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Future Strategies

This document discusses strategies for launching a new pizza product. Initially, the product would be in the "Question Mark" category of the BCG matrix since sales would be low and significant marketing investment would be required. If initial investments are successful and sales grow faster than competitors, the product could become a "Star." However, without proper investment, the product is at risk of becoming a "Dog." The document recommends a strategy of penetrating the local Mumbai market first before expanding to other cities and states, introducing new dishes regularly, and using membership and event programs to build customer loyalty and sales over time.

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Mitesh Bid
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32 views

Future Strategies

This document discusses strategies for launching a new pizza product. Initially, the product would be in the "Question Mark" category of the BCG matrix since sales would be low and significant marketing investment would be required. If initial investments are successful and sales grow faster than competitors, the product could become a "Star." However, without proper investment, the product is at risk of becoming a "Dog." The document recommends a strategy of penetrating the local Mumbai market first before expanding to other cities and states, introducing new dishes regularly, and using membership and event programs to build customer loyalty and sales over time.

Uploaded by

Mitesh Bid
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Since our being a new product being launched, as per BCG the same would lie in the
ƠQuestion Markơ section of the BCG Matrix. This is because initially the volume of the
product sold would be low and significant market expenditure would be required to
raise awareness and stimulate volume sales.

If the initial investment decisions were sound, and sales follow on at a faster rate
than for other competing products, the product will move into the 'Star' category as
increases in relative market share are achieved. If such investments are not made,
then the product will at best maintain a static market position and in time, lose
market position to other competitive products. Its ultimate demise will be into the
'Dog' category.

Strategic ImplicationsÊ

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To grow the business. Since initially a lot of investment would be required. The use
of our investment would be required to be done in the best possible way.

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ënsoffƞs Matrix shows the main strategic options available to firms.


We believe that the best option for us is to introduce new products in existing
market.

So this firm should follow a product development strategy. This may involve
substantial modification of or additions to its present product range, which in turn
might require extensive research and development. So we can introduce a new pizza
with different toppings in order to widen their product range.
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ës per the plan we are launching our product at 15 places in Mumbai alone. The
same would be then carried out in other cities and states including their local
delicacies as part of our customised menu.

This will help us in penetrating the market and also getting a more customer base.
To our regular customers we would be offering memberships, so when they arrive
the next time theyƞd be given discounts.

Certain schemes will also be offered to all the customers occasionally.


ew dishes with Indian flavours would be introduced into the market ev ery few
months.

The place would also be given on rent for birthday party celebrations or any other
get together functions to families and friends.

ë playing area would also be created for children below 5 yrs of age, in metros like
Mumbai.

We would show live cricket/football matches during relevant seasons.

To go global with the same taste and items and create a mark in the industry îÊ

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