November 22, 2006
I have this wild idea of putting up a central supply of cooked rice in every major food-courts in the metro. Aside from the regular P12-per-cup-sized plain rice, here I could initially offer customers different varieties:
1. Pusô or hanging rice (cooked rice wrapped in heart-shaped coconut leaves) – Bisdaks certainly crave for this.
2. Rice-all-you-can for carbo-loaders, with choices of grain quality from NFA to Ganador to Asian rice
3. Specialty rice (such as organic red rice, red yeast rice, etc.) for the diet-conscious.
With these alternative products, food concessionaires may no longer have to worry about cooking rice themselves and the wastage that goes along with it. There is no special ingredient to cooking rice so they should not be weary of losing their competitive advantage for offering rice-less menus.
Customers would now be given more choices and they need not line up in another queue because these rice alternatives will be made available to them via roving carts.
After a year of operation, I should be able to predict trends on rice demand from every food court using various techniques in product profitability analytics. I could also develop business relationships with Chinese restaurants so I can supply my unsold plain rice as raw material for their fried rice varieties (yang chow fried rice and the like). I could also expand my business to be able to cater to major food chains in the country.
I have this wild idea too that this case might come out in our comprehensive examinations in MTM. Can someone help me draw out my marketing plan for this? Should I worry about competitive strategies this early? What technologies should I exploit to achieve the reasonable speed-to-market? Should I have a rice plantation to ensure constant supply? Any research and development efforts I should pursue? What should I do if SM comes out with a competing SM Bonus product? Do you think this is a feasible venture?