Case Study: Workshop 1, 2 & 3

This case study discusses the purpose, stakeholders, corporate social responsibility, internal audit, Porter's Value Chain Model, core competencies, strengths and weaknesses, remote environment, operating environment, TOWS analysis, existing strategies, and SAF model of Leon Restaurants.

CASE STUDY
WORKSHOP 1, 2 & 3

1.1 Purpose
The purpose of an organization highly depicts its aims as well as
objectives of carrying operational activities
Type of business and objectives: Leon Restaurants is a fast food
supply chain operating in UK, basically, it is an organization or
group that deals with providing hospitality and tourism services
in the economy.
Stake holder's analysis: Stakeholders are recognized as the
biggest pillars for the operational activities of Leon restaurant.
They provide finance for various infrastructure developmental
activities of the hotel as well as its expansion and diversification
activities

Contd..
Corporate Social Responsibility: CSR deals with responsibility
of a firm towards the society and its members. CSR adopted by
mentioned venture are:
• Providing consumer oriented offerings and requires its
customers to be satisfied in order to gain advantage.
• The greatest responsibility of the this restaurant towards its
customers is to provide innovative, new as well as healthy
dishes

Internal Audit
• Corporate culture: The culture of the organisation highly
depicts preparing delicious dishes for the customers with
keeping their health factor in the mind. Also, the chefs at the
restaurant use own cookbooks in respect of preparing new
dishes.
• Corporate Resources: The biggest resource for the cited
venture is recognized to be as its human resource as well as
its stakeholders. Human resource for this organization
includes its chefs at kitchen and other personnel operating
within the restaurant.

Porter’s Value Chain Model
• Firm's infrastructure: Restaurant possess with sitting facilities
for its customers to relax as well as enjoy the food.
• Human Resource Management: Experienced chefs are
appointed in the kitchen area of the restaurant and other
necessary staff in order to serve customers with quality
services are also appointed.
• Technological development: Highly innovative techniques are
adopted in the cooking process to make it look more
attractive.
• Procurement: Required raw materials, i.e. vegetables and
other materials used in a dish used in cooking are purchased
well in advance and in a bulk.

Core competencies
The core competencies that brings advantage for mentioned
restaurant is its taste that it provides to its customers as well as
the services provided by staff appointed at venture to serve the
customers.

Key Strengths and weaknesses
The restaurant premise is always clean as well as tidy. The
offerings provided are delicious and attractive. Also, the
restaurant enjoys a good image in the minds of its customers.
Weakness part includes that the firm fails to provide new
offerings to its customers.

Remote environment
In order to determine the threats and opportunities of cited
restaurant, it should first analyze the remote environment that
affects its activities. It can be determined by undertaking PEST
analysis, a detailed discussion of the same is given as under:
• Political factors: It includes health related rules and
regulations that are being imposed by UK government that
affects the workings of Leon restaurant.
• Economic factors: Both, inflationary as well as deflationary
pressures adversely affects the purchasing power of
customers hence, resulting a decline in the number of
customers for the cited restaurant.

• Social factors: The customer wants keep on changing with
changing time, thus, Leon restaurant is required to be updated
with the changing trends by offering all types of vegetarian as
well as non vegetarian food suitable for all customers.
• Technological factors: Technological advancement for the
cited firm includes, online ordering services can be provided
to the customers and large screens showcasing the menu can
be effective.

Operating Environment
• The operating environment of cited venture can be analyzed
with the help of Porter five forces. A detailed evaluation of
this analysis is presented as here:
• Power of suppliers: The suppliers in this cited restaurants
provide raw material for the dish to be prepared and the staff
appointed in the hotel. Mentioned hotel enjoys a power over
its suppliers.
• Power of customers: Customers visiting Leon hotel enjoy
more bargaining power with them, as they are the whole and
sole target of their producing activities.

• New entrants: The present hotel have a good image in the
minds of its regular customers, this reduces its threat towards
new entrants in the market.
• Substitutes: There are numerous substitutes of Leon
restaurant available in the market, but the image of mentioned
venture differs itself from others.
• Competitors: The biggest competitors for cited restaurant
company are McDonald and Pizza express.

TOWS
• Opportunities: The restaurant lies with enormous
opportunities of
– expanding and diversifying its activities
– Opening new fast food centers
– fast home delivery services
Threats: McDonald, pizza express are major competitors for
Leon restaurant as they also deal with fast food serving to its
customers. The discounts offered by these two ventures highly
affects the sales of the concerned restaurant, which has become a
major threat for its growth as well as developmental activities.

WORKSHOP 3
Identification of the existing strategies
• “ It's about winning, not fighting.”
• Appointed a few executives who have already worked with its
concerned competitors in the market.

SAF model
Suitability
(Strength)
Acceptability
(Risk
Analysis)
Feasibility
(Financial
resources)
Product
development
Does not enter
into any
competition
High Adequate
availability of
resources
Market
Penetration
High market
penetration
due to its wide
presence
High Requires
resources to
penetrate into
other market
that are still
untouched.

References
• Camusio, Z., 2011. The Internet Marketing Bible. Zeke
Camusio.
• Fritz, W., 2013. Internet-Marketing und Electronic
Commerce: Grundlagen—Rahmenbedingungen—Instrumente.
Springer-Verlag.
• Sheehan, B., 2010. Basics Marketing 02: Online Marketing.
AVA Publishing
• Mathur, R. and Evans J., 2013. The value of online surveys.
Internet Research. 15(2). pp. 195-219.
• Roberts, M. and Zahay, D., 2012. Internet marketing:
Integrating online and offline strategies. Cengage Learning.