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Question 4. Boston Pizza’s Five Forces Analysis (Porter’s Model)
Despite of its name – Boston, Boston Pizza was founded in
Edmonton
,
Alberta
by a Greek immigrant on August 12, 1964. As of December 2012, there are 348 Boston
Pizza restaurants in Canada, and over 40 in the U.S. and Mexico.
(Wikipedia, 2016)
This Five Forces analysis of Boston Pizza indicates that three forces from 'horizontal'
competition: the threat of substitute products or services, the threat of established rivals, and the threat of new entrants; and two forces from 'vertical' competition: the
bargaining power
of suppliers and the bargaining power of customers.
Boston Pizza’s f
ive Forces analysis, the focus is on the medium class food restaurant industry. Its current success indicates that Boston Pizza remains effective in addressing these five forces and in overcoming related issues.
In summary, Boston Pizza’s Five Forces analysis yields the following intensities of the five forces:
1.
Competitive rivalry or competition (strong force)
2.
Bargaining power of buyers or customers (strong force)
3.
Bargaining power of suppliers (weak force)
4.
Threat of substitutes or substitution (strong force)
5.
Threat of new entrants or new entry (moderate force)
Boston Pizza needs to prioritize the strong forces in order to stay strong in this saturated market. The results of the Five Forces analysis shows that Boston Pizza’s needs to prioritize the issues related to competition, consumers, and substitutes, all of
which exert a strong force on the company. A possible course of action for Boston Pizza’s to address these issues is product innovation. New Boston Pizza’s products can attract and keep more customers. Also, this Five Forces analysis shows that Boston Pizza’s can implement higher quality standards to address competition and substitution in this saturated market.
Competitive Rivalry or Competition with Boston Pizza’s (Strong Force)
Boston Pizza mainly serves medium class of the food, mainly specialty pizzas
and pasta. Boston Pizza’s faces tough competition because more and more restaurants serve pizzas and pastas. This element of the Five Forces analysis
tackles the effect of competing firms in the industry environment. In Boston Pizza’s case, the strong force of competitive rivalry is based on the following external factors
High number of firms and franchises, the name is well known (strong force)
High aggressiveness of firms (strong force)
Low switching costs (strong force)
The fast food restaurant industry has many firms of various sizes, such as global chains like BP’s and local mom-and-pop fast food restaurants. Also, most medium and large firms aggressively market their products. In addition, BP’s customers experience low switching costs, which means that they can easily transfer to other restaurants, such as Wendy’s. Thus, this element of the Five Forces analysis of BP’s shows that competition is among the most significant external forces on the business.
Bargaining Power of Boston Pizza’s Customers/Buyers (Strong Force)
BP’s must address the significant power of customers. This element of the Five Forces analysis deals with the influence and demands of consumers. In BP’s case, the following are the external factors that contribute to the strong bargaining power of buyers:
Low switching costs (strong force)
Large number of providers (strong force)
High availability of substitutes (strong force)
Because of the ease of changing from one restaurant to another (low switching costs), customers can easily impose their demands on BP’s. In relation, because of market saturation, consumers can choose from many fast food restaurants other than BP’s. Also, there are many substitutes to firms like BP’s. These substitutes include food outlets, artisanal bakeries, as well as foods that one could cook at home. Based on this element of the Five Forces analysis, BP’s must develop strategies to increase customer loyalty.
Bargaining Power of Boston Pizza’s Suppliers (Weak Force)
Suppliers also influence BP’s. This element of the Five Forces analysis shows the impact of suppliers on firms. In BP’s case, the weak bargaining power of suppliers is based on the following external factors:
Large number of suppliers (weak force)
Low forward vertical integration (weak force)
High overall supply (weak force)
The large population of suppliers weakens the effect of individual suppliers on Boston Pizza’s. This is especially so because of the lack of regional or global alliances among suppliers. In relation, most of Boston Pizza’s suppliers
are not vertically integrated. This means that they do not control the
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