daloon case study cim final
TRANSCRIPT
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 rollsOpportunity – 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
Bargaining power of customers – High 1. Large number of ethnic food
available to select from2. Availability of discount brands 3. Chinese food perceived to be
common
Bargaining power of suppliers – Medium1. Large number of players in the market
Current Competition
Threat of new entrants – M1. Ethnic food perceived to be
interesting 2. Moderate investment3. 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
common3. Availability of a large number
of alternative options
Future competition
Competitive rivalry – high – large number of brands / discount brands offerings range from high quality / healthy eating
Internal Analysis – SWOT Strengths Weakness 1. Brand awareness2. Industry expertise 3. Large number of flavors
1. Declining turnover2. Pre tax profit – negative figure 3. Lack of market orientation4. Decline number of employees5. No signs of innovation
Opportunity Threats 1. Women moving in to labor
market2. Focus on fast cooking and eating 3. Consumer trend focusing on
enjoyment and relaxation4. Ethnic food perceived to be
interesting 5. Moving into meals6. International Markets
1. Perceived as junk food2. Demand for Work day food3. Chinese food perceived to be
common 4. Health & Nutrition
Objective
To increase the sales within Denmark by 10% within a period of two years .
STRATEGY
Generation of strategic Options Market Penetration Market Development
1. Introduce Home delivery service 2. Loyalty scheme – “Hunger points”3. Key Account Management (KAM)4. Introduction of “Toppings” for spring rolls 5. Fillings (sweet / spicy )
1. “packaged together “ – approximately 20-30 – 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
New Product Development Diversification
1. “The big dragon” A spring roll exclusively designed as a meal , - focus on work to day food market
2. Low fat spring roll3. “Italian classic” – pasta
1. Daloon café
EVALUATION OF STRATERGIC OPTIONS
Strategic Option
Company competency
Current Demand Risk
Does it complement the current offering ?
Investment
Stakeholder value SCA Returns Total
Home Delivery 5 7 6 8 6 7 6 6 51
Loyalty 7 7 9 8 6 9 7 9 62
KAM 7 8 8 7 7 8 6 9 60
Introduce a topping 5 6 5 8 6 7 8 6 51
Packed together 8 7 5 8 6 6 7 6 53
Position as THE appetizer 9 6 8 8 7 6 6 7 57
Online purchase 5 8 7 6 8 7 6 7 54
The Spring "IN" 7 8 6 7 6 8 8 8 58
"The Big Dragon" 7 6 4 7 7 7 7 6 51
Low fat spring rolls 8 9 7 8 6 8 6 8 60
Italian "pasta" 4 6 6 6 6 7 6 5 46
Daloon café 4 5 2 7 2 6 8 4 38
IMPLEMENTATION
EXTERNAL – 7 P
Product Ethnic, Convenient & Healthy food
Price Premium Pricing
Place Retail Outlets, Snack Bars, Restaurants, Hotels, Online, Spring IN, Cinema
Promotion Web Advertising (FB fan club, SEO), Viral Marketing , Radio Campaigns, Leaflets, Discount vouchers, Hoardings, Cinema
People Trained on Service Quality, Operational activities, Online transactions,
Process Online Orders (JIT), Secure Payment Gateway, Handling inquiries / complaints
Physical Evidence
Clean & attractive environment, suitable uniforms, proper seating arrangements, user friendly website,
INTERNAL – Mc Kinsey 7 SShared Values Innovation , Team work, respect , trust ,
continuous improvement Systems Performance Management systems, CRM
systems , website management , Graphic designing ,
Skills Service delivery , customer recovery , Inventory Management – just in time , marketing (brand related ) , training on online process
Strategy Focus on penetrating existing markets further , and redefining market boundaries.
Structure Flat structure
Staff 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 Financial perspective • ROI•Profit Margin• percentage generated through online sales • revenue per employee•Share holder value
Innovation and learning• Number of products /flavors introduced•Number of training hours • Number of employee suggestions
Customer perspective • Number of repeat purchases•Average value per customer purchase•Customer satisfaction Index (CSAT)
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