Dippin Dot Essay
Question to be addressed:
Using the relevant analytical tools conduct an evaluation of the
Company’s Internal Capabilities. Matching these capabilities against the key success factors of the industry give your opinion on the Company’s competitive position.
In an industry awash with competitors, Dippin‟ Dots (DD) is reliant upon particular technological features in the manufacturing, production and distribution of the flash ice-cream product. This is what fundamentally sets it apart from its rivals. Indeed, the industry-life cycle is generally considered to be at the maturity stage, however DD‟s intellectual capital rests upon the ability of its scientific people to continue to create a …show more content…
stands little chance of successful market penetration; especially when such scenario‟s place the firm against big conglomerates whose superior economies of scale easily thwart any aspiring competition.
DD has an effective technology development arm which is able to use this knowledge and experience to build upon an equally effective marketing strategy that has resulted in ringing endorsements from key celebrities within the entertainment industry. Such publicity has been bolstered by its franchise agreement with McDonalds Corporation. DD is aspiring to the concept of
“relationship marketing” which is an attempt at seeking to establish long-term mutually rewarding associations between customer and company (Gronroos,