Gusta pizza Florence
Introduction
Gusta pizza is primarily located in the heart of Florence, Italy which grabs an attention of many
target audience due to its prime location close to Pitti palace and Ponte Vecchio. Gusta pizza
serves primarily three different branches with different names like Gusta Panini, Gusta Ostria
and third is Gusta Pizza.
All these branches are owned by the same owner and are famous for its hospitality for treating
customers as their partners with ability to treat their potential customers with English as their
prime language which is the man source for their attraction in Florence, Italy. They have two
main entrance systems which again is an important aspect for this pizza hub. They allow their
customers to enjoy a line system where they can get a line and enjoy a regular meal and second
they can order their pizza by giving their number and collecting it at the time they want to have.
Gusta pizza normally delivers variety of flavors with specialty of nopoleton-style pizza with
thick crust and thin center which is enjoyed by maximum customers. Pizza hub provides their
customers to enjoy their pizza to be baked in front of them with wonderful style and expertise to
be drawn by the makers of gusta pizza. They offered variety of flavors with special flavors like
Calabrese pizza, tomato, basil, mozzarella and spicy salami.
Gusta pizza is one of the crowded places to be observed in Italy due to generous hospitality and
language versatility audience tends to wait for hours just to have a sitting in this pizza hub and
enjoy their pizza at the home place. Their customers are loyal due to their specialty for offering
variety of extensive product depth in pizza family and again due versatility in language they had
grasp an attention from all around the world for every customer who visit Italy will spare time to
have gusta pizza in Florence.
Pakistan is having a lot of opportunity to have gusta pizza because customers here are mostly
pizza lovers and a lot of foreign franchises have successfully penetrated their business plans in
famous cities of Pakistan. Gusta pizza due to their ability to mold their staff and product line
according to the given circumstances will have maximum chances to get successful feedback
here in this country particularly in Karachi which is famous for its versatility in food chains at
fair prices. Karachi-ties are genuine food lovers and this pizza chain has the best opportunity to
start their franchise in this city with minimal chances to mold their taglines because they are
already working with such environment that best fits the market of Karachi as a potential market
to attract maximum customers with ability to provide tough time for the market through core
distinctive competencies they have for their pizza hub.
Aims and Objectives
a). To examine the present environmental issues and their impact on business backgrounds.
b). To examine the emerging issues of business environment and their impact on environmental
concerns.
c). To examine the micro business environmental trends.
d). To examine the 7s proposed by mckinsey’s framework.
e). To evaluate the business environment through porter value chain Analysis.
f). To examine porter Generic Analysis about their strategy to be launched as a cost leaders or
come up with differentiation criteria.
g). To examine over all organizational climate for the business environment.
h). To examine the risk factors encountered by the management.
i). To examine the challenges encountered from macro business environment.
j). To examine the legal, political, social, technological issues faced by the business.
k). To evaluate the business according to porter five forces.
l). To examine the strengths, weaknesses, opportunities and threats for the business.
m). To examine the impact of technology and impact of globalization.
n). To identify growth strategies through BCG Matrix.
SECTION A
Concept behind Gusta Pizza
One of the prime reasons behind the launch of this pizza hub is based on the decline of people
towards Italian foods and their versatility in providing in depth flavors for their offerings in
product line. Gusta pizza was based on the concept for providing differentiation for their target
audience through variety of new innovative techniques offered at the gusta pizza. Despite of
having small place with only eight items in their menu list for pizza flavors their exist a line of
target customers even before the opening of the pizza hub. This cue was observed solely due to
uniqueness of their atmosphere and their openness through making of pizza in the pizza hub.
Varsatality in language is the second most major concern for their fame in Italy because staff is
able to speak English, French and other languages that ultimately attract their potential customers
to visit the gusta pizza on regular basis.
Significance
Gusta pizza was established to endorsed dedication that is put in every pizza that out comes with
different taste and ultimate uniqueness based on the concept of nopoleton- style pizza having
thick crust and thin center that serves as a base for attraction.
Restaurant provides their guests with symbolic peek through revealing competencies of the chefs
they are including for the pizza they are delivering and the pride of the food they are making.
They are having significant importance for providing love not food in Florence which serves as a
main reason for them to have huge set of market share in Italy. It’s a connection between the
indivual having its food and the creator who is serving him with unique taste.
Pakistani market has huge potential opportunity to have this pizza hub because the way they treat
their audience is the prime reason for them to have successful ratio in minimal span of time.
Secondly one the prime challenges is the language barrier that is already being covered by them
