La Brioche Abu Dhiab And Developing Market Competition - Case Study Example

Case Analysis for La Brioche Restaurant Name Institutional Affiliation Case Analysis for La Brioche Restaurant Introduction During the year 1976, Louis Le Duff, the current President established the “Group Le Duff” in Brest City. The Group Le Duff was principally composed of 9 different brands in the food industry. Most of the brands have been very successful and indeed, some are multinational companies as of now and their brand names are Au Pain Dore, FB Solution, La Madelaine, Brugger’s Bagels, Brioche Doree, Ferme Des Loges, Del Arte, Le Fournil de Pierre and Bridor. The most successful of the brands is Brioche Doree. Currently, due to their success in the French market, the company has ensured that all its products are exported throughout the entire world through ensuring that it has established its presence in more than 50 nations. La Brioche Restaurant has more than 720 bakeries and restaurants, 300 of which are based in France while others are located in different parts of the world. The company has a total of about 5 manufacturing plants and 9100 employees. According to results which were released in the year 2009, the company’s turnover has hit 740 Mio. In addition to that, this successful and prosperous company has got very high values and standards since they are committed with their clients. The company therefore ensures that they have too good and qualified chefs so as to fulfil each and every recipe that is requested by their clients. The company’s hierarchy is so well structured and there is clear coordination of all the stakeholders. The company’s (The La Brioche restaurant) human resource departed is divided in several sections; for instance, 2 of the employees are in charge of the recruitment department. One of the workers in the recruitment department is tasked with dealing with workers having no professional experience while the other employee deals with the recruitment of workers having a minimum of about 10 years experience in the field. The La Brioche restaurant uses various types of sources in order to address the concerns of their 2000 new employees (Burford, 2005). The La Brioche Restaurant’s Human Resource Department uses incentive rewards in form of bonuses with an aim of recognizing the efforts played by particular employees through an individual’s specific amount of time dedicated in work and also for the group as well. In addition to that, the monetary rewards of the company are divided into 2 types namely one for the entire employees of the restaurant while the other one for employees having managerial responsibilities. For sales which have surpassed the break even, then 50% of the bonuses are awarded for each employee in the restaurant but however, this is only done on some specific foods. The Theoretical Perspective of the La Brioche Restaurant In order to help it better organize its resources and the skills so that they match their clients’ needs, The La Brioche Restaurant has adopted the use of the resource based theory. The identification of the environment in which the company operates in different countries has been greatly beneficial to it because it has helped the company to ascertain its competitiveness. It is due to this fact that the company has partially allocated its resources in order to gather information and also conduct a thorough market environmental analysis. La Brioche Restaurant’s excellent performance has been greatly been influenced by its creation of an equilibrium between both its internal and external environments. Indeed, the company has now come up with a strategy aimed approaching numerous geographical places or markets using different strategies. This is because the company well understands that the different locations in different countries will have unique tastes and clients who will require different services. The ability of understanding such market environments make it easier for La Brioche Restaurant to tailor the services so that they can meet the needs and aspirations of their diverse clients thus making the company to have a competitive advantage (Dillon, & Diebel, 2010). To ensure that the trends in the food service or industry are well comprehended, La Brioche Restaurant ensures that there is gathering of perfect information. Moreover, La Brioche Restaurant has ensured that there is effective utilization of the theoretical perspective in order to ensure that it establishes innovative food products and services that will create customer loyalty. The special food sold by La Brioche Restaurant are differently flavoured and prepared so as to ensure that the needs and tastes of the diverse customer base are strictly adhered to. The preparation of the meals at the restaurants is well organized to an extent that clients who are in a hurry are capable of carrying their food as take-aways. It is actually through such arrangements and conveniences that the company has continued to have an increase in the number of patrons visiting their premises year in year out. The fact that the company has continued to offer products which are both preferred highly by adults and young children has enhanced the company’s sales. The fact that La Brioche Restaurant’s food products are affordable to a wide range of customers has made it easier for clients to frequent the premises so as to buy food they are accustomed to eating. La Brioche Restaurant Case Methodology The use of both primary and secondary sources of data was used in the collection and analysis of the company so as to better understand its general operations. The company’s employees gave the researcher relevant information about the company’s past and present performance. The company’s top management gave us precise information regarding the company which made the researcher to better comprehend it. The use of secondary data was also used in getting to know the company better and therefore, the researcher googled the internet to get information regarding the company. The