COMPETITIVE ADVANTAGE FOR THE BROADWAY CAFE

Competitive Advantage for the Broadway Cafe

The Broadway Cafe

Introduction

The Broadway Cafe is a family inherited coffee shop located in Atlanta, Georgia. The business specializes in coffees, teas, a full-service bakery, and homemade sandwiches, soups, and salads. At times, it was a hotspot for many years but for the past five years, the business has been declining. Broadway Cafe that was established in 1952 started with the competitive advantage from the loyal customer base and established menu. In order to remain competitive, the cafe has used effective strategies regarding business practices where the competitors are entering in the greater pace. Customer relationship management, knowledge management and business intelligence systems helps in preserving the record of the older employees that will help for future business operations. This will guide a new generation of customers and management in making the strategic decision that would best work in future prospects of the company. With the information age innovations and the merging of the café's classical and remarkable changes, the business has benefited not only from the technological changes but has contributed to the World Wide Web's online community (Starbucks, 2007).

Competitive Advantages

It is the fact that, Broadway Café is the one and only shop in the area, this could be taken as an advantage for business point of view. Although there are some rumors emerging in order to break their chain, as Starbucks is planning to open a shop in the same area. There is a need to research in to some of the aspects that give the edge to Broadway cafe to remain ahead.

Environmental scanning

Environmental scanning works out to show the clear analysis of trends and events emerging that are external to the organization. After the research made on the two competitor of Broadway Café such as, Panera and Starbucks, it has appeared that they have an edge because of their technological advancement.

Recommendation to Remain Competitive

Certain steps should be taken to remain competitive that includes:

Installing of advanced computers that could accurately provide the record and store the data safely;

Developing a plan for employees, who can create an environment of dignity and respect, that will leads by example and giving back to the society;

Creating and revising the menu on a weekly basis and offering some fantastic deals in holidays to get the customer attracted towards their stuff;

Giving such, an environment that the customer would live to come back would be encouraged;

Offer samples of baked goods or small coffees with a purchase to stimulate customer loyalty.

Also, they must scan the environment by determining that market provide with the wealth of information as through this information, they are able to develop Michael Porter's Five Forces Model to establish a competitive plan.

Rivalry among Existing Competitor

Broadway believes that the existing situation shows that it is a fact the competitors specialized in coffee products are limited. Although, many fast food restaurants are offering, the coffee products but they are not specialized in ...