Free Essay

Cheese Cake Factory Competitive Advantage

In:

Submitted By bessortiz
Words 1151
Pages 5
Assignment 1: Identify Your Competitive Advantage.
Write a three to four page (3-4) page paper in which you:
1. Identify which restaurant you choose to research, and explain that restaurant’s strengths, and weaknesses and justify your explanation
2. Identify one (1) way in which the restaurant you choose can utilize its strengths and minimize its weaknesses to be competitive. Explain why you believe this would be effective.

1. Identify which restaurant you choose to research, and explain that restaurant’s strengths and weaknesses and justify your explanation

I have chosen to research the Cheesecake Factory for assignment 1.
I am going to and explain Cheesecake Factory’s strengths and weaknesses and justify my explanation. Strength
When people think of Cheesecake Factory, the first thing that comes to their minds is cheese cake. The name Cheesecake factory is a strength I credit to the Cheesecake factory and its founder, Evelyn Overton. Evelyn Overton had created her own cheesecake recipe. She opened a shop in Detroit in 1940 but eventually closed the shop and moved to her basement and continues her business. Evelyn made that choice in order to be a say at home mom and raise her children. While cooking in her basement, she still was able to continually supply major restaurants with her delicious cheesecakes. About 30 years later in 1971, she and her husband made the choice to move to Las Angeles to try to establish a shop again in California. They both managed to open a 700 square foot store called The Cheesecake Factory.
Numerous people have common knowledge of cheesecakes. There are so many different varieties of cheese cakes. The over 40 choices of cheese cake varieties available s is another one of the outstanding strengths Cheesecake factory has. The consumer will keep coming back to try all the various cheesecake varieties available. From personally visiting the cheesecake factory, I notice they have so many types of cheesecake to choose from. I have thought about the question of why have not they started to sell all these cheesecakes to stores all over the country? They have more than enough to market for all those stores interested in selling the product. Then the thought of they may not want to do so because it could take away customers from the actual restaurant lingers in the back of my mind. When someone samples a frozen cake from cheesecakes collection and enjoys it, they may say to themselves if that is so good, I wonder what it is like made fresh in a restaurant setting. This brings me to the last strength I would like to comment on. Cheesecake makes their food in their restaurants daily and use high quality fresh ingredients. As a result, they have earned a strong name and popularity mainly in North America with 150 locations and still growing.
What sets apart the product of the Cheesecake factory are the branding, and quality of the product they sell. The owners Oscar and Evelyn Overton made a brand with a great American success story and developed the awareness of their product. The company is most famous for its large portions which are great for taking home. Not only does it mean that a customer gets a lot for the price, it also suggests another marketing technique which is word of mouth.

Weakness
A weakness that comes to mind is the name. How can the name be strength as well as a weakness? When people see Cheesecake factory with out prior knowledge of the company’s existence, they may think of a place where only cheesecakes are sold. They don’t see the place based off of the name as a place to have an extraordinary dining experience. The appeal factor is not apparent unless desert is what someone is looking for. Also, the Cheesecake factory would not excite someone to believe it should be on their list as a place to hang out. Someone may picture the Cheesecake factory like a factory setting mass producing cheesecake.
When people do decide to dine at the cheesecake factory, to many patrons, the price of the items on the menu and atmosphere is not always budget or kid friendly. Cost of an average meal for one may run $18.00. On top of not being budget friendly to many, customers with small children may not find a table right away, and have to wait in a long line to be seated. Currently Cheesecake factory does not allow reservations to be made and all patrons must walk in on a first come first serve basis. Personally, if I see a line that goes out the door, I will turn around and find a restaurant less crowded to and avoid the long wait.

2. Identify one (1) way in which the restaurant you choose can utilize its strengths and minimize its weaknesses to be competitive. Explain why you believe this would be effective.

