Sign Up Now
Get instant access to over 1 million+ study documents
OR
Already registered? click here to login
By creating your account, you agree to our terms of service, privacy policy and student honor code.
This approach to growing a retail business is extremely difficult to attain, as it requires the in-store experiences to support the brand and create value over time. In addition, the more mature of food retailing brand becomes the higher and more predetermined the expectations. For CPK the expectations of fast, friendly and professional service are very strong, as is the quality of the food itself. The need for creating a consistent experience is critical for their long-term growth as a result (Dasu, Chase, 2010).
For the company to continue to open up new markets, it must also concentrate on adjacent meal segments including brunch and lunch, a strategy their primary competitor in this segment, Panera Bread has done exceptionally well. Panera has been able to successfully redefine the brunch meal through their use of bundled soup and salad specials on weekends for example. What CPK also needs to concentrate on based on this analysis is defining a vegetarian and...
This are needs to be also analyzed more with attitudinal research and psychographics to see if it can be more effectively sold into (Hanefors, Mossberg, 2003). Finally the company's R&D processes are excellent yet need to also include a low-calorie and healthy eating line of foods for the parents of kids who in many families are the primary decision makers of what dinner will be on a nightly basis.
References
Dasu, S., & Chase, R.. (2010). Designing the Soft Side of Customer Service. MIT Sloan Management Review, 52(1), 33-39.
Event Brief of Q2 2010 California Pizza Kitchen Earnings Conference Call - Final. (5 August 2010). Fair Disclosure Wire
Monica Hanefors & Lena Mossberg. (2003). Searching for the Extraordinary Meal Experience. Journal of Business and Management, 9(3), 249-270.
California Pizza Kitchen (CPK) is a casual dining food service chain that specializes in California style pizza (as opposed to deep dish New York Style). CPK opened in 1985. As of March, 2011 they are global in scope, having recently moved into India with 265 restaurants in 32 states and 10 foreign countries, in malls and airports, as well as frozen products available in most grocery stores. 2010 revenues were
The decision to sell off stores in the 2006, 2007 and 2008 timeframes has also harmed the company's ability to deliver value (Fair Disclosure Wire, 2010). Balancing Profitability and Value CPK needs to align its mission, strategy and organizational components to deliver value and build a foundation to grow exceptional customer experiences on. Based on an analysis of the investment in the ASAP locations, it is evident that building three well-located
Governments in these developing countries also may have issues with foreign companies expanding within their borders. Lastly, establishing local suppliers, and the infrastructure required for these suppliers, may be a challenge, especially for those they develop from the ground up. Strategic Posture: Nestle's mission statement is simple. "Good Food, Good Life'. That mission is to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage
Pepsi is vastly superior in terms of size and financial strength. Additionally, they would represent the vast majority of COC's sales volume. For COC, a strategic alliance with Pepsi may hold appeal as it would allow them to continue to build their company by giving them the financial strength to meet the needs of other customers. For Pepsi, a strategic alliance would have little benefit in terms of operations.
One's experience with a product builds that attitude, and trial samples become more effective than advertising itself, especially in the early stages of building a strong brand. Brand name recognition is important especially when a company is using varying brand strategies for multiple products. NetMBA.com points out that there are several strategies when multiple products are being branded. First, single brand identity means attaching a separate brand to each product; Procter