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Sphinx Restaurants Essay

5445 words - 22 pages

Table of Contents
1.Characteristics of the company 1
2. Market Analysis 2
Industry trend 2
Direct competitors 2
SWOT analysis 3
3. Market segmantation 5
Recommendations 6

1.Characteristics of the company
Sphinx-this is the first and largest chain of restaurants from casual dining segment in Poland and one of the largest in Europe. It is a chain restaurant of the company Sfinks Polska. Beside the Sphinx, the company also runs chains such as: WOOK and Chlopskie Jadlo. Whereas WOOK is the chain restaurant which offers Asian food, Chlopskie Jadlo specializes in the traditional polish cuisine that is widely popular not only among Poles, but also among foreign tourists. ...view middle of the document...

1 milliard zloty to eat outside at last year.1 This was the record; because in previous year the amount of money has spent was 24.3 milliard zloty, which is 800million zloty less. People are keen on to eat outside and spend spare time with their friends, especially people in age 18-24 go to restaurants once a week according to the report “Polak na talerzu”
That is why, number of dining venues is constantly growing. There are more and more small bars and restaurants in Poland, but at this point we should pay attention to the fact that almost 60% of newly opened venues are closed during the first three years of existence. What factors are the crucial to succeed in this market and provide longevity? First of all, the companies should carry out marketing analysis to know the current market perfectly and target the consumers wisely. What is more, financial resources to expand in future and very good localization and proper management would be key elements to successfully stay on the market.
Although, Poles are spending more and more money in this sector, fast food has been gaining in popularity among them. It is expected that Poles will benefit from the offer of foodservice outside the home but will more often choose fast food, which serves food at an affordable price, without straining household budget.
Direct competitors
Fast food chains: For the Sphinx, obviously, fast food chains are its huge competitor. Because, restaurants of Sphinx are mainly located in shopping mall, which also customers can find fast food chains like McDonalds or KFC there. When doing shopping, people usually do not want to spend that much time waiting the order, thus more likely to choose fast food.
Asian bars: Asian food restaurants like sushi bars and Vietnamese restaurants could be potential competitor for Sphinx. People also like to eat sushi and “sajgonki” that are unique and “complicated”, because of the fact that they are not in a position to make them at home. So if people want to eat outside to try something new, they would probably choose Asian food.
Polish traditional food: Restaurants like Zapiecek is also competing with Sphinx. Especially tourist or foreigner who live in Poland rather want to choose polish typical dishes and sometimes really weird for them such as “zurek”-soup with sausage and egg, “flaki” that is made from stomach and “bigos” to have some experience to tell someone later and to know more about tradition.
SWOT analysis
Strength: Sphinx has very good servuction model2 that ilustrates factors that influence the service experience and following strengths can prove it. Sphinx’s unique climate is its main strength. Design with lamps made of original gourds, wooden tables, nice music and friendly staff, all form the comfortable and cozy atmosphere and make good impression for customers who enter first time into Sphinx. Because service has intangible character, customers sometimes can’t deliberately...

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