is served as potential competitive advantage that can threaten many competitors in existing
market of Karachi.
Nature of Business Environment
Gusta pizza is located across Arno River from historic center of Florence and they are having a
prime concern to provide best quality Italian pizza for their potential customers. They are having
best quality staff that knows how to treat their customers and how to engage their audience
during the time order was taken and the time to deliver the order. Their language proficiency to
treat various customers from various backgrounds serves them to make themselves to be able to
see at the top of Italian market.
Internal Environment Elements
Customers
Gusta pizza despite of having small place with only eight items in menu list is able to have a
huge set of potential customers from various countries that not only visit Florence for this pizza
hub but they wait for hours in line even before the opening time of gusta pizza. The main website
of this pizza hub also allows their foreign customers to book their orders in specific span of time
and they will be able to get their pizza with in the stated span of time.
Distributors
Gusta pizza primarily focused on dines in technique because of their different atmospheric
conditions with unique style of staff to manage a huge set of target customers. Secondly they
also offers a second option to book their order by providing phone numbers and take way at any
specific time they will be able to have their pizza fresh and tasty.
Suppliers
Gusta pizza believed to supply their pizza by their own franchise endorsing supreme quality and
delicious taste.
Competitors
As Italy is famous for their Italian cuisines and gusta pizza is having many direct competitors
that are serving in Florence with quality pizza All' Antico Vinaio, I' Pizzacchiere, La
Prosciutteria Firenze etc. are some of the restaurants that are the potential threats for the gusta
pizza but due to their uniqueness to handle their quality customers they are able to compete and
have maximum market share in Florence Italy.
Internal Policies
They are based on the prime concept to treat their customers as their partners and they are
successfully endorsing this policy through their conduct to have unique atmospheric conditions
through versatility of language from the staff and allow the audience to watch their pizza making
in front of them in unique manner.
EXTERNAL ELEMENTS
Social
Gusta pizza is a socially accepted pizza hub which is evidenced through its wife range of
customers from all around the world. They exist on the prime base to love their customers which
is observed through their polite and gentle conduct with their target audience in the pizza hub.
Gusta pizza has the potential to be socially accepted by the Pakistani market due to some core
distinctive features they have with them in their internal policies.
Demographic
Gusta pizza is of the view to be enjoyed by any of the person who is pizza lover. They tends to
welcome every gender, every child, every adult, and every citizen who wants to enjoy quality
pizza is welcomed by the gusta pizza. Audience with different demographical backgrounds tends
to visit this pizza hub and they enjoy the supreme taste that is exchanged by the pizza hub with
love and affection they receive from all around the world.
Political
Gusta pizza has influenced from many political concerns and is accepted by the foreign delegates
that visit Italy for official issues. But Pakistani market is having some different criteria for nay
foreign outlet to launch its operations in Pakistan and for this they have to follow some set
standard procedures to launch their operations in Pakistan.
Legal
Gusta pizza is a certified quality assured pizza outlet that has guarantee for supreme quality and
is taken as a trust symbol by many customers but to launch its operation in Pakistan Gusta pizza
to launch its operations in Pakistan has to pass several legal requirements to have optimal
conditions with unique atmospheric environment that attract their potential customers to visit
their outlet as they does in Florence.
Technological
Gusta pizza has endorsed a highly advanced oven that baked their pizza according to nopoletonstyle that offers a thick crust and thin center that is served as uniqueness for them and is loved by
many customers. Secondly their outlet is having advanced order taking systems that allows many
foreign customers to book their order according to their spare times that also serves a
competitive edge for gusta pizza.
Environmental
Gusta pizza as discussed above is quality certified outlet that is taken as a trust symbol by many
of their customers and they believed to be environmental friendly as they are donating love and
exchanging hearts in exchange of pizza not for money they are receiving so gusta pizza has
potential to be successfully launched their operations in Pakistan.
EVOLVING BUSINESS ENVIRONMENT
Evolving nature of business is primarily customer oriented and every business has to treat their
customers with supreme prestige and provide them with uniqueness that makes them stick with
current business and make them profit earning entity.
Natural Disaster
As gusta pizza is offering food variety so they are not directly affected through natural disasters
but indirectly their prime ingredients are vegetables and they are believers of the fresh quality
pizza so any kind of un necessary rain or flood can harm their quality of ingredients that can
restrict them to offer quality pizza for their potential audience.
Environmental Concerns
Gusta pizza is very concerned with their surrounding and they tend to spread love through pizza
in exchange of hearts they receive from many customers. As for gusta pizza to launch their
operations are primarily concerned on this policy because environmental concerns in Pakistan
are now booming on serious note and they have to implement the same concerning policies to
