Whey Hey Marketing Opportunity Analysis Essay

6726 Words 27 Pages
Table of Contents
1.0 Country Analysis 4
1.1 Hofstede Cultural Dimensions 4
1.2 PEST Analysis 4
i. Political 4 ii. Economic 4 iii. Social 5 iv. Technological 5
2.0 Industry Analysis 5
2.1 Porter´s Five Forces Analysis 5
i. Threat of new entrants 6 ii. Threat of substitute products 6 iii. Bargaining Power of Buyer's 7 iv. Bargaining Power of Suppliers 7
2.2 Competitive Analysis 8
3.0 Company Analysis 9
3.1 WheyHey Analysis 9
3.2 SWOT Analysis 10
4.0 Key Issues Entering market 11
4.1 Segmentation 11
4.2 Major Target market 12
4.3 Potential customers 13
4.4 Positioning 13
4.5 Differentiation strategies 14
5.0 Marketing Objectives and Communication Objectives 14
6.0 Marketing Mix 15
6.1 Product 15
6.2 Pricing 16
6.3 Place 18
6.4 Promotion 19
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By being the most lucrative market for the selected industry, it may attract new competitors due to its industry profitability. (See Appendix C) Customer loyalty to stablished brands may represent an issue for new competitors as Whey Hey Ice Cream, nevertheless and according to according to Catherine O’Connor, senior analyst at Canadean: “For an ice cream product to succeed in Germany, it needs to offer an indulgent experience above all else. While German consumers are also seeking convenience and quality products, as well as ice creams that bring fun and relaxation, these needs shrink in comparison to the high desire for indulgence that drives the market” (Canadean, 2014). In order to overcome customer loyalty, brands may use product differentiation. Whey Hey Ice Cream is an unique, innovative and healthy Ice Cream, which can be considered as an indulgence without guilt of consumption, being one of its main characteristics the sugar free base. As long as product differentiation is properly displayed, it can be used to counteract the customer loyalty with certain brands. ii. Threat of substitute products Substitute products may vary on different brands of Ice Creams and also different presentations of dietary supplements. The buyer propensity to substitute products may be motivated by the price of substitute products and the vast number of substitute products in the market. Once again, Whey

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