MGT368

Faculty: AHM
Case Study-2
Name

ID

Mohammad Nehal Hasnain

1130672030

Asifur Rahman Amit

1210454030

Date: 9th November, 2014.

Visionary: Goodman is a true visionary as it relates to his desire to develop a place for hang out and eat a
traditional sandwich which them of home.
Determination: Hes the epitome of undaunted determination to follow through on a dream. Beginning any
business is difficult enough, but compounded with the partnership and cultural hurdles he overcame, Goodman
deserves much kudos for a job well done.
Self-Realization: Sammies founder effectively knows his own strengths and weaknesses and is humble.
Isolation of Decisions: At the different turns in the road, Goodman has effectively learned to isolate Sammies core
business decisions from issues related to international expansion. The same way entrepreneurs learn to separate
operating decisions from financing decisions when running a domestic business, Goodman has done the same with
his own firms development.
Diversification: Goodman has effectively built diversification into his business by creating a separate delivery
business from his cafs and kiosks. Hes also learned that a business doesnt have to be all things to all customers
in order to be successful, and choosing a unique niche has enabled him to continue growing, even in light of the
many other restaurant locations he competes with daily.
Logistics: Goodman has a strong knowledge of his companys value chain and has used that to his advantage in
delivering the goods to the customers either in the cafs or via truck to the corporate offices. We all know that
ideas are everywhere but that the execution surrounding them is elusive for Goodman to have learned this in such
a short time and focused his training on one or two key attributes is impressive!
Altruism: Despite his success, Goodman is cognizant and respectful of his societal and business roots, and gets high
points for remembering to give back to the community through donations.
New Model for Corporate Clients: Beijing Sammies have made it very flexible and easy for corporate clients. It has
introduced corporate accounts, online payment, and reward program for those clients.
Bonus Point: Beijing Sammies introduced bonus points along with flexible payment option to make sure that the
clients visit here again.
Bonus Point for Walk-in Customer: The bonus points were also introduced for walk in customers too. The points
were given for filling out surveys, referring new customers, attending events etc. It was a very good marketing
strategy and a solid base of returning foreign clients.
Charity Sponsorship: Along with providing food and snacks Beijing Sammies sponsored charity, youth, community
events. Some events were staged from Sammies location which had let other peoples to know about Beijing
Sammies.
Great Decision Making: In order get pass the bureaucracy Goodman located a Chinese partner to open a caf
there.

Opening Caf at Beijing Language and Culture University: Choosing this location for opening a caf was a great
thought of Goodman. He knew that it was the hangout place for my foreign students and they are very culture
conscious. Thats why he had chosen this location.
Central Kitchen: Goodman planned to build a central kitchen to make sure that all the beverages of all the cafes
tasted as same. It was very good for customers. So that would not be hesitated for choosing the caf location.
Success after Opening all Cafes: By 2003 the company had recorded positive net income after opening all the cafes
and central kitchen which was very good for the business.
Challenges in China: As the culture of China is slightly different from the western, Goodman faced a real challenge
here. He had to teach the employees the concept of service, also for the clients the delivery time. He faced these
challenges out there and efficiently tried to overcome those.