Name: Adedeji Akinwande Abolaji

Student Number: 77289753 CORPORATE STRATEGY OF CREPES AND WAFFLES

INTRODUCTION VALUE CHAIN ANALYSIS PESTLE VRIO ANALYSIS
"Corporate strategy is a strategic platform, or organization capability, to manage a corporation in a changing environment using a set of strategic
competencies," says Porter. According to Hubbard and Beamish (2011), "since corporate strategy is concerned with multi-business, it implies business
diversification." Because there are various aspects involved in corporate strategy as implemented by firms all over the world, this research will provide FIRM INFRASTRUCTURE: Major base of operation is in Colombia with   Effect T Resource
alue
V
mmitability are
I
rganisation
R O
conomic
E
ompetitive
C
trategic
an analysis of Crepes and Waffles' corporate strategy. This will be accomplished by doing an internal analysis using VRIO Value Chain analysis and an presence in nine countries an about 200 outlets hreat Score
Implication implication implication

activities
external analysis of Crepes and Waffles utilizing Poter's five and PESTEL analysis. As a result, a recommendation will be made along with a Brand awareness Yes No Yes Crepes and   A critical 10
conclusion demonstrating the strength, weakness, opportunity, and threat of crepes and waffles. Waffles has factor for
taken competition.
Political Factors  The government ensure support is 3
HUMAN RESOURCES MANAGEMENT: There are about 2000 employee in advantage of
its brand
OVERVIEW OF CREPES AND WAFFLES all their location majority of whm are female who are also married available to all enterprises (SENA, position.

Founder: Beatriz Fernandez and Eduardo Macias 2019).

Customer loyalty Yes, No No The company   Important in 10

0D
customers is making use creating a
Year of Establishment: 1980 TECHNOLOGY DEVELOPMENT: availability of state-of-the-art kitchen and

Secondary
contribute to of its sustainable
 Several policies as been laid by a high customer competitive
Head Office: Bogota, Colombia software for ordering and checking out

U
percent of loyalty to its advantage.

JL
the sales advantage.
the government to regulate the
Employee Size: 940 revenue

Q
Global Presence: 9 countries with over 200 outlets and 77 in Colombia Procurement: Good purchase and storage management. Also, majority of the raw operation of restaurants and fast Management of legal and Yes Yes, it is No Yes   Not critical for 4
regulatory obligations easy for sustaining
Products: Waffles, Ice cream, Salads, crepes and production of other food materials are supplied locally food. competitors competitive
to also advantage.
Competitors: Archies, Kokoroko, Karens, C & W, El Corral manage
legal and
Marketing and
(Melissa, 2015) Inbound
Operations Sales
Services
The company
obligatory
regulations
Logistics Outbound Meals are sold at Economic Factors  With the increase in population, 2
Offer fast food continuously aim
Raw material Logistics a cheap price
Successful implementation Yes, lack of No Yes One of the   Provides 6
Menu which to satisfy their there is definitely going to be an of technology technology leading player strong
which could be Products are sold through their customer needs makes in the competitive
include waffles,
regarded as directly through good value competition industry. advantage
crepes, Salad, ice through provision increase in customers. tough.
ingredients are outlets in different preposition.
creams, Pizza, of quality and
mostly locally locations Providing quality unique product There is more of middle and
Pita s etc.  Opportunities for Yes, options Yes No No   Provides 8
supplied. meals with good diversification for strong
and service
upper classed people in Colombia diversificatio competitive
ambience n are present advantage.
in the
with the ability to afford Crepes emerging
SWOT ANALYSIS markets

Crepes and Waffles financial chart from different countries between Crepes and Waffles revenue and operational cost from different countries between 2018 to   Strengths Weaknesses and Waffles services and products
Customer community Yes, No, not all Yes Yes   Medium to 8
2018 to 2021 2021
(Lopez, & Sanchez, 2020). customers competitors long-term
are engaging have loyal competitive
products customers advantage.
CORPORATE COMPETITIVE ENVIRONMENT OF THE FIRM The social economic status of
(PORTER FIVE FORCES) S/N   Rating   Rating  to engage
in products

