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