Whey Hey Marketing Opportunity Analysis Essay example

6733 Words Apr 25th, 2015 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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is directly related with the area of each country. (See Appendix B) iii. Social Social factors of both countries includes health consciousness, population growth rate, age distribution and cultural aspects. Health consciousness is a key factor for Whey Hey product due its nature. Germany is located in the 12th place on the top 30 markets with rising health concerns, being the second European country to appear on the ranking, just after United Kingdom in the 9th place (EuromonitorInternational, 2012). Age structure is very similar between Germany and United Kingdom, hence the behaviour of the selected demographic segmentation will be similar to its home country. (See Appendix B). Based on Hofstede’s cultural index is appreciated that the similarities between British and German culture is high. iv. Technological
Technological infrastructure in Germany is considered as developed. Since Internet will be considered as a key tool for must businesses nowadays, considering the fact that from a population of 80,996,685 million people, 65.125 million have access to Internet and are considered as active users. (See Appendix B)
2.0 Industry Analysis 2.1 Porter´s Five Forces Analysis The attractiveness of the Ice Cream Industry will be evaluated with Porter’s five forces analysis (Kotabe and Helsen, 2010).
i. Threat of new entrants According to a recent market research of Canadean firm, Germany
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