Nestle-Contadina

Analysis of external environment:

Pizza consumption is strongest in the northern and eastern parts of the U.S. The target market areas will include large cities such as New York and Baltimore.


Analysis of the competition:

Nestle’s Contadina Pizza will be competing for a share of the $18.4 billion pizza market. The pizza market can be categorized into restaurant (takeout/delivery) pizza, frozen pizza, and refrigerated pizza. With about 60% of pizza being eaten at home.

Pizza is already well-established in restaurants such as Domino’s and Pizza Hut. About 88% of all pizza iss sold by restaurants(takeout/delivery). There are approximately 10,000 franchised pizza restaurants and 25,000 pizza outlets. In addition, 76% of all U.S. families have eaten at a pizza restaurant within the last six months. The average selling price is ~$8-10 for a 12” pizza. Contadina Pizza’s refrigerated product will not be directly competing with these restaurants, however, there ...