Mk306-1t Pizza Case

7/31/2019 Mk306-1t Pizza Case

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In todays business world, competition has

gone feral than ever. Competition is defined as thebattle between businesses to win consumer

acceptance and loyalty thus, even though they have

a high market share in their respective industries,

they cant be complacent enough with the goods andservices they cater. Businesses should always

understand that innovation is always the key to the

sustenance of its life. It will always be their leeway for

their own survival in the market.


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Objectives:

To have an actual experience of conducting a

research.

To learn the value or contribution of the

information gathered through research in theorganizations decision-making activity.

To apply the principles already acquired in

preparing recommendations relating to the

objective at hand.


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Activities:

1. We, a newly hired Marketing Managerof a Pizza Company in the Philippines,

were tasked by the management to

present our plan of action for theimprovement of the companys

performance.

2. Conducted an interview to at least 50respondents that represents our target

market.


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Activities

The following questions were considered inthe conduct of this research:

When thinking of Pizza, what is the first

brand that comes to your mind?

What brand of pizza have you eaten last?

If you are to buy a pizza now, what brand of

pizza will that be?


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Activities3. Tabulate the analysis and findings and present them using

the format given.

4. Determine who are the:

Market Leader

Market Follower

Market Challenger

5. Determine the following:

Market Share

Mind Share

Heart Share

6. Determine the RSOM (relative share of market):

Leader Brand

Follower Brand

Challenger Brand


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To compute Mind Share

Considering the answer to the question:(What brand of Pizza that comes first to your

mind?)

No. of counts of Brand A

Mind Share =

No. of counts of all brand

20

Mind share: = 40%

50


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Mind Share

40%

18%

16%

26%

Pizza hut

greenwich

yellow cab

Others


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To compute Market Share

Considering the answer to the question: (What

brand of Pizza have you eaten last?)


Market Share =


16

Market Share: = 32%

50


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Market Share


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To compute Heart Share

Considering the answer to the question:(If you are to buy pizza now, what brand

will that be?)


Heart Share =


14

Heart Share: = 28%

50


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Heart Share


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TablePizza Hut Greenwich Yellow Cab Pizza

F % F % F %Mind share 20 40 18 18 8 16

Market share 16 32 15 30 0 0

Heart share 14 28 7 14 13 26

Shakeys Others Total

F % F % F %

Mind share 0 0 13 26 50 100

Market share 10 20 9 18 50 100

Heart share 0 0 16 32 50 100


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To determine the Brands RSOM

(Relative Share of Market)Market share of leader brand

RSOM (LEADER BRAND) =

Market share of no. 2 brand

16

RSOM (LEADER BRAND) = 1.0715

Market share of brandRSOM (FOLLOWER/CHALLENGER) =

(No. 2/No. 1, No.3/No.1) Market share of leader brand

15

RSOM GREENWICH= =0.94

16

10

RSOM SHAKEYS= = .6316


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40 Pizza Hut 32 Pizza Hut 28 Pizza Hut 1.07

Greenwich 18 Greenwich 30 Yellow Cab 26 Greenwich 0.94

Yellow Cab 16 Shakeys 20 Greenwich 14 Shakeys 0.63

Others 26 Others 18 Others 32 Others 0.56


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The interpretation of the resulting RSOM indicates or numbers are as follows:

If your brands RSOM is: Then your competitive status is:

Greater than 1.00 Market leader or Champion status

Greater than 6.00 Formidable market leader

3.01 6.00 Dominant market leader

1.51 3.00 Strong market leader

1.01 1.50 Vulnerable market leader

0.31 1.00 Challenger status

0.61 1.00 Threatening challenger

0.31 0.60 Serious challenger

0.01 0.30 Contender status

0.16 0.30 Major contender

0.01 0.15 Minor contender


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Recommendations:

for Market LeaderExpand Total Market

Defend Market Share (Continuous

Product Innovation)Focus on Consumer Demand


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for Market Follower/ChallengerWillingness to Change

Improved Services

Product DifferentiationAssess its Product Focus

Intensive Advertising Strategy

Recommendations:

Mk306-1t Pizza Case

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