3.0SWOT ANALYSISStrengthPotential strengths in Haagen-Dazs are they have a strong brandrecognition all around the world making them have a high-quality image inpremium ice cream market, they also have a good market segmentationthat divided in to 3 main target; 1stdemographic which mean that Haagen-Dazs split the market in to group of incomes, they only focus to thecustomer that have higher income to spent on luxuries brand, 2nd socio-cultural different cultures and nationalities have different preference sothey create special flavor in each different countries for example in Europethey making bourbon praline pecan that infuse with alcohol in the otherhand for Islamic countries they create and sale nonalcoholic ice-cream forthem for example green tea ice-cream and the last one is psychographic fortheir customer comfort Haagen-Dazs design each café differently but withsimilar tone that need to have a colors of deep shade of brown, burgundyand red. Haagen-Dazs also only use natural ingredient for making their ice-cream, it can create delightful feelings with finest ingredient. WeaknessesThe weaknesses in this company that Haagen-Dazs did not have manyflavor compare to their biggest rival Ben & Jerry that have more than 40flavor. Their product also high in calorie so is not suitable for those whowatch their calorie, sugar, and fat intake also they don’t have any productfor vegan, allergen free food item or less fat ice cream that did notcontained any dairy or less sugar product.OpportunitiesThis product will be very suitable to this current market, because nowadaysmany people already think about their healthier option of food, theNicecream ice-cream also can be the right substituent for those people whoallergic to dairy product and the one who can’t eat it for example is veganpeople, through this product they can get a very easy and simple treat inpublic places. ThreatsSome of the threats of Haagen-Dazs have are; Ben & Jerry's as theirbiggest rival. Ben & Jerry's also being one of the largest ice-cream brand inthe world. From other competitor Nestle brand that give integration to thelowest price as well-known brand, also the increases of the cost of milkand many other ingredient making Haagen-Dazs get minimum profit. Andfor the new product line it will have a good competitor from the frozenyogurt bar and smoothies bar, also people who doesn’t eat healthy food or7
not vegan will hard to try this kind of healthy ice-cream they will prefer tobuy the regular ice-cream because they already know the flavor.4.0MARKETING OBJECTIVESObjective in a marketing must be SMART for the purpose of marketing plan as we knowSMART means specific, measurable, attainable, realistic, and timely. The marketingobjective of selling the Nicecream is:-Increase the market share of Häagen-Dazs from 8.1% to 10 % in 1 year-Maximize profit by increasing the sales product of Häagen-Dazs by 20 % within 1year-Satisfy the customer by giving them a healthier options in ice-cream5.0MARKETING STRATEGIES5.1 PRODUCT STRATEGIES8
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- Fall '16
- George John
- International Finance