Daloon Case Study CIM Final

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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 food
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   MARKETING PLAN “DALOON”   SITUATIoNAL ANALYSIS  External analysis -Key Issues Key Issue Impact onDaloonCommentConsumer trend towardsenjoyment and relaxationHigh This may trigger higher demand for convenience foodsWomen's entrance in to theworkforceHigh Higher spending power (consideration during pricingdecisions) / Higher demand for convenience foodsConcerns on healthy non fat food Medium Threat  – Oil /fat content in spring rollsOpportunity  – Promote oven prepared rolls furtherPresence of discount brands High Clear need for daloon to differentiate its offeringChinese food perceived to becommonHigh Threat on future returns Demand for “work –day food” Medium In direct competitionGrowing number of one personhouseholdsHigh Important concern during packaging and promoting fordaloonMove towards fast cooking andeatingMedium This may trigger a higher demand for pre cooked food  External analysis - Competition Bargaining power of customers  –  High1.Large number of ethnic foodavailable to select from2.Availability of discount brands3.Chinese food perceived to becommonBargaining power of suppliers  – Medium1. Large number of players in the marketCurrent CompetitionThreat of new entrants  – M1.Ethnic food perceived to beinteresting2.Moderate investment3.Large number of player is themarket4.Demand for fast cooking andeatingThreat of substitutes  – H1. Presence of “work –day food”  2.Chinese food perceivedcommon3.Availability of a large numberof alternative optionsFuture competitionCompetitive rivalry  – high  – large number of brands / discount brands offerings range fromhigh quality / healthy eating
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