...Gril-Kleen Corporation Executive Summary It is said that “Necessity is the mother of innovation,” It is true in the case of Gril-Kleen Corporation. Gril-Kleen, a liquid product, was used to clean kitchen grills. It was developed by two brothers, who had been running restaurant business for a long time and were dissatisfied with grill cleaner products available in the market place. Gril-Kleen was so effective that other restaurant people demanded its sample and then two brothers started selling it. Two brothers founded Gril-Kleen Corporation with the help of one of their restaurant business customers. They were mixing and bottling Gril-Kleen in their spare time and on their days off. With this minimal effort company became so big that it was very difficult to manage and sustain market growth. With the help of Porter’s five forces analysis, we have analysed that it is very easy for new entrant to come in this industry however there is very high competition. We have found that there is very less number of products available which can be used as grill cleaner. Suppliers for manufacturing this product are easily available and buyers don’t have much choice. In addition to this, we have analysed our company on the basis of SWOT analysis, where we found the strength, weaknesses, opportunity and threats for Gril-Kleen Corporation. We have listed out problems of Gril-Kleen Corporation and its causes. Further, we have made two decision criteria and one alternative solution to...
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...“THE GRIL-KLEEN CORPORATION!” In Partial Fulfillment Of the Requirements in Corporate Entrepreneurship Presented to: Ms. Valery Mendiola Decision Sciences and Innovation Department RVR- College of Business Submitted by: Dizon, Alyssa Lazaro, Arisa Perillo, Joana Sayon, Nico Ting, Jovy July 7, 2015 SUMMARY Gril-Kleen is pioneered by two brothers who owned a restaurant. They were very hands-on on their business. They oversee everything that is going on in their restaurant even in cleaning their workstations in the kitchen. Being in the restaurant business, cleanliness is very important. According to the case, it takes several hours in order to clean their grills. Because of the time it takes to clean their grills, the restaurant’s sales are being affected. The cleaning agents that were currently available in the market require a lot of effort and time. That is why the brothers tried mixing solutions that would be effective and very easy to use. After several trials and errors, they now have the perfect formula that can clean their grills in a short period of time. Not long after, their friends in the restaurant business heard about the formula that they have discovered and started asking for sample in order for them to try the cleaning agent for themselves. After trying the cleaning agent, they went back and asked for more. Soon, demand increased and the brothers began selling the product by gallon in a price they think fit for their product. They...
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...Gril-Kleen Corporation Case Analysis James Bayly Gallagher MGT350 University of Maryland University college Q1. What alternative methods of distribution of the product should be considered? What would be the most effective means of distribution given the present company situation? Ans. Distribution is for the facility of the customer. It makes sure that the product is available for the customer to buy when needed. The availability of any product should be inline with other variable of the marketing mix (Hisrich, Peters & Shepard, 2008). Grill-Kleen, is typically an industrial product. It is evident in the case however that its uses are far more reaching than its single current use as currently marketed by the corporation. Since the customer base is not too dispersed over a wide geographic area, Grill-Kleen, for its current market of restaurants would best be sold directly to them through a sales force. This is the technique employed currently by other big firms as well. Although it might be expensive to train and pay a sales force, this will result in higher profits and market recognition of the market. If traditional distribution channels are used, the product would then be sold at a higher price to the end customer resulting in lesser profits for the firm itself. Secondly, Grill-Kleen will have to hand over the distribution to the middlemen and risk letting go the ownership of the distribution channel. Gril-Kleen should thus concentrate...
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