The core competencies of the company are that 1) They have been operational long enough, around 2 years now, so they have a fair idea of the ups and downs of the pizza business and restaurant business in Australia. 2) The company since its inception has been received very well despite there being strong competitors like Domino’s and Caesar’s. This shows that the unique Italian mix promotions based on the pizza product is selling itself. 3) The company although it has not invested in extensive communication strategies is now willing to readjust and develop a stronger marketing plan.
Customers have American Pizza, Australian style Pizza and many more, they lack the original Italian pizza, and the Mediterranean diet style that is often advertised on health boards (Kouris-Blazos et al., 1999).
Customers don’t have much choices when it comes to pizza purchase, they are stuck with franchise brands that mass produce, they need pizza houses that cater to their customizations.
Existing customers in the age group of age group of 25-40 that live within the 1km radius to Pizza Autentico will find it easier to drop into the restaurant and can also have it delivered within convenient times.
Working full time, or dependents with a worker parent or spouse, would give them the capability to explore food choices, like the ones offered by Pizza Autentico.
People who consider themselves as part of the growing food culture would be looking for authentic flavours.
Health conscious consumer segments are on the rise, as obesity and related health disorders are increasing (Hebden et al., 2014).
Dominos is more of a franchised brand, the pizzas are customized across different segments, and unique customization or authentic flavours would be missing.
Caesars place considered as a prime competitor offers more American stylized pizza, and not the authentic flavour offered by Pizza Autentico.
Strategic partners can be found in retail places and malls.
Suppliers can be local and this would help improve sustainability.