You recently inherited your grandfather's coffee shop, The Fullerton Cafe, which is conveniently located in downtown Fullerton. The cafe offers many different kinds of coffee and tea, a full-service bakery, and sandwiches, soups, and salads. Although The Fullerton Cafe was a local hotspot for many years, the business has been steadily declining over the last five years. You have decided to define a new business strategy for The Fullerton Cafe and introduce IT to enable the strategy and enhance operations. Example IT improvements may include creating e- business (including The Fullerton Cafe website) to do online order fulfillment, inventory updating, promotion and offers, and offering Wi-Fi in the cafe.

The Fullerton Caf is a small player as a single coffee shop in a competitive market of coffee chain franchises. Your first task as a team is to determine the future business strategy for the Fullerton Caf.

Determine what competitive business strategies you will implement at The Fullerton Caf. Several tasks you may perform and document could be: Perform a detailed Porter's Five Forces analysis for The Fullerton Cafe. Be sure to highlight entry barriers, switching costs, and substitute products. Conduct internal assessment and a SWOT matrix. Determine what strategies you will use as you rebuild The Fullerton Cafe for the 21st century