Introduction
Allen’s Food Haus owned by Rosalinda Piangco is designed to create a
community atmosphere as a clean, friendly and convenient cafeteria. Its location is at
Security Management Department National Road, Hilltop Kumintang Ibaba, Batangas
City. It started on June 23, 2014 and currently they have 1 cook, 1 assistant cook, 1
cashier and 1 one in charge for orders.
A priority of Allen’s Food Haus will be serving fresh, healthy, delicious and
appetizing selections of food. To keep food costs down, the menu will be simple, yet
creative presentation of meals. Foods will come from local and regional suppliers
whenever possible, with a preference for organically grown products.
Setting the mood of a students’ cafeteria, Allen’s Food Haus will be a simple 40seat cafeteria, open 6 days a week and serves breakfast and lunch. It is very busy for
breakfast as well as at lunch. Their price range is Php40.00-Php55.oo.
Most of the menu will revolve around students’ meals at their reasonable prices,
e.g. tapsilog, tosilog, stuffed chicken, pork tonkatsu and many more. For food
preparation, many students are seeking fast and nutritious meals.
Future plans include adding the food menus and improving our service style.
II.
Research Design and Methodology
A. Research Design
The strategic management paper made use of data and information gathered from
primary sources and secondary sources. Most of the information was gathered through
series of interviews with the owner of Allen’s Food Haus and ocular observations.
B.
Research Methodology
The research methods, tools, activities and outputs used and derived in preparation of
this strategic management paper were summarized in below presented table:
Framework
Essential
Components of
Vision and Mission
Statements
Porter’s Five
Forces Framework
Functional Analysis
Matching Tools
Tools
Activities
Vision and Mission
Statements
Evaluation
Strategy
Implementation
Norton and
Kaplan’s Balanced
Scorecard
III.
Vision
Company Vision and Mission
Strategy
Formulation
Company
Strengths and
Weaknesses
Strategic
Objectives
Strategy
Prioritization
Recommended
Strategies
Market
Segmentation and
Product Positioning
Strategy Evaluation
and Control
Action Plans and
Projected Financial
Statements
Performance
Measures
We aim to become the preferred cafeteria by the students for offering the best quality,
service and value.
Mission
We are committed to provide a selection of foods that are nutritious and attractively
presented for students at a reasonable price.
A. Company Vision Statement Analysis
This paper includes discussion and analysis Allen’s Food Haus’ existing vision and
mission statements to purposely gain a clear understanding of the company’s
objectives. The analysis of involves a rundown of Allen’s affirmed goal(s) based on
fundamental criteria of a good vision statements and seeks to provide recommendations
for improvement.
Current Vision Statement
“We aim to become the preferred cafeteria by the students for offering the best quality,
service and value.”
Criteria
Aspirational
Yes/No
No
Inspirational
No
Analysis
Lacks the desire of achieving something that will uplift the
organization’s status in the retail industry. The company
was not able to establish and clearly identify their specific
goal(s) in the existence of the business. Use of the
phrase ‘preferred cafeteria’ is not enough to describe
what the company wanted to become since this was
considered as a common goal in all types of business.
The vision statement does not give a complete
impression of encouragement and motivation to an
Realistic
No
Time Bound
No
individual which particularly pertains to its employees.
The commitment to provide total customer satisfaction
without a clear direction on where the organization is
headed to will not make an employee feel enthusiastic to
perform his/her duties and responsibilities well.
The existing vision statement does not bear this
characteristic since it has not identified clear and precise
objectives for the company to attain.
The company vision do not have set time frame in
accomplishing stated commitment of meeting total
customer satisfaction.
Revised Vision Statement
Based on the analysis, Allen’s Food Haus current vision bears a vague corporate
direction. Thus, in order for the company to successfully reach their aimed goal, the
author came up with a recommendation to revised vision statement be in place as
follow:
“The company aims to become the (1,2,3) top preferred cafeteria in Batangas City by
the students in the (4) next 2-3 years in providing the best quality, service and value of
food.”
