Respond to the following in a minimum of 250 words: Review Case Study, “Beijing Sammies,” In the case study, Sam Goodman has a well-organized business plan underway as many consumer aspects have been

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CASE 4 BEI JIN G S A M MI ES

When S am G ood m an o p en ed a n ew S am mie s c a fé i n B eij i n g’s M oto ro la B uil d in g, h e

cut p ric es b y 5 0 p erc en t f o r t h e fi rs t t h re e m on th s i n o rd er t o a ttr a ct c u sto m ers . T he

in it ia l p erio d w as v e ry s uc cessfu l, b ut w hen h e r e tu rn ed p ric es t o n orm al, s a le s

d ro p ped d ra m atic a lly a n d f e ll s h ort o f t a rg ets . T he l o ca l s to re m an age r, w hen

p re se n tin g t h e fi gur es, s ug ge ste d t h at G ood m an s im ply l o w er t h e s a le s t a rg ets .

G ood m an w as f r us tr a te d ; t h e m an age r h ad f a ile d t o a d dre ss a n y o f t h e i s su es t h at

w ere k eep in g c us to m ers f r o m r e tu rn in g. T here w ere c o un tle ss o rd ers t h at w en t o ut

w it h m is sin g ut en sils , i n t h e w ro n g b ag, o r ( w it h i t e m s) s im ply l e ft o ut. D eli v e ry

o rd ers w ere be in g s e n t h our s l a te o r t o t h e w ro n g l o ca tio n . T his t y p ifi ed G ood m an ’s

e a rly e x p erie n ce; t h e m ark et w as s h ow in g i n te re st i n B eij i n g S am mie s’s p ro d ucts b ut

h e k n ew t h at w it h out e x c ep tio n al s e rv ic e, g o od f o od w ould n ot b e e n ough . G ood m an

q ue stio n ed w heth er h e c o ul d fi nd e m plo ye es w ho w ere t h in kers a n d p ro ble m s o lv e rs

a n d h e w on dere d h ow t o i m pro ve u p on t h e b usin ess i n o rd er t o t u rn B eij i n g S am mie s

in to a s us ta in abl e a n d p ro fi ta b le e n te rp ris e .

A cco rd in g t o G ood m an , f a ce a n d m on ey w ere t h e t w o m ost i m porta n t s u bje c ts . W it h

2 5 0 o …