School-Canteen-Business-S.W.O.T-Analysis

1S.W.O.TAnalysisofSchoolCanteenBusinessStrenghth1.Diningsite:Fromtheinvestigationofthestudentsdininglocation,thedatashowsthat55%studentswouldliketoeatatschoolcanteen,while35%chooseoutsiderestaurants,therestofallliketoeatfast-food.Therefore,thefirstpriorityoftheschoolcanteenisstableconsumergroups,besides,manycollegesaretryingtoincreaseenrollment,thistrendwillprovidemoreopportunitiestotheschoolcanteenbusiness.2.Priceadvantages:comparedwiththeoutsiderestaurantsandfast-foodrestaurants,thepriceoftheschoolcanteenisacceptabletomostofthestudents.Fromthesurveyofstudents’consumptionlevel,therecordindicatesthat70%studentsconsumeeverymealbetween5to10yuan,14%below5yuaneverymeal,13%consumebetween10yuanand15yuan,and3%above15yuaneverymeal.Consequently,thepriceadvantagescanattractmorecustomersandpromotegreatermarketofthecanteenbusiness.Then,weshouldsetupthelowerpriceaspossibleaswecan.3.Locationoftheschoolcanteen:generallyspeaking,theideallocationofcanteenisnearthedormitory,itisconvenientforstudentsandteacherstoeat.over90%canteensarenearthedormitory,soIthinkourlocationwillbethefirstchoiceofmoststudentsandteachers.weshouldchoosethebestlocation,thenearer,thebetter.4.Indoorenvironment:mostoftheschoolcanteendecoratetheircanteensinordertoattractmorecustomerssuchasprovidingtheair-conditioners,TVsets,morelights.Throughtheindoordecoration,thecanteenbecomesbrighter,cleanerandwider,itcancatchmorecustomers’eyes.5.Varietyofdishes:owingtothefiercecompetitionofcanteenbusiness,manymanagerschangethestyleofthedishregularlytosatisfytheneedofcustomers.Thisisthesmartstrategytogainmorebenefitsofthebusiness.Weakness1.LimitedopeningtimeStudentscanenjoybreakfastbetween7A.M.to9A.M.,lunchfrom10A.M.to1P.M.,dinner2from5P.M.To7P.M.Anyonewhocometothecanteennotaccordingtotheabovetimewillfindhim/herselfhasnothingtoeat.Thatistosay,inaway,canteencannotfulfillstudents’satisfactionallthetimeandrequiretheoutsiderestaurantshavetheopportunitiestocompetewithschoolcanteen.2.RegularmenuFromthefeedbackwecaneasilyconcludethatthemenuinschoolcanteenisratherremainthesameeveryweek,thefactis,evenworse,itdoesn’tchangemucheveryday.Regardlessoftheflexiblemenucancauseonlyoneresult,thatis,losethefavoramongstudents.Sincetheyhavemanyotherchoicesoutsidecanteenthesedays.Witharegularmenu,studentsaremoreeasilytendtogettiredofthefood.Andthisisthemainreasonwhysomanystudentsdon’tlikecanteen.3.BadtasteThefoodincanteendoesnottastethatgood,accordingtothestudents.Ifisjusthungerthatstudentswanttosolve,that’smucheasier.Butnowadays,everyonehastheirowntastestowardthefoodandwhenwetalkaboutdelicious,thefoodprovidedincanteencancertainlyoutofourconversation.Thebadtasteisahugethreatforthecanteenfortherearesomanyoutsiderestaurantsstandingnotfarawayfromtheit.Thoughthescaleofcanteenisbig,that’strue,butitcanneverforgetthatitscustomersarestudents.Onlytosatisfywhatthecustomersrequirecanacompanysurvive,especiallyforaschoolcanteen.4.TakeawaywithplasticbagsWhilealmosteveryoutsiderestaurantschosetouseplasticboxestodelivertheirtake-away,canteenremaintheoldway---takeawaywithplasticbags.Thisisthemainreasonwhystudentsdon’ttakecanteenastheirfirstoptionwhentheywanttotakeawaytheirmeal.Loadedfoodwithplasticbagsiskindofdisgusting,unhealthy,notgood-looking,saidstudents.Morepeoplewillchoosetocometocanteentotakeawaytheirfoodifitprovideplasticboxes.OPPORTUNITIES1.Cateringwillcontinuetogrowandbecomemorewellknowntothepublicingeneral.Cateringisalsomoreharmoniouswithtoday’seconomy.2.ImproveMarketPenetration-tellourstorytoourguestbaseandbeyond.3.Pricing-Inadditiontoafewsignatureoptionpackages&pricing,offeradditionala-la-cartestyleofferings.4.Developaplantosellour“Service”-convertDropOffintoStayandServe.5.DevelopourCateringTrainersintoCateringSalesManagers-thecurrenttrainersmaynotbetherightfitfortheCSMrole.3Treats1Fiercecompetitionsexistinginbothmarketandawareness1.1Thereareloadsofcompetitors,includingthosecanteensnearbyandfaraway.Especiallythoserestaurantsrunningforalongtimewithagoodfame,becausetheyhavealreadyattractedalargenumbersoffixclients.1.2lackofBrandpopularity.Asanewband,fewpeopleknowyou,Howevergreatyouare,customersknowlittlethingaboutyou,sotheyareprobablyprefertogotothosewell-knownones,suchasMacDonaldandKFC,etc.2Potentialfinanceproblems2.1Economicturndown,highrateofinflationwillhappenatanytime.2.2Theraisingcostoftraining,fire,foodprotection,laborsalary.3Customers’increasingrequirementsThosedemandingrequirementsincludethesafetyandfreshofrawmaterial,thevarietyandtasteofdishes,Diningenvironments,4.Someunpredictablecauses.Whoknowsifthemarketforeatingoutsidewillgrowandstayinfavourwithcustomers,orwhetheranothertypeofbeverageorleisureeasily-cook-at-homefoodwillreplaceinthefuture?