INTRODUCTION
Navigating the current business situation of the company is a good approach to make different decisions. The purpose of investigating the current business situation is to focus on both, current and future business operations. Through different strategic analysis or tools, the management of the company can derive some key insights, which enhances the visibility of business understanding and decision-making process. Especially, when existing in the competitive market, the firm may use some strategic tools to obtain some factors, which are keys to the success. Depending on the business and the market, the firm management can use an appropriate strategic tool to make results predictable.
The current business situation of the company creates many opportunities for the management to make decisions. As far as the strategic considerations of the company are concerned, the current business situation provides a platform for the company management. Grill ‘Em All Company has made its name in the Los Angles. In the presence of many other competitors, the company is still in the loop. Utilization of strategic management tools is a good trait by the company, and it leads towards the business improvements as well.
COMPANY: GRILL ‘EM ALL
Grill ‘Em All Company is in the limelight in Los Angles due to its high-quality burgers and general fast food. In Los Angles, the company management has differentiated the process through the heavy metal theme. It is a fact that this fast-food company contains the effective and attractive food menus for customers. The company was founded in 2009. The company has expanded in the region successfully, and through an appropriate targeting, the business sustainability has been attained. It has been revealed that the company has carried or streamlined different vision and ideas. Grill ‘Em All has participated in the burger battle in this region. Due to its differentiated operations for customers, the company has observed a good customer response, which led towards the reasonable revenues. The most important thing is the customization in the fast-food service, and the management justifies it in an effective and lucrative manner (Bookali).
VALUE CHAIN ANALYSIS OF GRILL ‘EM ALL
The management style is democratic. The financial condition of the company is strong, as the company enhanced the visibility of revenue streams through attractive customization. The relationship with employees in this company is good. Employee performance is measured through different appraisal systems to make some improvements. The objective is to retain the best people in the company. Grill ‘Em All Company contains the technological advancements. For Instance, the supply chain management of this company is integrated. For meeting customer needs at the right time in different events, the firm uses an integrated system. The procurement system of this company is based on the communication process with the suppliers. Based on needs in every event, the management intends to communicate with suppliers to fill the Grill ‘Em All’s truck according to customer expectations (Drell).
The inbound logistics is based on different material handling techniques. However, inbound logistics work in a cycle of this organization. For Instance, order placement, vendor placement, transportation, and reception are four main aspects of the inbound logistics. The operations of the company are triggered by the real-time sales and inventory. For Instance, the operational process of the company has been standardized through the integrated inventory system. Even in the restaurant or event, the purpose is to come up with fresh foods for customers. The outbound logistics is based on trucks. Customers can collaborate with the company to have a customized fast-food truck at different events. The marketing process is in the limelight due to the penetration pricing strategy. Low prices of wild messy burgers enhance the visibility of effective targeting and positioning. It seems the little glimpse of the marketing approach to sustaining prominently in the market. The service of the company is differentiated through its unique delivery. The company uses the rock music to greet a person, which makes the service different from other restaurants (Dyer, Godfrey and Jensen)
PORTER FIVE FORCES ANALYSIS FOR GRILL ‘EM ALL
Bargaining Power of Buyers
The bargaining power of the company in this industry is quite high. The big reason is the availability of different fast food products in the market. People contain higher bargaining power due to different options. Based on price, quality, and services, the customer can be converted. Thus, when it comes to the strategic decision making, the main intention of Grill ‘Em All is to reduce this bargaining power, and obviously, it seems possible through targeting and positioning.
Bargaining power of Suppliers
The bargaining power of supplier is also high. It is a fact that this company is focusing on the concentrated suppliers to enables the quality and customization. In the fast-food industry, the company is looking to increase the quality of fast-food items through high-quality raw materials along with an adequate supply. Accordingly, supplier’s competition in this region is low, and it increases the bargaining power (Bookali).
