The Cheesecake Factory Restaurants
Executive Summary
The company Cheesecake Factory mission is creating a perfect environment for achieving customers’ satisfaction. The main objectives of the company are to increase the sales and availability of the service and keep strong positions in the highly competitive market. The main strategy is globalization of the company.
External analysis
The technological and economic factors have the great influence on the business development. The most vital threat is the great number of competitors in the domestic and international market. The major opportunity is to penetrate the new global markets. The company’s success factors are high quality of the production and service.
Internal analysis
Employees are the most important resource of the company. The strong promotional company, the diversity of the products of high quality, information technologies, and clear organizational structure are the main benefits of the company. The main disadvantage is rather high prices, only two facilities where the desserts are done, and low liability of the company.
Major strategy issues
The main problems are low liability of the company due to investing the new restaurants and high competition in the market. The threats are bankruptcy in case of economic crisis and lack of foreign customers’ loyalty. Alternative strategies: opening the Cheesecake Factory’s shops in the USA, Canada, and Europe or introduction of new mobile application.
Recommendation
Introduction of new mobile application.It will allow diverse the market by giving more opportunities for customers who live far from the restaurants to make orders and pay for them online. It will also give an opportunity to overcome the rivals by providing convenient service and building strong relationship with customers. Besides, it will help to control sales, service, and demand all over world.
Introduction
The company Cheesecake Factory was created as a family business in the 1940s. It started its business from a small Cheesecake shop and grew into a Cheesecake Factory Bakery. Today the company has more than 200 The Cheesecake Factory restaurants all around the world.
The Cheesecake Factory’s mission is “creating an environment where absolute guest satisfaction is our highest priority” (The Cheesecake Factory, 2016). The main objectives of the company are to increase the availability of the factory production to customers, grow restaurant sales and overall revenue of the company, and keep the strong position in the global restaurant market (Annual Report, 2014). The main strategies which allow the company to compete successfully with the competitors are high quality of the production, mass population focus, excellent service, brand value, and extension of the market.
Thus, a high quality of the product and excellent service allow the company to get the highest traffic numbers in the industry and increase the recognition of brand (Lutz, 2015). The service is improved with the help of the constant training and development of the staff (The Cheesecake Factory, 2016). Today the company has license agreements with the Middle East, Latin America and Asia (The Cheesecake Factory, 2016). The extension of the business in …
