A CASE STUDY ON AMBROSIA CATERING SERVICES

Submitted by: Sarathi Patel(B-53) Vijay Chaudhari(B-56) Guided by: Prof. Shahir Bhatt

CASE SUMMARY

Started in January 1999 by 3 young HM graduates with initial investment of Rs.1.8 lakh. First client : Systemix Technology Solutions Pvt. Ltd. Preparing food in-house and supplying to offices. Positioning : Unique food supplier providing every type of cuisine at competitive prices.

CONTD

Niche segment : High end corporates Regarded as a firm providing real quality service and food. Nature of business is cyclical and difficult to retain customers. Majority of the clients in software parks 8 clients in the I.T.P.L The revenues been stagnated and difficult to increase sales.

QUESTIONS

CURRENT POSITIONING AND RECOMMENDED

CHANGES IN CURRENT STRATEGIES TO INCREASE REVENUES Current positioning: Variety & consistent high quality Real quality service & food Competitive prices


CONTD


Changes required: Broaden the target market targeting low end customers too & lowering prices. 8 clients & 25 employees since 5 years so more employees should be hired. Diversification in business canteen in the software parks where they have their maximum clients. Provide customized food and service.

CHANGES IN RESEARCH QUESTIONNAIRE

No open ended question in the questionnaire. Question that can draw the competitors image in the mind of the client should be added. Question regarding extension of the contract. Respondents consumers. should also include the final

THANK YOU