enjoy maximum market share in this particular country specifically in Karachi.
SECTION B
MACRO BUSINESS ENVIRONMENT
STAKEHOLDER ANALYSIS
Media
Gusta pizza is one of the spot light issues for many print media analysts. They are having
publicity through many Italian magazines and online bloggers. Secondly they are having huge
ratings from over all online tourism pages and advisors that suggest their tourists to visit that
pizza hub while their stay in Italy.
They are rarely stating any T.V commercials as they are not feeling any need because they
already have grasped a huge set of target customers from all around the world through catchy tag
lines like exchange hearts through pizza and spread love among people through fresh scents of
delicious pizza they offer to their potential customers.
Customers
Gusta pizza have a variety of customers that tends to visit their outlet from many places that
includes Italy, France and many other customers from various countroes that visit florence will
must try gusta pizza for once due to its hostile management and varsatality to treat its customers
with different languages.
Suppliers
Gusta pizza believes to have their ingredients from prestige suppliers that includes quality
farmers that proves them fresh vegetables to get them turn into prestige falovors of pizza they
offered to their potential customers.
Publics
Gusta pizza have grasped an attention of huge set of public through media publications and
advertisements they are able to get themselves penetrated in the hearts of many potential
customers.
Intermediaries
Gusta pizza has no such intermediary involved in their business. They are the direct link for their
customers through their main websites and their prestige outlets located in Italy, but they tend to
have few indirect sources of intermediaries that provides them valuable customers which
includes many foreign magazines that publish their success stories, many tourism pages that
promote their outlets and encourage their customers to visit gusta pizza.
Competitors
As Italy is famous for their variety of food cuisines that offer variety of delicious food with
uniqueness to attract maximum customers. Gusta pizza is having many direct and in direct
customers that gives them tough time to operate in competitive environment.
For Pakistani market specifically in Karachi gusta pizza will face many direct competitors like
dominos, smoking joes, new Yorker pizza etc. that offers same variety of pizza, so gusta pizza
has to come up with same unique strategy that allows them to penetrate in new market with
minimal span of time.
MCKINSEY’S 7s FRAMEWORK
Style
Gusta pizza is having unique style for offering pizza for their target customers that serves as a
potential edge for them to launch their operations in Karachi because of their uniqueness to serve
their pizza in front of their customers and engage them to look for the making process will be a
unique style for Pakistani market to successfully accept gusta pizza in Karachi.
System
Gusta pizza tends to operate its business through aligned set of policies that are keenly observed
through their conduct at desired out let. They have uniform system for both local and foreign
customers to book their orders through different set of operations that can be successfully
adapted in Karachi to book orders from customers of different cities of Pakistan.
Structure
Gusta pizza has uniform structure for not only its outlet but staff also has a structured appearance
to speak many languages in front of different customers. Despite of having only small place for
sitting and only eight items in menu list they are able to make people wait for their turns just to
sit around and have their meal.
Staff
Staff is one of the important consideration for nay business to successfully perform its operations
and gusta pizza has successfully managed to have best human resource among the whole Italian
cuisine food chains.
Skills
Gusta pizza has got necessary skills to operate its operations in Pakistan successfully in Karachi
because they have best human resource along with unique ideas to implement and grasp an
attention from many target customers.
Shared Values
Gusta pizza is existing on the tagline to exchange hearts through offering pizza so they are doing
their best to endorse values for trust among their customers that can be easily accepted in
Pakistan because people of Pakistan are more likely to indulge with those businesses that offer
quality taste and built trust among the market.
PORTER VALUE CHAIN ANALYSIS
Inbound Logistics
Value chain for any business is one of the prime concern objectives to be achieved successfully
through cost benefit analysis and gusta pizza have successfully endorsed their inbound logistics
with themselves by owning their transportation for delivering their pizza at the customer choice
of point.
Outbound Logistics
Gusta pizza has delivery systems for those customers that order pizza and likely to eat it at their
desired destinations and for this they have their own vehicles specifically designed to keep their
pizza warm and fresh so that their customers can enjoy the same taste they get it at their outlets.
Operations
Gusta pizza has to redesign their operations for Pakistani market as Karachi has different
preferences and tastes that may not be similar with the market of Florence. So for this they have
to endorse some of the designs that are acceptable by the customers of Karachi and other cities of
Pakistan.
Marketing and Sales
This is one of an important consideration for gusta to launch its operations in Pakistan because of
different culture and moral values they have to redesign their marketing strategies according the
emotional stance of Pakistani audience.
Service
Services that are currently being offered by gusta pizza are of prestige values that must be
adopted by them while launching their operations in Karachi because of their hostile behavior
