123 - 1. BSB's competitive advantage is close proximity to...

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1. BSB’s competitive advantage is close proximity to the customers. Though 43 percent of meals are eaten off campus, 57 percent of meals are still eaten at BSB’s facilities. For pizza delivery the close proximity is critical, as it allows for quicker delivery. In addition, delivery can be done at a lower cost because bikes can be used. BSB’s distinctive competencies are the location of facilities and market know-how. Being on campus, BSB can provide delivery service quicker and at a lower cost. In addition, by being on campus, BSB is closer to the customer base, which allows Kershaw, the manager, to be more knowledgeable of her customer’s needs. She employs environmental scanning, such as the customer surveys, to keep abreast of her market. 2. Initially, Kershaw chose to compete on delivery service and price. She used quick delivery as a key selling point. In addition, without a reasonable price, she could not compete with the off-campus pizza companies. In effect, her order qualifier
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123 - 1. BSB's competitive advantage is close proximity to...

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