SWOT ANALYSIS: 14th Street Pizza

SWOT – 14th Street Pizza (Phase 5 DHA LAHORE)

National brand: 14th street pizza

Market: Full-service restaurant (FSR)

Headquarters: Karachi Pakistan, National franchise

STRENGTHS

 Strong image that customers easily recognise itself through WEB,

Because 14th street was first brand who introduce itself on social media
and have create excellent presence on online orders
 Successful customization product – First and alone brand who gave
option to customer to make their own pizza with the selection of
ingredients. 14th street has been successful in customizing its products
and services to suit local tastes, such as spicy pizzas, also introduce Pasta
in Din-in segments with similarly customize taste. Halal certified
products are using.
 Concept of product – 14th street have introduce itself with unique concept
of product with strong R&D, Aftermath they got good space in market on
the behalf of product with cloud restaurants in Karachi and Islamabad .
The 14th is the first pizza brand in Pakistan who introduce pizza slice.
 Staffing– we have trained staff in all segments whose meet all
requirement to overcome on operation loop holes.

WEAKNESSES

 Lack innovation – Competitors have effectively used their apps with

much rebates to customer. Online competition occurred between
customers. Especial products ,keto menu
 High competition in the Lahore market Phase 5 DHA because 14th street
concept of product have already introduce in DHA Lahore before itself
launching in Lahore like ( Broadway, Dominos , New York slice, Pizza
hut).
 Pricing strategy– Our pricing suddenly enhance to shocked the customer.
Our competitor are offering lower price to us in bucket option.
SWOT ANALYSIS: 14th Street Pizza

 No Discounts – we are currently not offering any kind of special

discounts to capture the community.
 Fixed overhead cost is very high
 Internal conflicts among franchisor

OPPORTUNITIES

 Pizza is a niche market– I have realized the phase 5 market seems not
suitable market for pizza brands in this era because construction make
create hurdles for customer arriving because everyone want to get easy
access, this thing hit our sales.
 Emerging market – Phase 5 cca area seems not a develop market. It may
become develop in future or near to develop after completion of all
contractions. If we talk about neighbour MacDonald , they build their
branch to shift burden of other branch on it, while our age is 4 month in
DHA market
 Pizza as a family dining option–14th street have introduced Din-in model
in 3 cities while franchisor only run cloud stores and nor introduced good
or economical deals for din-in consumer. In Din-in team directly
interacted with customer (B2C). Consumer wants bucket in less pricing.
 Marketing budget– we still have not determined the marketing budgets to
perceive the public of DHA or Lahore market about our existence. We
should have to do marketing 6% of sale of every month.
 Opportunity for Mobile Marketing– we should not depended on sms
marketing because now a days mostly people never seen a massages. We
should have to done social media marketing or leafleting consistently 3 to
4 months to aware of about us to public in this market .

THREATS

 Socio-demographic changes– we should have also aware of about size of

age group peoples around of brands .we should introduce senior citizen
menu to capture them.
 Consumers are price sensitive – your prices also impact on your turnover
because where we exist a youth rate is high and they all are very sensitive
SWOT ANALYSIS: 14th Street Pizza

of pricing , as we know every young always hold his phone and if our ad
passing through him they will definitely order us .
 Lack of Incomparability – we should always compare the sale trend with
our competitor and noticed what they are doing to enhance the transaction
while our master franchisor always refused and never compare their
business with our competitors
 Decline in pizza FRS – Climate also impact on your business , if fog
starts than customer never take risk to come out from their shell .
 Products are highly imitable – moreover pizzas are highly versatile,
competitors’ creativity and imaginative ingredients and service offering
can take Pizza customer base – Consumers are not loyal; no emotional
attachment to the brand.

Marketing Strategies

1. Product development – Introducing new products in existing markets

 Adding value to current product offering by augmenting its service or

product offering, especially in the DHA and Gulberg where market for
pizza has reached its saturation point.
 Facilitated by the increased use of social media networking

2. Market development – Same products in new markets

14th operation has been focused in mature markets such as in the Lahore
Area(DHA,Gulberg, johar town). we can try to tap into new underdeveloped
pizza markets(no place empty on earth where competition not exist).