Matt Malina
Katie Coffey
Sanya Lulla
Mungyi Chiu
Last month, Ms. Anderson approached ABC Consultants with concerns about the revenue and costs of
her business, One World Pizza. After visiting with Ms. Anderson, it was agreed that we would perform a
S.W.O.T. analysis of One World Pizza and deliver a full report to Ms. Anderson by the middle of October.
This is the S.W.O.T. report findings.
Introduction
One World Pizza operates as a pizza and food business located at 5th and Green Street on the University
of Illinois campus. The business is family owned and opened in March of 2004. Their primary source of
advertising is by reference of customers. The restaurant serves a variety of pizzas and sides. According
to their marketing assistant, the most popular products are pepperoni pizza, cheese pizza, Korean Seoul
pizza and loaded baked potato. The business offers both carry out and delivery options; however, it does
not have a dine-in service. They are primarily successful during the weekends but still have a fair amount
of consumers on weekdays. The peak hours during the weekend are 10 A.M.-3 A.M. They receive around
300 orders online every week.
Strengths
First, the location of One World Pizza is very ideal for attracting the target customer as it is on the
busiest street on campus and near the bar district. They also offer different specials daily in the store
and online. One World Pizza is special because they offer pizza in an international style that other pizza
restaurants do not offer, such as Kimchi pizza and Tandoori pizza. Additionally, their Facebook page
plays a large role in attracting students on this college campus. In addition to the deals in the store, they
also offer occasional free pizzas and other deals on their Facebook page. Their food can be ordered
directly through EatCU.com, which is the most popular website used by students for delivery. Thus One
World reaps great benefits from being connected with them.
Weaknesses
One World’s biggest downfall is the logo of the store. It is so small that it may be easily ignored. The
color of the word “Pizza” on the logo blends in with the background color that people cannot recognize
that they serve pizza. People who do not know One World Pizza may turn to other competitors. Second,
they do not have eye-catching posters or advertisements about daily specials and thus fail to utilize the
great location to attract more new customers passing by Green Street. Third, the store is very dark
inside with only four stools for customers waiting to pick up their food, turning away customers who
want to sit down. Fourth, some links on One World Pizza’s website are incomplete, showing “coming
soon” when the customer clicks on it. This may prevent customers from looking for further information
on the website and cause them to stop ordering.
Opportunities
According to One World Pizza’s marketing assistant, most of the customers are buying the special deal, a
$6.00 large pizza. Since most college students are seeking discounts, One World can offer more specials
especially at late night hours. They can also hire more employees for late night shifts to improve
business. During these shifts, the lines for food are usually out of the door due to a large inflow of
customers and the small space. As One World generates the most revenue during these hours, they
should consider hiring more workers these shifts or switch workers from the daily shift to the late night
shifts. It is important that the long lines do not discourage customers. Additionally, if the space of the
restaurant is expanded, customers will have more room to wait for food, especially in winter. It might be
beneficial if they can expand or reorganize the space to add more tables and chairs so that customers
can dine in and will be more likely to order additional food as it is readily available.
Threats
One World experiences significant competition on campus. Within a few blocks, late night food places
such as Burrito King and Geovanti’s serve a variety of food options. These restaurants have more seating
and provide a better option for customers who want to dine in. Multiple restaurants also have
significant web presences. One World’s website directs the customer to campusspecials.com through
which customers can order food from numerous restaurants. One World gives its customers easy access
to information from competitors, which could potentially reduce orders. The cyclicality of the academic
calendar may also have a negative effect. With fewer students on campus during breaks, orders may
reduce significantly. Therefore, One World needs to find another way to maintain its revenue stream
during this time
Conclusion and Recommendation
One World is generally performing well as a local business. The company has a steady stream of
revenue. They serve pizzas in an international style while competitors do not. There are a few
improvements that could help the business grow. In the short run, One World should complete their
website as soon as possible and enlarge the store’s logo to make it more eye-catching. Additionally,
some posters about daily specials will better advertise the food and attract more customers. One World
should also make the store brighter by placing more lights and decorations. In the long run, they should
consider expanding the business by offering dine in options. Overall, it is reasonable that One World will
continue operating in the future. If some improvements can be made both in the short run and long run,
One World may achieve expansion.