Worksheet+5E

[|[i]] WORKSHEET 5E Competitor Profiles

Instructions
q Fill in what you already know. Identify what you still need to find out for this worksheet. q Use the information you gathered while carrying out your feasibility market research plan (Worksheet 5A) to complete your answers to these questions. q Questions about competitor pricing strategies appear in Worksheet 5I. _ 1. Who are the most likely competitors for your business and its target customers? Consider all types of competition as described on page 81 under the heading “Profile primary competitors.” Indicate how the competition may be different for each of your customer segments.

School administrators (They could are target and end costumers. They may be concerned about the quality of the food and how it benefits students and staff, but they are mainly concerned about the price because they subsidize part of the cost.) Cafeteria chains - different competition because their focus is more on low cost than high quality.
 * Customer segment**
 * Similar product and experience**
 * Similar product, different experience**
 * Same customers, different offerings**
 * Other alternatives**
 * Similar product, different experience**
 * Same customers, different offerings**
 * Other alternatives**
 * Other alternatives**
 * Other alternatives**

Weight lost company - different competition because they do not follow the process from the start until the end. They provide healthy food plans, but they’re mainly to loose weight, which could be appealing to adults, but not so to students. We would work with producers and high school to come up with the most suitable plan using the best food items. Food outlets and restaurants - provide food choices that are more tempting to the students such as pizza, pop, burger etc.

It is hard to find other alternatives to food. Eating is not an activity that could be replaced. Students and staff (They are the end costumers. Their opinion might be important and they can exercise pressure; however, they don’t have decision-making power. Their physical and mental skills are to be benefited by our product.) Current high school cafeteria – same location and customers, but unhealthy inexpensive food

Organic Deli - similar food being offered, but not being subsidized or offered directly to high school students Corner store - provide drinks, junk food, etc that are more appealing to the kids.

Fast food restaurants

Food sent from home Parents (they are not the final costumers, but they are interested in the kind of food their kids eat at school, they have decision-making power. Current high-school cafeteria Personalized chef – they could provide healthy and delicious food for the students but they would have a higher personal cost. The food would have to be sent from home.  Vitamins and food supplements that students could get in order to be healthy to achieve the most at school



2. Which of these do you consider to be your primary competitors? Why? (Pick at least three competitors who present the closest similarity with your venture, first in terms of customers—the alternative they would most likely choose if your venture ceased to exist—and second in terms of products or services. Explain why each one was picked.)

- **Cafeteria chains**: high school might lease out their food services to food catering company that would supply food and drinks sold within campus. If they have sole proprietorship on campus, then it would be difficult to integrate this new plan into it.

3. Construct a brief profile of //each// of your primary competitors, including customers, size, products or services, and areas of strength or special appeal.

//Customers: students, faculty, administrations in schools// //Size: medium size - could also cater to the food and beverages in other schools. Products and services: various food variety (burgers, pasta, salad, pizza etc.), chips, cookies, pop, coffee, tea,etc. Strength: food options that students enjoy and are used to, lower cost, meets the taste buds customers.//
 * Cafeteria chains:**

4. Describe the communication strategies that each primary competitor uses for its marketing efforts.

- posters informing people of the daily/weekly/monthly food choices and events - announcements over the bulletin, newsletter etc. - once they are in the school, customers are a captive market; they don't do much of an effort to keep costumers engaged.
 * Cafeteria chains** - they could have sampling of free food choices during lunch time.

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