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Shanghai Wireless Café as a Digital Entreprise Case Study

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Updated: Jul 15th, 2020

Information from the Wireless Cafe from their web site

Kind of food featured by the Wireless Café

According to the company website, the Wireless Café serves the ritzy food of three major types: starters, main dishes, and desserts (“Shanghai Wireless Cafe” par. 2). The café’s sophisticated starters include chili prawns and steamed crabs and Jicama Spring rolls; nutritious main dishes include different dishes of meat and vegetables; and tempting desserts include sorbets, puddings, and cooked fruits (“Shanghai Wireless Cafe” par. 3).

The attractions of the Wireless Cafe

The attractions of the Wireless Café are free of charge wireless Internet access and system of instant messaging between the visitors allowing the creation of the visitors’ community.

The organizational structure of the Wireless Cafe

The organizational structure of the Wireless Café consists of:

  1. owners Jade Leung and Jimmy Kwok;
  2. manager Lucy Zhao;
  3. Chef William Feng;
  4. sous Chefs Tommy Ho and James Ten;
  5. kitchen staff managed by Lin Moo;
  6. wait staff headed by Ruth Schwartz;
  7. stewards supervised by Lee McGavin and supported by the tea sommelier Kevin Burns;
  8. tech support with the network manager Chao Zhang and technician Harry Vindar (“Shanghai Wireless Cafe” par. 11).

The head chef

The head chef is William Feng, famous for being the prominent figure in Shanghai fine dining industry (“Shanghai Wireless Cafe” par. 4).

Recognition received by the Wireless Cafe

The Wireless Café was recognized as the leader in the area of innovation among modern restaurants worldwide. It has received the following awards to confirm its weighty status in the fine dining industry arena: Shanghai “Golden Chopsticks” for the best Chinese fusion cuisine and Shanghai Reader’s Survey Restaurant Awards for best wireless connectivity (“Shanghai Wireless Cafe” par. 5).

The current job openings at the Wireless Cafe

The current job openings at the Wireless Café are

  1. wireless technician;
  2. assistant chef;
  3. events manager.

Contacts of the Wireless Cafe

One can contact the Wireless Café through the contacts placed on their website.

The Wireless Café’s intranet

The Wireless Café’s intranet employs the system of instant messaging.

Evidence that the Wireless Café is a digital enterprise

The website provides the evidence proving that the main focus of the enterprise is providing free high-quality Internet connection to the visitors.

Market and societal pressures unique to the hospitality industry

The market pressures unique to the hospitality industry, in general, are the unstable demand rates and severe competition (Prud’homme and Raymond 76). The societal pressures are the necessity to monitor customer needs constantly and keep on finding new solutions to meet customer expectations and support a high quality of the offered services such as customer service, food hygiene, and cutting edge techniques utilized (Bowie and Buttle 25). The evaluation of the Wireless Café situation suggests the conclusion that the enterprise has the same challenges.

The Wireless Café’s business operations

The technologies and impact on business operations

Current technologies that have been discovered during the research are The Internet of Things and wireless charging. The first technology has a huge impact on today’s users because it allows communication between human and multiple technologic tools. This pleasant convenience exceeds the person’s user comfort levels (Jones, Hillier, and Comfort 1001). Wireless charging also has a significant impact on users by allowing their long hours spent outdoors with their Internet-surfing gadgets without any additional discomfort (Jones, Hillier, and Comfort 1001).

The way these technologies transform the Wireless Café business

These technologies would increase the Wireless Café profits because customers will be encouraged to stay long hours on the premise and therefore, order more products from the enterprise (Brotherton 36).

Recommendations how to use the technologies at the Wireless Café

I would recommend using the technologies described above because they will attract even more customers and increase the company gross profits (Chang and Ma 1).

Porter’s model

Potential competitors

Potential competitors of the Wireless Café are the cafes and restaurants along with the Internet clubs and coworking centers located on the Bund and the surroundings.

Competitors’ services

They sell food and offer free or commercially-based Internet connection and space for customer activity.

Competitive advantage in the Wireless Café’s marketplace

Based on the findings made by Jones, Hillier, and Comfort, the threat of substitutes increasing competitor rivalry has the highest influence upon competitive advantage in the Wireless Café’s marketplace because the market frequently becomes affected by the impact of the new solution (1001).

The dominant competitive strategy in the Wireless Café’s marketplace

A Combination of the best gastronomic products with the free Internet connection appears to be the dominant competitive strategy that exists in the Wireless Café’s marketplace.

Enhancing the Wireless Café’s visibility with customers

Based on my knowledge and experiences with social networking technologies and systems, these could dramatically enhance the Wireless Café’s visibility with both current and potential customers. According to Jones, Hillier, and Comfort (1001), Facebook is the leading marketing tool for online commerce and there is no other solution of similar effectiveness enabling addressing potential customers with powerful advertising instruments.

Suggestions

The suggestion to implement social networks for attracting more customers to the Wireless Café would increase the company profits by helping to find new clients and increase the present customers’ loyalty. Also, with the help of this solution, the company can significantly reduce its operational costs on advertising on other platforms because Facebook and other social networks such as Instagram are currently the advertizing resources with the top rate back-blow (Jones, Hillier, and Comfort 1001).

Works Cited

Bowie, David, and Francis Buttle. Hospitality Marketing, New York: Taylor & Francis, 2013. Print.

Brotherton, Bob. International Hospitality Industry, London: Routledge, 2012. Print.

Chang, Hsiao-Ping, and Chun-Chieh Ma. “Managing the service brand value of the hotel industry in an emerging market.” International Journal of Hospitality Management 47 (2015): 1-13. Print.

Jones, Peter, David Hillier, and Daphne Comfort. “Sustainability in the Hospitality Industry: Some Personal Reflections on Corporate Challenges and Research Agendas.” International Journal of Contemporary Hospitality Management 28.1 (2016): 987-1005. Print.

Prud’Homme, Brigitte, and Louis Raymond. “Implementation of Sustainable Development Practices in The Hospitality Industry: A Case Study Of Five Canadian Hotels.” International Journal of Contemporary Hospitality Management 28.3 (2016): 75-89. Print.

Shanghai Wireless Cafe. Web.

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