1. Background of the case
Renee Kershaw as a manager of food service (BSB Inc,.) in a university had decided to expand pizza – making operation, however yesterday the university president announced to build a new foodcourt which accommodate food services operation which are Dunkin Donuts, Taco Bell, and Pizza Hut. BSB Inc,. is a national food service company. It provides various of services depending on the type of the market being served. At that university, BSB provides food service for the entire campus for approximately 9,000 people.
Kershaw is responsible for 3 food services operation in the university. First, a large cafeteria which located on the ground floor of the main administration building. Second, is a Dogwood room which serves an upscale luncheon buffet on weekdays only. And the last facility is a small grill.
2. Identification of the problem(s)
> Much students eat food outside campus
>A new foodcourt will be established that will 3 new competitors, which are Dunkin Donuts, Taco Bell, and Pizza Hut.
> Does BSB, Inc., enjoy any competitive advantages or core competencies >Initially, how did Renee Kershaw choose to use her pizza operations to compete with off-campus cafetaries. >What impact will the new food court have on Kershaw’s pizza operation? What competitive priorities might she choose to focus on now] >If she were to change the the competitive priorities for the pizza operation, what are the gaps between the priorities and capabilities of her processes? How might that affect her operating processes and capacity decisions? >What would be a good service strategy for Kershaw’s operations on campus to meet the food court competition
3. Formulation of case objectives
>We need to find the reason why her pizza demand is declining and strategy to compete with the new food court 4. Solution of the problems
> We use “competing with strategies” in chapter one as our preferences 5. Analysis and interpretation of the solutions...
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