Potbelly’s Case Essay

1. wads strategy in terms of product and market argon to provide great nourishment and a golden atmosphere. As far-off as their product goes heretofore their CEO Keil says that anybody can make and sell a sandwich. What strategy they aim is by using feeling ingredients and a superior value. Their strategy towards the market is to provide a fun, unique experience to their customers. Their previous plan of attacks as far as product goes was to sell antiques along with their sandwich take a crap, kind of the aforesaid(prenominal) approach as a cracker barrel. It seems the sandwiches become a more(prenominal) important part of their revenue. The antiques became more of decoration then sale items. The gone market was very small just having one sandwich shop owned by a couple. With the purchase of the shop they quickly started a chain of restaurants and come opened a roach of locations just recently.2. heaps position strategy seems to have been starting small in one area wh ile making a name for itself. In its first five stratums all the locations opened were in lucre, Illinois. after(prenominal) they had built a reputation they moved into Washington D.C. This seems to be an attempt to stay in major(ip) cities to increase their reputation. The nations ceiling is one of the many major plump destinations for work. This way the linemen of Chicago can get the sandwiches they love even away from home. The next year instead of branching out to the other major business travel cities, for example, New York, Atlanta, Dallas, and Los Angeles, Potbelly took the approach that many other chains take. on that point central location was Chicago, Illinois from there they bedspread into neighboring states, Michigan, Minnesota, and Wisconsin. Like mentioned early most chains take this approach until they are nationwide. A lot of grocery stores northerners are familiar with impart not be plunge as they head further sec just as southerners provide not find th e aforesaid(prenominal) stores they are used to shopping at when they head north.The next year it opened locations in some of those selfsame(prenominal) states and spread to Indiana as well as another major business travel destination, Texas. In the more recent age they have built more locations in the already occupied states while feast to neighboring state Ohio. From this point they have made a veracious name for themselves and have over 100 locations with the reputation the company has I am sure they will continue to spread their market. Their original locations are located in Northern Mid America, they did not start on one coast and try to spread to the other, this will help super with them being a nationwide chain and in the coming years will probably start seeing Potbellys as far east as New York, as far south as Georgia, and west into the mid-western states.3. Potbellys environmental opportunities in the international environment would probably include their original l ocation and how much easier it is to spread from the middle of the country rather than the corner or coastline of the United States. The threats Potbellys would face more importantly is the competition. There are many well established chains of sandwich shops in the United States including, Sub-way, Quiznos, Panera Bread, appreciate Johns, and Schlotzskys Deli to name a few. When moving into a new market promotion is a key element as the market the company does not know the companies name and would rather go with what they know.Potbelly offers promotions and a great atmosphere that may be suitable to take some of these competitors business. Subway for example does not use quality ingredients, nor does it have any sort of friendly atmosphere for around the same price. It should be very easy for Potbellys to take business away from them. For Potbellys to maintain its antique setup and friendly atmosphere they will require excellent management expanding into these new markets. I do n ot see any reason for Potbellys to change their strategy at this time. Changing the way they do business, all the looks of the restaurants or the friendly workers would take away from why people will choose them in the first place over their already cognize sandwich shops.