Submitted to

Dr. S.Nivethitha
Assistant Professor
DoMS, NIT Trichy

Submitted by:
• Subhojeet Biswas (215118051)
• Vivek Singh (215118061)
• Sarfraz Ahmed (215118045)
• Siddhartha (215118049)
• Tanmoy Biswas (215118052)
• Rohit Verma (215118041)
SWOT
  STRENGTH

1) Open all seven days of the week.

2) Varieties of food
3) Low cost food
4) Ample Ambience
STRENGTH 5) Easy Accessibility
&
 WEAKNESS
WEAKNESS
1) Late delivery of food.
2) Staff behavior
3) More adhere to south Indian food
4) Early closing time (Night inaccessibility)
5) Having non selling products in portfolio.
  OPPURTUNITY
1) Increase food items to tap North Indian customers
like Chaat, Pani Puri etc.
2) Increase customer demand for home delivery
services - Offer home delivery services
3) Tapping health conscious customers - increase salad
items, Gluten free dishes
4) Give discounts on Lunch items to increase footfalls
during afternoon
5) Use of technology to reduce waiting time -
OPPURTUNITY& Deployment of order announcement system.

THREAT
 THREAT
1) Similar Restaurant Competition
2) Online food delivery and offer facility
3) NIT-T & MHRD rules and regulations.
4) Unsatisfied customers and their negative publicity.
(already happened with A2C)
5) Revenue loss due to vacations and festivals
 

COMPETITOR ANALYSIS
 Online Food delivery services- The easy availability of
online food delivery services like Swiggy, Zomato, Uber
eats along with their high end varieties and low cost
have made it tough for Dimora.
 2K Market- With ready made and several customized
products from Amul, Arun ice cream have given a
fierce fight to Dimora’s Juice and icecream portfolios
COMPETITOR
 RK Juice shop- Cheap, easy and convenient varieties
ANALYSIS of juice just outside the doorstep of Dimora, have
easily succeeded in fetching most Customers of
Dimora.
 Outer Tea and snacks shops- Shop with cult products
like Cigarettes and tea from Akka’s Shop ouside the
campus have

Opportunities
1. Increase food items to tap North Indian customers
like Chaat, Pani Puri etc.
2. Increase customer demand for home delivery
services - Offer home delivery services
3. Tapping health conscious customers - increase
salad items, Gluten free dishes
4. Give discounts on Lunch items to increase
footfalls during afternoon
5. Use of technology to reduce waiting time -
Deployment of order announcement system.
Threats
1. Similar Restaurant Competition
2. Online food delivery and offer facility
3. NIT-T & MHRD rules and regulations.
4. Unsatisfied customers and their negative
publicity. (already happened with A2C)
5. Revenue loss due to vacations and festivals.
6. Internal staffs agitations and all.
Strengths
1. Open all seven days of the week
specially on Sunday
2. A lot of Varieties of food available for
customers.
3. Low cost food and good quality.
4. Ample Ambience sufficient space to sit.
5. Easy Accessibility.
SO
1. With Sufficient space to sit and with an
increase in the number of food items will
definitely attract more customers. (S4,O1)
2.Low cost food already in good quality if
delivered directly to hostels of student, will
lead to more positivity Dimora. (S3,O2)
3. Because of its convenient accessibility it
will attract health conscious people like
sports-lovers and gymers to try the salad
items, gluten free dishes. (S5,O3)
ST
1. A consistency in providing good quality
foods in low cost will definitely keep
away unsatisfied customers and their
negative reviews. ( S3,T4)
2. Because of its ample space availability, it 2. Proper Staff Training how to handle the
can overcome the clumsiness of the other
restaurants inside and outside NITT.
Weakness
1. Late delivery of food.
2. Staff behavior
3. More adhere to south Indian food
4. Early closing time (Night inaccessibility)
5. Having non selling products in portfolio.
WO
1. with the replacement in the non-selling
products with those like health conscious
ones will increase the revenue.(W5,O3)
2. A mixed North and South Indian Menu will
be more attractive for students.(W3,O1)
3. By using an appropriate technology will
reduce the waiting time of customers.
(W1,O5)
WT
1. Extension in the closing time of
restaurant might encounter the
competition from Online food delivery
services. (W4,T2)
customers demand might result in less
agitation among them. (W2, T6)
 BCG
MATRIX
 Current Last
month(Sep) month(Aug) Competitor
Divisions sales 2019 Sales 2019 Sales Profit RMS IGR Sales % Profit %
1 Breakfast 12500 11586 18000 2960 0.6 8 28% 37%
2 Snacks 1905 1860 1500 582 0.7 3 4% 7%

3 Chinese items 5895 4872 9985 890 0.4 6 13% 11%

4 Meals 10937 11090 15000 2026 0.7 -2 25% 25%
5 Beverages 6435 5492 12000 810 0.4 -5 14% 10%
6 Dinner 5600 4575 9000 665 0.6 2 14% 8%
Total 43272 66485 7930
Calculations Relative
Market Share
1. 12500/18000 = 0.6
2. 1905/2500 = 0.7
3. 5895/9985 = 0.4
4. 10937/15000 = 0.7
5. 6435/12000 = 0.4
6. 5600/9000 = 0.6
Division Quadrant Strategy
Breakfast Star Backward integration
Snacks Star Horizontal integration
Chinese Question Diversification or new product
items mark development
Meals Cash Cow Product development and
diversification
Beverages Dog Liquidate
Dinner star Backward and horizontal
integration
QSPM
 STRATEGIC ALTERNATIVES
1 2
OPEN A NEW OUTLET FULLY RENOVATE EXSITING
INSIDE THE CAMPUS STORE
KEY FACTORS WEIGHT AS TAS AS TAS
Strengths
1. Open all seven days 0.20 4 0.80 3 0.60
of the week.
2. Varieties of food 0.15 4 0.60 3 0.45
3. Low cost food 0.05 3 0.15 3 0.15
4. Ample Ambience 0.05 3 0.15 3 0.15
5. Easy Accessibility 0.08 3 0.24 1 0.08
Weakness
1. Late delivery of food. 0.15 3 0.45 4 0.60
2. Staff behavior 0.07 - - 2 0.14
3. More adhere to 0.10 - - 2 0.20
south Indian food
4. Early closing time 0.08 - - - -
(Night inaccessibility)
5. Having non selling 0.07 1 0.07 1 0.07
products in portfolio.
 STRATEGIC ALTERNATIVES
1 2
OPEN A NEW OUTLET FULLY RENOVATE EXSITING
INSIDE THE CAMPUS STORE

KEY FACTORS WEIGHT AS TAS AS TAS

Opportunities
1. Increase food items 0.05 - - 4 0.2
2. Offer home delivery services 0.15 - - 2 0.30
3. Tapping health conscious 0.20 - - 2 0.40
Customers
4. Discounts on Lunch items to 0.05 1 0.05 3 0.15
increase footfalls during
afternoon
5. Use of technology to reduce 0.05 - - 4 0.2
waiting time

Threats
1. Similar Restaurant Competition 0.20 3 0.6 - -
2. Online food delivery and offer
facility 0.10 - - 2 0.20
3. NIT-T & MHRD rules and
regulations. 0.10 4 0.4 4 0.40
4. Unsatisfied customers and
their Negative publicity 0.05 2 0.10 2 0.10
5. Revenue loss due to vacations
and festivals 0.05 - - - -