Case Analysis – Red Crab – Joseph Cunanan

I like the way that the case was presented in terms of how the business owner Raymond
Magdaluyo tried to position his restaurants in the market and come up with new and fresh
ideas to innovate his services.

It was very evident that it all started with Red Crab Clark, which back then was primarily being
managed by his mom. I must say that one learning experience of Raymond as an entrepreneur
was when they agreed to open another branch in Malate without doing any market research
or profitability study. This affected his sales revenue in the said branch, but was able to recover
after reinventing the place and call it Red Crab Seafood and Steaks.

I’m very impressed with how Raymond tried to come up with new concepts out of the same
product which is seafood and crabs. I think as an entrepreneur, it is really a must to always
come up with fresh, bright & innovative ideas to capture new market segment and at the same
time win the business proposal to investors or mall owners.

When Raymond opened the Seafood Club in Greenbelt, it was very evident that he made it a
totally different dining experience compared to what he normally offers in Red Crab Seafood
and Steaks. I also like the way that he adapted an idea from the US and bring it home here in
the Philippines.

If there’s one restaurant idea I am most impressed about, that is how he came up with the
concept of Crustasia. It is very clear that Raymond has all the ideas of an entrepreneur in terms
of identifying his target market, the foot traffic in the chosen location, and the strategy to make
the business successful. In terms of making sure that Crustasia becomes successful, he really
focused on the quality of the food. The steps he took to make this happen was amazing. He
went as far as asking culinary experts to come up with at least 300 dishes, have it tasted and
rated by friends, family members and Rockwell goers, and from there identified the best tasting
cuisines to offered as a menu in Crustasia.

Overall, Raymond was very successful in making his company known as the best chain of
seafood restaurants. Each restaurant has their own concept to offer and above all provide not
just quality food, but an extraordinary dining experience. He achieved this by staying true to his
promise of serving the best and freshest seafood coupled by innovative concepts which makes
him a stand out in the market.

SPADA
Situation Analysis (Relevant Facts)
Red Crab – Clark
Red Crab Seafood and Steaks – Manila
Red Crab Seafood and Steaks – Tomas Morato (celebrities)
Red Crab Seafood and Steaks – Alabang young (26-35)

Seafood Club – Greenbelt 3 (awarded thru business proposal
Crustasia – oriental dining experience (Rockwell)
Blackbeard Seafood Island

Problem Analysis
- How to best position their company

Alternatives Generation

Decision Analysis (Deciding on best alternatives)

Action Analysis (This the “tuya” “lait” portion where probing questions determine soundness of
decision made.