This article presents a tool called Competitive Scenario that facilitates the identification of new market opportunities for companies in turbulence. A theoretical description of the proposed methodology is made in two or three dimensions to identify the degree of concentration of the sector and the spaces not exploited by existing competitors. In addition, an empirical application is made for the fast food sector in Bogotá, and a specific analysis is made of the seven main restaurant chains that sell chicken-based products. The results come from a survey of 384 customers of these restaurants. Among the findings it is possible to determine that the companies studied and/or a new competitor if it wants to leave the degree of imitation must reorient its efforts in the children's menu "happy meal", not only generating new alternatives for children that go beyond nuggets or chicken hamburgers, but it must be considered to include the surprise prize in desserts. Keywords: Competitive landscape, strategy, fast food.
|Translated title of the contribution||QUANTIFICATION OF NEW MARKET OPPORTUNITIES THROUGH A THREE-DIMENSIONAL COMPETITIVE LANDSCAPE|
|Original language||Spanish (Colombia)|
|Title of host publication||XXII Congreso Internacional de Contaduría, Administración e Informática, At México D.F|
|Number of pages||21|
|State||Published - Sep 29 2017|