THE FRESH PASTA COMPANY

The Fresh Pasta Company

Contents

THE FRESH PASTA COMPANY1

The Fresh Pasta Company1

Strategic Performance Management2

Executive Summary2

Product list for restaurants, hotels and caterers3

Discussion5

Basic Principles for Strategic Growth5

Competition9

Competitive Analysis9

Strengths11

Weaknesses11

Opportunities12

Threats12

Event Objectives13

Socio-cultural Sector15

Technological Aspects16

Recommendations16

Managing Change18

Address18

Important caveat18

Conclusion and Recommendation18

References21

PART 1

Strategic Performance Management

Executive Summary

The Fresh Pasta Company was founded in 2004 by managing director Mark Garcia-Oliver. The Fresh Pasta Company has already been positioned as the purveyor of the finest Italian fresh pasta available in the UK. Mark moved to the UK in introduced his Italian-Argentinean influenced food preparation talents in the UK. It was immediately appreciated by the people and his recipes received impeccable responses by food critics and the general public.

By the end of 2004, The Fresh Pasta Company was not only running full steam, but also was awarded the True Taste Gold for Best Small Manufacturing Company 2004/05, and received three Great Taste Awards. Since then, the List Of Awards kept growing year after year, accumulating recognition for excellence in product quality, innovation and presentation. However, the purpose of this study is to improve and enhance the performance of the business in order to reach the optimization with regard to efficiency. We believe that The Fresh Pasta Company is not performing at full potential and that it could be doing much better. Changes in the management styles and a proper marketing strategy will definitely enhance the company's image and boost sales and revenues. In addition, the positioning of the company will also be taken into account and intensely scrutinized (Kempson, K., Debra, P.K., Puneeta, S.S., Ridlen, S. & Nancy, S.R. 2002).

Inefficient utilization of the available resources requires Strategic Change. The Fresh Pasta Company, as mentioned, can perform much better and achieve a much better response if the management and marketing strategies are changed. Strategic Growth can only be achieved by the rectification of the identified issue which cause resource wastage and optimization hurdles. For secondary research , the resources of the LSE library will be used extensively, The British Library and the Russian State Library in Moscow will be extensively utilized. Speeches, journals and interviews which are available online will also be reviewed.

Mark says, "We believe in creating positive experiences and generating great relationships. Our team currently works successfully with: Fortnum & Mason, Harrods, Harvey Nichols, John Lewis food hall, Waitrose, Ocado, House of Bruar, Avoca (Ireland), Whole Foods, La Grande Epicerie (Paris), and British Airways First and Business Class, amongst many other Delis, fine food shops and restaurants around UK.""Our main objective when we first started was to raise the standards of pasta offered in the UK. We still stand strong on our beliefs, and are convinced we are making a real difference.", adds Mark.

Product list for restaurants, hotels and caterers

FILLED PASTA (frozen)1. Speck Ham Ravioli1kg2. Devon Crab Tortellii 1kg3. Butternut Squash and Sage Tortelli 1kg4. Pecorino & Asparagus Tortelli 1kg5. Wild Mushroom Ravioloni 1kg6. Spinach and Ricotta Raviolii 1kg7. Smoked Salmon Ravioli i 1kg8. Handmade Artichoke Heart Tortelloni 1kg9. Handmade Spinach & Ricotta Tortellonii ...