use of secondary data as a form of information through the use of the internet presented precise and clear information to better comprehend how the competitors were able to favourably compete with La Brioche Restaurant (Violette, 2006). La Brioche Restaurant’s Suppliers and the Distribution Channels La Brioche Restaurant has got numerous suppliers and distribution agents who are located in the different countries that company operates in. The agents of the company act as both the suppliers and the distributors of the company’s raw materials and finished products in different countries. In addition to that, the company’s agents are further tasked with the responsibility of ensuring that the quality and name of the company’s products are promoted to the customers so as to increase the sales. The company’s agents therefore ensure that fantastic chances and marketing deals are achieved across the company’s wide market segments. In order to increase their sales, the company ensures that the food products in their various branches across the world are made using similar processes. It is such uniformity that has made the company to achieve higher sales in different parts of the branches since the clients will always insist on consuming their food products whenever they are on the go. In addition to this information, it should also be noted that the company’s supply and distribution agents also have different options of franchising to enable them present incentives which are attractive to their diverse clients. As a result, it is prudent to also note that indeed, the company’s agents, who act as both suppliers and distributors of the firm, are actually driven by the passion of serving their clients in the best way possible. The company’s suppliers have a direct interaction with the company’s customers and thus this makes it possible for them to better understand their needs and tastes. Any crucial issues presented by the customers are then eventually forwarded to La Brioche Restaurant’s top management so that the relevant action, adjustments or corrections are made in time. It is through such quick interactions and responses that the number of clients expressing their preference and satisfaction of the company’s products and services has continued to sell on a daily basis. The use of these agents has made it possible for La Brioche Restaurant to penetrate new market segments over the years and also have higher prospects of opening new branches of the company in other countries as well. La Brioche Restaurant Mission and Vision The strategic vision of La Brioche Restaurant is to present a wide range of its clients with tailor made food products which are not only sweet but also having high nutritional contents. The company is therefore not only highly concerned but also committed to the provision of high quality meals that meets the expectations and needs of their clients in Abu Dhabi and in other places as well. In order to ensure that this objective is achieved, La Brioche Restaurant has ensured that there is a total integration of the clients’ needs when preparing their meals to ensure that the customers get exactly what they want at their convenient times. La Brioche Restaurant’s objective is to ensure that their patrons or clients for that matter are satisfied with the quality of the meals and the services rendered so as to make repeated visits and purchases from their business. This objective has been successfully achieved and implemented by ensuring that the company offers meals which are both mouth watering and affordable to a wide range of its clients. La Brioche Restaurant Brands and the Handling of the Products The Company offers a wide range of foods having different tastes for the different customers that patronize their business premises located in different parts of the world. The meals at the different places of the company are specially prepared through the use of modern patented machines which automatically work and have timers to ensure that the foods or meals are prepared using the recommended temperatures. This ensures that the meals presented to the clients are of the same quality each and every time. La Brioche Restaurant presents its customers which are tailor made and made based on their specifications. The quality of the meals is beyond doubt since it has been certified and approved by the various food municipalities located in their areas of operation. The diversity of La Brioche Restaurant’s foods or meals actually gives the company’s clients with a freedom of choice. Quality is an essential aspect in the meals offered by La Brioche Restaurant and this is highly prevalent through the company’s policy of using fresh raw materials in the processing of their meals. In addition to that, the Chefs and other people who handle the meals before they reach the final consumers are well trained professionals who ensure that the quality of the products and the hygiene are maintained to high levels. The Company’s Clients La Brioche Restaurant has increased its efforts in both sustaining and attracting more clients to purchase its meals. The basis of client satisfaction for La Brioche Restaurant has been well informed by the knowledge of the clients’ needs. The major clients who are targeted by La Brioche Restaurant are adults but however, both men and women are normally targeted irrespective of their ages and that is why the company ensures that the meals have different flavours and tastes to suit this diversity. The company targets adults because they know very well that the adults have a higher spending power as opposed to young people and therefore they are capable of purchasing meals at their premises. The children will normally have their clothes soiled when taking meals at La Brioche Restaurant but when under the guidance of their parents, the young people will have no problem at all. It is common knowledge that children who have had an opportunity of visiting La Brioche Restaurants with their parents have always insisted on having meals