Question

Fast Food Restaurants Wide Choice McDonalds Subway Junk Food Pizza Hut Burger King Healthy Wendy's In & Out Limited Choice (35 points) Bolla Meatballs company wants to enter the fast food market, they will make meatball sandwiches in their restaurant as well as sell frozen meatballs for home preparation. However, they are unsure whether they can position themselves appropriately. To advise them, do three things: 1) Explain the concepts of positioning and competitive advantage which would help Bolla understand their goals; 2) Using the perceptual map above, tell Bolla where they should position themselves and why; 3) Suggest two segments of customers Bolla should target and why (describe the characteristics of these segments). Feel free to include other class concepts to enhance Bolla's chances at successful market penetration. 1. (13 points) Explain positioning and competitive advantage, and apply these concepts to Bolla's situation. 2. (13 points) Where should Bolla position itself in the market, based on the perceptual map? 3. (9 points) What segments should Bolla target, and why? Describe the important characteristics of the segments you've selected.

Please help this. This is an emergency. Thank you

Answer 1

Answer:

1. Positioning: It is the perception of the image of the brand or the product in the mind of the customers against the dimension or factors that determine the choices by the customers. For example in this case it is healthy versus junk and wide variety versus limited variety are the factors on which the brands are creating their positioning in the mind of the target segment.

Competitive advantage: It is the advantage achieved through the differentiation which is unique to the brand and helps in making a strong brand positioning on the customer choice parameters.

2. Bolla should place itself high on the healthy aspect and low on to the variety as they will have a limited variety of options in their menu therefore they should leverage the other factor to get a strong perception and brand positioning, therefore they should work towards high healthy parameters. They should position themselves like wendy's brand.

3. They should target the following segments:

Segment 1: Meatball sandwich lovers and they should target the Teenagers college-going students and young age working professionals aged between 21 to 40 years of age both male and female residing in the city.

Segment 2: Homemakers who are looking to buy meatballs to make the recipe at home. Therefore mostly women aged from 28-42 years of age in the vicinity of the stores.