Threats of Substitutes
The threat of the substitute is moderate due to the emergence of different dining restaurants. The company is dealing with high-quality burgers and general fast food. Thus, different dining restaurants may offer the same products along with the same quality. It looks moderate because the management of these dining restaurants may not offer all types of fast food due to their own unique menus. If a customer visits in a dining restaurant, he is not sure about the same fast-food items. Therefore, due to moderate availability, the threat of substitutes is moderate (Invisible Oranges Staff)
Threats of New Entrants
The threat of new entrants in Los Angles fasts food market is high, as there is not a need for big financial capital. People are assertive in trying new things in the market, and it empowers firms to make the successful entry. The Grill ‘Em All Company has predicted this threat because it has become easy for companies to utilize local media and distribution channels to increase the competitive positioning and targeting. However, the company may take time to contain the brand image (Foodtruckr.Com).
Competitive Rivalry
Cassell’s, Petit Trois, Everson Royce Bar, Belcampo, Apple Pan, and the Oinkster are the main competitors of this company in Los Angles. All these competitors depict the intense rivalry. Every company wants to attract customers through uniqueness in the services. Thus, to exist strongly in the competitive market, there is a need to come up with some strategic changes, which can help the company to beat these competitors in the Los Angles.
MISSION & VALUE OF GRILL ‘EM ALL
Mission Statement
“The mission of the company is to create and sustain the heavy metal clubhouse made for Grill Em All Ghouls to be able to smash great food, drinks and enjoy themselves seven days a week” (Grill Em All).
Value Statement
The value has been effectively created by the company. For Instance, according to some insights, derived from the website of the company, the value has been created through unique menus for customers in restaurants and events. From grilled cheese buns to hand-cut fries, the uniqueness is in the limelight by the company. It creates the value for customers, as it enables the positive perception. Customers create the perception that the food contains the highest quality. Due to this perceived quality, the sales and growth of the company are increasing in this region (Bookali).
SWOT ANALYSIS OF GRILL ‘EM ALL
Strengths
There are many strengths of this company in this market. For Instance, the company has depicted a comprehensive product line or menu for customers, which contain the uniqueness. It is the biggest strength of the company, as it makes customers quite assertive. Also, it has been observed that the company has a good financial condition, which assists the company to come up with some change interventions with the passage of the time. This strength of the company is leading towards the competitive advantage. Furthermore, due to some customization for customers in the food truck, The Company manages to sustain its brand image in this competitive market. Customers seem loyal and satisfied with the company, which ensures the profitability and growth. Thus, based on these strengths, the company can make business decisions (Dyer, Godfrey and Jensen).
Weakness
The biggest weakness that this company contains is the lack of advertisements and promotion. The company does not combine traditional and modern media channels to position better in the minds of customers. Operations have not been maximized by the company troughs the marketing process. Lack of segmentation despite having the biggest product line is the big weakness of the company. Comparatively, competitors are looking to dominate on different traditional and social media channels. The profitability of the company has not been maximized in this region, as mentioned, the company is using the penetration pricing strategy, and therefore, the positioning has been preferred instead of profitability. It likes the business expansion as well as compared to other burger sports in the country (Foodtruckr.Com).
Opportunities
In Los Angles, the company management has to grab those areas, which are undone by its competitors. It seems a good opportunity to enhance the visibility of the differentiation process and expand the business. Heavy metals and heavy burgers are two main aspects regarding the success of this company. However, to streamline the additional product line, the management has to integrate with more heavy metal bands to increase the targeting and positioning. The image of the company is to be evolved with the passage of the time, and it seems the best approach for this company to make results predictable (Bookali).
Threats
The threat of new entrants is always in the limelight. In Los Angles, there is the great opportunity for new entrants in the market and differentiate the process to attract customers and gain the market share. Unique selling proposition by the new companies in this region has emerged as a top threat, which can hit the sales of this company hard. Interestingly, due to the awareness regarding the obesity in the whole region, people are avoiding the fast food. It is a huge threat, as heavy burgers are quite vulnerable in this regard. The change in the attitude of customers can be changed with the passage of the time, and the company management perceives this threat (Foodtruckr.Com).
