Chapter 3

Question 1

Define a caterers market

Answer 1

A caterer’s market is the group of all customers in a geographic service area who have unmet needs, wants, or demands

Question 2

Explain what is meant by carving the market

Answer 2

Segmenting the market into smaller niches by grouping customers with similar needs or wants.

Question 3

What are the key questions a caterer must answer to determine the market niche most favorable for them to pursue?

Answer 3

. Do they specialize only in on-premise catering?

Do they specialize in off-premise catering?

Will they they specialize as both on- and off-premise catering operation?

. Will the caterer be able to compete in the social market?

Can the caterer satisfy the needs of a corporate account?

Will the caterer try to satisfy the needs of both corporate and social catering
customers?

Question 4

Define a mission statement

Answer 4

The mission statement identifies who the caterer is and what the caterer can do for all potential customers.

Question 5

Whoa are stakeholders

Answer 5

Anyone who has a direct relation- ship with the catering business, including employees, suppliers, clients, guests,

Question 6

Purposes of a mission statement

Answer 6

1. The mission statement will guide the caterer’s decisions

the mission statement is important for the internal organization.

the mission statement positions the business apart from
the competition

Question 7

What is a strategic vision

Answer 7

long-term outlook that focuses on where the business is headed over the next 10 years.

All possible challenges the business might face will also be included

Question 8

SWOT analysis

Answer 8

A method used by caterers to match their business strengths to market opportunities.

Question 9

What does SWOT analysis stand for

Answer 9

It is an acronym that stands for for identifying internal threats : strength and weaknesses

and external threats : opportunities and threats

Note….
Using this information, the caterer can best match strengths to a speci!c niche in the competitive catering market.

Question 10

Internal strengths of a caterer(SWOT)

Answer 10

Unique food
Good quality of food
Creativity
Passion

Question 11

Internal weaknesses (SWOT)

Answer 11

Lack of culinary
Lacks of technique
Lack of management skills
Lacks of specialized equipment
Poor communication skills
Lack of attention to detail

Question 12

External opportunities (SWOT)

Answer 12

1,potential economic growth
2.Lack of competition
3.Business location of facilities
4.adequate parking erea

Question 13

External threats (SWOT)

Answer 13

Competition
Future competition
Human Resources
Staff does not care about customers needs