at the same places and therefore this is a great reminder regarding the quality of the products that are offered by the firm. The staffs at La Brioche Restaurants are always well trained to ensure that the clients are welcomed warmly once they enter their premises. Such gestures actually make the clients to feel they are appreciated and wanted by the company thus making them to not only feel comfortable but also be more willing to visit and do business with the company another time (Raghubalan, 2009). La Brioche Restaurant’s Marketing Strategy La Brioche Restaurant’s top management realized the importance of carrying out marketing in the positioning of its business in different countries across the world. As a result, the company does a thorough market analysis so as to identify shopping malls and free spaces to let so that it can locate its business. The company strives to ensure that its business entities are located in central places which can easily be accessed by the clients. As a result, the company has established its businesses in various places having different sizes to ensure that the clients are served effectively and satisfactorily. The shops are constructed in such a manner that they are capable of allowing the company’s employees to better serve the clients with ease and allow the customers to have a good view of the products which are being sold. In addition to that, the meals at the company are prepared as the clients watch and therefore this ensures that they are fully satisfied with the way the meals are prepared. This therefore not only assures the clients of the freshness of the meals but also of their quality. To ensure that the company gets more customers, their premises are normally located to big shopping and entertainment mails so as to capture the people who mostly frequent there. In addition to that, the company’s premises are also decorated and furnished with decorative paintings of some of the meals offered in the company’s premises and the menu is also decorated with various pictures of the meals that the clients can select from. In order to capture potential clients in such locations, La Brioche Restaurant ensures that numerous promotional messages are portrayed on the walls requesting people to come in and experience the unique tastes of the meals that are offered by the company. La Brioche Restaurant’s Proprietary Technology So as to have a competitive edge and ensure that the company presents unique meals to their customers, La Brioche Restaurant has adopted the use of current and modern technology to ensure that this objective is achieved. The machine used in chopping various food ingredients in the company actually used modern and unique technology and apart from that, the company has a competitive edge since most of the competitors who are the restaurants around the business have not adopted the use of this new technology. The machine is user friendly because apart from being slick, it is also safe and easy for the employees of the company to manage. To ensure that the competitors do not imitate or copy the use of their technology, La Brioche Restaurant has ensured that such technology is patented. There is an increase in the rate at which the meals at the company’s premises are prepared due to the fact that the machine is automatic. And to ensure that there are minimal wastes during the cooking process, the machine has a market advantage because of its high efficiency. In addition to that, this cooking machine also has a counter with a rotating part which counts the number of meals which have been processed by the machine and the time duration that has been taken in processing the meals. This highly increases the efficiency and transparency in the company. This is because the theft incidences in the company by some of the employees who may decide to alter the number of the meals processed manually is easily minimized (Berberoglu, 1998). In addition to the above, there is a reduction in the number of personnel required to carry out manual work since the machine’s counter aids in reducing the amount of work which could have been done manually by the employees in counting the meals that could have been manually prepared. The technology also makes it possible to offer the customers convenience since the clients are able to ascertain the amount of time that will be taken to have their meals ready. La Brioche Restaurant Competitors Just like any other business, La Brioche Restaurant also has competitors who offered the same services like the “Houndstooth Coffee” and the “Happy Coffee Food” .These, and other competitors as well give La Brioche Restaurant a stiff competition since they target the same market segment. These and other outlets actually compete with La Brioche Restaurant at different malls. However, it is quite fortunate that La Brioche Restaurant leads the pack because it has got the highest turnover as opposed to its competitors. It can therefore be genuinely asserted that indeed, La Brioche Restaurant competes with other competitors in the fast food market and therefore, it is prudent that the company ups it performance for it to continue being a market leader in this field. The Future of La Brioche Restaurant Considering the fact that La Brioche Restaurant has had a considerable rise in its sales volume, it can be correctly be ascertained that the company is destined to a great and successful future in the business world. This will be made possible through an increase in the number of customers who will prefer to purchase meals at La Brioche Restaurant. Because of the promotional campaigns being conducted by La Brioche Restaurant, sit is expected that the number of customers will continue soaring. The number of potential customers is also bound to increase owing to the fact that there is an increase in the number of tourists visiting the United Arab Emirates and Abu Dhabi in specific. There are also great prospects that the Company (La Brioche Restaurant) will open other branches in new locations that yearn