Beruflich Dokumente
Kultur Dokumente
Prepared By: Group 2 Prabin Paudel Shailesh Lamichhane Urmila Malla Govind Shah
Case Summary
Marzillis Fine Italian Foods founded in 1935 by Gino Marzilli The business proved to be quite successful over the years In 1960, began producing homemade pasta and high-quality sauces with Italian foods In 1972, handed over his business to his only son Jim
Strengths
Specializes in Italian Cuisine Highly demanded by Italian cuisine lovers mainly older generation Italians Niche market segment i.e. focus on Italian foods segment
Weaknesses
Less variety on types of cuisine Resistance to change Less prospects of expansion into American foods to attract more customers
Opportunities
Demographics
Disparity in age of local customers Older customers are more knowledgeable regarding traditional cuisine
Political/Legal :
Company acts and rules and regulations Favorable government policy on companies Favorable laws
Opportunities continued
Economic :
Unemployment rate Wage levels Currency convertibility
Socio-cultural:
Promotion of traditional Italian cuisine Temporary workforce Promoting Italian cultural heritage
Opportunities continued
Technological :
Improving operations processes through use of technology Use of e-commerce in selling Italian foods
Threats
Demographics
Relatively younger professionals as customers Income level disparity among customers
Political/Legal :
Minimum wage of employees Role of Taxation Unfavorable government policy Unfavorable laws
Threats continued
Economic :
Role of unemployment Higher wage levels Currency convertibility
Socio-cultural:
Temporary workforce
Threats continued
Technological :
Competition through e-commerce
Industry environment:
Domestic Italian cuisine restaurants and businesses Availability of substitute products
Vision Statement
To focus on Italian food market by promoting Italian heritage and culture
Mission Statement
To establish Marzillis as a leader in Italian food products.
Main Strategy
Focus Strategy (Niche or Segmentation)
Involves concentrating on a particular market or segment i.e. Italian foods market Matches with the strengths of the business by focusing on Italian food segment Can be a source of competitive advantage for the business
Alternative Strategy
Product Diversification Strategy
Expansion of the business into American foods grocery store so as to attract more customers Fails to take advantage of the strengths of the business May lead to a weaker situation for the business
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