SUPPLY CHAIN OPTIMIZATION CASE STUDY FOR ANGELS BURGER

A Case Study

Presented to

The Faculty of the College of Business and Management (CBM)

Bachelor of Science in Entrepreneurship

Second Year College

In Partial Fulfillment of the

by:

ALMAREZ, DAISY

CABRAL, ELAINE

DAYUJA, ELMER

GALINDEZ, JULINA

MATINING, NIKKA

RIOS, JENALYN

DECEMBER 21, 2023

Angels Burger, situated in the quaint locale of Bongabong, Oriental Mindoro,

confronts a myriad of challenges encompassing limited local market awareness,

operational inefficiencies, and customer experience concerns. The intricacies of these

issues necessitate a nuanced approach for resolution. The recommended plan

strategically entails an in-depth local marketing initiative, comprehensive operational

optimization, and a heightened focus on customer engagement. This multifaceted plan

is meticulously chosen for its potential not only to elevate brand recognition within

the local community but also to rectify operational inefficiencies, thereby ensuring

sustained success.

II. Statement of the Problem

In the serene ambiance of Bongabong, Angels Burger grapples with

challenges that transcend mere financial implications. A lack of local market

awareness and lingering customer dissatisfaction demand immediate attention. The

opposition of short-term financial strains and the imperative for long-term brand

fortification places the company at a pivotal decision juncture. The urgency to

implement measures is underscored by the dynamic local market, necessitating swift

action to solidify the brand's position.

III. Causes of the Problem

A comprehensive analysis unveils the nuanced interplay of factors

contributing to Angels Burger's challenges in Bongabong. Limited marketing efforts

and operational bottlenecks emerge as the linchpins of the issues at hand. Applying

theories and models, it becomes evident that embracing targeted local marketing
strategies, coupled with operational efficiency enhancements, is paramount. Rigorous

references to local market dynamics, customer feedback, and relevant academic

readings substantiate these analytical conclusions, providing a robust foundation for

subsequent recommendations.

IV. Decision Criteria and Alternative Solutions

Table: Decision Criteria and Alternative Solutions

Local Operational Customer

Marketing Optimization Engagement

Criteria Initiative Enhancement

Time for 6 months 8 months 4 months

Implementation

Tangible Cost Low Moderate Low

Acceptability High High Moderate

1. Local Marketing Initiative

Pros:

1. Low Time for Implementation (6 months): Swift implementation allows for quicker

market penetration.

2. Low Tangible Costs: Cost-effectiveness enhances financial feasibility.

3. High Acceptability to Management: A focused local approach aligns with the

company's commitment to community engagement.

Cons:

1. Potential Limited Reach: Local focus may limit the brand's exposure beyond

Bongabong.
 2. Dependence on Local Variables: Success hinges on the responsiveness of the local

market.

2. Operational Optimization

Pros:

1. Comprehensive Improvement (8 months): Allows for a holistic overhaul of

operational processes.

2. Moderate Tangible Costs Investments are balanced against the anticipated long-term

operational benefits.

3. High Acceptability to Management: Enhancements align with long-term

sustainability goals.

Cons:

1. Extended Implementation Period: May encounter resistance due to prolonged

disruptions.

2. Moderate Financial Strain: Initial costs may pose a short-term challenge.

3. Customer Engagement Enhancement

Pros:

1. Quick Implementation (4 months): Immediate impact on customer satisfaction and

loyalty.

2. Low Tangible Costs: Focused initiatives may require fewer resources.

3. Moderate Acceptability to Management: Recognizes the importance of customer

satisfaction.

Cons:

1. Potential Limited Reach: Focused efforts may not resonate with all customer

segments.

2. Dependence on Customer Response: Success relies on customer receptiveness.

interplay of factors and tailor the chosen strategy to Angels Burger's unique context in

Bongabong. Balancing short-term gains with long-term sustainability is crucial for

achieving optimal outcomes.

