MINI CASE - CHINESE RESTAURANT  1999 2016 2022 2023 Jim Davidson

In 1985, Peter Wong immigrated to Canada from Hong Kong. Two years later, he opened a sit-
down restaurant, Jade, serving authentic Chinese cuisine. He located in Markham, Ontario
because many affluent Chinese were starting to make that community their home. Markham is a
20-minute drive north of Toronto.

Last week, Mr. Wong celebrated the restaurant’s thirtieth anniversary with his staff and loyal
customers. Although Mr. Wong is extremely proud of his success to date, he wants to build his
business.

On a typical weekday, the restaurant is about two thirds full from 11:30 AM to 2:00 PM. On
Thursday, Friday and Saturday evenings, the seats are full from 9:00 PM until closing. Sunday is
busy all day. At other times, the business is slow.

During the first 20 years of operation, he advertised in a local, Chinese-language newspaper. Since
then, he has relied upon word-of-mouth advertising. Mr. Wong observed that the few non- Asians
who visit his establishment are out-of-town business associates of his regular patrons.

The restaurant does not accept credit cards for lunch or specials.

Mr. Wong sees Markham’s recent boom in residential and commercial construction as an
opportunity. However, he is concerned that other restaurants are opening in the area -- including
two Chinese restaurants right next door to his establishment.

Fast-forward to 2022, covid19 restrictions, imposed by the provincial government hampered

revenue. In Fall, 2023, the number of covid19 cases is on the rise; experts no longer agree if
shutdowns and masks are necessary.

Task1: SWOT Analysis

Strengths: Point out Mr. Wong’s activities that are beneficial to his business
Weaknesses: Point out Mr. Wong’s activities that are hindering further success
Opportunities: Identify external opportunities
Threats: Identify threats to Mr. Wong’s business that fall outside of his direct control

• From your imagination, generate a list of ideas about how Peter Wong can improve his
business. You can look for ways to build upon his strengths, minimize his weaknesses, seize
an opportunity or counteract an external threat.

• Next, select three or four ideas from your list of business opportunities. For each of these
ideas, discuss the positives.

• What are the negatives/ challenges that Mr. Wong would face in adopting your
idea?

Task2: Market Research

• Identify key questions / issues to explore with existing customers and potential customers to
enable Mr. Wong to make a solid business decision.
• Identify competitive intelligence that your client, Mr. Wong, needs to make a solid business
decision.