Will’s Grill Analysis, Case Study Example

SWOT Analysis

One strength of Will’s Grill is that it is a flexible business that does not have a permanent office or business premises. This makes it possible for the business to serve customers wherever they request for their services. Will’s Grill also deals with clean and healthy street food, unlike other street food vendors who incorporate processed and manufactured ingredients in their menus. Another strength is that the management of the business is strong. The knowledge and experience of the business owner John Christ in the food industry and the expertise of the employees hired contribute favorably to the preparation of quality food and maintaining good relations with the customers. One of the weaknesses of Will’s Grill is that it invests very little in its marketing budget, which is why 72% of the respondents in the marketing research done by NAU students had never heard of the business. John also lacks the funds needed to invest in the catering segment of his business that will is expected to boost the business’ profits. One opportunity for the business is that there is a growing interest in clean food among consumers in the United States. Another opportunity is the benefits that a catering event brings, which include all-year-round opportunities, affluent customers, and more predictability, unlike the street food business. Customers are also fond of Will’s Grill due to the unique services that they bring to the table. A threat to the business is the large catering competitors, which include Big Foot BBQ, Satchmo’s, Main Street Catering, and Thorn Eger’s Catering that have been in the business longer and are more established. The unpredictability of the street food industry is also something to worry about. This is because factors such as the weather and the number of customers that will turn up to the events that they are called for are never predetermined.

Strategic Actions

With the business already investing in clean food, it can broaden its menu options to cater for the growing number of different customers who are interested in this service. John needs to come up with a detailed marketing plan to increase customer awareness targeting especially the NAU students who are usually in search of reasonably priced clean street food and expand its client base. John should also look for a loan with low interest and ample payback period to finance the catering segment that will provide his business with more stable opportunities instead of the guessing game in the street food industry. With these strategies put in place, the business is expected to experience a positive growth curve where it will gain customers, clients, and profits.

Resources and Capabilities

The resources of Will’s Grill include human, material, and non-material resources. Human resources consist of John, the business owner who is equipped with the knowledge and skills of the clean food industry, and the employees who have expertise in preparing quality foods and maintaining good customer relations. The material resources include the food supplies that the business obtains from local farms and producers, guaranteeing customers healthy and clean food. There is also equipment such as grilling equipment and the food truck that acts as the portable kitchen used to transport everything to distant locations. There are also the licenses and the permits needed for the business to run smoothly. The only non-material resource is the brand name “Will’s Grill” that John has put a trademark on. The capability of the business is its ability to provide good quality clean food and services to its customers.

VRIO Analysis

The primary resource of the business, which is the clean food that is offered, is quite valuable and has a large customer base that has recently been experiencing growth, which provides the business with a competitive advantage. The resource is somewhat rare because most street vendors are preparing their foods using manufactured and processed ingredients instead of clean farm-grown raw materials that Will’s Grills implements, giving the business temporary competitive advantage. The trademark placed on the Will’s Grill brand name makes it costly for another business to imitate its processes, increasing the business’ probability of having a sustained competitive advantage. The business does not have too much of an elaborate organizational structure as it depends on John, who is the owner, and Cody McCrae, who is the assistant manager. They are tasked with the responsibility of making all the decisions of the business. This reduces the chances of the business having a sustained competitive advantage.