Create Pizza

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

In this case, because BSB has the control over providing food inside the campus, the company does enjoy many competitive advantages they have from any other off-campus food service providers in the area. BSB has many competitive advantages such as, the control that they have over spaces and foods inside the campus. There are no other food providers that can sell their food inside the campus beside BSB, also their strategic locations inside the campus should allow the company to reach more students and faculty members. With more than 6000 students and 3000 faculty members, BSB should be able to attract more consumers to buy foods from them. Another competitive advantage is the campus location is far from the centre of the city, where there are many other food service providers. Therefore, their revenue from food sales should be high.

Despite of those competitive advantages, the company doesn’t get the return they expected from the business in the campus. Many of the students who live in-campus still get their foods from outside the campus. This situation caused mainly by lack of variety in foods offering and cafeterias’ serving hours that didn’t fit with students’ schedules.

2. Initially, how did Renee Kershaw choose to use her pizza operations to compete with off-campus eateries? What were her competitive priorities?

After conducting surveys to determine customer needs and market trends, Renee Kershaw found out some facts related to on-campus food services. She found out that students in this campus were not satisfied with the quality of on-campus food service, such as, lack of food variety and service hour conflicts. Because of those reasons students tend to buy foods from outside the campus or just prepare frozen food from inside their dorm.

The decision to create pizza operations inside the campus was started in response to the market survey that Renee Kershaw did. She decided to expand the menu to provide the student and faculty member to choose from, and to started delivery service that covered the entire campus. The new expanded menu includes pizza, with limited topping options. The reasons to add pizza into their existing menu was because of its popularity among students and also the easiness of making it. The pizza would have been made before the order arrives, therefore when the order for pizza is arrive, the staff would have just put it into the oven, cut it, and deliver it to student’s location.

Kershaw’s competitive priority was to provide the students with quality foods and services that any off-campus food services provide to them, such as pizza and delivery service. She wanted the company to attract more students to buy their food from them, and to slash any outside competitors.

3. What impact