BUSINESS SCHOOL

PROFESSIONAL ACADEMIC SCHOOL OF ADMINISTRATION

COURSE

MANAGEMENT AND STRATEGIC FORESIGHT

ESSAY

CASE STUDY "MOMMA CHERRI'S SOUL FOOD".

CONSULTANT
MANUEL IGNACIO VELASQUEZ BERMEO

MEMBERS
❖ Alejandro Ramirez Brayan
❖ Alva Brendy Street
❖ Isuiza Mishama Lilianita
❖ Neira Escobar Cinthia
❖ López Valiente Blanca Rosa
❖ Olascoaga Portocarrero Deysi
❖ Ortiz Vásquez Gloria
❖ Romero Candiotti Juan Isacc
LIMA 2021
CÉSAR VALLEJO UNIVERSITY

I. INTRODUCTION

Momma Cherri's is a place that has a good flow of tourists because it is located near the
beach, but even with this geographical opportunity the company has not been able to
attract enough customers.
After 3.5 years of hard work, 7 days a week, the company is still heavily in debt by more
than 65,000 pounds. The first thing you can see is that Charita, owner of the restaurant,
wants to do everything, I hire a head chef, but at the end of the day the person who
designs the menu is her. In addition to the lack of organization, the food is not cooked on
the spot, it is prepared in advance and everything is kept in the freezer. The pricing policy
is a factor that decreased sales. Faced with overwhelming debts with the bank, the bank
recommended that she raise the cost of each dish in order to pay the bills, but that only
made her lose customers.
Despite the various problems Momma Cherri's is facing, the workers add one more by
arriving late including the head chef. Charita treats all her employees as if they were her
children, although her home style is very quaint, it does not help to improve the crisis in
which she is involved.
Now let's put ourselves in the restaurant's Marketing Manager's shoes in order to create
new strategies to reach more consumers and build loyalty.
Something that Momma Cherri's has not explored in the least are social networks, internet
advertising is something that all companies must invest in if they want to appear on the
map of their potential customer, every time a consumer wants to know if a brand is good
the first thing they do is look for its page on Facebook.
The quality of the service they provide is low, as we mentioned earlier, employees arrive
late, they should be stricter with the arrival time and apply discounts in salaries for late
arrivals. The use of uniforms would increase the seriousness of the company since the
personnel dress as if they were at home.
Direct marketing has many tools, one of them is the sending of messages via email, this
would be applied to build the loyalty of frequent customers of the store. Messages would
be sent with seasonal promotions and small surveys could be included in order to improve
the quality of the service.
Being located in a touristic place, the appearance of the restaurant is also a source of
publicity, the place needs changes in the structure in order to make it attractive to tourists.
II. DEVELOPMENT
CÉSAR VALLEJO UNIVERSITY
4-Describe how activities are performed and presented in the company, highlighting
what is favorable and the opportunities for improvement.

Favorable activities

v Good seasoning in its different dishes.

Opportunities

❖ Located in a tourist area.

4- Prepare a SWOT matrix with the initial situational analysis of the company with
at least 4 characteristics for each quadrant.

STRENGTHS OPPORTUNITIES
❖ Good seasoning. ❖ Increased flow of tourists.
❖ Cozy and homelike place. ❖ Specialized advice.
❖ Spacious premises. ❖ Strategic location.
❖ Professional in the kitchen. ❖ Attract new customers.
❖ Quality of care . ❖ Standardize dishes by price.
WEAKNESSES THREATS
❖ Not having an MOF. ❖ Debt with banking entity.
❖ Lack of commitment. ❖ New competitors.
❖ Poor management of inputs. ❖ Fine for mishandling of food.
❖ High prices of dishes. ❖ Lack of tourists.
❖ Lack of marketing. ❖ Not having a professional chef.
CÉSAR VALLEJO UNIVERSITY
4- Elaborate an EFE and EFI matrix based on the initial situation of the company.
MOMMA CHERRY'S COMPANY EFE MATRIX

DETERMINANTS OF SUCCESS
OPPORTUNITIES WEIG RATING SCORING
1 Increased flow of tourists. HT
0.12 3 0.36
2 Specialized advice . 0.15 4 0.6
3 Strategic location. 0.05 2 0.1
4 Attract new customers. 0.15 4 0.6
5 Standardize dishes by price. 0.03 1 0.03
SUBTOTAL OPPORTUNITIES 1.69
THREATS WEIG RATING SCORING
1 Debt with bank HT
0.05 2 0.1
2 New competitors 0.05 2 0.1
3 Fine for mishandling of food 0.15 3 0.45
4 Lack of tourists 0.1 1 0.1
5 No professional chef 0.15 4 0.6
SUB TOTAL THREATS 1.35
TOTAL 1 3.04

We can indicate that according to the EFE matrix, the MOMMA CHERRY`S
restaurant has many opportunities to grow in its locality since it has an above-
average average because its opportunities are greater than its threats.
CÉSAR VALLEJO UNIVERSITY
EFI MATRIX
EFI MATRIX OF MOMMA CHERRY'S COMPANY

