Pizza War Case Study

CASE: BSB, Inc., The Pizza Wars Come to Campus

1. Does BSB, Inc., enjoy any competitive advantages or core competencies?

BSB Inc. has got a competitive advantage with its delivery service, but this advantage is closely related to its capacity of serving the customer’s pizza needs. The delivery service is only a competitive advantage when the pizza production fits the customer wishes and demands in terms of quantity and quality. Furthermore there is the location; BSB Inc. owns three facilities and all in close proximity to the customers.

BSB Inc. does not enjoy any further competitive advantages or core competencies in comparison with the three future competitors.

2. Initially, how did Renee Kershaw choose to use her pizza operations to compete with off-campus eateries? What were her competitive priorities?

Renee Kershaw chose to compete with the off-campus competitors in two ways. First she initialized the pizza as a reasonably priced and popular dish. Then she ensured a short delivery time with the prepared pizzas and the limited range. The second way was to offer the delivery service.

The delivery service in combination with the prepared pizzas ensured the quick delivery time and was the competitive priority in fighting the off-campus operators.

3. What impact will the new food court have on Kershaw’s pizza operations? What competitive priorities might she choose to focus on now?

The new food court will bring three competitors on the campus. BSB Inc. will not only face a new competition but also lose its monopole on the campus.

Especially Pizza Hut will be the major competitor for BSB Inc, because both companies will compete in the pizza market.

Kershaw’s pizza operation should focus on its delivery service, because the new operators will not offer this. The next step should be to fight Pizza Hut with offering a wide range of pizza toppings and so making a difference to the limited variety of Pizza Hut.

To compete with all three BSB Inc. should try to...