CIS 500 The Broadway Cafe

CIS 500 The Broadway Cafe - The Broadway Cafe The Broadway...

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The Broadway Cafe’ The Broadway Café is a family owned coffee shop located in downtown Houston, Texas. The café offers different kinds of gourmet coffees, teas, a full bakery service, homemade sandwiches, soups, and salads. The café was first opened in 1952 by my Grandfather and it was once one of the local hot spots for many years. Unfortunately, business has been drastically declining for the past five years. My grandfather was an expert at running the business but his form of management is terribly outdated. He has never used a computer because he has always had a terrific memory; however, I have inherited the business and all of its antique management. My grandfather knew all of his customers by name and has also committed to memory the family recipes for the baked goods and soups but none of this information is recorded in the store. Payroll, inventory, and marketing coupons all are done manually. The Café does not have a website and uses very little marketing except word-of-mouth. The Café is essentially still operating as it did in 1952 when it first opened up. In order to bring the Café into the 21 st century, I must develop a customer database, build an e-business strategy, create a website and an online community for collaboration, an inventory system, payroll system, accounting system, and deploy a wireless network for customers. I will also need to use customer relationship management to implement marketing and sales strategies. The Broadway Café is the only coffee shop in the area that specializes in gourmet coffee and tea products. As it stands right now the Café has the competitive advantage but this will change as there will be a new company opening up in the downtown area that also specializes in gourmet
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coffee. As stated by Baltzan & Phillips (2009), “competitive advantages are typically temporary because competitors often seek ways to duplicate the competitive advantage” (p.22). The Café has first mover advantage because it significantly impacted the market by being first to market the gourmet coffee business but the new business that is opening is technologically more advanced and has a gourmet coffee wholesale business in the market. While having first mover advantage, the Café must focus its attention on environmental scanning Part I COMPETITIVE ADVANTAGE Porter’s Five Forces Model is a useful tool to aid organizations facing the challenging decision of entering a new industry or industry segment (Baltzan & Phillips, 2009). The five forces used properly can help the business analyze the depth of the competition to the profitability and attractiveness of the industry. Porter uses the Five Forces model to show the relationship between the different competitive forces. Performing this analysis will help the company to gain a clear understanding of what
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CIS 500 The Broadway Cafe - The Broadway Cafe The Broadway...

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