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MARKETING PLAN DALOON

SITUATIoNAL ANALYSIS

External analysis -Key Issues


Key Issue Impact on Daloon High High Medium High High Medium High Medium Comment

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

External analysis - Competition


Current Competition Bargaining power of customers High 1. Large number of ethnic food available to select from 2. Availability of discount brands 3. Chinese food perceived to be common

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

Internal Analysis SWOT


Strengths 1. Brand awareness 2. Industry expertise 3. Large number of flavors Weakness 1. 2. 3. 4. 5. Declining turnover Pre tax profit negative figure Lack of market orientation Decline number of employees No signs of innovation

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

Generation of strategic Options


Market Penetration 1. 2. 3. 4. 5. Introduce Home delivery service Loyalty scheme Hunger points Key Account Management (KAM) Introduction of Toppings for spring rolls Fillings (sweet / spicy ) Market Development 1. packaged together approximately 2030 for small events 2. Position it as THE appetizer in the amongst hotels and restaurants . 3. Online purchase 4. Spring IN A drive through where people could purchase ready to eat spring rolls Diversification 1. Daloon caf

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

EVALUATION OF STRATERGIC OPTIONS


Does it comple ment the current offering Investm Stakehol ? ent der value 8 8 7 8 8 8 6 7 7 8 6 7 6 6 7 6 6 7 8 6 7 6 6 2 7 9 8 7 6 6 7 8 7 8 7 6

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

Compa ny Current compe Deman tency d Risk 5 7 7 5 8 9 5 7 7 8 4 4 7 7 8 6 7 6 8 8 6 9 6 5 6 9 8 5 5 8 7 6 4 7 6 2

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,

People Process Physical Evidence

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

Focus on penetrating existing markets further , and redefining market boundaries.


Flat structure Recruitment process to be changed , new staff , performance based payment , recruitment of a webmaster

Style

Collaborative leadership , proactive style of working / opportunity identification etc

Control

Balance Score card


Customer perspective Number of repeat purchases Average value per customer purchase Customer satisfaction Index (CSAT) Financial perspective ROI Profit Margin percentage generated through online sales revenue per employee Share holder value

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

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