the greater availability of affordable with the high
value of the Australian dollar
-
the marketing by popular TV lifestyle programmes.
Economy
These factors include the level of economic
growth in the country and in the industry, tax rates and
currency exchange rates, interest rates, labor costs and
others. The global economic and financial crisis of 2007 –
2009 is a relevant example of an economic factor that greatly
impacted the majority of businesses around the globe.
However, the crisis has impacted Sappe to a lesser extent
compared to many other businesses.
Political
Sappe
is impacted by a set of political
factors, both, in the Thailand and abroad. These include, but
not limited to the level of political stability in the country,
impact of international pressure groups and domestic market
lobbying groups and the government attitude towards the
industry and the company.
Economy
The pursuit of healthy lifestyle and
increasing level of consumer health concerns towards obesity
fuelled by sugar and carbonated drinks can be specified as
the most important social change that has direct and
significant effect on Sappe performance. Specifically, as it is
illustrated in Figure 2 below, the amount of soft drinks
consumption in the Thailand has experienced a steady
decline during the past 15 years, at the same time when the
level of consumption of bottled water and the sports drinks
has increased substantially.
SWOT analysis
Strengths
- Innovations products
- Strong marketing
strategy
- Excellent online
marketing
-
Retail space that is
bright, functional and
engaging to customers
- High customer loyalty
among repeat customers
Weaknesses
-
A limited marketing budget
to develop brand awareness
-
The struggle to continually
manage cash flow and
profitability due to:
high
marginal costs and expenses ,
repayment plans taken out by
our customers.
Opportunities
-A growing market in a
high growth area with a
significant percentage of
the target market still
not aware of Sappe
value proposition.
- Increasing sales
opportunities outside
-Growing opportunity for
online sales
Threats
-Low-cost competition
-
Competition from national
chains moving into the
Brisbane market, potentially
through online sales.
-
A possible slump in the
economy reducing customer's
disposable income spent on
outdoor lifestyles.
.
Competition
The competitor copy company product
International brand competitor from China or Japan
Local competition
:
-
Creating more marketing activities
-
Engage more online marketing activities
-Organize promotion market price
Product/service offering
In the early stages of production, we had a small
marketing budget. We knew we had a long way to go before
we could become a well-recognized brand, so we focused on
every single detail of the production process. We wanted all
our products to be known for their quality, knowing that
quality will market itself. “SAPPE Beauti Drink” proved itself as
consumers became happy with the results. We started to get
repeat customers and the benefits of the drink quickly spread
by word of mouth. For us, in order to produce a quality
