WILL’S GRILL CASE STUDY

GROUP 1 :
Ida Ayu Mera Indiragani Ap (001201900066)

Celvine Brains (001201900114)

Ariantika Parawangsa Permana PG (014201900070)

Alwira Putra

PRESIDENT UNIVERISTY
2020
1. What are the resources, capabilities, and core competencies require to compete in the street
market segment?
Clean food and good price:
John understood the consumer’s interest and preference towards the “Clean food”. Most of the
dishes in Will’s Grill were prepared instantly and the raw materials were sourced from local
farms and this encourages the students as well as the people at the community events to spend
more at Will’s Grill. Through Survey also he confirmed that consumers are willing to spend more
money if it is a Clean Food. But in Will’s Grill John through the local connections and not
focusing on his profit in the beginning he achieved the Clean Food with a reasonable price.
Brand name :
Will's Grill since they've begun has picked up a decent picture for their image. Amazing reviews
from their local websites, explicitly Facebook, are watched and individuals from their zone more
often than not prescribes the place. The explanation for this is their genuineness,
straightforwardness, consistency, and quality.
Relationship with employees:
John always makes it to a point that all employees that he hires whether permanent or temporary
are treated fairly. He firmly believes that in doing so these people would be willing to work for
him again. This in turn acts the employees to serve the customer well and faster without
compromising quality.
Location:
Born and brought up in Arizona makes john knowing where to locate his business is one of the
strengths of the company. He is also able to locate the local events and able to capitalize the
moment by doing small food events with his “Clean food” movement. He is also able to
scrutinize the best places to procure the materials.
Technological Advantage:
Generally the Street Food vendors not very keen on developing the website and mobile app for
this restaurant. Will’s Grill has a competitive advantage in having a dedicated website telling the
best local farms where the procurement is done. It also has mobile app, the strong penetration of
smart phone technology will gives them a competitive advantage if they started using more
effectively.

2. What are the strength, weaknesses, opportunities, and threats for Will’s Grill?
Strength :
 Focused vision aligned with market trend
 Use of technology
 Publicity through events
 Quality > Presentation & awards
 Variety of foods
 Zero debts
Weaknesses :
 No permanent office
 No standardized prices
  No permanent employees
 Limited budget for new kitchen equipment
 Not well-established in the local catering market
Opportunity :
 Clean food
 Motivated customers
 High margin
 Consistent business
Threats :
 New entrants
 Presence of large, well established competitors
 Changes in customer trends and preferences

3. How do the necessary competencies, resources, and capabilities compare between the street
market segment and the new market segment or catering?
Employee Involvement
In the current scenario, employees in street food business typically worked for normal hours,
while during events occasionally they are even flexible to work for ~18 hours, but while
expanding to catering business which requires routine high working hours, the same employees
might find it difficult to work. This gap exists when Will’s Grills enters the catering segment.
To develop the missing core competencies with respect to employee involvement,
1) Hire hotel management students/trainees who have prior knowledge and experience with
catering industry.
2) Hire more labours and manpower, and schedule optimized work hours equally so that the
employees have utmost job satisfaction.

Customer Preferences
In the street food business, Will’s Grills understands the customer preferences through the “clean
food” movement. It also knows the serving mass for example mostly students and public events.
But the same can’t be predicted for a catering business since it is of a large scale and mostly
premium foods are favored in parties and functions than “clean foods”.
To develop the missing core competencies with respect to customer preference
1) Understand the customer demand and ask more details pertaining to the event and crowd’s
eating preferences.
2) Suggest new variety foods to attract the guests so that they will refer to future events.
3) There is always be a scope of improvement, to capitalize this, obtain feedback from customers
after the event and try to work on the suggestions provided

4. Make an argument for the strategic decision John Christ make for his business, expand the current
street market, add a new market segment, or do something else.

It is mentioned in the case that entering both the segments revenue tends to grow in the future,
thus it appears as projects with growing perpetuity. But, when considering proportional costs
(27.5% of Revenue) in the respective years, Entering into catering segment even with
proportional cost it looks more attractive business to get into. But in reality the higher revenue
yields more profit because of fixed costs