One way Cheesecake Factory can utilize its strengths and minimize its weaknesses is by marketing. The owners Oscar and Evelyn Overton made a brand with a great American success story and developed the awareness of their product. That awareness should be further spread by use of technology and not only by the methods being used now which are personal selling, sales promotion, public relations and direct marketing. The main thing I have noticed about Cheesecake’s marketing strategy is that I have never seen a Cheesecake Factory commercial. I do see that they have heavily invested in the surrounding communities where word of mouth has prevailed as their main advertising method. A new advertising strategy would be effective when they using TV and internet networking sites would bring in a new wave of customers in to their numerous locations and boost sales. Currently Cheesecake factory employs hostesses and waiters to interact with customers for personal selling the available products. The advertising range is limited with their current method and adding TV, internet networking sites and other marketing outlets would reach a broader customer base. I personally did not know what was on Cheesecake’s menu until I walked in to the restaurant. I realized that Cheesecake factory specializes to American tastes by serving steak, chicken, pizza burgers, salads and desserts. Currently the way they increase sales is done by special offers off of the website, or offers emailed to customers ho sign up for mailing list which is how they directly market to consumers to keep them coming back. I believe with TV marketing to advertise what’s on the menu other than cheesecake would drive in more customers. Citations:

Cheesecake Factory. Retrieved October 25, 2013, from the World Wide Web: http://www.thecheesecakefactory.com The Cheesecake Factory. Retrieved October 25, 2013, from the World Wide Web: http://www.en.wikipedia.org/wiki/Cheesecake_Factory.com The Cheesecake Factory Incorporated –SWOT analysis. Retrieved October 25, 2013, from the World Wide Web:
http://www.researchandmarkets.com/reports/1937709/the_cheesecake_factory_incorporated_swot

Similar Documents

Premium Essay

Bakery

...prolonged dry heat by convection, rather than thermal radiation, normally in an oven, but also on hot ashes, or a hot stones. The most common baked item is bread but many other types of food are baked. Heat is gradually transferred “from the surface of cakes, cookie and bread to their centre. As heat travels trough, it transform batters and dough’s into baked goods with a firm and dry crust and softer centre”. Baking can be combined with grilling to produce a hybrid barbeque variant by using both methods simultaneously one before the other, cooking twice. Baking is related to barbequing because the concept of the masonry oven is similar to that smoke fit. Baking has been traditionally done at home by women for domestic consumption, is the backbone of modern y man in bakeries and restaurants for local consumption and when production was industrialized, by machines in large factories. The art and skills of baking remains a fundamental one and important for nutrition, as baked goods, especially breads, are a profession called a baker. All types of food can be baked but some requires special care and protection from direct heat. Various techniques have been developed to provide this protection. As well as bread, baking is used to prepare cakes, pastries, pies, tarts, quiches, cookies, scones cracker and pretzels. This popular items are known collectively as “baked goods“ and are sold at a bakery. The needs and importance and reasons why we choose this kind of business are described as...

Words: 3341 - Pages: 14

Premium Essay

Operation Business Studies Essay

...leading edge and established technology, inventory management quality management outsourcing and the design and development of new products. 2. Technology Technology is the design, construction and application of innovative devices, methods and machinery upon the operations process. If technology is responded to efficiently, businesses applying efficient strategies to improve efficiency and quality, as machines make manufacturing more accurate. SJ strategically use leading edge technology, which is the most advanced or innovative technology at any point in time. For example, SJ use new technologies of temperature controlled transportation in ships and trucks. Specifically important for their imported perishable goods such as ham and cheese to sustain quality but ensuring products are consistently at a temperature of -4 degrees Celsius; overall improving the operations process as quality, speed, dependability and flexibility are all efficient. SJ responding to the influence of technology resulted in their...

