Making Business Decisions In Business: Is Broadway Booming

Making Business Decisions Ibusiness Is Booming The Broadway Cafe Is O

Making Business Decisions Ibusiness Is Booming The Broadway Cafe Is O

Making Business Decisions I Business is booming. The Broadway Cafe is operating better than ever, and you have achieved your goal of driving operating costs down, which helps to drive revenues up. One of your best new products is a small coffee press from China. The customer can create a drawing on a special piece of paper that is sent to China and created as the outside of the coffee press. Customers are ordering the presses for everything from children’s drawing for mother’s day presents to marriage proposals.

You also have many customers participating in the coffee-of-the-month and tea-of-the-month club where they receive two pounds of a unique blend each month from Brazil Beans and China Teas. Part 1 PROJECT FOCUS: Yesterday, a dock workers union strike began and shut down all of the west coast shipping docks from San Francisco to Canada. Work will only begin when the union agrees to new labor contracts, which could take months. You need to quickly assess the impact of the west coast dock shutdown on the cafe. How will you keep the business running if you cannot receive your shipments from Brazil Beans, China Teas, and the custom coffee press machines? What strategies do you recommend to help the business continue working while the supply chain is completely disrupted by the dock workers strike? Making Business Decisions II JetBlue took an unusual and interesting CRM approach by using YouTube to apologize to its customers. JetBlue’s founder and CEO, David Neeleman, apologized to its customers via YouTube after a very, very bad week for the airline: 1,100 flights canceled due to snow storms and thousands of irate passengers. Neeleman’s unpolished, earnest delivery makes this apology worth accepting. However, then again, we were not stuck on a tarmac for eight hours. With all of the new advances in technology and the many ways to reach customers, do you think using YouTube is a smart approach? What else could JetBlue do to help gain back the trust of its customers? The Broadway Cafe is experiencing some unusual issues. You have implemented four new espresso machines, and it is taking employees time to get used to using the new machines. You also have four new employees who are getting used to the many different cafe machines. During peak hours the orders for frappuccinos and cappuccinos is increasing, causing long wait times and lines for customers. You can tell that customers are frustrated and you want to address their concerns as you get your workforce up-to-speed on the new equipment. Part 2 PROJECT FOCUS: Create a strategy for using YouTube as a vehicle to communicate with your customers about the unusual long wait lines and what you are doing to rectify the problems. Be sure to highlight the pros and cons of using YouTube as a customer communication vehicle. Are there any other new technologies you could use as a customer communication vehicle that would be more effective than YouTube?

Paper For Above instruction

The current scenario at The Broadway Cafe highlights the importance of strategic agility in the face of supply chain disruptions and technological challenges. In particular, the recent strike at the West Coast shipping docks presents a significant obstacle, necessitating innovative approaches to maintain operational continuity. To address the supply chain disruption, the cafe must consider diversifying its sources, establishing local partnerships, and exploring alternative logistics solutions.

Strategies to Mitigate Supply Chain Disruption

One immediate strategy involves identifying alternative suppliers from regions unaffected by the strike, such as domestic coffee roasters or tea providers within the United States. Shifting to local suppliers can minimize dependency on international shipping and reduce vulnerability to global disruptions (Christopher, 2010). Additionally, the cafe can implement inventory buffering by increasing stock levels of key products before the strike's impact becomes critical, allowing temporary self-sufficiency during supply shortages (Chopra & Sodhi, 2014).

Another approach involves adjusting the product offering temporarily; for example, featuring alternative blends or flavors that are readily available locally. This not only maintains customer engagement but also manages expectations about product availability. Communication plays a vital role here: transparently informing customers about potential delays and alternative options can enhance trust and loyalty (Lemon & Verhoef, 2016).

Technological Solutions for Business Continuity

Investing in technological tools can also bolster resilience. For example, a robust inventory management system helps track real-time stock levels and predict shortages (Manuj & Mentzer, 2008). Implementing predictive analytics allows proactive decision-making to adjust procurement and marketing strategies accordingly. Moreover, nurturing relationships with multiple suppliers provides flexibility and reduces risk associated with dependence on a single source (Sodhi et al., 2012).

