Elis Cheesecake Company

Question: Discuss about theElis Cheesecake Company. Answer: Introduction The Elis Cheesecake Company is one of the most leading cheesecakes Company of Chicago. This is Chicago based Company was founded in 1980 by Eli Schulman and has its headquarters in Chicago, Illinois, USA. The plain cheesecakes of this company are called the most famous dessert of Chicago. Earlier the company used to bake only plain cheesecakes however; later on different elements were added to it such as the caramel, chocolates, fruits, dry fruits and others and also company started proving different other types of desserts (Most et al 2013). However, from the given case study it could be said that the company focuses on maintaining both short and long term objectives. The long term objectives of the company could be identified as below: The company has a positive brand name and an active hand in its community. However, it can also be seen that the company is quite motivated for maintaining its brand name even in future. The company has been considering about expanding. Expansion of the company in different other countries especially in Asia would be of great favour for the company. The markets of Europe, Australia and Iceland would be potential for profit earning by the company. The short term objectives of the company are: The company created its webpage in 1995 and since then no changes have been made.The companys policy of Follow your Customers is not being totally fulfilled as the company current webpage is not adequate for the today s modern world. The company, apart from the cheesecakes, has very limited choice of desserts. Therefore, the company at times needs to take up some venture for a small period so that it could with innovative desserts and cheesecakes for its customers (Smestad 2014). References: Most, A., Steinberg, E.F. and Prost, J.H., 2013. From the Jewish Heartland: Two Centuries of Midwest Foodways. Smestad, C., 2014. Strategic Alliances: The Economics of Dual Branding in Restaurant Franchising.Quick Service Restaurants, Franchising, and Multi-Unit Chain Management, p.321.