Johnny Rockets Pakistan’s Strategic Mistakes and Opportunity in a Growing Market
Journal Title: International Journal of Experiential Learning & Case Studies - Year 2016, Vol 1, Issue 2
Abstract
It was an April afternoon of 2016, when Mr Abdul Wahab Bandhani, chairman Bandhani group of companies and master franchisee of Johnny Rockets Pakistan, finished reading the strategic report on two years’ performance of Johnny Rockets Pakistan. The master franchise was acquired in March 2013, and after eight months of planning the first branch was opened in December 2013 at Dolmen Mall Clifton Karachi on the ground floor. During the initial years, it suffered heavy losses, stuck up and redundant investment in equipment and materials acquired for ten branches, whereas they had planned four but inaugurated five branches, high cost of imported materials like meat and white onions from USA, management turmoil cum change, resulting in employees’ unrest, and dearth of consumers’ endorsement because of exceptionally high prices of its products i.e. wrong segmentation cum pricing strategy. The strategic business report that the chairman has just finished reading was the result of last year performance. After losses since December 2013 to 2015, recently, the key indicators seemed in an upward trend which was a sign of progression; however there is still a long way to go.Key Words: Experiential Learning; Perception; Assessment.
Authors and Affiliations
Jawaid A. Qureshi, Saad Jamal Farooqui, Muhammad Asif Qureshi
Keywords
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