NORTH SOUTH UNIVERSITY

Case study
On
Wil’s Grill
Answering four questions mentioned in the Wil’s Grill case study.

Submitted to
Mr. Mohammad Hannan Miah
Senior Lecturer,
Department of Management,
North South University

Submitted by
Name: Abu Rahat
ID: 2231625630
Course: MGT212
Section:15

Date of Submission: 14th December 2022

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Question no 1. What are the resources and capabilities required to compete in the street
food market segment?
Ans:
Resources and capabilities:
Branding of Wil’s Grill: marketing messages from their websites, such as Facebook and their
website. The majority of the reviewers analyzed them for clear food, simplicity, quality, and
consistency. Wil’s Grill recently acquired some images for their branding.

Coherence between employees: No matter if they are temporary employees or not, John
constantly ensures that they are treated equally. This motivates staff to serve clients efficiently
and quickly without compromising quality. He is confident that by doing this, these people will
want to work for him once more.

Clean food: Serving healthy cuisine at a reasonable price is really uncommon today. The cost of
groceries prevents the majority of restaurants from being able to do that. Either they charge a lot
for nice food or they don't serve clean food at a reasonable price. Wil’s Grill has a competitive
advantage in this.

Good pricing: The ingredients for the dishes served on the grill are grown nearby. The ability of
Wil’s Grill to provide high-quality food at an affordable price encourages community events to
spend more money there. Providing customers with healthy food at competitive prices also
encourages them to make larger purchases. John believed in Wil’s Grill because of his local
connections and initial disregard for profit, he was able to provide customers with healthy meals
at a fair price.

Profitability: Wil's Grill is a successful company. It is impossible to replace this company

profitably. Profitability implies a momentary advantage in this organization.

Local supply chain: Wil’s Grill has a competitive edge because they are familiar with the local
supply chain. For them, knowing the local supply chain is a useful resource.

Technology and social media: On a dedicated website, Wil's Grill informs nearby farms where
the purchasing is done. They'll have a competitive advantage thanks to the widespread use of
smartphone technology.

Customer servicing: While customer service is a vital resource, it is not an uncommon skill. It
gives them a short-term benefit.

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Location: He is knowledgeable about the area because it is where he was born and raised. This
knowledge is one of the company's strengths. He can also find local events, and by participating
in smaller ones with his clean food movements, he can profit from his business.
Catering to two segments: They have flexibility because they serve two sectors. Being versatile
is both a great asset and a rare talent. They have a transient advantage because of a non-
replaceable ability they possess: catering to two segments.

Question no 2. What are the Strengths, Weaknesses, opportunities, and Threats of Wil’s
Grill?

Ans:

SWOT analysis of Wil's Grill:

Wil's Grill strengths and opportunities:

Strength:
 They pay attention to and follow market trends.
 As a result of their diligence, they received both a great price and excellent ratings.
 They expand their menu with a variety of meals.
 They promote their group through events.
 They have a competitive advantage since they utilize the newest technologies.
 A further asset for Wil's Grill is that they are debt-free.
Opportunities:
 Serving clean food.
 John is constant in his work, which offers them a chance.
 They have a large margin, which is also a chance.
 Customers are motivated by Wil's Grill.
Strategic options for Wil's Grill (according to strength and opportunities):
a. serving clients wholesome, clean cuisine.
b. matching the offerings to the preferences of the buyer.
c. Wil's Grill may want to consider strategically entering a new market.
d. spending more on marketing and advertising.
e. They ought to establish a permanent office to solve their issue.
f. To improve profits, they should use more margin money, and to boost sales, they should
hire more people.
g. Offering discounts to clients can also be a wise move for Wil's Grill.

Weakness and threats for the Wil's Grill:

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Weakness:
 They have a problem in that they lack workers and a permanent office.
 Another flaw is that they don't standardize their prices.
 having a constrained budget for new kitchen appliances.
 They don't have a strong presence in the neighborhood catering sector, which is a
problem.
Threats:
 Large and well-established competitors are present.
 Customer trends and preferences change every day and new entrants are also a threat to
them.
Strategic options for Wil's Grill (according to weakness and threats):
a. Using the latest technology for the latest trends.
b. They might start implementing reviews in marketing strategy after seeing them.
c. They should update their products according to customer trends and preferences.
d. maintaining their pricing and product quality in the face of competition.
e. Improving business strategy to match with their competitors.
f. To entice prospective customers, they ought to appoint a marketing manager.

Question no 3. What are the core competencies of Wil’s Grill?

Ans:

They should hire a marketing manager to woo potential customers.

Clean Food: Wil's Grill placed a big emphasis on serving healthy meals at affordable costs.

Equity: The catering industry needs to work on increasing brand recognition since the majority
of poll participants had never heard of Wil's Grill.

Involvement of Employee: To develop the key competencies of employee involvement that are
still lacking, hire trainees or students in hotel management who have prior knowledge of or
expertise with the catering sector. To ensure that workers are completely satisfied with their jobs,
hire more laborers and other human resources and distribute optimum work hours fairly.

Suppliers: They enjoyed a competitive advantage in the external sector thanks to John's
connections with the local supply chain. As a result, Wil's Grill can efficiently utilize its
suppliers in the catering market.

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Pricing: The pricing strategy of the street food industry can be applied to the catering sector by
marginally raising prices to boost profit margins because catering customers are less price
sensitive than consumers of street food.

Customer Preferences and demand: In order to build the fundamental competencies that are
still lacking in terms of client preferences, Recognize the needs of the customer and enquire
about the occasion and dietary preferences of the crowd. To draw attendees and get them talking
about future events, suggest a new variety of food. There is always room for improvement; to
take advantage of this, get client feedback after the event and strive to implement the suggestions
made.

Question no 4. What have you learned from this Case?

Ans:

In this case, john Christ the owner of Wil’s grill has the opportunity to generate higher revenue.

These are the following things that I have learned from this case:
 Focusing an organization’s vision toward market trends can help them getting them capturing
a big market.

 Their way of using technology is the most appealing thing to me. they have their website
from where they collect and use customer reviews to recreate their working system of
structure to maintain the price and quality of food.

 They focus on quality over presentation and quantity. this habit can lead an organization to a
successful journey.

 Wil’s grill is an organization with zero debt. Having zero debt is a strength of an
organization.

 When a catering service is serving their customer a variety of foods it helps them to capture a
large number of customers which is a plus point for an organization.

 Having no permanent office can create some trouble and no permanent employees can also
create trouble which can lead an organization to its end.

 Every catering service organization should always spend more money on new kitchen
equipment. This will help them in maintain the quality of the food.

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 Wil’s grill is not well established in the catering market which is a drawback for a catering
service organization.

 Every catering service organization should fix a standardized price for their food.

 Matching food with customer demand and trends is also a very important step for a catering
service organization.

Case study on Wil’s Grill