Case Study 2

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The Fritter Shop: Filled with Potential Case Study Report Kevin Rice Jr November 13, 2023 Professor McCullough MANGMT 3000W

● Did you make all the changes that were clearly highlighted or identified by your TA? ○ Yes ● How did you use those same suggestions to change similar things (that weren't specifically highlighted) throughout the rest of your report? ○ I removed other unnecessary words or phrases that I had that weren’t highlighted ● How well did you execute the overall recommendations made by your TA? Explain. ○ I executed pretty well because I fixed everything that was recommended to me ● What types of changes did you make to improve your report beyond what your TA suggested? ○ I removed other unnecessary words or phrases and fixed grammatical errors to help the paper sound better ● What do you think is the biggest improvement you've made to your report and why? ○ The biggest improvement is my removal of extra words that were not needed because it makes the report sound more fluid

Introduction In the case study of "The Fritter Shop: Filled with Potential," several key problems and findings emerge throughout the report. The challenges include marketing hurdles, unused storage space, and other potential future decisions that need consideration. Along with these concerns, however, are positive discoveries related to business operations at “Kelvin’s Fritter Shop”. This analysis aims to highlight these findings, providing insights and proposing recommendations to unlock the true potential of the fritter shop, enabling sustainable growth and success in the restaurant market. Background Owner Kelvin Van Rijn was born into a business family that owned an apple fritter- specialized bakery that started in 2001. Over time, Van Rijn learned skills to bake pastries and run a business, so after graduating college in 2015, he opened up “Kelvin’s Fritter Shop” in St. Thomas, Ontario. He carried the tradition of his family’s apple fritters but with unique flavors in each one. Van Rijn created a new team to help bring his family’s iconic fritters and other bakery specials with his own twist to them. Van Rijn identified that marketing and catering to his audience was important because with social media being popular and travelers frequently visiting, it was essential to be strong in both of those areas. Van Rijn’s biggest questions were how he wanted to grow personally and business-wise. He had unused production space and faced many options as to how to move forward with those decisions and many others. “Kelvin’s Fritter Shop” was a success in St. Thomas, but Kelvin Van Rijn still had to determine what was the next step with his fritter shop vision ( The Fritter Shop: Filled with Potential) . Analysis and Alternatives

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Using a SWOT analysis helps me “identify and analyze internal strengths and weaknesses and external opportunities and threats that shape current and future operations” of Kelvin Van Rijn’s “Kelvin’s Fritter Shop” and help develop strategic goals for the business (Kenton, 2023). The strengths of the business include the quality of the food, the production of the operations, and the business’ social media presence. The weaknesses include a lack of expansion and professionalism among owners and coworkers. Opportunities that this business has access to are a growing population in Ontario and unused production space. Lastly, the threats that “Kelvin’s Fritter Shop” faced were seasonal demand from younger customers and parents who were against their children eating sweets, both of which are the business’ main customers. Two alternatives that are attainable for “Kelvin’s Fritter Shop” are franchising or staying consistent with what is currently working. By sticking to what the business is currently doing with the expected inflation rates and rent increase, the business can still be successful and profitable with the six percent revenue increase for the new year. The only negative to this is limiting the ceiling that the business could reach with either franchising or wholesaling. With franchising, this could take advantage of the popularity that “Kelvin’s Fritter Shop” has locally and on social media. Financially, franchising could work after a few years with the increase in revenue in both the original and new locations. The negative side of this financially would be hiring a new staff and operation costs. These two alternatives would be great ways to continue to grow the business and keep the Van Rijn’s bakery legacy alive. Solution[s] and Recommendations A recommendation to optimize Van Rijn’s unused storage space is to take advantage of it by using it to sell more products. He has already identified his underutilized space, which is the

first step ( How to Maximize Warehouse Storage Space Utilization Without Expansion ). Wholesaling would be a great option since it does not require opening a new store. It is costly, but Van Rijn has the equipment to increase the production of fritters to 2,500, and there is a demand for them ( The Fritter Shop: Filled with Potential ). Along with using social media, going in this direction could help expand the business to more people, thus equating to more revenue. Conclusion Overall, Kelvin Van Rijn faced many questions regarding the future of his business. The challenges include marketing hurdles, unused storage space, and other potential future decisions that need consideration. Regardless of these concerns, positive discoveries related to business operations at the fritter shop arose as well. Van Rijn’s biggest concern of his unused storage space left the most uncertainty for the business owner, but he has many positive options to decide from.

How to Maximize Warehouse Storage Space Utilization Without Expansion (2020). Envistacorp. https://envistacorp.com/blog/how-to-maximize-warehouse-space-utilization/ The Fritter Shop: Filled with Potential . Harvard Business Publishing Education. https://hbsp.harvard.edu/download?url=%2Fcourses%2F1080988%2Fitems %2FW31124-PDF-ENG%2Fcontent&metadata=e30%3D Will Kenton (2023). SWOT Analysis: How To With Table and Example . Investopedia. https://www.investopedia.com/terms/s/swot.asp#:~:text=it%20is%20weak.-,What%20Is %20SWOT%20Analysis%3F,and%20help%20develop%20strategic%20goals.

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Case Study 2

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