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SITUATIoNAL ANALYSIS
Consumer trend towards enjoyment and relaxation Women's entrance in to the workforce Concerns on healthy non fat food Presence of discount brands Chinese food perceived to be common Demand for work day food Growing number of one person households Move towards fast cooking and eating
This may trigger higher demand for convenience foods Higher spending power (consideration during pricing decisions) / Higher demand for convenience foods Threat Oil /fat content in spring rolls Opportunity Promote oven prepared rolls further Clear need for daloon to differentiate its offering Threat on future returns In direct competition Important concern during packaging and promoting for daloon This may trigger a higher demand for pre cooked food
Bargaining power of suppliers Medium 1. Large number of players in the market Competitive rivalry high large number of brands / discount brands offerings range from high quality / healthy eating Future competition
Threat of new entrants M 1. Ethnic food perceived to be interesting 2. Moderate investment 3. Large number of player is the market 4. Demand for fast cooking and eating
Threat of substitutes H 1. Presence of work day food 2. Chinese food perceived common 3. Availability of a large number of alternative options
Opportunity 1. Women moving in to labor market 2. Focus on fast cooking and eating 3. Consumer trend focusing on enjoyment and relaxation 4. Ethnic food perceived to be interesting 5. Moving into meals 6. International Markets
Threats 1. Perceived as junk food 2. Demand for Work day food 3. Chinese food perceived to be common 4. Health & Nutrition
To increase the sales within Denmark by 10% within a period of two years .
STRATEGY
New Product Development 1. The big dragon A spring roll exclusively designed as a meal , - focus on work to day food market 2. Low fat spring roll 3. Italian classic pasta
Strategic Option Home Delivery Loyalty KAM Introduce a topping Packed together Position as THE appetizer Online purchase The Spring "IN" "The Big Dragon" Low fat spring rolls Italian "pasta" Daloon caf
SCA 6 7 6 8 7 6 6 8 7 6 6 8
Returns 6 9 9 6 6 7 7 8 6 8 5 4
Total 51 62 60 51 53 57 54 58 51 60 46 38
IMPLEMENTATION
EXTERNAL 7 P
Product Price Place Promotion Ethnic, Convenient & Healthy food Premium Pricing Retail Outlets, Snack Bars, Restaurants, Hotels, Online, Spring IN, Cinema Web Advertising (FB fan club, SEO), Viral Marketing , Radio Campaigns, Leaflets, Discount vouchers, Hoardings, Cinema Trained on Service Quality, Operational activities, Online transactions, Online Orders (JIT), Secure Payment Gateway, Handling inquiries / complaints Clean & attractive environment, suitable uniforms, proper seating arrangements, user friendly website,
INTERNAL Mc Kinsey 7 S
Shared Values Systems Innovation , Team work, respect , trust , continuous improvement Performance Management systems, CRM systems , website management , Graphic designing , Service delivery , customer recovery , Inventory Management just in time , marketing (brand related ) , training on online process
Skills
Strategy
Structure Staff
Style
Control
Internal process Average time to for home delivery Average Time taken to serve dish at the spring IN Number of delayed deliveries<1% Time taken to resolve a complaint
Innovation and learning Number of products /flavors introduced Number of training hours Number of employee suggestions