Words: 1075 - Pages: 5

Premium Essay

Industry Analysis of Mcdonald Dessert

...McDonald Dessert Industry Report McDonald’s Dessert INDEX Page Reference Part I. Introduction ITEM1 Analysis McDonald’s………………………………………………...01 ITEM2 Issues of McDonald’s…………………………………………….......02 ITEM3 Executive Summary of McDonald’s………………………………....05 Part II. Industry Analysis ITEM1 Definition of McDonald’s Desserts………………………………….06 ITEM2 Size & Trend Projection of McDonald’s Dessert…………………….07 ITEM3 Segments & Divisions of McDonald’s Dessert………………………10 ITEM4 Major Competitor with McDonald’s Dessert…………………………11 ITEM5 Definition of Analysis model to be untilized…………………………13 Part III. Conclusions and Recommendations ITEM1 Conclusions………………………………………………………......18 ITEM2 Recommendations……………………………………………………21 Part IV. Key Next Steps………………………………………………………......22 Part V. APPENDIX……………………………………………………..................23 Part I. ITEM 1. Introduction Analysis McDonald’s McDonald’s, the most famous restaurant in the world, ranked No. 6 and No. 186 for Forbes’s “Valuable Brands” and “Global 2000”. In 1940, McDonald brothers, Dick and Mac, began an undertaking in San Bernardino. They were famous for offering food quickly and drivethru window to their consumers, then Kroc bought the world rights in 1961, and there are more than 100 countries include the United States, Europe, and Asia-Pacific, Middle East and Africa, over 35,000 restaurants around the world, serving nearly 70 million people everyday. As McDonald’s proclaims, the “most successful food service...

Words: 3668 - Pages: 15

Premium Essay

Smuckers Casestudy

...Introduction The J. M. Smucker Company was founded in 1897 when Jerome Monroe Smucker sold his first product, apple butter, from the back of a horse-drawn wagon. The headquartered of the company is in Orrville, Ohio, and it has been family run for four generations. The J. M. Smucker Company is a manufacturer and market leader of fruit spreads, ice cream toppings, health and natural foods beverages, and natural peanut butter in North America. In order to resolve the company’s small size and limited product line, the company began perform acquisition strategy. J.M. Smuckers corporate strategy is to grow its existing brands, introduce new products, and make strategic acquisitions. Across its brands Smuckers aims to own and market Number 1 brands, sold in the centre of the store, in North America. Smuckers expanded beyond jams and jellies with the aim to become the largest firm by acquisition, and by doing so Smuckers have be able to increase its cash flow and size. So far, Smuckers has been very successful in expanding, purchasing number 1 brands and increasing both revenue and profits by large margins along with an increase in stock price. We will analysis the strategies through the financial performance and the specific circumstances of Smuckers. Identify the key issues and finally provides our recommendations throughout the report. Key issues Issue one Increased price competition (industry): In the processed food industry, branded manufacturers faced pressures on profit...

Words: 2858 - Pages: 12

Premium Essay

Dominos

...10 PIZZA’S MARKET SHARE 11 MARKETING STRATEGIES OF DOMINO’S PIZZA 11 SWOT Analysis 14 Strengths 14 Weakness 15 Opportunities 15 Threats 16 MARKETING MIX 16 CONCLUSION 18 APPENDIX 19 To: Doc.Dr.Zehra BOZBAY Subject: Domino’s Pizza Date: May 2014 EXECUTIVE SUMMARY History Starting in 1960, Domino’s Pizza, Inc. (Domino’s) was formed by two brothers from Michigan. The two started the business after purchasing a store named DomiNick’s. They converted the name to Domino’s five years later. In 1983, Domino’s went international. Today, Domino’s employs about 10,500 people between their 8,700 stores worldwide. The company has been traded on the NYSE as DPZ since 2004. Industry The pizza industry is a highly competitive and mature market. There are many pizza makers ranging from local pizzerias to international franchises such as Domino’s and Pizza Hut. With the current health kick in today’s society as well as economic downturn, many companies are being forced to make healthier, cheaper products. Many other companies are introducing salads into their menu. The popularity of the...

