Case Study
Strayer University
CIS 500
Dr.Stuart Gold
March 11, 2012
I inherited The Broadway Café burnt umber shop from my grandfather which is located in downtown Birmingham, Al. It was foremost opened in 1952. Coffee shop specialized in different coffees, teas, homemade soups, sandwiches, salads and full service bakery. For many old age it was a hotspot, yet for last five years duty is going down. Now it needs new and improved methods to be back in business market. My grandfather never utilise computer and everything was manual including ordering and employee payroll. He had terrific depot and he knew his all guests. All recipes for homemade soups and baked goods were in his memory. Businesss alone marketing was word-of-mouth. To bring The Broadway Café into 21 century we need new technology like computers for change, customer database, website for online presence, providing wireless hotspot, customer relationship management for marketing and sale strategies to gain a belligerent advantage. We need to install gold register, computer server with wireless access to meet customers expectations.
The Broadway Café is the only coffee shop in neighborhood. Employees have heard a rumor that Starbucks might be opening a gunstock in the ara.
Right now we have competitive advantage, because we are only café which is specialized in coffee products. The situation leave alone change when Starbuck will open a new shop. As Baltzan & Phillips (2009) have stated in their book that, competitive advantages are typically temporary because competitors often seek shipway to duplicate the competitive advantage (p. 22). The café have first proposer advantage to be first in
business but Starbucks are technologically advanced and have wholesale coffee business in the market. For example on Starbuckss website (2012) it states, in addition to sales through our
Company-operated retail stores, Starbucks sells whole edible bean coffees through a specialty sales group and...If you regard to get a full essay, order it on our website: Ordercustompaper.com
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