Culinary Training at Bayan Academy Case Analysis

Cynthia C. Maandal

Ateneo Graduate School of BusinessApril, 2010

Outline:

Where’s the beef?

1. Case Facts2. Your Individual Submission

a. 13 P Approach (Use 9Ps)b. SPADER Approach

3. Your Summary & Conclusion

Case facts 1

Case facts 2

1. Bayan Culinary Academy

Enrollees who are relatives of Bayan Foundation Microfinance clients

Culinary enthusiasts Cooking staff of hotels and

restaurants

2. Primary Target Market (PTM)

Relatives of Bayan Foundation Microfinance clients

3. Positioning

Partnership with TESDA

4. Pricing

Voucher redemption for every student who pass TESDA technical examination

At least 25 students per class

5. Promo

TESDA Registered Certificate Course 100% Passing TESDA

6. Product

Commercial Cooking Certificate Course

7. Place

Create a partnership with TESDA

8. Process

1. How many vouchers TESDA distribute for redemption

9. People

Train accordingly

Conclusion

Bayan Culinary Academy with its 100% passing grade had an advantage and has great potential of maximizing students.

Situation

Culinary School of Bayan Academy train enrollees who are relatives of Bayan Foundation Microfinance in partnership with TESDA who redeem voucher for every student who passed the TESDA technical examination.

Problems

Not all enrollees show interest in the entire training program unknown to TESDA

55% employment rate ( target 85%)

How to recover cost if lower than 25 enrollees

Alternatives

Going the extra mile Keep contact with enrollees Refer students to prospective

employers Be competitive Create new partners like hotels and

restaurants

Decision

Be competitive and create new partners.

Execution

All students with high ratings on theoretical course would be referred to prospective employers

Your Summary & Conclusions

From 13 P Approach All Bayan Culinary Academy enrollees passed

TESDA

From SPADER Approach Bayan Culinary Academy has to find

alternatives to improve turn-out of students.

Culinary Training at Bayan Academy Case Analysis

Cynthia Maandal

Prof. Remigio Joseph De UngriaAteneo Graduate School of Business

April, 2010