Boyd’s Pizza

Market Analysis
Anytown is a newly developed, both residential and business area located just off Arima where
recently there has been a mini-mall that has just been opened. Anytown is a growing population
of about five thousand, five hundred residents both upper and middle-class. It is expected to
expand by six hundred residents within the next couple of months with the construction of
hundred residential flats carded for completion in one month’s time.

Bob and Lloyd are opening a pizza business in Anytown, but before doing this, a survey was
conducted on sixty percent of the population to determine whether a home delivery service was a
viable option. The following are the results from the survey:

This survey concluded that 80% of the population in Anytown is family oriented. This means
that four thousand, four hundred people love spending time with family. The population of
Anytown are between the ages of three (3) to fifty-five (55) years old. The survey also
concluded that most persons love to eat pizza especially on weekends and preferred to have it
delivered to their homes. It was also noted that the peak periods for purchasing fast food in
Anytown is Carnival, Easter, July-August vacation and just before Christmas. The following
facts were also disclosed:

 Sixty percent purchased fast food outdoors (3000 persons)

 Eighty-five percent eat and enjoyed pizza (s here 4250 persons)
 Seventy-five percent like pizza delivered at home (3750 persons)
 Forty-two percent like pizza delivered at least once per week (2100 persons)
 Eighty percent preferred a new tasting pizza (4000 persons)

Market Analysis
Anytown is a newly developed, both residential and business area located just off
Buddyville, where recently there has been a mini-mall that has just been opened.

It is expanded to expand by 600 hundred residents within the next couple

months.
The nearest pizza is about 4 miles from Anytown. This is an excellent opportunity
for b&l to open a pizza home delivery due to the competition 4 miles form
anytown.

Target Market
Based on the fact that Anytown is a small newly developing area, our target is everyone!
Everyone will be a potential buyer of Boyd’s. Boyd’s will focus on the income level of at least
$60,000 and above and the eighty percent of the families living and shopping in the Anytown
area. We look at these groups because these are the types of people who are ready for a change in
the local pizza industry and willing to spend their money on good pizza and service at a valued
price.

Everyone in Anytown is a prospective customer. The better Boyd’s is at this location, the more
business we will do. Customers will know that they can get better quality pizza at this location.
They will know that the service is better and the people are better. The look of this location is
clean and fresh. The area needs a fine pizza home delivery service. The area needs a big name,
local operation with a home-grown name like Boyd’s.
Marketing Objectives
Boyd’s Objectives are as follows:

To make Boyd’s pizza the preferred pizza among the other competitors and also to provide the
highest quality home delivered pizza and service that Anytown needs while creating an
atmosphere where each person can work as a team member with clear goals and high standards
that profit everyone. Other objectives are

 10% return and investment in the first year by July 2010

 Sales revenue of at least $2
 High gross margins
 Maintain and expand outstanding reputation
 Remain the neighbourhood pizza home delivery service with high quality and service that
is certainly above the rest
 To another delivery/dining restaurants by 2011

Strengths Weaknesses

 The company has a respected

employer that values its work  Already existing competitors
force  Beginning with small staff
 Previously owned and managed 
manufacturing company
 Has a staff that is already exposed
to business
 Using refurbished manufacturing
building to house new pizza
business
Opportunities Threats
  Expand its operations
 Potential diversification is
possible
 To invest in charitable
organisations, churches etc.
 Increased competition and costs
 Existing and new competitors
pose potential threats
 Intense price competition among
competitors
 Decrease in profits margin,
advertising
 Staff Retention
 Consumer retention

SMART JUSTIFICATION

S – Specific Wants to make Boyd’s Pizza the

preferred pizza by ALL individuals

M – Measurable To increase sales by 12 % by the first six

months

A – Achievable Possibility exist to make 10% profit by

the end of the first year

R – Realistic Considering the amount of financial

resources and manpower expertise we at
Boyd’s do believe that objectives set are
realistic

T – Timely Wants to achieve the set objective within

six months

Promotional Mix.
Promotion – Boyd’s will be utiliszing the Sunday paper by putting a glossy flyer have daily
newspaper inserts to reach 90% of Sundy readers. Bob will use his own personal website to
advertise as welltarget market mailing, individual communication, radio ads and flyers.

Price – Boyd’s prices will surely be above the rest. Prices will surely everyone’s pocket.

Competition Marketing Analysis

Bob and l are not worried about comp bec com[p is 4 miles away and tey done off h d not
wit I offer a new ty of pozza with a special rec with a secret

As we can see, Anytown has quite a few pizza houses which are highly competitive. However,
they are more or less divide into sizes and enterprise. But, one fact that is extremely critical with
these pizza outlets is that the pizza quality and the service the residents get are totally
unsatisfactory and unacceptable. But brothers Bob and Lloyd are pretty certain that they can
beat back these pizza houses with their quality pizza and warm and friendly customer service.

Pizza Girls Delivery service is located just around the corner from the Mini-Mall. They are
known for their famous vegetarian pizzas and their secret sauce. Their varieties of pizza are very
much limited to only vegetarians. Furthermore, Pizza Girls delivers only up to 6 pm, and
delivery takes forever. This give Boyd’s one plus, because Boyd’s offers a wide range of
specialty pizzas including vegetarian, of course and delivers pizza promptly, up to 11 pm.

Dormina’s is at a better location. This local chain offers a complete pizza menu of items
including a children’s mini pizza. There pizza box packaging is very colorful, attracting more
juniors. Additional, the taste of Dormina’s Pizza has more of an unfinished quality. Local
community involvement is very limited. They seem to market toward children more than adults.
Boyd’s believe that they can give Dormina’s great competition because Boyd’s Caters for
everyone. And almost everyone in Anytown know Bob and Lloyd and their family, so there are
sure that the neighbourhood will not hesitate in trying their new tasty Italian pizzas.

Freddy’s - This is a new concept pizza take away and is backed by the international chain the
Freddy’s Pizza Corporation. Not much is known about the take away rake out restaurant, except
they have a big name behind them and at a good location. This particular pizza take out has poor
telephone etiquette, and absolutely no customer service. Additionally, limited menu, no local
marketing and lack of long term track record also limit this take out as real competition.
Promotional Plan

Boyd’s Pizza is carded to open on August 9, 2009. Before opening, Bob will use some time to
go around the Anytown to do direct mail as well as to place posters at the mall and around the
community to promote their new establishment. Furthermore, each person he meets will receive
a customized Keychain engraved with Boyd’s logo and telephone number. This is a simple cost
effective way to build brand awareness with the market.

Upon opening, Boyd’s will have free delivery for the first month. For every family size, three
topping pizza ordered, the customer will receive a medium one topping pizza free.

Boyd’s will sponsor community involvement and special events. This will help to create and
establish Boyd’s image. The community supported the manufacturing company before and no
doubt they will support this new venture now.

Boyd’s will also have a website detailing types of pizza, price and specials. Customers will also
have the opportunity to place an order via email. Our website – www.boyd.italianpizza .com

Cost factors