Individual Case Study Assignment
Netflix’s Restaurants on the Edge in Hawaii
Season 2, Episode 5
Restaurant: Aloha Vista Bar & Grill
Adapted from “How to Write a Case Study Analysis” by Karen Schweitzer to fit this Assignment.
When writing a business case study analysis, you must first have a good understanding of the case study. Before you begin the steps below, read the business case material carefully (videos, descriptions, histories), taking notes all the while. It may be necessary to review the material several times to get all of the details and fully grasp the issues facing the individual or company.
As you are reading, do your best to identify key issues, key players, and the most pertinent facts. After you are comfortable with the information, use the following step-by-step instructions (geared toward a single-company analysis) to write your report.
Business Case Study Analysis Tips
Keep these strategic tips in mind:
Know the case study backward and forward before you begin your analysis.
Use the Goal, Impediment, Solution Framework
3 pages max. 12 pt font. References, graphs, charts, and appendixes not included.
Be analytical, not descriptive. Use facts and references wherever you can.
Be honest in your evaluations. Don’t let personal issues and opinions cloud your judgment. Analyze the business potential compared to their target market, not whether the product appeals to you.
Proofread your work, and even let a test reader give it a once-over for dropped words or typos that you no longer can see.
For this assignment, pretend you are the consultants coming in to “save” this Hawaiian restaurant instead of the Netflix Show consultants. Use the episode to gain information about the restaurant and the owners.
Step 1: Case Background and Goal
Company’s History and Growth
Briefly provide a description of the restaurant and current state. A restaurant’s past can greatly affect the present and future state of the restaurant. To begin, describe the restaurant’s owners, motivation in founding of the restaurant, critical incidents, structure, and growth of their personal business. Consider and note the current growth trajectory.
Come up with 2-3 goals for the restaurant that meet S.M.A.R.T. guidelines. These goals should include at least 1 long-term goal.
S.M.A.R.T. “Specific,” “measurable,” “attainable,” “relevant,” and “time-bound.”
Step 2: Impediment Part I
Three C’s Analysis
Using the information you gathered in step one, continue by describing the value creation functions of the restaurant (where is value created or should be created). For example, the company may be weak in product offering but strong in customer experience. Describe weaknesses that you see in the restaurant’s current efforts to become profitable using the material provided in the episode. This is essentially the problem analysis portion that focuses on internal problems (things under the restaurant owner’s control). You should also discuss areas where the restaurant has excelled (strengths). Note the effects of these pros and cons on sales and building a brand identity.
Next, identify opportunities and threats within the company’s external environment. Special items to note include competition within the industry, sourcing for raw food materials, staffing, and alcohol sales. Some examples of opportunities include expansion into different cuisines, services, or experiences. Some examples of threats include competition by nearby restaurants, changes to consumer behavior and dining out, tourism, and trends in local tastes and needs. Discuss these problems facing the restaurant and how they could impact the restaurant long term.
Describe consumers in the local market. Are they locals, tourists, etc.? Do they eat out? Have expendable income? Are they attracted to any specific types of food? Find statistics.
As part of identifying threats from competitors, create a segmentation map using one psychographic element and one behavioral element that maps at least ten restaurants found in the nearby area. Use yelp to look up restaurants near the address of the restaurant. Identify at least two possible blue oceans and discuss which blue ocean has the most potential.
78-7000 Alii Dr
Kailua-Kona, HI 96740
*Hint: The original restaurant has closed. New owners have started a restaurant named “The View” which you will see on Yelp at this location.
Step 3: Impediment Part II
Identify Corporate-level and Business-Level Strategic Problems
To identify a company’s business-level strategy, identify and evaluate the company’s mission, goals, Segmentation, Targeting, and Positioning, and product offering. If these are weak or non-apparent, that is a problem as well. Discuss what makes this restaurant different from other restaurants and whether this point of difference, or unique selling point, has enough value to make the restaurant sustainable. Do your best to guess what these are approximately. Analyze the company’s marketing strategy and online presence to discuss whether a cohesive strategy communicating the STP is in place. You also want to debate the pros and cons of the current marketing mix offering: price, product, place, and promotions.
This portion requires that you identify and analyze the structure and control systems that the company is using to implement its business strategies. Basically you are answering the question, “how well is the strategic plan being carried out currently?”. Are there any gaps in the delivery of value? This section helps you identify if you have a problem with the strategy, the execution of the strategy, or both.
Step 4: Impediment Part III
Analyze and Summarize Your Key Findings
Using the information in steps 2-4, create an evaluation for this portion of your case study analysis. Compare the strengths and weaknesses within the company to the external threats and opportunities. Determine if the company business level strategy (STP and product offering) is effective, and decide if it can continue at its current pace successfully. Then, identify 5 of the biggest problems facing the restaurant in becoming a sustainable enterprise using a bullet point list. These five issues will be your focus going forward.
Step 5: Solution
The next part of your case study analysis should include your recommendations for the company on how to become a global brand. Every recommendation you make should be based on and supported by the context of your analysis. Never share hunches or make a baseless recommendation.
You also want to make sure that your suggested solutions are actually realistic. If the solutions cannot be implemented due to some sort of restraint, they are not realistic enough to make the final cut. There is no limit to the number of recommendations you can make, but you must address all 5 of the problems listed in step 4.
For this assignment, I require the following as part of your recommendation:
A New STP Strategy: New Target Market and Positioning Statement
Propose a new target market and positioning statement
Justify why you chose this new target and positioning statement (evidence based)
Discuss one alternative target market that you considered and rejected. Write down the reasons why this target market was rejected.
Discuss one alternative point of difference. Write down reasons this POD was rejected.
Justify your choice of Frame of Reference (category).
A partial marketing mix plan
What changes would you make to the product, service, or experience?
What type of cuisine?
Would you change the name?
Would you price yourself as $, $$, or $$$? Why?
Promotion: How would you reach your target audience? Name one idea.
Step 6: Case Summary
Discuss the restaurant future potential if they make all the recommended changes. Can they become success and attract new patrons? If not, why not? Are there any other barriers to success not discussed so far? Just because you have offered up their BEST option, doesn’t mean it’s a GOOD option. It’s okay to recommend the investors/owners abandon this endeavor.
Step 7: Analyze the consultants’ recommendations
In as many paragraphs as you need, analyze the recommendations of the restaurant consultants. Tell me everything they did right and wrong.Show me you can think like a strategist and understand why I picked this episode for this assignment.To be clear, they did not do a good job, and I expect you to be able to do MUCH better than them after completing this class.
The most important part of developing a marketing strategy is problem recognition. You can’t fix what you don’t see. This episode provides an opportunity to test your ability to see problems at two different points: 1. the initial restaurant strategy, and 2. the new recommended strategy. Both are deeply flawed. Tell me why!
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