Pho Hoa Dorchester Case Study Report
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ASSIGNMENT 1: CASE STUDY REPORTPHO HOA DORCHESTERStudent name: BUI NGOC NAMLecture name: PATRICK MCGIRRStudent ID: 19116714Unit name: Strategic Business ManagementAssignment title: Assignment 1: Pho Hoa Dorchester case study reportCURRENT STRATEGYPho Hoa Dorchester was established in 1992 in Dorchester with the franchise of Pho Hoa Noodles Soup by Mr. Thanh Le. The target audience is the Vietnamese who live and work in Dorchester, in addition to the locals have a passion for Vietnamese cuisine. Until now, Pho Hoa Dorchester has grown to Pho Hoa Inc by expanding its business in Dorchester from 40 seats (at begin) to 120 seats (at the moment). Furthermore, Pho Hoa Dorchester surpassed the operation to Bostons Chinese Town (closed in 2007) and Quincy (Pho Linh). Over 25 years, Pho Hoa Dorchester has built a system with stable revenue and loyal customers over the years. BUSINESS MODELPho Hoa Dorchester has long been recognized by consumers for its traditional formulas and methods of building space with Vietnamese people. In Vietnam, Pho is considered the traditional and most intimate food (after rice) for generations. In addition, Phos recognition as a dish with its own name reflected Phos presence on the world cuisine map. Thus, the development of the Vietnamese Pho model in Dorchester, USA is a strong potential step forward of Mr. Lee since 1992. As well as other forms in the food service industry, besides the importance of traditional recipe, the source material is considered the leading factor for the success of Pho Hoa. In the past, traditional materials for household use have been imported from Vietnam, and even imported noodles are not imported. Therefore, the establishment of symbiotic relationships with suppliers and importers of raw materials from Asian countries and Vietnam is an essential requirement and directly affects the quality and cost of products for Pho Hoa Dorchester. Nowadays, these materials have been sold more widely in the United States due to increased supply from Vietnam, thus Pho Hoa Dorchester has more options and is no longer dependent on the suppliers as the past. One advantage of being a franchise partner, Pho Hoa Dorchester extracts 40,000 US dollars per year for the titleholder in return for their financial and human resources support for brand development. Therefore, Pho Hoa Dorchester was built on the basis of the expansion of the franchise system. However, this is also a risk to the franchise when it is likely to be affected by the brand in the event that another franchise branch of the Pho Hoa is misleading or of poor quality. In addition, in 2014, the POS system installation helps Pho Hoa Dorchester businesses have more effective management of financial and personnel resources.
INDUSTRIAL ANALYSISFood and Beverage Services is an industry characterized by its output and the speed with which the largest number of legal entities participate. At the same time, this is also the industry with the highest rate of rejection. With industry characteristics, long-standing individuals and institutions in the industry are considered a valuable traditional value. In particular, the food service industry in the United States is based on a multicultural and multi-ethnic mix of species and countries around the world. Therefore, the development of the Pho Hoa brand and the existence of Pho Hoa Dorchester over the past 25 years have shaped traditional values ​​and are seen as an effective competitive tool in the marketplace. At the same time, this is an invisible barrier to the formation of new market access components.In addition, when assessing the market power of the participating economic sectors, Pho Hoa is not outside the general law when there is a strong dependence on customers because the concentration of competitors together. Vietnamese cuisine and its competitors (food and beverage). Moreover, the modernization of machinery and technology has made the catering industry more responsive to taste and finishing techniques. Consequently, traditional values ​​are always threatened by the innovation of the modern generation. Furthermore, in case of the basic values (taste, food hygiene, etc.) are satisfied, the customers always have the balance and consideration in the way of serving and ensuring the kindness of the store to the needs of customers.STRATEGIC ISSUEBased on the industry overview, the author identifies the industry focus for Buyer Power and Competitive Rivalry. Here, the problem with Pho Hoa Dorchester comes from the service of the staff at the store. They are experienced workers and have a long history with the store. However, that inadvertently hinders the development of the store in order to adapt to the overall development of the competitive environment. According to the reviews from the diners, the taste of the dishes here still guarantee the value and traditional flavor. However, the wait time for dishes is very long and the quality of the dish is unstable showing the overload and lack of control of the kitchen department at the store after Mr. Qing Le retired. In addition, the way service serves the lack of considerations, call waiting for long service also assess the ability to control and manage the service department has many shortcomings. Therefore, this poses the risk of losing patrons when they find a place that guarantees service.