PEYALA CAFE

Prepared by Shadman AmeenNorth South Univeristy, Dhaka

OVERVIEW OF PEYALA A new local enterprise under MGH group Food category based on different countries culture Get training from foreign chefs Small segmentation Target only the local customers Positioning is done by digital marketing Discussion of 4ps of Peyala

PRODUCTS Primary offering

DIY Wrap (veg, beef or, chicken) Bowl (veg, beef or, chicken)

Secondary offering Stir-fried Mixed veg wrap (Indian specialty) Cauli-flower Manchurian (Chinese specialty) Aloo Tikka

Stir-Fried Mixed vegAloo Tikka

PRODUCTS (CONT’) Liquid offering Mainly coffee, menu name “Gorom Peyala” 6 types of “Gorom Peyala”

Espresso Lattee Cappucino Americano Mocha / Mocacciono

Desserts Boston Brownie Mocha Crème Caramel Brownie-o-trifle Cuppa-Berry Dadir Shemai

DESSERT ITEMS

PRICE BDT 180 single half dish BDT 250 Single full dish BDT 399 Combo dish

PLACE Gulshan 2, DCC market, Dhaka.

Front Gate

Customer serving point

Working

Platform

Interior

PROMOTION Foodiez News blog (published in Jun 1, 2016) Facebook page Instagram Blog post of Peyela Food coupon

BCG MATRIX: Star

Business

Wildcat Busines

s

Cash Generat

ing Busines

s

Dog Busines

s

Peyala

GENERAL ELECTRIC MODEL: Business Position

Strong Medium Weak

Medium attractiveness: Selectivity Least attractive: Harvesting/Divesting Most attractive: Investment for Growth

Peyala

PORTER’S GENERIC STRATEGY:

Differentiation

Cost Leadership

Differentiation FocusCost Focus

Peyala

Ansoff’s Product Matrix:

Market Penetration

Product Development

Market Development Diversification

Strategies

Peyala

BOWMAN’S STRATEGY CLOCK: Differenti

ation

Focused Differenti

ation

Risky, High

Margins

Monopoly Pricing

Loss of market share

Low Price and Low

Value

Low price

HybridPeyala

COMPETITIVE POSITION The Peyala is a follower of the market leader Acts defensively against challengers Low cost consideration Provides high quality Has interest to enter new markets

Karwan Bazar Khilgaon Old Dhaka

PROMOTIONAL TACTIC IN FUTURE Issues food coupon as “Peyala Passport” If 3 passport is collected, 1 food item will be free “Peyala Passport” offers different countries passport alike For each passport, customer have to buy different countries food items

RECOMMENDATION Peyala consists of small space They don’t have a “point of difference” to operate as brand Raw materials supply chain is very poor Chef’s training costs a great deal of money Should promote more Bangladeshi food to accustom with their own culture