Kathryn Shoemaker established Grandmothers Chicken Restaurant in Middleburg five

Question

Kathryn Shoemaker established Grandmothers Chicken Restaurant in Middleburg five years ago. It features a unique recipe for chicken,just like grandmother used to make.The facility is homey, with relaxed and friendly service; Business has been good during the past two years, for both lunch and dinner. Customers normally wait delays have increased recently. Shoemaker is currently considering whether to expand the current facility or open a similar restaurant in neighboring Uniontown, which has been growing rapidly.
a. What types of strategic plans must shoemaker make?
b. What environmental forces could be at work in Middleburg and Uniontown that Shoemaker should consider?
c. What are the possible distinctive competencies of Grandmothers?

Explanation / Answer

Hi,

Please find the answers as follows:

Part A:

Product and Service Plans: Should the new facility/location offer a new product mix?

Competitive Priorities: If the product mix and service mix are different at the new location, the thrust could be on low volumes and high quality.

Quality Management: Should the goal be reliability or best quality?

Positioning Strategy: Again, depending on the competitive priorities and a new location, the process could be product focused or process focused.

Location: Should we locate in Uniontown or expand in Middlesburg?

Process Design: What processes will be needed to make chicken dinners in the addition?
New Technologies: Should the company automate?Could this be resulting in a problem in service times?

Capacity: How big should the addition or new facility be?

Part B:

Attitudes toward nutrition could change the demand for fried chicken.

Other competitors may move to Uniontown or even Middlesburg.

There may be a trend toward demands for ever-faster service.

The economy of Uniontown may not offer adequate support for restaurant services.

Part C:

Distinctive competencies at Grandmother%u2019s Chicken Restaurant would include:

Unique Recipe

Homey Atmosphere

Friendly Prompt Service

Thanks

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