MKIB253 International Management

MKIB253 International Management

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MKIB253 International Management

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MKIB253 International Management

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Course Code: MKIB253
University: University Of Liverpool is not sponsored or endorsed by this college or university

Country: United Kingdom


Topic: Case analysis of the “Amici’s East Coast Pizzeria”
To complete a case analysis of the “Amici’s East Coast Pizzeria” case study. Please answer the following questions

Explain Amici’s business model.
What are the drivers of Amici’s success? You may find the 7-S model helpful in answering this question.
What strategy for growth would you suggest for Amici’s moving forward? Why?


Amici’s East Coast Pizzeria is one of the popular pizza joints founded in the year 1987 by Mike Forter and Cooperstein. The restaurant is known for its special thin crusted pizza with homemade sauce and Wisconsin cheese (Zafar, Fuchs & Chang, 2013). The restaurant which started as a humble eatery has over the period of twenty three years has achieved a huge success and has expanded from East Coast to West Coast with over twelve restaurants alone in the San Francisco Bay. The revenues of the company have been calculated to over thirty-two million dollars and it is considered the largest independent pizza chain (Sheehan, 2014). The company has strength of more than three hundred employees. This discussion is going to highlight the business model of Amici’s. Secondly, the discussion will also analyse the company on the basis of 7-s model. Lastly, the discussion will highlight the strategy than can be used by Amici’s in the future growth.
Amici’s Business Model:
Amici’s growth in the past twenty three years is evident enough to suggest that the company follows strategies which are focused on maximizing the profits. The model helps to increase the sales of the companies alongside unique marketing strategies which can lure more customers towards it (Ottman, 2017). The primary strategy used by the company is dine-in facilities which allow customers to enjoy their pizza at the company’s different comfortable restaurants. This strategy comprises the maximum share of their profits. The second strategy that has helped them grow and develop in all these years is the active delivery service (Zafar, Fuchs & Chang, 2013). This has also supported them to gain a large market share in the sales. The robust growth of the company has been monitored and maintained periodically so that the stability is not disturbed. This stability over the number of years has helped Amici’s to become of the largest independent pizza chains in America (Park, Ungson & Cosgrove, 2015). Moreover, the company also takes charity programmes for children from poor or average families, which also creates a reputation for them in the market.
Analysis of the drivers of Amici’s success using 7-s model:
The 7-s model analyses the seven elements that are to be aligned and reinforced for the effective working of the organization. It measures the how the working team organizes itself in order to achieve a profitable outcome (Kowalkowski, Windahl, Kindström & Gebauer, 2015).
The first driver that determines the success to the company can be considered as strategy. Amici’s follows a very unique strategy that differentiates them from the other companies. They maintain high quality products but at a higher price from the other restaurants. This strategy draws the customers who do not want to compromise quality for price. Moreover, the high quality has ensured its reputation in the market.  
The second driver for the organization is shared value. The shared value for the organization has been the improvement of the company’s brand value. This is inside the community that has developed in the East Coast through cautious and enduring development.
The third driver is the framework driver that is utilized by the organization. The organization utilizes triple risk task framework in the association. This involves conveyance, eat in and delivery of food items for the customer.
The fourth driver that is used is the structure of the association. The organization has developed 12 restaurant chains in San Francisco Bay Area in the last 23 years. The structure of the company is to open outlets from the East to the West Coast. The hierarchy of leadership originates from the administration, and the choice is right from the top ranks to the lesser representatives.
The fifth driver is the style of administration in the organization that has been found to be decentralized. The workers settle on their choice in view of the best nature of item, which is normal by the proprietors. The proprietors enable utilization to settle on their choice, however they are ought to be lined up with their qualities and mission that is committed to quality, benefit and a consistent and continuous development of the organization.
The sixth driver is the aptitudes and the skills that are shown by the workers that is first class. The seventh driver is the utilization plan to offer the best nature of items and administrations than the contender’s organization to empower the workers to come back once more.
The strategy of growth recommended for Amici’s:
Amici’s general strategy should be the cost of authority. This includes minimization of the expenses to deliver items at low costs. In the occasion, the organization will offer moderately less expensive items as in correlation with the contenders. Besides, a more extensive expansion as the auxiliary bland technique would be much resourceful. This would include additionally developing new products that are different from the contenders. The company should materialize the wide separation procedure as a path to development.
Kowalkowski, C., Windahl, C., Kindström, D., & Gebauer, H. (2015). What service transition? Rethinking established assumptions about manufacturers’ service-led growth strategies. Industrial Marketing Management, 45, 59-69.
Ottman, J. (2017). The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Routledge.
Park, S. H., Ungson, G. R., & Cosgrove, A. (2015). Scaling the Tail: Managing Profitable Growth in Emerging Markets. Springer.
Sheehan, N. T. (2014). Pizza, Pizza, Pizza: A Competitive Strategy Exercise. Organization Management Journal, 11(1), 40-46.
Zafar, N., Fuchs, J., & Chang, V. (2013). Amici’s East Coast Pizzeria. California Management Review, 55(3), 153-165.

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