Panera Bread
INDIVIDUAL ASSIGNMENT
ABDM3313 ENTREPRENEURSHIP
Case 5.1 Panera Bread: Occupying a favorable position in a Highly Competitive Industry
Program
Finance and Investment
Tutorial class
Group 7
Tutor’s name
Mr. Tang Jut Weng
Date of Submission
8th March 2013
Student’s Name
ID Number
1. Chan Shi Yoon
11WBD04413
Q1. How has Panera Bread established a unique position in the restaurant industry? How has this unique position contributed to the firm’s success? Do you think Panera Bread will reach its goal of becoming a leading national brand in the restaurant industry? Why or why not? A unique positioning meaning that you are able to prove that your product is truly special compare to others. Besides, a goal is an observable and measurable end result having one or more objectives to be achieved within a more or less fixed timeframe (Business Dictionary, 2013). Meanwhile, a national brand is a product that distributed, sold and known nationally.
Panera Bread had established a unique position in the restaurant industry with their strategy to create a new category which is called “fast casual”. This position that established by Panera Bread allowed it to capture the advantages of both fast food (speed) and casual dining (good food).This unique position had provided Panera a distinct point of differentiation between itself and many of its competitors in the same industry. Besides, it also allows the company to sell a fairly large volume of high margin food products.
Panera had done a lot of things to distinguish itself from other competitors. For example, adding a bonus to the mix-specialty food and opening its restaurant for breakfast, lunch, and dinner are some ways to distinguish Panera from other restaurant. Moreover, Panera also created new menus to attract customers’ interest. It offer hand-tossed salads, signature sandwiches, and hearty soups served in edible sourdough bread bowls along with hot and cold coffee drinks for its new menus. Panera Bread also put in
ABDM3313 ENTREPRENEURSHIP
Case 5.1 Panera Bread: Occupying a favorable position in a Highly Competitive Industry
Program
Finance and Investment
Tutorial class
Group 7
Tutor’s name
Mr. Tang Jut Weng
Date of Submission
8th March 2013
Student’s Name
ID Number
1. Chan Shi Yoon
11WBD04413
Q1. How has Panera Bread established a unique position in the restaurant industry? How has this unique position contributed to the firm’s success? Do you think Panera Bread will reach its goal of becoming a leading national brand in the restaurant industry? Why or why not? A unique positioning meaning that you are able to prove that your product is truly special compare to others. Besides, a goal is an observable and measurable end result having one or more objectives to be achieved within a more or less fixed timeframe (Business Dictionary, 2013). Meanwhile, a national brand is a product that distributed, sold and known nationally.
Panera Bread had established a unique position in the restaurant industry with their strategy to create a new category which is called “fast casual”. This position that established by Panera Bread allowed it to capture the advantages of both fast food (speed) and casual dining (good food).This unique position had provided Panera a distinct point of differentiation between itself and many of its competitors in the same industry. Besides, it also allows the company to sell a fairly large volume of high margin food products.
Panera had done a lot of things to distinguish itself from other competitors. For example, adding a bonus to the mix-specialty food and opening its restaurant for breakfast, lunch, and dinner are some ways to distinguish Panera from other restaurant. Moreover, Panera also created new menus to attract customers’ interest. It offer hand-tossed salads, signature sandwiches, and hearty soups served in edible sourdough bread bowls along with hot and cold coffee drinks for its new menus. Panera Bread also put in
References: AllBusiness, 2013, Business Definition for: national, viewed 3 March 2013, <brandhttp://www.allbusiness.com/glossaries/national-brand/4959205-1.html>. Business Dictionary.com, 2013, Goal, viewed 3 March 2013, <http://www.businessdictionary.com/definition/goal.html>. Investopedia, 2013, Porter’s 5 forces, viewed 3 March 2013, <http://www.investopedia.com/terms/p/porter.asp#axzz2MgPuHMCf>. Investopedia, 2013, Competitive Advantages, viewed 3 March 2013, <http://www.investopedia.com/terms/c/competitive_advantage.asp#axzz2MgPuHMCf>. Mind Tools, 2013, Porter’s Five Forces, viewed 3 March 2013, <http://www.mindtools.com/pages/article/newTMC_08.htm>. OIRA, 2013, Defining Goals and Objectives, viewed 3 March 2013, <https://oira.syr.edu/assessment/assesspp/Define.htm>. $uccess, 2010, Unique Positioning – Standing out From the Competition – Marketing Tips, viewed 3 March 2013, <http://succesu.com/our-audio-podcasts-on-being-noticed-online/unique-positioning-standing-out-from-the-competition/>.