Case Analysis- Jill’s Table (Management Case Study)

Case Analysis- Jill’s Table
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Case Analysis-Jill’s Table
Introduction
Jill's Table is a kitchenware and Food Company located in London, Ontario (Canada). Jill Wilcox established the company in 1999, and since then, the company has been the best culinary destination for all chefs and customers seeking kitchen products and services (Raymond & Janice, 2014). The company's store offers distribution and expert services for cooking classes, in-store demonstrations, and culinary advice, among other kitchen based services. Jill's Table has grown from bricks-and-mortar to one of Canada's best online service providers (Raymond & Janice, 2014). However, before opening a retail store, Jill writes on food and offers expert advice on recipes and food ingredients. Through her 20 year career as a journalist, Jill had managed to create relationships with chefs, cooks, and even growers by sharing expert advice to them as her customers. Later she decided that she should start the retail store that she later described as 'everything for the food lover.'
Despite her limited retail experience, she managed to develop Jill's Table through her excellent customer relations. Furthermore, she had conducted enough research to ensure her customers enjoyed the best and top quality services. The greatest challenge for Jill's Table had been to modernize her bricks-and-mortar retail business to an online retail experience. The challenge came from stiff competition from companies like Amazon and Walmart, which sells kitchenware products (Raymond & Janice, 2014). To ensure that the company did not succumb to competition, Jill decided to launch an online shopping experience. However, Jill has managed to establish her company into a brand for more than a decade now through her multifaceted tactics. Currently, Jill's Table's annual revenue was $2 million, with kitchenware accounting for 25% of the total revenue (Zhu, & Gao, 2019). This brings the total sales to approximately $500,000 per year.
Problem Statement
Although Jill is an expert in food and kitchenware products and services, her lack of prior knowledge in online retailing and e-commerce poses a significant challenge to Jill's Table Company. Being a food expert, Jill is more experienced in slow approach, which is quite impossible in online retailing (Raymond & Janice, 2014). Therefore, one of Jill's Table's most significant challenges is competition from other well-established companies like Walmart, Williams-Sonoma Inc., Canadian Tire, and Amazon. Additionally, these companies have enough finances to fund their online marketing campaigns, which means that Jill's Table would not manage to match them. It should also be noted that Jill's Table has the challenge of limited capital that would allow them to venture into national and international markets. Furthermore, the company has not managed to create its brand awareness outside London. The company's switch to an online market means that it distracted its brick-and-mortar customer experience.
Therefore, despite their huge growth potential, Jill's Table faces the challenge of more prominent companies because of limited finances to match their online advertising campa...