Sigmund's Gourmet Pasta 2.2.2 Weaknesses Sigmund's name lacks brand equity A limited marketing budget to develop brand awareness The struggle to continually appear to be cutting edge 2.2.3 Opportunities Growing market with a significant percentage of the target market still not aware that Sigmund's Gourmet Pasta exists Increasing sales opportunities in take out business The ability to spread overhead over multiple revenue centers. Sigmund's will be able to spread the management overhead costs among the multiple stores decreasing the fixed costs per store 2.2.4 Threats Competition from local restaurants that respond to sigmund's gourmet Pasta's superior offerings Gourmet pasta restaurant chains found in other markets coming to Eugene a slump in the economy reducing customer's disposable income spent on eating out. 2.3 Competition National Competition Pastabilities: offers consumers their choice of noodles, sauces, and ingredients, allowing the customer to assemble their dish as they wish. Food quality is average Pasta Fresh: has a limited selection but the dishes are assembled with high-quality ingredients. The price point is high, but the food is quite good Pasta Works: offers pasta that is reasonably fresh reasonably innovative and at a lower price point. The company was sold a few years ago, and consequently the direction of management has been stagnant lately and has resulted in excessive employee turnover. Perfect Pasta: has medium-priced pasta dishes that use average ingredients, no creativity and less than average store atmosphere. sigmund's is not sure how this company has been able to grow in size as their whole product is mediocre at best Local Competition (Name omitted). This is an upscale italian restaurant that has a limited selection of pasta dishes. Although the selection is limited and pricey the dishes are quite good (Name omitted). An Italian restaurant with a decent pasta selection, however quality is inconsistent (Name omitted). An upscale restaurant with a large wine selection and good salads Everything else is mediocre at best and over-priced. service can often be poor.2.2.2 Weaknesses • Sigmund's name lacks brand equity. • A limited marketing budget to develop brand awareness. • The struggle to continually appear to be cutting edge. 2.2.3 Opportunities • Growing market with a significant percentage of the target market still not aware that Sigmund's Gourmet Pasta exists. • Increasing sales opportunities in take out business. • The ability to spread overhead over multiple revenue centers. Sigmund's will be able to spread the management overhead costs among the multiple stores, decreasing the fixed costs per store. 2.2.4 Threats • Competition from local restaurants that respond to Sigmund's Gourmet Pasta's superior offerings. • Gourmet pasta restaurant chains found in other markets coming to Eugene. • A slump in the economy reducing customer's disposable income spent on eating out. 2.3 Competition National Competition • Pastabilities: offers consumers their choice of noodles, sauces, and ingredients, allowing the customer to assemble their dish as they wish. Food quality is average. • PastaFresh: has a limited selection but the dishes are assembled with high-quality ingredients. The price point is high, but the food is quite good. • Pasta Works: offers pasta that is reasonably fresh, reasonably innovative and at a lower price point. The company was sold a few years ago, and consequently the direction of management has been stagnant lately and has resulted in excessive employee turnover. • Perfect Pasta: has medium-priced pasta dishes that use average ingredients, no creativity, and less than average store atmosphere. Sigmund's is not sure how this company has been able to grow in size as their whole product is mediocre at best. Local Competition • (Name omitted). This is an upscale Italian restaurant that has a limited selection of pasta dishes. Although the selection is limited and pricey, the dishes are quite good. • (Name omitted). An Italian restaurant with a decent pasta selection, however quality is inconsistent. • (Name omitted). An upscale restaurant with a large wine selection and good salads. Everything else is mediocre at best and over-priced. Service can often be poor. Sigmund's Gourmet Pasta Page 6