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85819938 Daloon Case Study CIM Final

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85819938 Daloon Case Study CIM Final
MARKETING PLAN
“DALOON”

SITUATIoNAL ANALYSIS

External analysis -Key Issues
Key Issue

Impact on
Daloon

Comment

Consumer trend towards enjoyment and relaxation

High

This may trigger higher demand for convenience foods

Women's entrance in to the workforce High

Higher spending power (consideration during pricing decisions) / Higher demand for convenience foods

Concerns on healthy non fat food

Medium

Threat – Oil /fat content in spring rolls
Opportunity – Promote oven prepared rolls further

Presence of discount brands

High

Clear need for daloon to differentiate its offering

Chinese food perceived to be common High

Threat on future returns

Demand for “work –day food”

Medium

In direct competition

Growing number of one person households High

Important concern during packaging and promoting for daloon Move towards fast cooking and eating Medium

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

Weakness

1. Brand awareness
2. Industry expertise
3. Large number of flavors

1.
2.
3.
4.
5.

Opportunity

Threats

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

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