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Second Individual Case Analysis – Each student will be expected to complete a case analysis of the Benihana of Tokyo case (9-673-057) using the concepts from class. Please answer the following questions:
1. What was Aoki’s strategy for Benihana when he first started out? Use the 7-S model to analyze his efforts to execute the strategy.
2. Aoki is thinking about several options to expand into new areas of activity. One options is to start small “Japanese fast food restaurants”. Using the 7-S model, what changes do you think would be required to execute this new strategy?
Your assignment should be a maximum of 1000 words.
1. What was Aoki’s strategy for Benihana when he first started out? Use the 7-S model to analyze his efforts to execute the strategy
Aoki adopted many strategies for Benihana when he first started out. Aoki initially analyzed all the restaurants of United States and learnt that Availability and cost of labour were the most common problems in this field. His actions and strategies can beelaborated from the 7-S framework.He aligned all the important elements and reinforced them mutually. This helped him to understand the needs for being realigned to improve the performance as compared to the competitors.
Aoki understood the ultimate goals of setting up of the restaurants and optimized all the important factors and element in line along with the corporate goals. He used the framework to understand the gaps within the food chain line which were creating an imbalance, and hence he improved his performance.
In context of strategy i.e. a plan of action that is devised for maintaining and building a competitive advantage to win over the competition, the implementation of the hibachi table arrangement in his restaurant that gave him an unusual amount of attentive services and could keep the labour costs still to 10-12% of the gross sales including the food and beverages which depended on whether a unit was at full volume. This also increased his floor area by a significant proportion and devote it to productive dining space. This helped him to lower down the expenditure and effectively increase the
Secondly,in context of the shared values i.e. the core values of the organizations which can be evidenced directly in the corporate culture, Aoki limited his food menu to steak, chicken and shrimp which helped to reduce the waste and to cut the food costs around 30-35% of the total food sales which depended on the price of the meat. This step towards the food storage and wastage contribution help him to gain prosperity. Additionally, in the context of strategy, he gave a historical authenticity to his restaurants. To do so, the walls, ceilings, beams artifacts, and even the decorative lights were all imported from Japan.
Further, in the context of the systems of the 7-S framework, which referred to the daily activities as well as the procedures of the staff members that engaged in so as to get the goal done, the restaurant’s management was asked to keep the expense percentages at the low levels. This was done by keeping the food/beverage ratio at 70:30 and expense were limited: food (30%), management (4%), rent (5%), labor (10%), etc.
The strategy element of the 7-S framework was used again, and another unit was established just three blocks away so as to increase the prosperity of the restaurants. These were the few strategies adopted by Aoki, which was thoroughly elaborated using the 7-S framework so as to understand the competencies and increase the productivity.
2. Aoki is thinking about several options to expand into new areas of activity. One option are to start small "Japanese fast food restaurants". Using the 7-S model, what changes do you think would be required to execute this new strategy?
Japanese fast food restaurantsMcKinsey 7S framework can be illustrated in a way where all the seven elements of businesses can be aligned for increasing the effectiveness.
As indicated by the strategy of the framework, system andstructure are a part of hard elements, though shared values, skills, style and staff are considered as soft elements. Given below are the elements of the framework.
Hard Elements
Strategy: The fast food chain can pursue a business strategy of cost leadership along with an aggressive international expansion of the market. The restaurants must be able to operate with low operational costs. In addition to the operating company-managed restaurants, the food chain can capitalize on the high level of Benihana brand awareness.
Structure: The structure must be such that it increases the productivity. The food chain can divide itself into four segments, the head of these segments must be in direct contact with the CEO as well as the president. These four segments can be Japan, high growth market, lead markets and local markets.
Systems: As Aoki is thinking of expanding the business into various markets, their organizational systems that should include finance, IT systems, recruitment and selection of employee can be assessed. The system within their individual restraint must refer to the day-to-day activities that are engaged in their workforce so as to serve the visitors. The system must be modified routinely so as to increase the quality and speed of the preparation process of the food along with serving to the client in the restaurants.
Training: the food chain must train their staff extensively especially on how to handle certain issues and situation decisively. They can be train on various knowledge and information related to their business.
Soft elements
Shared values: The food chain must refer to their experience, and the employees must rally behind the delivery as well as the satisfaction of the customers and clients as their ultimate notion. Any retailer can sell fast food, but the system must sell the experience. This experience along with quality food must include comfortable environment, friendly staff, etc.
Skills: The food chain must have a distinct environment with their front line employee who should be highly knowledgeable and friendly. Further, the food chain can reinforce their experience through a strategic alliance with hotels, airlines, etc.
Staff: The food chain must have high-quality staff in their retail department via providing them with benefit packages, and comprehensive training. Thus factor minimizes the chances of the employee turnovers.
Style: The style should be simple, team-orientated, innovative and flexible.