Case Study Pizza War

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BSB, INC., THE PIZZA WARS COME TO CAMPUS

Company Background
BSB, Inc. is a large nationally operated food-services company. The company serves client organizations on a contract basis. Its business is divided into three (3) market-oriented divisions of corporate, airline and university or college.

Case Summary
Renee Kershaw is BSB's manager of food services at a medium-sized private university in the Southeast. BSB has been operating at the university for the past 10 years and Kershaw has been the manager at BSB for the past 18 months. At the university, BSB caters for 6000 students and 3000 faculty staff and support personnel via its 3 different eateries in the university campus. The three eateries are:

a)The Cafeteria – Open for breakfast, lunch and dinner daily b)The Dogwood Room – Serves an upscale luncheon buffet on weekdays only c)The Grill – Open between 11a.m to 10p.m daily and until midnight on Friday and Saturday nights

Initially, after 4 months being in-charge of BSB's operations at the university, Kershaw conducted a survey on customer needs and market trends. The survey revealed that students were not satisfied with the food services at the university. A large amount of the food being consumed by students was not from BSB's facilities mainly due to a lack of variety and unsuitable facilities' serving time for the students.

Below are the data from the survey:
Food prepared in dorm room20%
Food delivered from off campus36%
Food consumed off campus44%

Students with cars on campus84%
Students with fridges or microwaves in their rooms62%
Food that students consumed outside BSB, Inc. facilities43%

As a result of the survey conducted by Kershaw, she decided to include pizzas in the menu. In addition to the new menu, Kershaw also introduced delivery service (by bicycle) for its pizzas. Currently, apart from placing the pizza making facilities at the grill, space is also being allocated at the grill to store pizza ingredients, as well as to prepare and stage pre-made pizza. In order to keep the cost down and provide fast delivery, only a limited number of ‘standard pizzas' are offered in the menu.

Challenges and Problems
Despite the rise in sales and profit from the pizza operations, increase in demand for the pizza has led to capacity problems and increase in delivery times. As a result, the pizza's sales began to level off. Furthermore, Kershaw is concerned of the competition from a new food court to be opened in campus which will house Pizza Hut, Dunkin' Donuts and Taco Bell. Specifically, Pizza Hut will be putting up a facility offering a limited menu and pizzas on a "walk-up-and-order" basis.

Question 1
Does BSB, Inc. enjoy any competitive advantages or core competencies?

Answer
Competitive Advantage is the ability of a company to win consistently over the long term in competitive situation.

Core Competencies are the unique resources and strengths that an organization's management takes into account when formulating strategies. BSB enjoys competitive advantages or core competencies in a number of ways. a)Specialization - BSB is a specialized food-services operator for universities and colleges. b) Experiences – BSB has been serving the university for 10 years therefore they have first hand knowledge relating to customer preferences and needs derived from their experiences in the market. For e.g.: survey data. c)Existing facilities and services provided – new entrants have to start from scratch. For e.g.: location and delivery services in the university are very important due to the lack of parking spaces. d)Brand Recognition - Familiarity among the campus community of the BSB ‘brand' as it has been in existence for some time. e)Close proximity - Close proximity to the customers is critical for pizza delivery as it allows quicker and lower cost delivery.

Question 2
Initially, how did Renee Kershaw choose to use her pizza operations to compete with...
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