and engaging patterns they will be able to successfully launch their outlet in the hearts of
Karachi.
Human Resource
Gusta pizza has got the best human resource in whole Italy that are able to enagae their
customers with optimal skills which ends at huge set of potential customers, so gusta pizza must
endorse for such human abilities that are aware of the Pakistani market and can easily analyze
their mind set to deal with and offer them quality pizza.
Strategy
Their strategy to offer quality pizza at lowest price serves as a tool for their competitive
advantage so they must analyze and endorse this strategy for going internationally.
Technology and Research
Gusta pizza must analyze the requirements they have to fulfill for the Pakistani market
specifically in Karachi through extensive research and development platforms and then utilize
that information to install necessary technological skills to fulfill those requirements.
PORTER GENERIC ANALYSIS
Gusta pizza at this particular stage are following both cost leadership and differentiation
strategies because they are offering lowest price pizza in Florence that clearly indicates their cost
effectiveness and secondly they have unique and different atmospheric conditions that allows
their customers to visit their outlet on daily basis.
ORGANIZATIONAL CLIMATE
Work Culture
Despite of having its outlet in Italy they have adopted diversified culture by hiring employees
from various backgrounds that are able to speak various languages and this is one of the core
competencies for this pizza hub to follow and open their outlet in Karachi.
Resources
Gusta pizza must analyze the requirements and resources they needed to open their outlet in
Pakistan though they are already working with optimal strategies in Italy but still every business
needs to mold its operations according to the set criteria of local market.
Competencies and Core competencies
Gusta pizza has got unique environment and versatility in different languages that push them to
have competitive edge in the market so the business must come up with same strategies to launch
its operations in Karachi because this uniqueness is very little to be found in Karachi and other
cities of Pakistan.
OTHER ANALYSIS
Risk Management
Risk management is one of the most important considerations for nay business while launching
its operations in any foreign country so they have to look for as many risks they can encounter
like halal haram concept secondly people of Pakistan mostly prefer chicken over vegetable so
these factors must be analyzed by gusta pizza.
Reputation
Repute is most concerned priority for any multinational chain while operating in any country so
gusta pizza is known for its uniqueness, trust and quality so they must align these factors in
Pakistani market so that they can enjoy maximum market share and avoid any uncertainty
because they are known worldwide and it can harm their reputation.
Financial
Gusta pizza has to analyze their financial capability and capacity to launch their franchise in
Pakistan because they are not even able to compromise on any factor that is unique so they have
to design such competitive operations and structural financials that can provide them with
maximum benefits through low cost.
Economic
Gusta pizza will find Pakistani environment specifically Karachi the most economically suitable
for its operations because what they are offering will be acceptable in this market people will
love to visit their outlet through low cost and such fresh atmosphere will enable them to enjoy
maximum customers.
MACRO BUSINESS ENVIRONMENT
PESTAL ANALYSIS
Political
Pakistan is country having a strong political influence for any of the foreign subsdiary to operate
and launch its operations, so gusta pizza must align their operations according to the conditions,
taxes and tariffs that are imposed by the Pakistani government to launch its operations in
Karachi.
Environmental
Gusta pizza must analyze the laws and conditions of the Pakistani environment to offer such
pizza that must not include any ingredient that is prohibited by the law of Pakistan.
Social
Gusta pizza must work to make themselves socially acceptable in Pakistani market through
several patriotic themes that attract the society of Karachi.
Technological
Pakistan is a country with slow progressive advancement as compared to Italy so gusta pizza
must take into account the expenses they need to import certain machinery required to deliver
same taste for Pakistani customers.
Legal
Gusta pizza must include such ingredients that are halal in terms of Pakistani laws so that they
may not feel any hurdle regarding their repute for selling best pizza.
PORTER FIVE FORCES
Threat of Competitors
Karachi is a city with highly competitive market and foreign outlets that offers quality pizza to
their customers so gusta pizza must come up with unique differentiation stance to sustain in the
minds of their desired target audience.
Threat of Substitution
Karachi is a city with many options if any cuisine is not providing with same quality and taste
customers will shift to the next option they have in the market so gusta pizza must analyze the
situation and offers best quality pizza among the competitors.
Threat of New Entrants
Karachi like Florence is a hub of cuisine at low price so gusta pizza must take such innovative
measures to keep them align with pace of competitive market.
Supplier Power
Karachi is a city with many options with bargaining power of supplier and again gusta pizza
must align themselves with several suppliers to prove them with maximum fresh vegetables and
ingredients and low price.
Buyer Power
Karachi is a potential city with extreme bargaining power of buyer and customers are treated as
sole concerns so gusta pizza must align their similar strategies in Karachi to enjoy maximum
market share.
SWOT ANALYSIS
Strengths

