Brève description des principaux concurrents (document en anglais)

Brief description of key competitors

( Customers doing nothing – not buying your product or service )

Doing what they have been doing before you came along – is a competitor too

La Paix – Historical place , been in the market before the creation of Al Akhawayn , since the 60’ , the ratio quality price is quite good , they are far away the leader in the food industry in Ifrane since they posses three restaurants : La Paix , Versailles and La Perle. They’ve just implemented a new menu card with sushis.

They recently increased the prices of their meals due to the new standards they want to give themselves.

Platane – Located in the marché , Platane restaurant offers affordable meals , medium quality. Their tagines cost between 60 and 90 MAD.

Snack Said : Located in the marché , Fast food ( sandwiches , pizzas ) medium to low quality meals. Abffordable costs , count between 20 to 35 MAD for a sandwich plus fries.

Diafa : Located in the marché , menu with salads , sandwiches , roasted chickens and tagines. Affordable , medium quality but tend to decrease due to recent complains about the food quality , count approximately 80 MAD for salad + tagine

Hotel Michlifen : Located on the top of Ifrane with a beautiful view of the city , Michlifen is a five stars hotel with three or four restaurants 3 stars offering gastronomic meals for high standards and high ends people. The menus are very detailed and expensive and the quality of meals is superior. It’s a indirect competitor because students budget doesn’t allow them to go to these kind on restaurants on a daily basis

AUI Campus Restaurants : Located on the campus of Al Akhawayn University , they posses two great comparative advantages , first is their location , near the buildings and the mean of payment , which is the cash wallet , given that some parents doesn’t allocate for their children a budget for eating outside because of the cash wallet. There is two companies at the campus : Newrest and Sodexo.

These restaurants offers medium to expensive meals given their quality , which is sometimes missing.

In this case , we are considering the people who is happy with their eating habits and who are not willing to change these habits as competitors.

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