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#Please don't give about ASR or general situation of food business & theory.

Subject :Marketing Management

COMPETITIVE ANALYSIS ON AIRASIAS SANTAN RESTAURANT

1. Determine whether each Figure I: Porter Five Forces Model is high/moderate/low.

2.Justify why you say its high/moderate/low each Figure I: Porter Five Forces Model.

3. Choose only ONE Figure II. Porter Generic Competitive Strategies that explain how ASR able to grow since the first restaurant was launched till now.

DISCUSSION QUESTION: Critically review the competitive environment of food and beverage (F&B) industry where AirAsia Santan Restaurant (ASR) operates. How did ASR grow and become the company they are now despite the competition in the business world? THEORY APPLICATION: THREAT OF NEW ENTRANTS COMPETITIVE ADVANTAGE What makes the Company "Strong"? COSTS DIFFP RIVALRY AMONG EXISTING COMPETITORS: Number of competitors Diversity of competitors Industry concentration Industry growth Quality differences Brand loyalty Barriers to exit Switching costs THREAT OF NEW ENTRANTS Barriers to entry Economies of scale Brand loyalty Capital requirements Cumulative experience Government policies Access to distribution channels Switching costs COST LEADERSHIP 2/3 ENTIRE RIVALRY AMONG EXISTING COMPETITORS Strategy Be the most competitive company in Cost in the Entire Market Be a Distinctive company. recognized for its Uniqueness, Quality or Personality. BARGAINING POWER OF SUPPLIERS BARGAINING POWER OF SUPPLIERS: Number and size of suppliers . Uniqueness of each supplier's product Focal company's ability to substitute THREAT OF SUBSTITUTE PRODUCTS Number of substitute products available Buyer propensity to substitute . Relative price performance of substitute Perceived level of product differentiation Switching costs BARGAINING POWER OF BUYERS BARGAINING POWER OF BUYERS Number of customers Size of each customer order Differences between competitors Price sensitivity Buyer's ability to substitute Buyer's information availability Switching costs MARKET SCOPE What part of the Market is being targeted? DIFFERENTIATION FOCUS A SEGMENT COST FOCUS Strategy Be very competitive in Cost in a particular Product or Niche Strategy THREAT OF SUBSTITUTE PRODUCTS Have a Differentiated Product or Market Niche Figure l: Porter Five Forces Model Figure II. Porter Generic Competitive Strategies