Consumer Behavior (Eighteen Chef)

1. Situation Analysis

Company Background & Products

Eighteen Chefs started in 2007, the first branch at shopping mall called Eastpoint. It has tempted the media interest and a bunch of faithful customers for its freshly prepared, good quality food at an affordable price. Besides the food that it serves, the restaurant was recognized for the hiring of ex-convicts and young people with troubled past, to find alternative positive ways to reintegrate back into society. (E18hteenChefs, 2013)

By giving the staffs a safe and non-judgemental nature's domain, Eighteen Chefs have faith that by providing them an opportunity to likewise take a shot at their recuperation through this harmony of bond, which will ultimately permit them to discover a superior and more content way in life.

Eighteen Chefs’ achievement can be credited by it listening, acknowledging and reacting to its customers’ desires and comments. Inside a couple of years, the organization has built itself as a family name, identical with quality and competitiveness.

Eighteen Chefs is a restaurant well-known for its cheese baked rice and variety of western cuisine, which is popular among all ages, particularly the teenagers, young adults and families. (E18hteenChefs, 2013)

After the first restaurant outlet in Eastpoint, Eighteen Chefs expand itself by franchising at Fusionopolis, Tiong Bahru, Cineleisure Orchard and The Cathay.

SWOT Analysis

This segment of infomation expects to examine and analyze the Strength, Weakness, Opportunities and Threats that is present around Eighteen Chefs.

Strengths (Internal Factors):

* Affordability

* Customization of pasta and baked rice

* Social Enterprise (hiring of ex-convicts)

Weakness (Internal Factors):

* Lack of regional/international exposure (only well-known locally)

* Supply chain needs to improve to meet demand during peak periods

* Insufficient of brand awareness

Opportunity (External Factors):

* Tax relief...