Criteria
1. Aspirational
2. Inspirational
3. Realistic
Explanation
In the revised statement, the Company has a new and definite
goal of being ‘the top preferred cafeteria in Batangas City’.
This gives clear direction for the organization to pursue and may
create willingness among employees to work on their expected
business objective.
Allen’s Food Haus’ improved vision statement was instilled with a
motivating idea of being ‘the top preferred cafeteria in
Batangas City’. In return, the company still able to meet or may
exceed customer’s expectations. This serves as the driving
influence for employees to strive hard in doing their duties and
responsibilities and perform well in their assigned tasks.
The revised vision statement has a realistic value since it was
4. Time Bound
B.
visibly identified what the company would like to attain in the
future and practically achievable.
The company has set with a target time frame of 3 years to
achieve their goal.
Company Mission Statement Analysis
The analysis of the company’s current mission statement includes evaluation of the
entity’s fundamental purpose for existence and knows what the organization does to
achieve established long term vision.
Current Mission Statement and Service Philosophy
to provide a selection of foods that are nutritious and attractively presented for
students
believes in the creation of a fine dining in a reasonable prices for students,
through the development of the ability of their worker
It believes in customer loyalty by serving delicious foods and build the loyalty of
its companion.
Components
1. Customers
2. Products or
Services
3. Markets
4. Technology
5. Concern for
survival,
growth and
profitability
6. Philosophy
Yes/No
Analysis
Yes
The customers identified were the students.
Yes
The company was able to define this component which is
‘providing quality service in the line of food.
No
The organization was not able to predominantly identify
the geographic location where the business intended to
operate and compete with other existing businesses in
the industry.
No
This component was not clearly evident in the existing
mission statement.
No
This component was not considered in the company’s
current mission statement.
Yes
The company aims to meet customers’ expectations
through providing the students the quality of foods at
7. Self
–
concept
8. Concern for
public
image
9. Concern for
employees
10. Concern for
nation
building
No
No
Yes
No
reasonable price. Aside from achieving customer
satisfaction, the company helps out in providing
opportunities for employment.
This component was not directly manifested in the
mission statement and also in philosophy.
This component was not considered in current mission
statement.
This component was deemed part of the corporate
beliefs (service philosophy).
This component was not considered in the existing
mission statement.
Revised Mission Statement
The result of Allen’s Food Haus’ mission statement analysis above was found deficient
of 6 components. Thus, the recommended revised Company mission statement with the
consideration of all basic components is as follow:
“Allen’s Food Haus is committed to provide selections of food to (1) students by (2, 7)
offering nutritious and affordable quality of meals with their originally designed
flavors in (3) Batangas City. The company also aims the (5, 6, 9) creation of
additional job opportunities, trainings and career enrichment for employees, and
(4) be able to satisfy our valued customers with the help of latest technology
utilize in industry. Allen’s Food Haus will keep on (8, 10) adhering to set social
responsibilities, community expectations, environmental principles, and pursue
initiatives for nation building in all areas of operation in return for sustaining
financial stability in chosen field of business.”
Components
Yes/No
Explanation
1. Customers
Yes
2. Products or
Services
Yes
3. Markets
4. Technology
Yes
Yes
5. Concern for
survival,
growth and
profitability
6. Philosophy
Yes
7. Self
–
concept
8. Concern for
public image
9. Concern for
employees
Yes
10. Concern for
nation
building
Yes
Yes
Yes
Yes
The major customers of the company were identified as
students.
This component was restated in the revised statement
wherein the business offers nutritious and affordable
quality of meals.
Allen’s Food Haus targets the Batangas City.
The company will work on satisfying their valued
customers with the help of latest technology.
The company considers this factor in their long term
plan of expanding in Batangas City.
This component as stated in the existing service
philosophy of the company was incorporated in the
revised statement.
This component was providing meals with their
originally designed flavors.
Emphasis on social, community and environmental
concerns were stated in the revised statement.
This component was restated and improved in the
revised mission statement that includes providing
career enrichment and trainings to its employees.
This component was included in the revised mission
statement that essentially became part of every
business in response to the nation’s call and
encouragement for being socially responsible
organization and/or citizens.