Case Analysis: by Group 3

Case
analysis
Salmon fresh By group 3
Waheed 33
Sweta 27
Gannon 03
Vindiya 09
Salmon fresh
The company was started in the year 2009 with a retail outlet called salmon fresh in Caranzalem. The
company is owned by Vikram Salgaonkar who is also the active member of the company management.
With the success of the retail outlet and also observing the market trend and a positive growth in the
coffee business the company thought of venturing into coffee outlets across Goa.
The first project that the company stated was in the capital city Panaji in the main city building called the
Panjim Residency.
The company undertook an intensive ad campaign from group texting packs till paper advertisements.
Depending on the timings of the cafe the Target audience for its business also changes, its customer base
in the morning are lawyers, evening students and at night the casino employees the planning of the store
was done keeping in mind its target audience and the pricing was kept low to cut off competition. After
Aunty Maria cafe Nescafe in Panjim is the only cafe that operates on 24 hour basis and price does matter
so it has attracted a large number of night crowd. Cafe Nescafe has attracted many customers due to its
pricing strategy.
The other locations besides Pajim where the coffee shops are located is Calangute Vasco and Margao.
Panjim outlet is considered as a major outlet for all developments and on the success of the new plans the
other outlets follow the same pattern.
So a major success in the Panjim outlet would be a success in all other outlets and a major fall of plan in
the main outlet would follow in the other outlets as well.
Now Considering the Panjim Outlet
Problem that the company is facing on its coffee business front is that the sale have drastically dropped
from the time of its inception in the time frame of just 1 year.
The employees quit the job without any prior notice.
Problem 1Analysis
The cafe does not accommodate many people the seating strength is 25 people.
People have assumed over a period of time that stale food has been served to customers.
Regular customers have feeling that their utility is full towards the food items.
The ambience created at the cafe is not to accommodate or retain its customers for a long time like other
coffee outlets Eg.CCD
The employees do not have a pleasing personality which does give a welcoming feeling to the customers.
The cafe is not at all maintained as far as hygiene comes into picture.
Problem 2 analysis
Employees- each location has three shifts and each shift has 2 employees. So the total strength of each
outlet is 6 employees.
Shift Timings- The cafe operates on 8 hour basis and has three shifts from 8am-4pm,4pm-12am, 12am
-8am.
No proper Orientation- The staff is paid a salary of Rs 4500 so the level of staff employed is not at all
qualified they do not have the basic qualification that is a 10th std certificate. Secondly the company has
not taken any interest in giving them proper training looking at their interest level in the job and their
past professional background.
No proper training- the Company has failed to give them a proper training. The training provided is very
basic and no documents has been maintained. Training is given only on the inventory management
system which is manual and grooming standards have also not been explained to the staff. The Reporting
pattern is also not explain Resulting in the major failure of the management.
Manipulation of the format sheets maintained- The actual reason for decline in sales is not tracked but it
could even be the manipulation of the system that is the stock sheets wherein the stock handover is not
taken properly or the Opening and closing of the shifts is also not done properly which shows pilferage in
the stocks.
Lack of employee Motivation- the employees are not at all motivated to push sales the major reason
being that the management feels the staff has no potential to do so. At the same time a constant decline in
the sale has forced the management to feel that the employees need to be replaced.
Improper manpower planning- The management has not planned the hiring policies properly which has
resulted in a major problem on the employee front. The terms and conditions have to be properly
explained to the Employees does resulting in insufficiency of staff at all times.

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Case

Now Considering the Panjim Outlet

The employees quit the job without any prior notice.

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