5) Mini Case (10 marks) 'The Servery' is a small restaurant that provides a range of food items such as burgers, salads, food bowls and dinner specials and on weekends, brunch specials. The owner, Clara Ma was originally from China but moved to Vancouver at a very young age. She always enjoyed cooking and went to a cooking school to learn the trade. Her unique brand is that she likes to bring her Asian culture into the traditional meals so people who order her food will have a tasty surprise. For example, they will put a traditional Chinese sauce into their burger and add pickled cabbage or they will add an Indian spice to the eggs for breakfast so it has a more flavourful taste to it. They create a nice eating atmosphere with huge tables that people sit at with benches and their food is affordably priced. The Servery restaurant opened 7 years ago and has been doing well. People line up to get in and their reviews have been amazing! Clara hopes to expand to more locations because they have become quite popular. To grow and look to get more locations. Clara hired Judy a year ago to help her. Clara wanted to deal more with the food and kitchen side and she wanted Judy to do more the business side. Judy has her degree in business and worked at a large restaurant franchise head office for 5 years and saw the opportunity that the Servery has to grow and wanted to be a part of it. Clara was happy with her hiring of Judy because now she can concentrate on the cooking side. The business now has 7 employees. Clara cooks and prepares meals and hired 2 assistant chefs. There are also 4 people who are the servers and they have different shifts but at any time, there are two servers working so they are not short staffed. Judy is the final person and while she does the business side of the Restaurant, she will also welcome people in and help where she can during busy times. Clara would like to expand and do the same type of business but she is also considering catering in people's houses for dinner parties and special occasions such as weddings. She realizes that there are factors that she would need to consider to expand this side of her business. Judy has spent the last year understanding the business and what are some of the positive aspects and what are some of the challenges. In order to expand, Judy laid out some of the things that might help. a) In order to consider expanding, it is important for Judy to consider and explain some details and facts listed below in bullet points: (3 marks) Judy feels that they need to identify market segments to see who the customers are. Select, and explain, one market segment method Judy could use and why you chose that method. There is also a need to understand the financial aspects to the Servery. Explain what is cash flow and the cash flow method she would need to consider. Describe what is corporate-level strategy and select one that you feel best applies to the Servery'. b) If Clara is ing at the expansion of the Servery consider the four areas of the management process and explain each area and apply them to the areas of the restaurant- 4 marks) c) Clara is also interested in doing more catering as mentioned but not sure if this is a good option. As a result, she is going to need to do market research. Select one method of market research and explain what it is and how it would apply to the catering option. (3 marks) a) 5) Mini Case (10 marks) 'The Servery' is a small restaurant that provides a range of food items such as burgers, salads, food bowls and dinner specials and on weekends, brunch specials. The owner, Clara Ma was originally from China but moved to Vancouver at a very young age. She always enjoyed cooking and went to a cooking school to learn the trade. Her unique brand is that she likes to bring her Asian culture into the traditional meals so people who order her food will have a tasty surprise. For example, they will put a traditional Chinese sauce into their burger and add pickled cabbage or they will add an Indian spice to the eggs for breakfast so it has a more flavourful taste to it. They create a nice eating atmosphere with huge tables that people sit at with benches and their food is affordably priced. The Servery restaurant opened 7 years ago and has been doing well. People line up to get in and their reviews have been amazing! Clara hopes to expand to more locations because they have become quite popular. To grow and look to get more locations. Clara hired Judy a year ago to help her. Clara wanted to deal more with the food and kitchen side and she wanted Judy to do more the business side. Judy has her degree in business and worked at a large restaurant franchise head office for 5 years and saw the opportunity that the Servery has to grow and wanted to be a part of it. Clara was happy with her hiring of Judy because now she can concentrate on the cooking side. The business now has 7 employees. Clara cooks and prepares meals and hired 2 assistant chefs. There are also 4 people who are the servers and they have different shifts but at any time, there are two servers working so they are not short staffed. Judy is the final person and while she does the business side of the Restaurant, she will also welcome people in and help where she can during busy times. Clara would like to expand and do the same type of business but she is also considering catering in people's houses for dinner parties and special occasions such as weddings. She realizes that there are factors that she would need to consider to expand this side of her business. Judy has spent the last year understanding the business and what are some of the positive aspects and what are some of the challenges. In order to expand, Judy laid out some of the things that might help. a) In order to consider expanding, it is important for Judy to consider and explain some details and facts listed below in bullet points: (3 marks) Judy feels that they need to identify market segments to see who the customers are. Select, and explain, one market segment method Judy could use and why you chose that method. There is also a need to understand the financial aspects to the Servery. Explain what is cash flow and the cash flow method she would need to consider. Describe what is corporate-level strategy and select one that you feel best applies to the Servery'. b) If Clara is ing at the expansion of the Servery consider the four areas of the management process and explain each area and apply them to the areas of the restaurant- 4 marks) c) Clara is also interested in doing more catering as mentioned but not sure if this is a good option. As a result, she is going to need to do market research. Select one method of market research and explain what it is and how it would apply to the catering option. (3 marks) a)