1.  No discrimination during +5 Employment of more females -5 most people in Colombia enables
Force Score Evaluation employee recruitment and them to prefer healthy food. Access to raw materials Yes Yes, as Yes Yes Normal Critical for 10
other competitive
(1 low - 5 high) employment competitors advantage.
 The recent increase in real estate learn the
market
• It is a quite difficult new entry into the food and beverage businesses a result of position
Threat of new entrant 2 (Relatively Low) 1.  Convenience of service +4 Poor communication with customers -3 price in Brazil and Spain affects
the economic (Lee-Ross & Lashley, 2010).
The international presence is low. Therefore, Crepes and Waffles only have their Inclusion and diversity Yes, the No, Yes Yes Normal Creates 10
• the cost of operation in this
major stake in Colombia but they could be threaten by new entry in other
1.  Use of delivery services +4 Lack of mass communication -4 inclusion
strategy is
competitors
are only
sustainable
competitive
countries. channels locations employing
females who
after profits
and are not
advantage.
are willing to
1.  Brand name +5 Lack of entertainment for children -5 breadwinner
s.
hire only a
set of
● There are a large number of competitor which include Grupo Cinbersol, employees.
Competitive Rivalry 2 (Relatively Low)
1.  Low employee turnover +5 Inability of organisational policy to be -5
McDonald’s, La Brasa Roja, Tostao’ Cafe y Pan, Presto among others.
● Crepes and Waffles servicie unique menú which are not servied regularly by applied globally. CONCLUSION
their competitors Social Factor •  Crepes and Waffles contribute to 2
● ot regularly serv 1.  Quality of service +4 Absence of social media marketing -5
the society by hiring single
1.  Proper attention to products +5 Attention to products results into -5 RECOMMENDATION
mother
● Because of the ability of buyers to influence product price, hence, the restaurant
long waiting time for customers. Recommendation Action
Bargaining power of Buyers 5 (High)
industry is also vulnerable to the behaviour of the buyers (Adhikari & Rao, • They are really interested in Social Crepes and Waffles must take 1. Contact every Columbia partner
2013). 1.  
Mean Rating +4.5 Mean Rating -4.5 advantage of their inclusion strategy abroad in all chosen locations and
Responsibility which is been
● Since there are several competitors, the buyers could decided to patronize
  Opportunities Threats of employing single mothers and inform them of the new strategy.
Crepes and Waffles competitors on the ground of better price or quality. reflect in their effort to help their females to international markets in 2. Crepes and Waffles are to open
S/N   Rating   Rating order to attain competitive advantage branches in more countries and
community and value proposition
dominate the restaurant industry
3 (Moderate) Crepes and Waffles can be can be considered to be one of the top restaurants
1.  Increasing health trends among +3 Threat of competitors to -5
Bargaining Power of ●
especially n Colombia therefore which reduces the bargaining power of supplies
customers international and domestic market
Suppliers
(Chong et al, 2001) share.
● There are considerable number of supplies they could select from being a
restaurant Technology They adopted state of the art
Crepes and Waffles should make use 1. Implantation of the global
1.  Expansion into other countries +5 Recession and foreign currencies -4 • 2
● They control over there supply chain of technological advancement to expansion strategy to improve
fluctuation technology which enables them enhance customer service and reduce financial strength.
waiting time. 2. Purchase and use of new
to render service to their technology to reduce the time
1.  Acquisition of other small +5 Healthy eating demands reducing -4
Threat of Substitute 5 (High) ● In the restaurant industry, it is very easy for the buyers to decide on the brand to restaurants sales customers in time and effectively.  customers have to wait for their
REFERENCE
patronize through assessing each brand due to different entities.
Adhikari, A., & Rao, A. K. (2013). Individual preference and bargaining behavior in families’ buying decisions of
orders to be delivered, and reduce
Products ● The low cost of patronizing different restaurants such as Crepes and Waffles the need to hire more employee
competitors is a factor influencing the loss of customers from one branch to
1.  The restaurant industry growth +5 Media attention to -3 restaurant service. Cornell Hospitality Quarterly, 54(3), 248-261.
Chong, P. P., Chen, Y. S., & Chen, C. J. (2001). IT induction in the food service industry. Industrial Management & Data hereby, saving finance.
another (Chong, Chen & Chen, 2001). negative happenings in restaurants Systems, 101(1), 13-20.
Lee-Ross, D., & Lashley, C. (2010). Entrepreneurship and small business management in the hospitality industry. USA:
● Considering the fact that every customers has there own specific choice of
Routledge.
product hence, they could have several other competitors who could satisfy 1.  Worldwide deregulation +3 Price conflict -3 Lopez, H., & Sanchez, D. (2020). Crepes & Waffles: Strategic Plan. Administrative and Economic Sciences Faculty.
their needs outside Crepes and Waffles. Universidad Icesi.
1.  Low-cost menu +4 Rising cost of raw materials -3 Melissa. (2022). Crepes & Waffles: Colombia’s French-Style Crêperie. Medellin Living. Retrieved 13 July 2022, from Introduction of new product and 1. Market research
https://medellinliving.com/crepes-waffles/amp/ diversification and acquisition of small 2. Acquisition
1.  Discounts and free packages +3 Competitive threats -5 SENA, (2019). Fortalecimiento Pymes. Apoyamos a los empresarios para que aumenten sus niveles de desarrollo. restaurants to secure a large share of 3. Diversification
[online] Bogotá. Recuperado de: http://www.sena.edu.co/esco/trabajo/Paginas/fortalecimientoMypes.aspx
the market.
1.  Mean Rating +4 Mean Rating -3.85