Position of El Burrito Sabanero
We are positioned in the second Quadrant.
WHY?
Rapid market growth.
according to Dinero.com the growth rate within 2014 and 2015 is 14%, Our industry's growth is high, means that we are in the upper part of the matrix.
Weak competitive position
There's not a key diferentiation point that actually the company posseses. From the beginning, the company starts with three basic recipes offered, after that, as one of the long term objectives, is defined and planned the implementation and definition of new ingredients and recipes
Product development is neccesary to apply, because we have just one product (Burritos), and we will be always moving with that product, to increase sales.
increase the market share is a big need, because we are new in the market. So market penetration can be a good option for us. Through marketing efforts, we need to promote the Burritos in the market selected before in the marketing development.
Market development: is a business strategy whereby a business attempts to find new groups of buyers as potential customers for its existing products and services, in other words the goal of market development is to expand untapped markets, and these potential customers may already be served by competitors or not for the product.
Then we can say that with the market development is very important to our business by developing the twostep process, which are market research and create a promotional strategy to penetrate the new market so then we can position ourselves in the market with our product and innovation we provide to the client for a pleasant satisfaction.
