Group Case Study Analysis

Please read the following case study about Jasmi's Corporation W$.$L$.$L$.,$ a Bahraini company,

and answer ALL of the questions that come after based on your understanding of the case

study and your studies of MKT$264.$

Jasmi's, an iconic fast$-$food chain in Bahrain, has significantly contributed to the food and

service industry since its establishment in $1986.$ Founder Jassim AlAmeen spotted a gap in the

Bahraini market for food service industries. Thus, he started a family business alongside his

brother, Adnan, and spent years experimenting with food and understanding the market of

Bahrain and the Middle East to create value for customers. It has grown into a popular brand

among locals and tourists alike, known for its distinctive, yet affordable, sandwiches and

burgers.

Despite facing stiff competition from international fast$-$food chains, Jasmi's continues to

thrive due to its understanding of their customers' demands and satisfying them, profitably.

However, with changing consumer preferences towards healthier options, Jasmi's needed to

revise its menu to maintain its customer base.

Jasmi's initiated a menu reshuffling, incorporating healthier options alongside their

conventional offerings. They introduced salads, grilled sandwiches, and fresh juices, ensuring

they catered to a broader market of health$-$conscious customers. Alongside, it continued to

retain and innovate its original food items.

Jasmi's also worked on enhancing the customer experience. It adopted new technologies,

including a mobile app for online orders, pick$-$up$,$ and delivery services. The company focused

on maintaining its main commitment to quality, cleanliness, and exceptional service, despite

the expansion.

After having strengthened its reputation and its hold in Bahrain's food industry, Jasmi's

launched three additional restaurants, each catering to a different audience: Jasmi's Coffee,

Le Chocolat, Jio Chicken and Marash. They went on to open a franchise of Giordano $($an

international retailer of apparel$),$ Luxe Living $($a luxury furniture retailer$),$ and HRS $($a hotel and

restaurant supplier$).$

Jasmi's restaurant's journey demonstrates that being open to change, adapting to market

demands, and embracing innovation while honoring tradition can lead to sustained success

even in a competitive market.