Scenario/ Task: Luigi Cadamura is a second-generation Italian living in Bedford. He owns and runs a fish and chip street shop on the high street. His shop is open from 12 noon until 4am. It offers...

Market Strategy Plan
Overview
Market Strategy Plan for opening up a Pizzeria in an uptown area of Bedford
Business Mission & Vision
Strategy
Organization Design
Competencies and Rewards
Supply chain
Finances
Conclusion
Luigi Cadamura is a second-generation Italian living in Bedford. He owns and runs a fish and chip street shop on the high street. His shop is open from 12 noon until 4am. It offers fish and chips, pies and kebabs. The busiest periods are around 11-12 pm and 3-4 am when the clubs on the High Street close. The business is successfully selling at the bottom end of the market. Luigi has decided that he would like to move up market. He is considering opening a pizzeria in a different area of Bedford.
This is the structure of the presentation and it would cover the entire concepts of the Market Strategy and Planning
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BUSINESS
Business Vision: To provide excellent and the best in class eateries in the town where the communities are filled with young and active leaders with connected diverse communities and everyone has access to the good quality food and happiness. For this, we would create a new model of success in the world of food which would be measured by knowledge, love and compassion for food(He, W., Zha, S. and Li, L., 2013)
Services Offered: Cu
ently Luigi is offering:
- Freshly made fish and chips – High Street – Snacks Munching after party
- Pies – High Street – Snacks Munching after party (Yong Kim, B. and Oh, H., 2004)
- Kebabs – High Street – Snacks Munching after party
- Pizza [ Planned ] – uptown Bedford – Relish the flavor of Italian Pizza
Business Vision: To provide excellent and the best in class eateries in the town where the communities are filled with young and active leaders with connected diverse communities and everyone has access to the good quality food and happiness. For this, we would create a new model of success in the world of food which would be measured by knowledge, love and compassion for food
Services Offered: Cu
ently Luigi is offering:
- Freshly made fish and chips – High Street – Snacks Munching after party
- Pies – High Street – Snacks Munching after party
- Kebabs – High Street – Snacks Munching after party
- Pizza [ Planned ] – uptown Bedford – Relish the flavor of Italian Pizza
2
Industry Overview
Business Overview
- Competitors: The competitors are the one’s who provide either the similar product or the similar service with a beneficiary factor. The competitors are:
- Bellenis
- VesuviO restaurant and ba
- The Cappuchino Ba
- Zizzi Bedford
Basic regulations in the industry: To not include and remove anything from the food that could damage the health of the customer (Yong Kim, B. and Oh, H., 2004)
To sell the food of the quality that the business would expect to sell would be of excellent nature, substance and quality
The labelling of the food, the advertisement and the presentation of the food should not be false or misleading
Business Overview
- Competitors: The competitors are the one’s who provide either the similar product or the similar service with a beneficiary factor. The competitors are:
- Bellenis
- VesuviO restaurant and ba
- The Cappuchino Ba
- Zizzi Bedford
Basic regulations in the industry: To not include and remove anything from the food that could damage the health of the custome
To sell the food of the quality that the business would expect to sell would be of excellent nature, substance and quality
The labelling of the food, the advertisement and the presentation of the food should not be false or misleading
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Proposed Strategy
The new Pizzeria would be at the Saint Peters street
Our strategy is based out of delivering a strong customer value proposition in a niche market. The area is full of small and mid sized families who need quality opportunities for a good dining out(He, W., Zha, S. and Li, L., 2013)
We are also building our marketing strategy and infrastructure to reach the well connected towns with better offerings
The new Pizzeria would be at the Saint Peters street
Our strategy is based out of delivering a strong customer value proposition in a niche market. The area is full of small and mid sized families who need quality opportunities for a good dining out
We are also building our marketing strategy and infrastructure to reach the well connected towns with better offerings
This would enable us to have better reviews and connections in the neighborhood area and would develop better ties with the community
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Proposed Strategy
Competitive Edge: The competitive edge that our offering would provide is that we would be offering Fresh, out of the oven pizza in a friendly and a non smoking atmosphere and the first in class food delivery(He, W., Zha, S. and Li, L., 2013)
The location of the Pizzeria is important and crucial to the pizzeria as it has to be convenient to the customers. Hence we are constructing a pizzeria near a book store and the central location for activity. The pizzeria would be at walking distance from the colleges
Competitive Edge: The competitive edge that our offering would provide is that we would be offering Fresh, out of the oven pizza in a friendly and a non smoking atmosphere and the first in class food delivery
The location of the Pizzeria is important and crucial to the pizzeria as it has to be convenient to the customers. Hence we are constructing a pizzeria near a book store and the central location for activity. The pizzeria would be at walking distance from the colleges
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Issues with Implementation of strategy
There may arise some issues with the implementation of the strategy which would include:
- Competitors
- Advertisements
- Community
- Pricing
- Market Analysis for demand
There may arise some issues with the implementation of the strategy which would include:
- Competitors: The competitors may try to hinder in the development of the new shop and building up of competition by securing the raw materials provider [example]
- Advertisements: What kind of advertisements would appeal to families and kids
- Community: The...