Reference no: EM132913523

Mario Martinetti was born in a small southern Italian town and immigrated to Vancouver in 1977. He left his hometown looking to build something of value. He loved telling stories, and had a loud and infectious laugh that always brought people together, you could often find him at the center of a party, people crowding around wanting to connect. After his arrival, he combined two of his passions, and Mario started a catering company serving espresso drinks at weddings. He prided himself on the quality of the coffee he made. He would not serve a drink unless it was just right. This made him very popular for weddings and other events, well this and the wonderous stories he'd share when making the drinks.

After a few years he saw an opportunity to open a store front downtown. The place was small, only 9m2, but was located on a busy street, near many office buildings. With lots of foot traffic, he thought he would do well. Mario's Place Coffee opened in 1984. The location offered a serving window on the street, and a few small tables inside. This was extremely popular in the summer months; people didn't have to go inside the cramped cafe. He worked in that location for 10 years, opening at 6, working until 6PM, 6 days a week. It was tiring, but he loved it.

By the mid-1990s, Mario's Place was incredibly popular and doing very well. He decided to expand and found two more locations to open. Both new locations were like his first, small, but well located on busy streets. He hired and trained Baristas to work the stores. He had them make espresso drinks over and over, ensuring that they made the drinks properly - they couldn't make drinks for customers until he had personally approved the coffee they made. The new Baristas didn't like managing cash and making drinks, so he hired people to manage order taking and keeping supplies (coffee, milk, sugar, etc.) well-stocked.

All three locations continued to do very well. Regular customers came by the store every morning to get their coffee, many knowing staff by name. Staff noticed that some people would walk by when there were 4 or 5 people in line. Especially when it was raining. Over the next 25 years, Mario's Place became a cherished institution. Over time the locations moved and expanded a little, but the commitment to excellent coffee and telling great stories continued.

Pauline Martinetti, Mario's granddaughter, just completed a business degree in Montreal, and has recently return home to Vancouver. Mario has been wanting to retire, and asked Pauline to take over the day-to-day operations of the business, to learn the business, and to propose a new direction for the company.

Pauline saw a lot of opportunity For Mario's Place. The business was doing very well financially, but she saw a couple of problems. Some of the equipment was starting to fail. Some of the espresso machines were over 30 years old and needed a lot of servicing. The new Barista's were well trained, but did not have much experience. Many of the supply orders had not been updated in several years, and often the store would run out of milk and the cashier would have to run to the local supermarket to buy a few containers.

Pauline had frequented several coffee shops while studying in Montreal. The shops were hangouts for local college students, had plenty of seating, as well as community tables and big chairs for relaxing and reading. She loved the vibe of the places. As she was considering the proposal for expanding the business, she wondered about finding a large space for lease beside a local college.

Pauline has hired you to advise her. She wants to evaluate her place in the market.

-Complete a SWOT Analysis for Mario's Place Coffee

-Create a Porter's Five-Forces Model for Mario's Place Coffee

-Think of 3 Strategic Goals for Mario's

-Identify the type of feedback we need to establish if the business is achieving its goals. A) Identify 2 CSF's for each goal. B) How should we measure them, Identify 2 KPI's for each CSF.