Words: 4328 - Pages: 18

Premium Essay

Solution California Pizza Kitchen

...UNIVERSITY OF OREGON INVESTMENT GROUP February 26th, 2010 Consumer Goods California Pizza Kitchen BUY Stock Data Price (52 weeks) Symbol/Exchange Beta Shares Outstanding Average daily volume (3 month average) Current market cap Current Price Dividend Dividend Yield Valuation (per share) DCF Analysis Comparables Analysis Target Price Current Price Summary Financials Revenue Operating Cash Flow Net Income 662M 2009A 44.6M 2009A 4.6M 2009A 9.41 – 17.44 CPKI / NYSE 1.25 24,183,000 400,876 365,975,000 $15.07 $0.00 0% $15.18 $17.73 $16.46 $15.07 BUSINESS OVERVIEW California Pizza Kitchen was founded in 1985 by Rick Rosenfield and Larry Flax in Beverly Hills, California. Twenty years later, California Pizza kitchen operates over 250 restaurants around the world and is still run by its initial founders. The largest portion of CPK’s restaurants are still located throughout California, however they are now located in dozens of states as well as internationally in Asia, North America and the Middle East. Almost all of California Pizza Kitchens revenues come from company owned full Covering Analyst: Ari Siegel Email: Asiegel@uoregon.edu The University of Oregon Investment Group (UOIG) is a student run organization whose purpose is strictly educational. Member students are not certified or licensed to give investment advice or analyze securities, nor do they purport to be. Members of UOIG may have clerked, interned or held various employment positions with firms held in UOIG’s...

Words: 5881 - Pages: 24

Free Essay

Business

...to study in such a good institution. We feel pleasure to dedicate this project on BANANA CRISPS to our beloved PARENTS, then our subject instructor SIR HAFIZ IHSAN –UR-REHMAN and at the last to our university that is PUGC. Mission statement “Supporting our environment & community while maintaining a healthy responsibility to our customers through the food we serve Vision statement “Our vision is to provide healthy, crunchy, handsome & wholesome meals in form of snacks .we believe in being ethical in our all claims and dealings with the customers, dealers & organizations Industry Analysis: Industry analysis includes: * ‘’all the food manufacturers in Pakistan’’ * Our competitive brands and snacks * Future prospects of industry in Pakistan...

Words: 4566 - Pages: 19

Premium Essay

Marketing

...TUI University MKT501 - Strategic Marketing Module 5 SLP Dr. Darlene Jaffke INTRODUCTION Wal-Mart Stores, Inc. The company I choose to write about is Wal-Mart Stores Inc. Wal-Mart Stores, Inc. is an American public corporation that runs a chain of large, discount department stores. It is the world’s largest public corporation by revenue. Wal-Mart is a household word in the U.S., but it is quickly becoming a well-noted name in the international realm. Wal-Mart is one of the leading multinational and multibillion dollar companies in the US for most sale and most employees. They focus on low prices and making sure everyone is treated like family. The Wal-Mart story began in 1962, when Sam Walton opened the company’s first discount store in Rogers, Ark. Five years later, there were 24 Wal-Mart stores in Arkansas ringing up $12.6 million in sales. Wal-Mart employed 1,500 Associates working in 38 stores, with sales of $44.2 million. In 1970, Wal-Mart also began selling shares over the counter as a publicly held company. In 1991, Wal-Mart became an international company when they opened a Sam’s Club near Mexico and Wal-Mart international was created. By the year, 2006 Wal-Mart weekly customers had grown to more that 176 million around the world with 6,779 locations. Wal-Mart has had records sales of over $345 billion. Wal-Mart increased its ownership stake in Seiyu in Japan to 53 percent and its ownership of Carhco to 51 percent renaming the company Wal-Mart Central America. While...

Words: 4684 - Pages: 19

Premium Essay

Sweet Indulgence

...External environment analysis 1. Define the type of organisation of Sweet Indulgence. * Sweet Indulgence is the oldest family owned private Australian company in hand made chocolates * It was established in 1895 by Wilson Taylor. The MD of the company is Arthur Taylor – a fifth generation family member What industry, product segments/markets do they operate in? * Second largest family-owned chocolate maker in the Australian Industry * Core activities include blending of raw cocoa beans and company-owned roasting and chocolate making facilities. * Control & adjust flavours, also produce chocolate dough processing and packaging. * They also are involved in distribution of the products & seeling the product to the end user (consumer) through their own retail stores all over Australia. * Operates in distributing to supermarkets & convenient stores, but also directly to the consumer as a retailer. * They supply domestically * There 4 clearly defined segments: bars, blocks, boxed & seasonal. Sweet Indulgence seems to What is the current life cycle position of the industry? * The industry is in the growth to mature stage of the life cycle. * As they are currently expanding to different stages and involved in value adding to the current products * There also seems to be the initiation of an alliance with Stella’s – contributing to new products and increased revenue. Provide products in all 4 segments, mainly through...

