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
“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