A STUDY ON COMPETITIVE STRATEGIES ADOPTED BY

LOCAL FOOD-RESTAURANTS FOR POPULARIZING

THEIR BUSINESS

-: PREPARED BY: -

NAME: AKASH DEBNATH

ID NUMBER: 21IUT0160023
PROGRAM: MBA 1ST YEAR (SEM 1)
BATCH: 2021-23

ICFAI UNIVERSITY
TRIPURA
1
A STUDY ON COMPETITIVE STRATEGIES ADOPTED BY
LOCAL FOOD-RESTAURANTS FOR POPULARIZING
THEIR BUSINESS

-: PREPARED BY: -
NAME: AKASH DEBNATH
ID NUMBER: 21IUT01600023
PROGRAM: MBA 1ST YEAR (SEM 1)
BATCH: 2021-23

A report submitted in partial fulfilment of the requirement of the

course INM511 Marketing Management I of MBA program; batch
2021-23.

ICFAI UNIVERSITY
TRIPURA
2
 ABSTRACT

Competitive strategies are the strategies used by the restaurants to grow

faster and bring more customers to their restaurants in order to increase their
revenue. Many restaurants have many unique ideas for promoting and
advertising so that they can bring more customers. The study is basically based
on how restaurants compete with other restaurants and survive in the market.
The study is done by interacting eth various restaurants in the city.

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 ACKNOWLEDGEMENT

. I would like to express my special thanks of gratitude to assistant Professor

Trinankur Roy sir, who gave me the golden opportunity to do this wonderful
live project on ‘A study on competitive strategies adopted by local food-
restaurants for popularizing their business’, which has helped me to learn so
many new things about the topic and I am thankful for that.
Without her constant guidance and valuable support during the
project, it would have been impossible for me to complete the project.

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 TABLE OF CONTENTS

PARTICULARS PAGE NUMBER

Introduction 6

Objective 7
limitation 8
methodology 9
Data analysis 10-14

conclusion 15
reference 16

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 INTRODUCTION
A competitive strategy is a long-term marketing plan that companies
develop to defend their market position and gain a competitive advantage. The
higher the competition in your industry, the harder it is to keep pace. When
you enter a concentrated market, you should set a high bar, or else you won’t
manage to compete with your business opponents, especially with those who
sell similar products.
To build a successful business in such a competitive environment, you
should thoroughly analyze your competitors’ strengths, weaknesses, and
advantages. Take into account all possible threats as well. Consider researching
the needs, problems, and preferences of your potential clients to cope with
this task. They can tell you what your current products lack so that you can
enhance them accordingly.
As mentioned above, a competitive strategy is a long-term action plan
of firms so as to gain a competitive advantage over their rivals in the industry.
This strategy is focused to achieve an above-average position and generate a
superior Return on Investment (ROI). This strategy is very important when
firms have a competitive marketplace and several similar products available for
consumers.
The study is based on basically 5 restaurants in the city. The
restaurant managers are handed a questionnaire to know some basic stuff
about their restaurant and to study how they basically try to compete with one
another.

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 OBJECTIVE
The main objective of the study is to study the competitive strategies the
restaurants follow to compete with one another in the market.

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 LIMITATION
The study is limited to only up to 5 restaurants which are Dominos, KFC,
Chatpata, Eotopia Zannat, and Bonsai.

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 METHODOLOGY

 The project analysis is based on primary data.

 The data is collected by directly interacting with the restaurants.
 The number of target restaurants is 5.
 The manager of the restaurants is given a questionnaire through google
form for collecting the data.
 The research instrument used is a questionnaire.
 Both open-ended and close-ended questionnaire is used.
 The data collected are analyzed with the help of pie charts and bar
diagrams.

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 DATA ANALYSIS

1. do you have your own online website?

Interpretation: only 40% of the restaurants have their own website and 60% of
the restaurants don’t have their own website.
2. do you take orders through swiggy and Zomato?

Interpretation: all of the restaurants surveyed take orders through the swiggy
and Zomato.
3. what is the USP of your restaurant?

Pizzas
fried chicken
chicken biriyani
fried rice
Chinese dishes

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Interpretation: different restaurants have different unique selling products
which others don’t have.
4. what age group mostly visits your restaurant?

Interpretation: the customers between 26-35 visit almost all the restaurants.
The age group of 15-25 and 36-45 visits 4 of the surveyed restaurant.
5. do your restaurant have its own delivery executives?

Interpretation: 80% of the restaurants don’t have their own delivery executive.
Only one of the restaurants have their own delivery executive.

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6. by how much time your restaurant generally delivers the order?

Interpretation: 20% of the restaurants deliver within 20 mins and 60% deliver
within 40 mins and the rest 20% deliver within an hour.
7. do you use social media platforms to promote your restaurants?

Interpretation: 80% of the restaurants promote themselves on social media

platforms.
8. do you organize any events to engage with customers?

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Interpretation: 80% of the restaurants use events to attract customers to
come to their restaurants.
9. do you give any offers on online platforms to attract buyers?

Interpretation: 80% of the restaurants give offers on online platforms where

they sell their food to attract more buyers.
10. what percent of your revenue is generated from online orders?

Respondent1 40-50%

Respondent2 30-40%

Respondent3 15-20%

Respondent4 10-15%

Respondent5 20-25%

Interpretation: these are the percentage of revenue they earn from online
buyers.
11. what is the strategy to compete with other similar restaurants?
Respondent1: on-time delivery and giving better food than other similar
restaurants
Respondent2: in our domain of food we don’t have a competition right now
coz we provide the best quality.
Respondent3: we provide the best biriyani in the city and also provide a good
dine-in service for the customers.

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Respondent4: we give customers a card, if they visit second time they will
receive a discount and the discount will increase as the frequency of visits
increases.
Respondent5: we provide a great dine-in experience to the foodies and also
have a wide range of menus to attract all types of food lovers.
Interpretation: these are the strategies the respective restaurants follow to
handle the competition in the market.

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 CONCLUSION

After analyzing all the collected data and analyzing the situation, I have drawn
out some conclusions. only 40% of the restaurants have their own website and
60% of the restaurants don’t have their own website. 80% of the restaurants
give offers on online platforms where they sell their food to attract more
buyers. 80% of the restaurants use events to attract customers to come to
their restaurants. All of the restaurants believe that the food and dine-in
experience they provide is the main thing that makes them different from
other restaurants. They also try to deliver the food in online services as fast as
possible without compromising the quality so that the buyer can enjoy the
food hot and warm. All of these restaurants have their unique selling product
which is their best seller and differentiate them from other restaurants. so, the
study concludes that every restaurant has its own way of maintaining itself in
the market. The restaurants try to give better service than others and also
promote themselves on social platforms so that they can connect with the
masses which will gradually increase their revenue of sales.

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 REFERENCE

 https://www.iedunote.com/competitive-strategy
 https://blog.hubspot.com/service/questionnaire
 https://yourbusiness.azcentral.com/four-major-types-competitive-
strategies-6166.html
 https://www.google.com/forms/about/

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