Words: 6725 - Pages: 27

Premium Essay

Baskin Robbins Marketing Plan Outline Paper

...Baskin Robbins Marketing Plan Final Outline Paper Lou Ann San Nicolas MKT 421 Marketing 1. Baskin Robbins Organizational Overview Baskin Robbins is a franchise based business operating in 35 countries for the last 65 years. The ice cream shops have more than 1,000 flavors since 1945. Baskin Robbins has more than 150 million consumers worldwide with 2,800 locations nationally and 5,800 stores globally. What began as a small business opportunity has grown into a solid business model for existing and future franchise business owners. Despite, by these two ice cream enthusiasts, whose passion leads to the creation of more than 1,000 ice creams flavors, and with a variety of delicious treats, such as nutty berry banana (Baskin & Robbins, 2011). The Baskin and Robbins business home office is situated in the area of Canton, Massachusetts. a. Organization Baskin Robbins Ice Cream Industry b. Mission Statement The philosophy and mission statement is eloquently put by a quote from co-founder Irv Robbins, “we sell fun, not just ice cream” (Robbins, 2011, p. 1). It is this statement that allowed Burt Baskins and Irv Robbins the opportunity to grow the business from one store to many. c. Geographic Locations The company had become an ice cream mega-empire, consisting of 5,800 stores in different geographical locations throughout the international. Exhibit 1.1 below shows the international geographic locations of Baskin Robbins industry (Baskin...

Words: 14978 - Pages: 60

Premium Essay

Almari Company

...SEPTEMBER 2012 Almarai Company (Almarai) Initiation of Coverage Research Division Company Reports Please read Disclaimer on the back All rights reserved, AlJAZIRA CAPITAL © AGM - Head of Research RESEARCH DIVISION Abdullah Alawi +966 2 6618275 Senior Analyst a.alawi@aljaziracapital.com.sa Syed Taimure Akhtar +966 2 6618271 Analyst s.akhtar@aljaziracapital.com.sa Saleh Al-Quati +966 2 6618253 s.alquati@aljaziracapital.com.sa General Manager - Brokerage Division BROKERAGE AND INVESTMENT CENTERS DIVISION Ala’a Al-Yousef +966 1 2256000 a.yousef@aljaziracapital.com.sa AGM-Head of international and institutional brokerage Luay Jawad Al-Motawa +966 1 2256277 lalmutawa@aljaziracapital.com.sa Regional Manager - West and South Regions Abdullah Al-Misbahi +966 2 6618404 a.almisbahi@aljaziracapital.com.sa Area Manager - Qassim & Eastern Province Abdullah Al-Rahit +966 6 3617547 aalrahit@aljaziracapital.com.sa Aljazira Capital is a Saudi Investment Company licensed by the Capital Market Authority (CMA), License No. 07076-37 September 2012 Almarai Company (Almarai) Initiation | KSA | Food & Agriculture Sector | Sep2012 Concentric diversification in focus • A leading dairy food & related stuffs’ producer – Almarai Company (Almarai) started its operation with the processing of fresh milk and Laban in mid 1970s with an aim to transform the Kingdom’s traditional dairy farming. Over the period of time, since the inception...

Words: 8040 - Pages: 33

Premium Essay

Supply Chain Management

...Analysis OF SUPPLY CHAIN MANAGEMENT AT BRITANNIA INDUSTRIES Acknowledgement It would be of great pleasure for me to take the opportunity of thanking nearly everybody who had been of great help in the completion of my dissertation. My sincere gratitude goes to MR.KAPIL GARG (DEPPT. OF MANAGEMENT) and MR.MANORANJAN (DEAN). My institute guide, without whose help this dissertation would have seemed impossible. I owe immensely for the minute help that was forwarded to me by friends in my organization. Both of the above mentioned persons supported me incredibly and guided me with suggestions and probation’s for the betterment of my accomplished work. It has been of great learning to be on the job and doing the dissertation simultaneously, which enriched my knowledge and developed my outlook. I am looking forward to continued support from my friends and colleagues in future as well. Only with their encouragement and coorporation. SARITA KUMARI Contents Chapter 1: Introduction -Need of the study - Background Chapter 2: Research methodology -Objectives of the study -Research Methodology (sample size, instrument used, Methods of data collection) Chapter 3: Descriptive work of subtopic on study Chapter 4: Data analysis & Interpretation ...

