Differential Analysis
Conclusion
The results of the differential advantage analysis are quantified in the below diagram.
For each key success factor, points ranging from four, for the best, to one, for the worst performer, are ascribed to respective ice cream competitors
Santini is the clear winner of the analysis, with high scores in flavor, location, store ambience and opening hours. Amorino is placed second best, followed by Nannarella and Artisani. Artisani’s rather poor performance can be attributed to insufficient flavor and ice cream
presentation offerings as well as a lack of differentiation from other traditional ice cream parlors, such as Santini.
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