Lists use parallel con- struction to improve readability—in this case a series of infinitives start- ing with “To . . .” Photos or sample ads can illustrate key points effec- tively, even if they are not in colour as they appear here. A brief caption on photos and sample ads ties them to the text and highlights the reason for being included. The Goals section sets both the nonfinancial and financial targets—where possible in quantitative terms—against which the company’s performance will be measured.
APPENDIX A BUILDING AN EFFECTIVE MARKETING PLAN A6 4. Situation Analysis This situation analysis starts with a snapshot of the current environment in which Paradise Kitchens finds itself by providing a brief SWOT (strengths, weaknesses, opportunities, threats) analysis. After this overview, the analysis probes ever-finer levels of detail: industry, competitors, company, and consumers. SWOT Analysis Figure 1 shows the internal and external factors affecting the market opportuni- ties for Paradise Kitchens. Stated briefly, this SWOT analysis highlights the great strides taken by the company since its products first appeared on grocers’ shelves. Figure 1. SWOT Analysis for Paradise Kitchens Management Experienced and entrepreneurial Small size can restrict options management and board Offerings Unique, high-quality, high-price Many lower-quality, lower-price products competitors Marketing Distribution in three markets with No national awareness or excellent acceptance distribution; restricted shelf space in the freezer section Personnel Good workforce, though small; Big gap if key employee leaves little turnover Finance Excellent growth in sales revenues Limited resources may restrict growth opportunities when compared to giant competitors Manufacturing Sole supplier ensures high quality Lack economies of scale of huge competitors R&D Continuing efforts to ensure quality Lack of canning and microwavable in delivered products food processing expertise Consumer/Social Upscale market, likely to be stable; Premium price may limit access Southwestern/Mexican food to mass markets; consumers category is fast-growing segment due value a strong brand name to growth in Hispanic American population and desire for spicier foods Competitive Distinctive name and packaging in Not patentable; competitors can its markets attempt to duplicate product; others better able to pay slotting fees Technological Technical breakthroughs enable Competitors have gained smaller food producers to achieve economies in canning and many economies available to large microwavable food processing competitors Economic Consumer income is high; More households “eating out,” convenience important to U.S. and bringing prepared take-out households into home Legal/Regulatory High U.S. Food & Drug Administration Mergers among large competitors standards eliminate fly-by-night being approved by government competitors Internal Factors Strengths Weaknesses External Factors Opportunities Threats To improve readability,
- Spring '08
- Marketing, Paradise Kitchens, Howlin