Presentations text content in Establishing the Right Kind of Catering for You
Establishing the Right Kind of Catering for You
The Catering Market
The catering market is a group of customers:
In same geographic service area
With unmet catering needs and wants
Caterer must carve the market into niches.
Group customers with similar needs.
Understand own strengths and market’s opportunitiesSlide3
Who is the Caterer?
Analyze capabilities as a caterer.
How to can satisfy customers
Specialize in on- or off-premise catering?
Corporate accounts or social market?Slide4
Mission Statement or Purpose
Identifies who the caterer is
Why you’re in business
What you plan to become
What you can do for potential customers
Relation to competition
Guides the decision-making process
Type of business, including current customers
Types of catering functions
Where the events will be executed
How to solve the current needs of present customersSlide5
Importance of the Mission Statement
Reflects the company’s culture
Guides the employees
Contains the core beliefs, values and history
Separates a business from its competition
Communicates differences and expertise
Helps to exceed the competitionSlide6
Growing the Business
Controlled growth is a management quandary.
Create a strategic growth plan.
Create a long-term vision.
Project growth over the next ten years.
Internal strengths and weaknesses
External opportunities and threatsSlide7
Internal attributes, skills or assets that signify exceptional competitiveness in the market
Tactile, defensible positions for the caterer to uses as an offensive or defensive weapon
Make it difficult for other caterers to competeSlide8
Internal areas that can limit a caterer’s ability to compete successfully in the industry
Tasks the caterer does not execute well
Tasks the caterer does deficiently
Physical endurance and stamina
Culinary, technical or management skills
Specialized knowledge or equipmentSlide9
External, controllable future events that best match the caterers’ competitive strengths
Potential, profitable growth zones
“Build a positive reputation.”
Potential economic growth
Recognition of sustainable trends
Ownership of professional production equipmentSlide10
External elements which can cause a potential loss for a caterer
Changes in interest rates
Decrease in the demographics of the area
Entry of new competitors
Lack of certain skills