BACKWARD & FORWARD INTEGRATION OF GRILL ‘EM ALL
As mentioned, the company management is focusing on the concentrated suppliers. The backward integration has been emerging from the company to create the strategic relations with suppliers. In Los Angles, the company contains good partnership with the local suppliers. The integrated supply chain management process has helped this company to save the cost and improve the efficiency. It seems an effective integration with the supplier’s company. After the successful acquisition of suppliers in the business process, the company may come up with the acquisition of chicken or beef farms. It can justify the backward integration in quite prominently (Invisible Oranges Staff).
The company is demonstrating the forward integration. For Instance, in different events, the company uses its employees to reach the destination along with some required fast food. Using own trucks for different events is a depiction of the forward integration, as instead of depending the distributor, the company becomes the distributor. This purpose of this a forward integration is to contain the control of suppliers and distributors. Interestingly, the forward integration has worked for this company in this market and based on this; the company intends to expand the business (Roche).
RECOMMENDATION FOR GRILL ‘EM ALL
Based on the elaborated results, derived from some strategic tools, some recommendations are to be made for this company. For Instance, based on the competitive situation of the company in the competitive market, it is necessary for the management to come up with some change interventions regarding internal and external business process. The company, instead of focusing on the existing positioning trails, should have to adopt some unique selling points. Furthermore, streamlining different products through digital media channels is a good approach, which must be considered by the management of the company to attract customers and gain the competitive advantage (Drell).
CONCLUSION
In the end, it is to conclude that Grill ‘Em All Company has gained and sustained the success in the Los Angles. Integration with the heavy metal music is the best strategy, which boosts the differentiation. The main approach that the company may carry in this market to contain the business sustainability is the competitive positioning. Different strategic analysis tools have helped to obtain some factors, which can be considered in the decision-making process. These strategic tools increase the competitive intelligence, and Grill ‘Em All Company is looking to utilize this opportunity effectively.
Work Cited
Bookali, Black. “Grill ‘Em All – Los Angeles, CA”. Bang for Your Burger back. Bang for Your Burger back, 16 April 2015. Web. 20 March 2018. https://bangforyourburgerbuck.com/grill-em-all-los-angeles-ca/.
Drell, Lauren. “Matt Chernus, Grill Em All: The Next Big Food Network Star?”The Huffington Post. The Huffington Post, 15 August 2010. Web. 20 March 2018. https://www.huffingtonpost.com/2010/08/15/matt-chernus-grill-em-all-spotlight_n_912287.html.
Dyer, Jeffrey H., et al. Strategic Management: Concepts and Tools for Creating Real World Strategy. Wiley, 2016.
Foodtruckr.Com. “The 10 Commandments of Customer Relationships.” Food Trucker. Food Trucker, 13 November 2013. Web. 20 March 2018. https://foodtruckr.com/2013/11/10-commandments-customer-relationships/.
Grill Em All. “About.” Grill Em All. Grill Em All, 1 March 2018. Web. 30 March 2018. http://grillemallburgs.com/about.php.
Invisible Oranges Staff. “Metal as Brand: Businesses Themed by and For Headbangers.” Invisible Oranges. Invisible Orangesm 26 August 2015. Web. 19 March 2018. http://www.invisibleoranges.com/metal-as-brand-businesses-themed-by-and-for-headbangers/.
Roche, Jason. “Grill ‘Em All Celebrates Five Years of Heavy Metal and Heavy Burgers.” Laweekly. Laweekly, 9 January 2018. Web. 20 March 2018. http://www.laweekly.com/restaurants/grill-em-all-celebrates-five-years-of-heavy-metal-and-heavy-burgers-9030632.
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