to have their meals and services and this will imply that the company will have a high turnover in the nearest future. Given the economic independence of most of the people around the La Brioche Restaurants’ branches, it is quite definite that the company will have a strong customer base that is promising in future. Despite the fact that the future may indeed seem promising for La Brioche Restaurant, there are other challenges which may prevent La Brioche Restaurant from achieving its set goals and objectives and these may include among others dynamic changes in government policies and technology which may have a direct or indirect impact on the general operations of the company. La Brioche Restaurant Current Business Strategies In its endeavour to expand in new markets located in different parts of the world, La Brioche Restaurant has applied the use of the Directional Growth Strategy not only in the Middle East and the United Arab Emirates but also in the different branches that it does its business operations. As a result, La Brioche Restaurant is growing internally using the expansions of its local operations and it is also globally expanding using strategic franchising. The company (La Brioche Restaurant) has robust plans of operating in different parts of the world, Africa included and this will ensure that its sales volumes are increased significantly. As if that is not enough, La Brioche Restaurant has rolled out plans of creating an open forum and using other social platforms like Twitter and Facebook which will give their clients a good opportunity of interacting with the company and present their feedback whether positive or negative on their personal experiences with the firm. This will greatly enhance their comprehension and the service that is given to the clients of the business thus increasing clients’ loyalty and confidence in the company’s products and services. La Brioche Restaurant is the process of fulfilling all its promises on the images of the products to the customers through offering quality meals and services. The satisfaction of the clients’ needs is an important component in La Brioche Restaurants’ operations and therefore it aims at the generation of new ideas which are geared towards exceeding the customers’ expectations. The Application of Functional Strategy by La Brioche Restaurant La Brioche Restaurant strongly believes in the importance of having a focused and committed human resource department and therefore it ensures that its workforce is well coordinated. As a result, the company’s Human Resources Department ensures that their human personnel are well trained and able to present quality meals to the final consumer. The HRM department of the company is therefore tasked with the responsibility of ensuring that the employees are rewarded and motivated using numerous incentives. The company’s workforce is thus composed of professionals who are well qualified and up to the task. The professional employees are well trained to an extent that they are capable of making all clients feel comfortable once they arrive in the business premises. Upon entry into the business, the clients are normally welcomed warmly with smiles and then they are eventually directed on the processes required before the ready meals are presented to them. In order to ensure that this standard of high customer services are maintained, La Brioche Restaurant engages its employees in numerous training and development courses to ensure that they remain updated on new ways of handling customers. La Brioche Restaurants’ Market Analysis Given the fact that La Brioche Restaurant is a fast food and coffee company, the market analysis is frequently carried out to ensure a better comprehension of the contemporary market. The purpose of carrying out a market analysis is so as to ascertain the demand of the company’s meals by not only the local people but also by the tourists and the visitors in general. This objective is easily achieved by ensuring that the orders made by customers at the company’s different branches are checked thoroughly at particular intervals by the diverse clients. According to the research done in the industry, it is quite clear that indeed, the market presents a promising expansion which should ultimately be pursued by La Brioche Restaurants. Market analysis is also important because it helps the company to ascertain the levels of competition that is presented by the company’s competitors. Through the use of market research, financial forecasts about La Brioche Restaurants have been ascertained and they have depicted a possible growth potential for this particular industry. Given the fact that most people across the world have had an increase in their salary earnings, this implies that they are likely to purchase meals offered by La Brioche Restaurant. La Brioche Restaurant’s Corporate Social Responsibility Despite the fact that the major aim of La Brioche Restaurant is to make profits, the company is well aware of the needs to respond to genuine cases of social responsibility in its areas of operation. This therefore requires the company to give back to the societies and communities in which its operations are based. The exhaust systems used in the food preparation have therefore been designed with advanced systems to ensure the environment is not polluted. The company also supports numerous social projects and initiatives which are geared at the promotion of social development in different societies. References Berberoglu, H. (1998). Tourism and hospitality industry case studies. New York: Food and Beverages Consultants. Burford, T. (2005). Chile: The bradt travel guide. New York: Bradt Travel Guides. Dillon, P & Diebel, L. (2010). Green travel guide to Southern Wisconsin: Environmentally and socially responsible travel. New York: Univ of Wisconsin Press. Raghubalan, R. (2009). Hotel housekeeping: Operations and management. New York: OUP. Violette, P. (2006). Gourmet, volume 66, issues 1-6. New York: Conde Nast Publications. Read More