Ability to treat their customers as their partners.

Unique atmospheric environment.

Strong system for foreign customers to book their orders online.

Certified quality assured outlet that allows customers to enjoy live making of pizza at
their out let.
Weaknesses

Small sitting place that makes their customers to wait for hours.

Limited number of items in menu list that restrict their customers to opt any other cuisine.
Opportunities

Allows a business to operate at low cost because gusta pizza will find number of
suppliers at bargaining price.

Allows a business to launch its operations with similar strategies.
Threats

Variety of other pizza out lets with maximum options in menu lists.

Variety of pizza outlets that offers huge toping of chicken which is a major threat for
gusta pizza.
CHANGING BUSINESS DIMENSIONS
With latest current technology and huge set of diversified management gusta pizza is bale to
launch its outlet in Karachi with core competencies of having diversified staff having command
on different languages will serve as a core reason to have sustainable competitive advantage in
Karachi among existing competitors.
BCG MATRIX
BCG Matrix is commonly analyzed by the business analysts to identify future growth of current
business in different markets. Gusta pizza is commonly located in stars presently as they are
having high market share with high market growth rate in Florence, but in Pakistan specifically
in Karachi cuisine market is facing cash cow situation of having low growth rate but high market
share so it’s a best opportunity for gusta pizza to invest and earn maximum return from this
market of Karachi through their core competencies.
RECOMMENDATIONS

Gusta pizza must consider enhancing their items in menu list because of the variety that
is supposed to be perceived by the Pakistani market.

They must enhance their sitting capacity as people of Pakistan hesitate to wait for any
particular area when choices are available for them.

They must come up with same strategies to offer low price pizza.

Gusta pizza must follow the same plan to endorse unique atmospheric environment in
their outlet.

They must offer differentiation mark as compare to other pizza hub to enjoy competitive
advantage.

Gusta pizza must come up with same skills and expertise to have diversified management
that can handle the local market with same language strategy.

They must follow the structure, style and shared values in the context of local market of
Karachi.

Gusta pizza must take into account the chicken factor because there exists huge set of
audience that loves pizza with chicken toping.

They must align themselves with those suppliers that offer them fresh vegetables at cheap
price because price is their main concern of operating in competitive market.
CONCLUSION
Gusta pizza is one of the most famous pizza offering cuisine that has grasp maximum target
customers for their operations in Italy. They with their unique set of offerings with differentiated
diversified staff are able to win the hearts of many target customers from not only in Florence
but all around the world.
Gusta pizza has maximum potential to be accepted in Pakistani market because of several core
competencies they can not only enter in this competitive market but they can enjoy maximum
market share with huge set of potential customers in minimal span of time. They must come up
with same low cost and differentiation strategies to endorse low price in the market with quality
pizza to ensure maximum level of trust through freshness and unique atmospheric conditions in
their out let will ultimaletly graspt the attention of maximum target audience in the market and
allow them to serve with their same tag line exchange of hearts with pizza and spread love
through fresh scent of pizza in the minds and hearts of potential target audience of Karachi.