To conduct a strategic assessment of Five Guys in terms of their external and internal environment, and to identify strategic options and recommendations in which Five Guys can strengthen their Europe market position (suggested countries). To complete that you will choose ONE country from below and develop the report:
Story of Five Guys: Five Guys has been a Washington, DC area favourite since 1986 when Jerry and Janie Murrell offered sage advice to the four young Murrell brothers: “Start a business or go to college.” The business route won and the Murrell family opened a carry-out burger joint in Arlington Virginia (Five Guys).
Early in 2003, Jerry and Janie, together with the “Five Guys,” began offering franchise opportunities. In just under 18 months, Five Guys Enterprises sold options for more than 300 units. The overwhelming success of franchising a local restaurant made national news, with articles in trade publications such as Nation’s Restaurant News, Restaurant Business Magazine and the Franchise Times.
Five Guys is looking to expand its market share in the European food market, having already formed some successful branches in the UK. Considering the Five Guys expansion approach, your brief as a strategic consultant will be to analyse and recommend strategies identifying ways in which they can expand and strengthen its position in one of the European countries (suggested above).
Your individual strategic management report will need to identify the internal and external opportunities and threats facing the organisation (s) given in the case study, and present appropriate frameworks that inform the development of strategic options and recommendations for the organisation(s) in terms of future strategic directions and methods of expansion.
The report should therefore be comprised of areas for consideration that address the following questions:
The following will need to be carried out to address this question:
Strategic analysis of the current positioning of the organisation(s) in the case study. This will need to include an assessment of the external MACRO environment (using the PEST or PESTEL framework); external MICRO environment (using Porter’s 5 Force framework) and internal analysis of the organisation (s) given in the case study internal environment (applying Jay Barney’s VRIO or Michael Porter’s Value Chain Analysis) to identify opportunities and threats in both these external and internal environmental layers.
The following will need to be carried out to address this question:
An identification of the competitive strategies currently being followed by the organisation (s) given in the case study and a consideration of their future competitive strategies applying either Porter’s Generic Strategies of Competition framework or Bowman and Faulkner’s Strategy Clock and a consideration of the future methods of strategic expansion and directions available to the organisation (s).
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