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you are given 4 strategies
Possible Strategy A
Offer a unique range of high-quality pizzas
Use unusual ingredients (with choices such as oysters, kangaroo, avocado)
Create innovative and unique pizza tastes
Set new standards for pizza restaurants
Possible Strategy B
Create a fun and exciting dining experience
The restaurant should look and feel like a caf in Italy
Employ fun, outgoing and energetic staff
Probably have a large outdoor dining area as well
Possible Strategy C
Offer a very convenient service
Aim to become the McDonalds of pizza by offering very fast service (pizzas ready in 5 minutes
and home-delivered inside 20 minutes)
Mainly take-away and delivery options
Possible Strategy D
Become the discounters of pizza
Focus on operating a very lean and efficient business and compete mainly on price and always
undercut the competition
Have a value based positioning focus
I have chosen strategy a as the best option
and then you need to answer 3 questions
QUESTIONS
1. In your opinion, which of the four strategic options suggested would be the most effective in competing in this market? Choose one of these four and explain your choice (25pts)
2. For the strategy that you selected, develop an appropriate and coherent marketing mix (for example, what products should they offer, at what quality, with what ingredient choices, and so on). You should use either the 4Ps or the 7Ps, or the 4Cs, whichever one you believe is more suitable, (but ensure that your marketing mix will effectively deliver the proposed strategy). (50 pts)
3. Do you think that this new pizza chain, as you have constructed it, will be successful? Why? Give reasons to illustrate your answer. What are your recommendations? (25pts)
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