CASE ANALYSIS

‘The goal isn’t to be No.1,’ says Yellow Cab’s Chief operating officer
 
BACKGROUND OF THE CASE: 
Yellow Cab’s goal is not just to be number one or the best, they want to have more loyal
customers. Yellow Cab wants to earn the trust of their customer by improving their food, service and
cleanliness because Roy Quejada, the COO of Yellow Cab believes that if they keep doing that customers
will keep coming back. Loyalty is their goal. Yellow Cab products are pure innovation, people go there
for different kinds of occasion, may it be big or small gathering. Yellow Cab is the 1st fast food chain to
operate 24 hours. The product is not only the reason why people keeps coming back in Yellow Cab but
because of their service to their customer. They keep on innovating and improving to build trust and
relationship with their customer. 

I. Case Point of View 

This case is all about Quejada’s journey as a COO of Yellow Cab. It was shown there the
different challenges, and certain problems that he encountered. It was also written there on
how he was able to handle the company’s struggles by improving things and adjusting. 
II. Statement of the Problem 
Yellow Cab's number one goal is to attract and keep loyal customers and losing one loyal
customer is already a big impact to their business, thus, losing a loyal customer is one of the
problems they potentially face every day. As a company that is concerned more on their
customer's loyalty, another potential problem they might face is how to keep on attracting
new customers, keeping and innovating their products quality to be more enticing and
delicious, keeping their cleanliness 24/7, and their staff's customer service. 
III. Objectives 
To build long-term relationship with customers in providing exceptional services and
products. 
Each of the objectives set was designed to contribute to a specified aim. 
 Enhance Yellow Cab’s service execution. 
 Cashiers and servers are trained to become more customer oriented. 
 Strengthening relationships with customers.
IV. Areas of Consideration: 
A. Yellow Cab’s Innovation 
Strengths:  
 High Quality Products 
 Specialized target market  
 Product Differentiation 
Weaknesses: 
 Limited Innovation (Focus on New York style pizza) 
 Lack of Marketing awareness 
 Limited Market Share  
Opportunities: 
 Expansion 
 Innovation with their pizza flavors 
 New menu or add menu 
Threats: 
 Market Competitors with the same target 
 Economic Instability  
 Market Competition  
 
B. Problem solution of Yellow cab 
Strengths: 
 Always seeks for new products  
 Excellent returns of capital expenditure 
 Great Ingredients and supplier. Opens 24/7 
Weaknesses: 
 Hard time in adjusting to new country inspired pizza 
 Focuses more in an American style 
 Slow in making/ planning about new flavors 
Opportunities: 
 Maintain loyal customer 
 Great service 
 Food Improvement and Nice work environment 
 Threats: 
 Competitors who will have better service and food innovations 
 Competitors with the same menu but has better taste 
 Competitors with the same target market  
 
V. Alternative Courses of Action 
1. Creation of new pizza flavors/food innovations 
Advantages: Yellow Cab’s menu will be widened and there will be more pizza flavors   
to choose from 
Disadvantages: More ingredients and recipes are to be managed by the employees 
2. Improvement of current pizza flavors  
Advantages: The improvement of the pizza flavors may help in adjusting to the
customers’ taste and might as well attract more customers 
Disadvantages: Recipes may need to be revised and trained by the employees 
3.  Expanding its products and services
Advantages: Yellow Cab’s menu will have varieties of flavors and products that
customers can choose.
Disadvantages: It may take time and money for the expansion and other might be
affected.

VI. Recommendation
The first alternative course is recommended. Yellow Cab is suggested to have an innovation
in pizza/food flavors, so they will have a wider menu and more pizza flavors that customers
can choose. Since, people like to go to Yellow Cab for celebrations, they’re suggested that
they improve the current pizza flavors and expand its products and services. In that way,
people will comeback not just because for the food but also for its services.