DETERMINANTS OF SUCCESS
STRENGTHS WEIG RATING SCORING
1 Good seasoning HT
0.14 4 0.56
2 Cozy and homelike place 0.11 4 0.44
3 Spacious premises 0.09 3 0.27
4 Professional in the kitchen 0.08 3 0.24
5 Quality of care 0.13 4 0.52
SUB TOTAL STRENGTHS 2.03
WEAKNESSES WEIG RATING SCORING
1 Not having an MOF HT
0.12 4 0.48
2 Lack of commitment 0.08 3 0.24
3 Poor management of inputs 0.09 4 0.36
4 High dish prices 0.07 2 0.14
5 Lack of marketing 0.09 3 0.27
UNDER TOTAL WEAKNESSES 1.49
TOTAL 1 3.52

We can indicate that according to the EFI matrix, the MOMMA CHERRY`S restaurant
has many opportunities to grow in its locality since it has an above-average average
because its opportunities are greater than its threats.
CÉSAR VALLEJO UNIVERSITY
4- You must analyze the proposal executed by Chef Gordon Ramsay and validate its
execution based on the analysis performed by your team.

At the beginning, Chef Gordon Ramsay could not explain why Momma Cherri's restaurant
was not so well known and preferred by customers, despite having a pleasant and appetizing
seasoning and being located in a tourist area; therefore, he decided to study the problem, see
the reality of the case, investigate and discover good solutions to make the business a success
and reach more consumers and build customer loyalty.
"If you want to run a successful business, it's not just about how good the food tastes but how
it reaches the customer" (Gordon, Ramsay), these words were the beginning of the analysis of
the case, the possible weaknesses were evaluated and new strategies to achieve change began
to be created.

The first step was organization, knowing how to run the business and ensuring that employees
perform their duties efficiently. Start to take the reins of the business and design the right
strategies to achieve the objective. Having a strategic vision, delegating, and motivating are
characteristics that must always be kept in mind in order to manage appropriately and gain the
respect of subordinates.

Start restructuring the menu: The restaurant's menu should be varied, but not too long and
with its own identity, differentiating it from other restaurants. The customer asks that if
something is not on the menu that it be communicated and not said, once the dishes have been
ordered.

Attract new customers: The idea of going out to the street to publicize the product was very
beneficial, this generated that the restaurant becomes known and recognized for its seasoning
and quality of service, by attracting new customers and achieving customer loyalty so that
they become loyal customers and repeatedly make a purchase of the products offered by the
company.

The changes at the beginning were difficult, but everyone in the team had the will, the ability
to adapt, to take on these challenges, to move forward and achieve the objectives. This work
was reflected in deeds. The restaurant was located in a better area, with an improved
infrastructure of 5 floors and managed to be recognized as one of the most successful
companies, their reputation is well recognized thanks to the technological innovation and
marketing strategies they used, which makes them more known in different media and social
networks.
CÉSAR VALLEJO UNIVERSITY
The important thing is to know how to manage a team correctly and to know how to use
strategies to achieve success.

III. CONCLUSIONS AND RECOMMENDATIONS

CONCLUSIONS

The following conclusions can be drawn from this case study:

4- Something in which the protagonist has not explored in the least are social networks, this
causes her business is not so well known and as a result the little affluence that is observed
in the video.

5- The quality of service is low; as mentioned, employees arrive late and are not serious when
performing their duties. Not wearing a uniform diminishes the seriousness of the company
since the staff dresses informally.

4- The mismanagement of her finances in part directly affects the business as prices are
standardized to the needs of the entrepreneur to cover her debts but not to the costs
affordable by the consumer. Bringing as a consequence low profitability and proposing the
idea of eminent closure.

5- In spite of being located in a touristic place, the appearance of the restaurant is not
sufficiently striking and does not exploit this very important factor; no changes have been
made to the structure of the building, which makes it less attractive to diners.

6- After the necessary guidelines were taken with the support of Chef Gordon Ramsay, the
business was able to improve its affluence in such a way that the establishment changed to
a larger one, now the company meets the necessary food handling standards and the staff is
firm with the responsibility they have within the premises, one can visualize the great
progress that this has and remains as a profitable and prosperous business.
CÉSAR VALLEJO UNIVERSITY

RECOMMENDATIONS

Exploring the world of social networks, internet advertising is something that all
companies must invest in if they want to appear on the map of their potential
customers.
Employees must be people with discipline and commitment to perform their
activities. The first rule for the success of a business is the work team.
Knowing the needs of customers is the starting point to carry out a successful
business, knowing their tastes, their behaviors, their needs, their opinions will
make us have a profile of them related to the company.
Reward the loyalty of your customers where for each determined number of
meals or dinners they will get one free, as well as offers, discounts and/or raffles
among your customers as it will increase sales and motivate customers to return.
The price of the dishes has to attract customers, so it is important to be aware of
what you are charging, no one will have a problem paying a high price for a
worthwhile dish.
When you improve, your restaurant improves: the more you know about your
business, the more you study the competition, the more value you will bring to
the market.
To be innovative in marketing strategies. You can't expect old-fashioned
marketing techniques to make your restaurant thrive. To grow your restaurant,
you need to put effort into finding innovative marketing strategies that will
attract more customers to your location.
CÉSAR VALLEJO UNIVERSITY
IV. BIBLIOGRAPHY .

https://www.dailymotion.com/video/x41kfip

https://www.clubensayos.com/Negocios/Empresa-Momma-Cherris/5284725.html

http://marketinginzone.blogspot.com/2017/08/caso-momma-cherris.html