The Broadway Cafe - Research Paper Example

? The Broadway Cafe Introduction Broadway Cafe is a coffee shop that deals with numerous varieties of coffee, tea, home prepared sandwiches, bakery, soups and salads. It was initiated in the year 1952 and has remained as a local hotspot in the US for many years. However, it has been found that the company faces certain major issues in the modern day context. The company’s operations have been outdated and, therefore, the sales of the company have been declining since the last five years. Thus, in this context it is vital for the company to update its mode of operations so that there can be hike in the profits and, thus, it can keep its business sustainable. Use of Technology One of the significant issues faced by the company has been that it does not have a computer system. In the modern day context, computers have significantly enhanced the way the companies operate in their respective industries. There has been significant advancement in technology, thus, the businesses that do not make use of the information system technology are at disadvantage in comparison to their competitors. By installing information system technology in Broadway Cafe, the orders can be recorded in the computer systems. The management will be capable of recording all the orders in the system as this will reduce the time required for taking orders and, therefore, the management will be able to pay due attention to other activities of the business. If the company is capable of managing its operations successfully then in such circumstances, the sales and the profitability of the company can be enhanced. It will permit the company to cut expenses because by updating information technology in an organization, there will be lesser requirement of employee force. Also, the names of the recipes for the baked goods and soups may be stored in the computers (Atrostic & Nguyen, 2004). Build an E-Business Strategy E-Business is applied broadly in modern day business context. It is used to facilitate companies though the use of internet and communication technologies. It would be beneficial for Broadway Cafe to make use of internet as one of the significant tools for the purpose of ordering the goods and services. It is crucial for the company to create its own website via which it can trade its goods and services online and reach wider number of customers. It is because of the e-business technologies that Broadway Cafe will be capable of offering its customers with greater customer service, increase its sales volume, streamline its business processes and minimize the rising costs (Department of Jobs, Enterprise and Innovation, 2012). Creation of Online Community By creating online community, Broadway Cafe will be capable of understanding the needs, interests and desires of the customers and will also be capable of connecting with other people who share similar interests. Facebook and Twitter are considered to be well known social networking sites that connect millions of people. Therefore, if Broadway Cafe is capable of creating its page in these sites then it will be able to make a large number of people aware about its products and services. Wireless Network The conventional network concept of the wired users is becoming obsolete. It is because of the increasing use of the wireless LANs, the data can be easily accessible to the users and, therefore, it may lead to productive and effective workforce. By installing wireless network in the Cafe, customers will be capable of accessing internet in their laptops and will be capable of working effectively. The customers may prefer spending prolonged hours within the cafe. This will have a significant impact upon the sales and profitability of the company (Golden West Technology & Internet Solutions, 2012). CRM to Implement Marketing Campaigns and Sales Strategies In order to identify the ever-increasing customer demands, most of the companies in the recent times tend to implement a customer relationship management strategy so that it can administer the customer-facing methods of their business. The important data related to the customer can be captured in numerous areas and, thus, Broadway Cafe will be capable of storing them in central database. The virtual customers can be reached with the help of YouTube. Since posting commercial of the company in YouTube is absolutely free of any cost, it can be of significant advantage to the company. The customers might send an invitation via mail to watch the commercial of the company. By making use of YouTube millions of customers who are beyond the reach of the company can also be grasped. The company will be capable of closely monitoring its sales activities. Broadway Cafe will be capable of reducing the overall cost and, thus, enhance its quality and efficiency in its operation. CRM software will be installed which will be handled by the expert teams. The marketing staff will be capable of leveraging information related to client from sales, as well as services so that it can have better target campaigns and offers. It is vital for the company to focus more upon advertisement strategies in order to increase customers’ awareness. It will assist in enhancing the sales and profits of the company (Atrostic & Nguyen, 2004). Deal With Different Ethical and Information Security Dilemmas In relation to information technology one of the major ethical problems can be related to privacy. It would be beneficial for the company if it tries to avoid unsolicited e-mails. The company will try to protect the personal information of the user and will ensure that it is not accessed by others. In order to avoid such mishaps from occurring, the company will try to implement relevant laws and regulations (Shinder, 2005). Project Management Activities For Implementing Solution For the purpose of implementing the above mentioned tasks, a project manager needs to be hired by the company. He will be detailed regarding the overall plans and objectives of the company. He would be responsible to manage and monitor the projects and will continuously view the progress of the new plan. He will report to the owner of the company in case of discrepancies. He will be responsible for identifying, monitoring and responding to the risks effectively. The project manager will be given certain time period to implement the overall plan effectively. Conclusion Broadway Cafe will be upgraded if it is capable of successfully implementing the above mentioned strategies. Technology has a significant role to play in the modern day context. It enhances the overall operations and, thus, offers high profits and sales in short period of time. Therefore, it can be mentioned that Broadway Cafe needs to keep itself updated with the modern technologies in order to lure the customers towards it. References Atrostic, B. K., & Nguyen, S. (2004). How businesses use information technology: insights for measuring capital and productivity. Retrieved from http://www.ipeer.ca/papers/AtrosticNguyenMay282002SSHRCConferenceFinal.pdf Department of Jobs, Enterprise and Innovation, (2012). E-business strategy. Retrieved from http://www.djei.ie/publications/enterprise/2007/ebusinessstrategypublished.pdf Golden West Technology & Internet Solutions, (2012). Best practices in deploying a secure wireless network. Retrieved from http://www.gwtis.com/whitepapers/wirelesswp.pdf Shinder, D. (2005). Ethical issues for IT security professionals. 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