Competitive Analysis - For Creative Cuisine

Content provided by the U.S. Small Business Administration, Online Women's Business Center. SBA's programs and services are provided to the public on a non-discriminatory basis.

Factors:	Priority (*)	Creative Cuisine	Boston Market	Bertucci's	Peking Garden	Super- market
Overall Rating	High	*****	***	****	***	**
Customer Service	High	*****	**	**	**	**
Convenience	High	*****	***	***	*****	***
Quality of meals	High	*****	***	****	***	**
Selection of meals	High	*****	***	***	***	**
Healthy options	High	*****	**	***	***	**
Low-fat options	Moderate	*****	**	**	***	**
Vegetarian options	Moderate	*****	**	***	***	**
Unique options	Moderate	*****	**	***	**	**
Meal Price/Value	Moderate	***	****	****	***	***
Product Expertise	Moderate	*****	***	****	***	**
Location	Moderate	*****	***	****	***	*****

Adv./ Mktg.	n/a	$	$$$$	$$	$$	$$$$
Strengths	n/a	Quality, Service, Convenience, Uniqueness	Value, Consistency, Market Penetration	Value, Consistency, Reputation	Convenience Delivery	Convenience Location
Weaknesses	n/a	Price, Market Penetration, New Concept	Meat & potatoes focus limits menu.	You can't eat pizza/Italian every night.	Even good Chinese food gets boring.	Few prepared meal options. Quality, taste and nutrition inconsistent.

(*) Priority: Level of importance to target customer - affluent, busy professionals.

Legend:

*
**
***
****
*****

unsatisfactory
somewhat satisfactory
satisfactory
mostly satisfactory
very satisfactory

Return to Creative Cuisine's Marketing Plan

(Grand Rapids Opportunities for Women, Grand Rapids, MI, 12/97)

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