Using YouTube for Customer Communication and Its Effectiveness

In the case of JetBlue’s use of YouTube to communicate during crises, this strategy leverages multimedia to deliver authentic and transparent messages. YouTube's broad reach makes it an effective platform for humanizing the corporate response and engaging customers emotionally (Kim & Kang, 2014). The unpolished, earnest delivery of JetBlue’s CEO resonated with customers, fostering empathy and empathetic connection. However, drawbacks include the risk of negative comments, misinterpretation, or both damaging the brand’s reputation if not managed carefully (Luo & Bhattacharya, 2006).

To enhance trust, JetBlue could complement YouTube videos with other digital engagement strategies, such as personalized email updates, social media conversations, and dedicated customer service channels. These channels can reinforce the message initiated via YouTube and provide direct avenues for customer feedback. Incorporating customer testimonials and response videos can further demonstrate accountability and commitment (Hanna, Rohm, & Crittenden, 2011).

Addressing Customer Wait Times: Communication Strategies

Given the long wait times during peak hours at The Broadway Cafe, a communication plan utilizing YouTube could serve to inform customers about ongoing improvements. A short, sincere video from management explaining the training processes and emphasizing the café's commitment to quality can mitigate frustration. Transparency about the temporary nature of the delays and the steps being taken to expedite service reassures customers and demonstrates proactive management (Ozuem & Bowen, 2016).

Pros of using YouTube include its wide reach, ability to deliver rich multimedia content, and the personal touch that can humanize the brand. Its accessibility allows customers to view updates conveniently on their devices, fostering a sense of community and trust (Harrison & McGregor, 2017). However, cons involve the potential for negative comments, the need for consistent content production, and limited interaction compared to real-time messaging or social media platforms.

Other technological alternatives for customer communication include SMS alerts, mobile app notifications, or live chat functionalities. SMS alerts are immediate and direct, ideal for time-sensitive updates about delays or special offers. Mobile apps can host dedicated communication channels, providing personalized updates and feedback options (Kristensen & Jørgensen, 2020). Live chat services integrated into the café’s website or app enable real-time interaction, clarifying customer concerns instantly and reducing frustration (Chung et al., 2017).

Conclusion

The challenges faced by The Broadway Cafe—from supply chain disruptions to operational inefficiencies—highlight the need for strategic adaptation and technological integration. Diversifying supply sources, maintaining transparent communication with customers, and leveraging multiple digital channels are essential for sustaining business growth and customer satisfaction during disruptions. While YouTube offers valuable benefits for storytelling and emotional engagement, combining it with other emerging communication technologies can create a more resilient and responsive customer engagement ecosystem.

References

• Chopra, S., & Sodhi, M. S. (2014). Reducing the Risk of Supply Chain Disruptions. MIT Sloan Management Review, 55(3), 73-80.
• Christopher, M. (2010). Logistics and Supply Chain Management (4th ed.). Pearson Education.
• Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re All Connected: The Power of the Social Media Ecosystem. Business Horizons, 54(3), 265-273.
• Harrison, T., & McGregor, R. (2017). Customer Experience in the Digital Age: Strategies and Tactics. Journal of Business Strategy, 38(2), 56-63.
• Kim, A., & Kang, S. (2014). Analyzing Consumer Engagement and Trust Through YouTube Brand Channels. International Journal of Advertising, 33(3), 563-583.
• Kristensen, T., & Jørgensen, M. (2020). Mobile Communication and Customer Engagement: The Role of Mobile Apps. Journal of Retailing and Consumer Services, 54, 102031.
• Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience: A Holistic Perspective. Journal of Marketing, 80(6), 69-96.
• Luo, X., & Bhattacharya, C. B. (2006). Corporate Social Responsibility, Customer Satisfaction, and Market Value. Journal of Marketing, 70(4), 1-18.
• Manuj, I., & Mentzer, J. T. (2008). Global Supply Chain Risk Management Practices. Journal of Business Logistics, 29(1), 133-155.
• Sodhi, M., Son, B., & Tang, C. S. (2012). Managing Supply Chain Risk. Springer.