An analysis of market development strategy of a point-of-sale solutions provider's market research database

This paper is a strategic analysis of Vivonet Inc. and its restaurant performance-benchmarking tool ZATA. Vivonet is a Point of Sales (POS) systems provider for the hospitality and the retail industry. Its ZATA product captures POS and other related information from restaurants and allows the restaurants to compare their performance with restaurants in their market segment. With ZATA, Vivonet has the opportunity to extend beyond the POS systems segment and compete in the market research industry. The external analysis shows Vivonet has strategic alternatives to compete in both the industries. The paper performs an analysis of the POS system provider and the market research industry and an internal analysis of Vivonet and examines which strategic alternative is the best option based on Vivonets resources and capabilities. The paper recommends that Vivonet should enter the market research industry as an information supplier rather than as an information consultant.