V. Recommended Solution, Implementation, and Justification

The carefully tailored solution encompasses a focused local marketing

initiative spanning 6 months, synchronized with an 8-month operational optimization

plan and a 4-month strategic customer engagement enhancement program. The

intricacies of the local market dynamics are considered, and contingency plans are

meticulously outlined. This solution aligns seamlessly with prevailing management

theories emphasizing not only local responsiveness but also the symbiotic relationship

between operational efficiency and customer satisfaction, rendering it the optimal

choice for sustained success within the unique context of Bongabong.

Implementation Timeline

The implementation of the recommended strategy involves a meticulous

timeline, recognizing the need for a phased approach to balance efficiency and

effectiveness.

1. Month 1-2: Preliminary Analysis and Planning

1.1. Conduct a comprehensive analysis of current local market dynamics,

operational bottlenecks, and customer feedback.

1.2. Formulate detailed plans for the local marketing initiative, operational

optimization, and customer engagement enhancement.

1.3. Secure buy-in from key stakeholders and management through

presentations and discussions.

2.1. Launch targeted local marketing campaigns, utilizing both digital and

traditional channels.

2.2. Collaborate with local influencers and community leaders to amplify the

brand's presence.

2.3. Monitor and analyze the initial response, making real-time adjustments as

needed.

3. Month 5-6: Operational Optimization Commencement

3.1. Initiate the operational optimization plan, focusing on identified

inefficiencies and process enhancements.

3.2. Conduct employee training sessions to ensure a smooth transition and

minimize disruptions.

3.3 Establish key performance indicators (KPIs) for ongoing evaluation.

4. Month 7-8: Ongoing Monitoring and Adjustments

4.1. Continuously assess the impact of both the local marketing initiative and

operational optimizations.

4.2. Address any challenges or roadblocks promptly, making data-driven

adjustments to optimize results.

4.3. Conduct periodic reviews with management to ensure alignment with

overarching goals.

5. Month 9-10: Customer Engagement Enhancement

programs, surveys, and personalized interactions.

5.2. Gather and analyze feedback to tailor engagement strategies to customer

preferences.

5.3. Foster a sense of community through events or collaborations.

6. Month 11-12: Comprehensive Evaluation and Future Planning

6.1. Conduct a comprehensive evaluation of the overall impact of the

implemented strategies.

6.2. Analyze financial performance, customer satisfaction metrics, and

operational efficiency gains.

6.3. Collaborate with management to outline future strategies, incorporating

lessons learned.

This phased implementation timeline is designed to balance the immediacy of

the local marketing initiative with the longer-term impacts of operational optimization

and customer engagement enhancement. Regular assessments and flexibility in

adjusting strategies ensure adaptability to the dynamic local market in Bongabong.

VI. References

Marel Baluyos (2022). SUCCESS STORY BEHIND ANGEL'S BURGER: FROM

COMMON EMPLOYEES TO OWNERS. Retrieved from:

https://sugbo.ph/2022/success-story-angels-burger/
James Ryan Jonas (2018). How to Franchise: Angel's Burger. Retrieved from:

https://www.pinoymoneytalk.com/how-to-franchise-angels-burger/

Vanezza Yvonne Magpale, Elyja Jason M. Panganiban, Ralph Marco A. Requino,

Aivee B. Tolentino, Exequiel Valdez and Prof. Joan Arlanza, MARKETING MIX OF

ANGEL'S HAMBURGER IN OLONGAPO CITY. Retrieved from:

https://www.researchgate.net/publication/350152472

CGSCIMB Research. (2018, September 03). 7-Eleven 1H results below expectations.

Retrieved from http://www.theedgemarkets.com/article/7eleven-1h-resultsbelow-

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Suhong Lia,, Bhanu Ragu-Nathanb, T.S. Ragu-Nathanb, S. Subba Raob, (29

September 2004) "The impact of supply chain management practices on competitive

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