The company, Viva Italia, is experiencing difficulties on their range of products. Indeed, the company expected a 10% increase of sales in pizzas but it has not been reached. This therefore raises questions about the causes of this result since the pizza is an important part of their overall activity and contributes to 13.2% or CHF 38M. The company has a turnover of 289 million francs of which 40% are active "entries".
The household budget is in steady decline since 1960. One can conclude that these households do not take the time to buy good products. This is due to change of lifestyle. It is increasingly stressful and often enough there are people who eat sandwiches for lunch and pizza dishes in the evening.
Today, consumers seek innovative products and especially from various sources. The mixtures are fashionable, for example: Hawaiian pizza with pineapple and meat. These products and pizzas are increasingly sophisticated and are emerging in the market under higher-end products.
The range of "Viva Italia" is not at all part of the leading brands in the market for pizza. Indeed, it belongs to brands "Other" and, therefore, those who sell their pizzas cheaper on the market if it relies on the ratio volume per value of market share. It is therefore generally rather a segment of cheap pizza.
Tags: Viva Italia, pizza market, fast food
[...] The pancakes also undergo a decrease as quiches and pastries continue to rise. In general, we can see that the frozen products have increased significantly between 1991 and 1996 and they tend to decrease from 96. The different channels of frozen entrees: The GMS may no longer be the best solution for selling frozen food. As we saw earlier, purchases of frozen products rapidly decreased. centers But in the freezer centers (which are stores that specialize in the retail frozen) and in home services (home sales by truck negative cold), there is an increase in sales. [...]
[...] The range "Viva Italia" is not at all part of the leading brands in the market for pizza. It belongs to the brands 'other' and, therefore, those who sell the cheapest pizzas on the market if one relies on the ratio volume / value of market share. It is therefore globally rather a segment of cheap pizzas. Increase market share in volume between 1997 and 1998 Brand Evolution Mary Findus Buitoni McCain Valais MDD Others Appendix 3 (page • Percentage change in sales in supermarkets between 1991 and 1998: In volume (typ.) - 24.5 Fine paste 10 music 132.3 American - 28.8 Raw dough 590.5 Total 29.4 • Sales share of each family of pizzas on the total sales as a percentage: In turnover (typ.) 28.7 Fine paste 16:9 music 38.3 American 11.5 Raw dough 4.6 Total 100 • Classification of families of pizzas from the most expensive to least expensive: Raw dough 46.34 F / kg Traditional 42.22 F / kg U.S F / kg Thin crust 37.38 F / kg Paste standard 28.5 F / kg Annex It is found that the range "Classic" is the cheapest, unlike the range of "American", which itself is the most expensive. [...]
[...] Consumers are also very fussy about the quality and “freshness”. They are popular because they are quick in their service and stand for quality and freshness. Thus, fresh pizzas, which the dough raises in the oven, are increasingly popular because they recall the "homemade" feel. Only 10% of meals eaten outside the home happen in a pizzeria: this proves that consumers purchase their pizza for lunch with friends or family at home. Household budget ↓ Sales of frozen foods ↑ Time off for meals ↓ Structuring of meals ↓ Gustatory pleasure ↑ Food security ↑ Convenience of the ↑ meal Product line ↑ Fresh pizza, prepared with care, cooking practices, reminiscent of the homemade pizza with different tastes and different thoughts. [...]
[...] • The American pizzas are constantly falling. For example from 97 to 98, the Texan has seen sales decline by 20% and the full range U.S. loses This range seems to be losing money to "Viva Italia". It is therefore necessary to remove it. • Similarly, the Sinners pizza is causing the decline in sales of thin- crust pizzas to - for the entire range). In one year, the fall is considerable, it is necessary to stop production of this pizza. [...]
[...] This can be explained by the fact that Fisherman's Pizzeria is not very popular and the goat cheese pizza is out. In comparison with the analysis of market share and price competition, "Viva Italia" is not a name brand range as opposed to Mary or McCain. We can therefore assume that trying to sell pizzas that are too original from spontaneous knowledge of the public, the SDS does not bring them profit (CF American Pizza and Pizza "Sinner"). Action Plan The company SDS has problems with its line "Viva Italia". The range of pizza baking U.S. [...]
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