商英CASE STUDY

TexanChickenHowtoSaveAgendaPresentSituation1Strategy2Action3ProblemsTWOTHREEONEFallenDemandFinancialProblemsFranchiseesFranchisees’ProblemsFirstSecondThirdPoorserviceDirtysurroundingslongqueues1.PersuadeEvaandRamonMartineztoresign.AppointanewChiefExecutive.2.Seekopportunitiestomergewithalargefoodcompanywhichcouldoffermanagementexpertiseandfinancialresources.3.ImproveprofitsbyexpandinginEuropethroughjointventure.AGermansupermarketchainhasalreadyshowninterestinsuchaventure.0%10%20%30%40%50%60%70%80%90%QualityoffoodValueformoneyServiceCleanlinessFriendlinessofstaffDecorGoodOkPoorPoorservice.Poordecor.Dirtyenvironment.Lessvalueofmoney.Strategy•DiversifyFoodlists•SpecialPromotions0%10%20%30%40%50%60%70%80%90%QualityoffoodValueformoneyServiceCleanlinessFriendlinessofstaffDecorGoodOkPoorPoorservice.Poordecor.Dirtyenvironment.Lessvalueofmoney.TheserviceandcleanlinessReasons:lackofworkefficiencylackofunderstandingofserviceconceptStrategies:introducestafftrainingstrengthenthesupervisionsystemestablishaQualityPunitiveStatus12%65%23%SingleMarried,nochildrenmarried,withchildrenAge58%32%10%18-3030-4040+Themaincustomerissingleyoungmen.Sex54%46%MaleFemaleDecor:accordingtoyoungmen’stasteStrategyAdvertising:highlighttheuniquetasteanddistinctivecharacterofourproductAction•DiversifyFoodlists•SpecialPromotions•Introducestafftraining•Strengthenthesupervisionsystem•EstablishaQualityPunitive•Décor•AdvertisingThankyou!