the time, and 50 per cent of them claimed that Uncle Ben's was their preferred brand. Consumers saw Uncle Ben's Rice as having superior quality and taste, and being easy to prepare, modern, wholesome and nutritious. It was seen as a relatively expensive brand, but consumers thought the brand's outstanding quality made it worth the high price. Uncle Ben's many brand strengths made its owner, Master Foods Austria (MFA), think it was the ideal vehicle for brand extension. However, care was needed. The brand exten- sion had to meet the high quality of L'ncle Ben's Rice to avoid damaging the reputation of the mother brand. MFA's first task was to find out from customers the kinds of product that would sell with Uncle Ben's Rice. A survey of consumers' associations was carried out regarding Uncle Ben's, which revealed some potential product fields (see Exhibit 11.1). The general trend towards international eating encouraged MFA to extend Uncle Ren's umbrella to ready-to-serve sauces with exotic tastes. Both Uncle Ben's rice and sauee would be fast and easy to cook, and so could he used together. To enhance its image of high quality and naturalness, the product would contain whole pieces of vegetables. MFA produced Uncle Ben's sauces in 350 g glass jars rather than in the usual can. Users needed to add about 200 g of their own meat to the sauee to make a meal. The chosen name, Uncle Ben's Feinschmecker (gourmet) Sauce, focused on the quality and refinement of the product. EXHIBIT 11.1 POTENTIAL PRODUCT FIELDS FOR AN EXPANSION OP THE UNCLE BEN'S BRAND ASSOCIATIONS WITH UNCLE BEN'S POTENTIAL PRODUCT KIELDS Rice - different kinds of rice rice plus sauce, rice plus vegetables, rice meals, rice pudding Rice - cereals, flour, grain wholesome nutrition Garnishing different garnishes, noodles American fast food, prepared food Helpful, prepared ready-to-serve meals, mixed spices Quality, cooking -> ready-to-serve meals, frozen food The 350 g jars fitted the needs of two-person households, which were the main target market. These would be typically women between the ages of 20 and 40 years who were interested in food and variety. Being well educated, the target segment would be open-minded towards new and foreign ideas. The target group also had the necessary high income to match the pricey sauce. A selling price of nearly Sch30 was needed to cover high production costs and import duties