Words: 20677 - Pages: 83

Premium Essay

Don Don Case

...DON DON The Case of a Slovenian Gazelle This case study was written by Maja Makovec Brenčič and Monika Lisjak, Faculty of Economics, University of Ljubljana, Slovenia, as a part of the Leonardo da Vinci project “Moving towards the case method”. It is intended to be used as a basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. 1 There was an atmosphere of tension before the management meeting at DON DON headquarters on 24 February 2005. The board members and regional sales managers were impatiently waiting to discover what was on the corporate agenda of Aleš Mozetič, the cofounder and chairman of the board of directors of the DON DON company. When Mozetič, a young, charismatic, and very ambitious manager, rushed into the room, the tension reached its peak. He briefly greeted the small group of highly committed managers and then energetically started his speech: Dear colleagues, we have been in the same boat for a long time. Most of you have known the DON DON company since its earliest stages of development, when my sister and I started the business. I still remember the excitement and the enthusiasm when we returned from visiting our relatives in Canada in 1993 and announced to our parents that we would enter the doughnut business . . . and the fervour while setting up machinery for baking doughnuts in the family garage. This was followed by a phase of intense work to open the first plant in Škofja Loka...

Words: 7315 - Pages: 30

Premium Essay

Green Rubber

...MOVING CONSUMER GOODS www.ibef.org FAST MOVING CONSUMER GOODS WHY INDIA INDIA COMPETITIVENESS AND COMPARISON WITH THE WORLD MARKETS POLICY TRENDS AND PLAYERS MARKET OPPORTUNITIES FOR INVESTMENT ANNEX: APEX CONTACTS AGENCIES 3 7 9 12 32 38 A report by PricewaterhouseCoopers for IBEF Executive summary The Indian FMCG sector is the fourth largest sector in the economy with a total market size in excess of US$ 13.1 billion. It has a strong MNC presence and is characterised by a wellestablished distribution network, intense competition between the organised and unorganised segments and low operational cost. Availability of key raw materials, cheaper labour costs and presence across the entire value chain gives India a competitive advantage. The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. Penetration level as well as per capita consumption in most product categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian population, particularly the middle class and the rural segments, presents an opportunity to makers of branded products to convert consumers to branded products. Growth is also likely to come from consumer 'upgrading' in the matured product categories. With 200 million people expected to shift to processed and packaged food by 2010, India needs around US$ 28 billion of investment in the food-processing industry. FAST MOVING CONSUMER GOODS ...

Words: 8552 - Pages: 35

Premium Essay

Business Plan Project

...college. If people came to our cafe also they make friends with us and other customer because we always serve with smiling. 1.1.2 Reputation It is because we want our café different from other café and for sure want a good reputation. Friends Café is representing our main product of business that is café while cake is representing other service that we provided in our business that is food and beverage. The used of café and picture is to make the logo more interesting, make it not look to messy as well as to make the people easy to remember Friends Café. Because we want to create something different than other café shop and bring a relaxing and simple ambiance or concept for our café shop so our customer can fell that they truly fell the relaxing experience in Friends Café. 1.2 Nature of Business Our Friends Café is exclusive and relaxing café which serve a various type of coffee and other food and beverages for consumption on our cafe. We highly specialized quality of our coffee from New Zeeland coffee bean. Along with the espresso drink and brewed coffee, we also sold some refreshment beverages in our coffee shop. We also offer fresh juice, cakes and muffins. The menu of our coffee shop will be built around espresso-based coffee drinks such as lattes, mochas, cappuccinos, bubble tea and etc. Each of the espresso-based drinks will be offered with whole, skimmed, or soy milk. Every coffee we create has a rich story behind it from the origin of the beans and our rigorous...

Words: 18736 - Pages: 75