Hottie Hawg’s Smokin’ Bbq

Hottie Hawg’s Smokin’ BBQ

Case Study

Team 16

Strengths:

• NASCAR Partnership

• Excellent food

• Differentiated brand

• Creativity of owners

• Excellent marketing

• Low infrastructure costs

• Mobile restaurant

• Little brand competition

• Service flexibility

• Proprietary recipes

• Community support/interests

• Professional marketing image

Weaknesses:

• Lack of cash flow

• Leadership working for two companies

• Loss of founder means all lies on Vaughn

• High travel costs for events outside of Atlanta

• Licensing decision reduces the opportunity of franchise income

• Limited distribution capabilities

• Expansion is expensive

• Non-centralized staff

• Lack of business credit

• Limited menu

• Use of ACT funds to finance HHBBQ operations pierces the corporate veil.

• Limited catering experience

Opportunities:

• Aramark/Pepsi Center opportunity

• NASCAR as growth partner

• Growth within Atlanta

• Brand awareness through additional licensing and potential franchising

• Merchandise sales

• Brick-and-mortar Flagship locations

• Popularity of Food Trucks

Threats:

• Hooters Restaurants

• Other barbecue restaurants

• Customer reluctance to patronize a polarizing brand

• Loss of trade-secret information

• Legal costs

• Economic downturn/slow economic growth

• Rising