Food Service Business in Campus

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CASE STUDY ASSIGNMENT 3-4 pages, 12pt font, 1.5 line spaced)
Situation (fictional): The California State University East Bay – Hayward Campus has
several attractive food options. Currently, there is a large building under construction on
campus and the University is looking for suggestions on which food-related business would
be best suited for it. Currently, no decision has been made, and the University is turning to
you for help for suggestions given your expertise in Marketing. The University is asking you
to recommend 2 – 3 different food service businesses on the basis of your market analysis. Be
sure to include the following information:

Introduction Provide a description of the market – which
food & beverage vendors are currently on
campus? Who are their target segments &
how have they decided to serve them?

SWOT Analysis Provide at least 2 strengths, 2 weaknesses, 2
opportunities, and 2 threats for the food &
beverage offer currently available on campus.
Include a table, and provide a more detailed
description/argument in full sentences. See
page 616-617 for an example

Portfolio Analysis (current) Provide a growth/share matrix of current
providers. Be sure to include arguments for
why you rank companies in the ways you
did.

Market Research & Consumer Behavior Provide your observations on how students
currently use the food & beverage offer on
campus. Based on your observations, your
SWOT analysis, and your portfolio analysis,
provide an argument for whether the
University should choose a new vendor for
market penetration/market
development/product
development/diversification (=What are your
objectives for the new vendor?)

Proposing new vendor Propose a new vendor. Make sure to provide
details on how the new vendor fits into
a) your segmentation/targeting and
differentiation/positioning efforts and
b) your SWOT analysis

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