...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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...Overview Case The Gril-Kleen Corporation are efforts to market its innovative product and the product is a liquid restaurant grill cleaner had been extremely successful. The product is a chemical solution which could be applied directly to a working grill and would clean off bumt-on food and accumulated grease in a matter of minutes. It appeared to have several major advantages over competing product. Gril-Kleen Corporation had been developed by Ryan Warren and two brothers who owned a small, busy restaurant in Eastern Massachusetts. In early, had two method of cleaning grills used in a market it is carborundum “stone” or a wire mesh screen to scrub the grill clean. In dissatisfied with the product on the market, the two brothers decide to develop their own grill cleaner can be quickly, easily, and use at normal operating temperature. In early 1997, the three of them formed the Gril-Kleen Corporation and working based of the restaurant. Less than a year, the Gril-Kleen Corporation moved to a new and large headquarter in a near by Industrial Park. In that time, the companies can produces 450 gallons per day. The Gril-Kleen Corporation operation with no regular system of record-keeping, orders often went unfilled, or customer were never billed for orders that had been shipped, so company has hire a local politically ambitious individual to run the company, and offered him a 25 percent interest in the business. When the sales are declining, Ryan and the two brothers bought...
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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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...Business Plans Handbook Business Plans A COMPILATION OF BUSINESS PLANS DEVELOPED BY INDIVIDUALS NORTH THROUGHOUT AMERICA Handbook VOLUME 16 Lynn M. Pearce, Project Editor Business Plans Handbook, Volume 16 Project Editor: Lynn M. Pearce Product Manager: Jenai Drouillard Product Design: Jennifer Wahi Composition and Electronic Prepress: Evi Seoud Manufacturing: Rita Wimberley Editorial: Erin Braun ª 2010 Gale, Cengage Learning ALL RIGHTS RESERVED. No part of this work covered by the copyright herein may be reproduced, transmitted, stored, or used in any form or by any means graphic, electronic, or mechanical, including but not limited to photocopying, recording, scanning, digitizing, taping, Web distribution, information networks, or information storage and retrieval systems, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without the prior written permission of the publisher. This publication is a creative work fully protected by all applicable copyright laws, as well as by misappropriation, trade secret, unfair competition, and other applicable laws. The authors and editors of this work have added value to the underlying factual material herein through one or more of the following: unique and original selection, coordination, expression, arrangement, and classification of the information. For product information and technology assistance, contact us at Gale Customer Support, 1-800-877-4253. For permission to use material...
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