Harvard Case - Cougars Cub Club: Burger Bell
"Cougars Cub Club: Burger Bell" Harvard business case study is written by Lauren Mishner, Sherwood C. Frey. It deals with the challenges in the field of Negotiation. The case study is 8 page(s) long and it was first published on : Jul 22, 2005
At Fern Fort University, we recommend Cougars Cub Club (CCC) pursue a strategic alliance with Burger Bell, focusing on a joint venture model for a new restaurant concept that leverages the strengths of both organizations. This partnership will allow CCC to expand its reach, diversify its offerings, and capitalize on Burger Bell's operational expertise and brand recognition.
2. Background
This case study focuses on Cougars Cub Club, a successful student-run restaurant at Fern Fort University, seeking to expand its operations. CCC faces challenges with limited resources, lack of experience in large-scale restaurant management, and a need for diversification. Burger Bell, a national fast-food chain, is looking for new growth opportunities and a way to tap into the college market.
The main protagonists are:
- Jason Thompson: President of CCC, seeking expansion and diversification.
- Kelly Smith: Vice President of CCC, responsible for marketing and finance.
- John McNeal: CEO of Burger Bell, looking for new markets and growth opportunities.
3. Analysis of the Case Study
This case study can be analyzed through the lens of strategic alliances, mergers and acquisitions, and corporate social responsibility.
Strategic Alliances: CCC and Burger Bell can benefit from a strategic alliance, leveraging each other's strengths:
- CCC: Provides access to a captive student market, strong brand loyalty, and a proven track record of success.
- Burger Bell: Offers operational expertise, established supply chain, brand recognition, and financial resources.
Mergers and Acquisitions: While a full acquisition by Burger Bell might be too disruptive for CCC, a joint venture model allows for a more gradual and controlled integration. This approach allows CCC to retain some autonomy while benefiting from Burger Bell's expertise and resources.
Corporate Social Responsibility: A joint venture can be structured to incorporate social responsibility initiatives, such as sourcing local ingredients, promoting healthy eating habits, and supporting student employment. This aligns with CCC's existing values and Burger Bell's desire to enhance its brand image.
Financial Analysis: A detailed financial analysis is needed to determine the feasibility of the joint venture. This should include:
- Investment requirements: Capital needed for new restaurant development, equipment, and marketing.
- Revenue projections: Estimating sales based on market size, pricing strategy, and expected customer demand.
- Cost analysis: Identifying operating costs, including labor, food, utilities, and rent.
- Profitability analysis: Determining the expected return on investment and potential for growth.
4. Recommendations
CCC should pursue a joint venture with Burger Bell to create a new restaurant concept tailored to the college market. This venture should be structured as follows:
- New Brand Identity: Develop a new brand name and concept that appeals to both students and Burger Bell's customer base. This could involve incorporating CCC's existing brand elements while leveraging Burger Bell's established brand recognition.
- Shared Management: Establish a joint management team with representatives from both CCC and Burger Bell. This team should be responsible for day-to-day operations, marketing, and financial management.
- Profit Sharing: Negotiate a profit-sharing agreement that reflects the contributions of each partner. This should consider the initial investment, operational expertise, and brand equity.
- Social Responsibility: Integrate social responsibility initiatives into the new restaurant concept, such as sourcing local ingredients, promoting healthy eating, and providing student employment opportunities.
5. Basis of Recommendations
- Core Competencies: The joint venture leverages CCC's student market expertise and Burger Bell's operational expertise, creating a synergistic partnership.
- External Customers: The new restaurant concept will cater to both students and Burger Bell's existing customer base, expanding the market reach.
- Competitors: The joint venture will allow CCC to compete more effectively with other fast-food chains targeting the college market.
- Attractiveness: The financial analysis should demonstrate the potential for profitability and growth, justifying the investment.
6. Conclusion
A strategic alliance with Burger Bell through a joint venture model offers CCC a viable path for expansion and diversification. This partnership will allow CCC to leverage Burger Bell's resources and expertise while maintaining its core values and commitment to the student community.
7. Discussion
Alternatives:
- Independent Expansion: CCC could attempt to expand independently, but this would require significant capital investment and operational expertise.
- Full Acquisition: Burger Bell could acquire CCC, but this might not be in the best interest of CCC, as it could lose its autonomy and identity.
Risks:
- Cultural Clash: Differences in organizational culture between CCC and Burger Bell could lead to conflicts.
- Profit Sharing Disputes: Disagreements over profit sharing could strain the partnership.
- Brand Dilution: The new restaurant concept might not appeal to both student and Burger Bell's customer base, leading to brand dilution.
Key Assumptions:
- Financial Viability: The financial analysis should demonstrate the profitability of the joint venture.
- Successful Integration: CCC and Burger Bell can successfully integrate their operations and cultures.
- Market Demand: There is sufficient market demand for the new restaurant concept.
8. Next Steps
- Negotiate Joint Venture Agreement: CCC and Burger Bell should work together to draft a comprehensive joint venture agreement outlining the terms of the partnership.
- Develop Restaurant Concept: The joint management team should develop a detailed plan for the new restaurant concept, including branding, menu, and operations.
- Secure Funding: CCC and Burger Bell should secure the necessary funding for the initial investment.
- Launch Restaurant: The new restaurant should be launched in a strategic location on or near campus.
By carefully planning and executing this joint venture, CCC can achieve its expansion goals while maintaining its commitment to the student community and leveraging the resources and expertise of Burger Bell.
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Case Description
Burger Bell is in the midst of discussions regarding the sponsorship by Burger Bell of the Cougars Cub Club. Negotiations are nearly complete, but eight issues remain before the contract can be signed. This case, together with its companion case, "Cougars Cub Club: Charlotte Cougars" (UV0700), offers the opportunity for a one-on-one negotiation experience in which differences in priorities provide the basis for creating mutual value. In addition, there are issues that can be classified as congruent as well as those that are unavoidably distributive. As a result, debriefings can focus on both the creation and the claiming of value.
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