1. COMPANY BACKGROUND:
Mr. Benjamin Domingo started a small business in 2004, selling street foods such as banana cue, camote cue and “samalamig” located at Tungkong Mangga, City of San Jose del Monte, Bulacan.
Initially, like other starting business they experience rivalries. That’s the reason they change their menu and start to sell hamburgers. Primarily, as their business grew and expanded, in 2010, they established their Main Office adjacent to their first food stall at Tungkong Mangga , City of San Jose del Monte, Bulacan. By that year, it changed its name to Ben’z Hamburger that has become through the years tantamount with affordable and quality food.
Last October 25, the Benz Hamburger expanded again its first branch located at Francisco Homes, City of San Jose del Monte with its own selling product-the Ben’z Pizza. It changed its name to Ben’z Hamburger and Pizza.
Today, Ben’z Hamburger has continuing to thrive with strategic innovations; Ben’z Hamburger and Pizza went through an image makeover to match its business success to its logo and food stall design.
Definitely, at 9 years and keeps onwards, Ben’z Hamburger and Pizza will serve characteristically delicious, high quality hamburger and pizza.
2. PRODUCT LINES:
Primarily, the company sells wide variety of hamburgers:
* Ham Sandwich
* Ham with Egg
* Hamburger with Egg
* Ham with Egg and cheese
* Hamburger with Egg and Cheese
Also different flavors of Pizza:
* Supreme Ben’z
* Finest Benz
* Vegetable Fiesta
* Bacon and Beef
* Pepperoni Fiesta
* Beef Overload
* Ham and Cheese
* Mushroom and Garlic
Meat, pepperoni, ham, bacon, beef, vegetable, pineapple, mushroom, black olive, bell pepper, onion and garlic.
3. Marketing Situation:
All of these products are available at many places, but Ben’z Hamburger and Pizza offers a different taste and ensures that the customer will not only satisfy in its taste but also in nutrition content of it.
Competitor 1: Angel’s Hamburger only offers hamburger and sandwich products with limited “palaman” specifically coleslaw and patty with ketchup. But in Ben’z Hamburger and Pizza, customers have more choices particularly cucumber, patty, coleslaw with ketchup or hot sauce (optional).
Competitor 2: FCJ Pizza only offers large variety of pizza products. The available extra-toppings in their pizzas are cheese, ham, onion, bell pepper, pineapple. Unlike in Ben’z Hamburger and Pizza, they have meat, pepperoni, ham, bacon, beef, vegetable, pineapple, mushroom, black olive, bell pepper, onion and garlic that the customers can choose from.
Ben’z Hamburger and Pizza has its new branch located at Francisco Homes near public and private schools namely Francisco Homes Elementary School, La Concepcion College and First City Providential College. This location is perfect to encourage its primary target market.
Competitors: Angel’s Hamburger is just one-block away to Ben’z Hamburger and Pizza while FCJ Pizza is 200 meters away.
Ben’z Hamburger and Pizza pricing policy includes:
• Affordable priced for customers
• Competitively priced against competition for the quality
Ben’z Hamburger and Pizza is a new business so there are no existing marketing activities in place. There is no brand awareness.
The owner and his family have developed a logo, tarpaulins and posters ready to promote the business but it seemed to be ineffective. A Facebook fan page is underway.
Angel’s hamburger is a wide franchise business which has the capacity to advertise in local or provincial magazines and city publications with some success but this is an expensive option. Ben’z Hamburger and Pizza can’t afford this avenue yet and isn’t sure of the returns anyway.
FCJ Pizza is also a franchise business, not well-established...