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Hottie Hawgs Bbq Case Study Essay

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Hottie Hawg’s Smokin’ BBQ
Case Study
Team 16

Strengths: * NASCAR Partnership * Excellent food * Differentiated brand * Creativity of owners * Excellent marketing * Low infrastructure costs * Mobile restaurant * Little brand competition * Service flexibility * Proprietary recipes * Community support/interests * Professional marketing image
Weaknesses:
* Lack of cash flow * Leadership working for two companies * Loss of founder means all lies on Vaughn * High travel costs for events outside of Atlanta * Licensing decision reduces the opportunity of franchise income * Limited distribution capabilities * Expansion is expensive * Non-centralized staff * …show more content…

Because most services are dependent upon people (employees, customers), HHBBQ must avoid past mistakes in variations in quality and inconsistency such as overstaffing, food waste, and less than ideal image promotion (Ferrell & Hartline, 198) to maintain high service quality and profitability. Although service quality is a subjective phenomenon (Ferrell & Hartline, 198), this particular marketplace would not allow for service customization but allow HHBBQ to focus on food quality and speed of service to meet their customers’ needs.

2. Comment on the decision to license the Hottie Hawg’s brand rather than enter into a franchise agreement with Seymour. In the company’s situation, is it better to promote easier expansion through franchising or maintain tight control over brand image through licensing? Explain.

At this early stage in Hottie Hawg’s Smokin’ BBQ’s history, it is important to cultivate the brand image carefully and with almost obsessive attention to detail. The offering of tasty barbecue served by attractive women in a fun and laid-back environment is in its introductory stage (Ferrell & Hartline, 217), and will soon move into the growth stage if all goes well. Hottie’s must work to grow and build brand equity and establish a differential advantage in the market. This is done through careful management of

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