Report
On
“Porcini's Pronto: Great Italian cuisine without the wait!"

Submitted in partial fulfillment of the requirement of
Course in

Strategic Marketing Management

Submitted by: Under the Guidance of:
Name: Sitaraman V Iyer Prof Yim Bennett Chi Kin
Roll No. 2013963031

MBA Full-Time Batch 2013-14

University of Hong Kong

INDEX

Serial No. | Topic | Page Numbers | 1 | Executive summary | 3 | 2 | Topics | Introduction | 4 | | | Business Model to select | 6 | | | Porcini Pronto’s business projections under various business models | 7 | | | Analysis | 8 | | | Recommendation | 9 |

Executive Summary
Porcini's is a full service restaurant chain service chain which operates across 23 locations employing over 900 people generating $94 million in revenue at a profit margin of 4%.Although porcini had been growing consistently over the past few years the management believed that the full service restaurant business was nearing saturation and thus the time was ripe to look at other business models to achieve growth. Given that the focus was to grow domestically Mr Tom Alessio, marketing vice president at porcini, influenced senior executives to consider opening limited menu outlets called Porcini's Pronto to serve interstate highway travelers as most outlets serving this segment were either fast food or low end outlets. The problem in the hands of the management was to identify the right format, locations and overall strategy to cater to the format selected.
Porcini had to choose between three business models to implement its growth plan namely: Company owned Franchise and Syndicated Model. We in this paper have analyzed the merits and demerits of each model.
Analysis
The Franchise model offers the best return on capital, while the owned business model offers the best absolute return and the syndicated model