Ivey Publishing
Munchiez Food Truck: Entrepreneurship, Strategic Decision Making, and Sustainability
Product Number:
9B17M166
Publication Date:
11/07/2017
Revised Date:
11/07/2017
Length:
13 pages (6 pages of text)
Product Type:
Case (Field)
Source:
Ivey
The semester-long small business management class at Southern New Hampshire University had incorporated into the course a food truck under the brand name “Munchiez” as a catalyst for students to integrate and apply the concepts they learned about in various business classes. As such, Munchiez was a vital teaching tool at the school. However, with an 80 per cent turnover rate each semester, knowledge transfer and financial stability quickly became critical issues for the Munchiez team to assess. As of December 2016, Munchiez was operating at a deficit. Some team members suggested that Munchiez may need a general manager. In order to continue receiving financial support from the university, Munchiez’s management had to answer some difficult questions: How should Munchiez increase the transfer of knowledge from semester to semester? What strategies should be used in order to break even? Would the business benefit from a general manager? If so, how could the team find the right person for this position?
Learning Objective:
This case can be used in capstone courses in entrepreneurship or strategic management at the undergraduate or graduate level. Using the case, students will learn about the following topics:
  • Strategic decision making. The case provides students with examples of the relationships and interdependencies that exist between external and internal environments. It helps students identify internal and external factors that can successfully determine the strategies a company needs to implement in order to move to the next stage of the organizational life cycle.
  • Sustainability. The case demonstrates how to use positioning and strategy to gain a competitive edge, while encouraging students to reflect beyond current business models to identify alternatives. Students will determine how the company should reinvent and restructure itself to capitalize on current trends and external forces.
  • Entrepreneurship. The case prompts students to identify a company’s position in the organizational life cycle, and supports critical thinking, problem solving, and innovative approaches to developing a start-up business.
Issues:
Disciplines:
General Management/Strategy,  Entrepreneurship
Industries:
Accommodation & Food Services
Setting:
United States, Small, 2016
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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