Wil's Grill Case Analysis

Resource/Capability

Value

Rarity

Inimitability

Non-substitutability

Core Competency that provide competitive advantage?

Financial Resources

Yes

No

No

No

No, the financial situation can’t be a core competency

Highly Portable facilities

Yes

Yes

May be

Yes

Yes – portability gives a wider market

Flexibility in operation

Yes

Yes

Yes

Yes

Yes- Change the target customer, place, price as per situation

Equipment/grills

Yes

No

No

No

Never

“Clean Food”

Yes

Yes

No

Yes

May be- as the demand for “clean food” is increasing and not many players at this moment

Experience/Capabilities of Employees

Somewhat

No

No

No

No- Temporary employees with not much experience

Managerial Skills

Somewhat

Somewhat

No

Yes

Till some extent it’s an advantage in the street food category

Technical Skills

Yes

No

No

Yes

Not much

Brand Name

No

Yes

No

Yes

No-As of now the brand doesn’t have much recall value

Reputation with customers

Yes

Yes

Yes

Yes

Yes- They have a very good reputation among the customers who has heard of them and that’s an advantage

Supply chain advantage

Somewhat

No

May be

Yes

Not much- Though John has good understanding of the supply chain but that’s not a competitive advantage

Strengths:

• Following the current trend followed by people of consuming healthy food by providing clean food
• Online presence through website, app and social media
• Street food events gave a lot of exposure to customers
• More importance given on giving healthy food over presentation and quantity
• Good reviews from local writers and food critics
• Zero debt business
• Lot of varieties of food provided

Weaknesses:

• No permanent office available
• No standard prices
• No permanent employees
• Budget not available for new equipment
• Still a new entrant in the local market

Opportunities:

• Growing trend of consuming “clean food”.
• According to studies, people generally are willing pay $1 to $6/person for clean food.
• Large margin of around 40% in catering events
• Catering opportunities readily available

SO:

• Continue attracting more customers by keep serving “Clean food” and maintain good quality
• Meet the customer demands by matching consumer preferences
• Diversify to new markets
• Using the reviews from food critics for promotion
• Advertising and promoting new food offerings through social media, website and app
• Increase customer loyalty through discounts and coupons on website and app

WO:

• Should look into making a new permanent office
• Hire permanent employees
• As margins are high income from the business can be used to buy new equipment
• Try establishing a name in the market by working all around the year

Threats:

• Increased number of entrants in healthier food section
• Industry has large competitors
• Changing preferences and trends of customers

ST:

• Maintain a lower price by keeping the same quality
• Use online presence to conduct survey to understand consumer preferences
• Use good reviews to construct a marketing strategy
• Be ready to change the menu items as consumer preferences changes.

WT:

• Learn from competitors and well-established caterers and make business strategies
• Hire some people to work on forming marketing strategies for the business