Capilano Honey - SWOT Analysis - Duncan - Marketing Assignment Help

Internal Code : 1IFJJ

Marketing Assignment Help

Case: Capilano Honey (Manuka honey) ‘Proudly Australian owned and grown since 1953, Capilano is one of the world’s largest honey companies and is sold across Australia and in more than thirty countries around the world’ The product most commonly available in Malaysia is Capilano Manuka Natural floral Honey in its upside down 340g container. However, Capilano has recently released to the market ‘Manuka Honey 5+, Manuka Honey 10+ Manuka Honey 15+ Manuka Honey & Active honey’ and quite unknown in Malaysia Your job is the following: 1) Creatively introduce any of the new mentioned Manuka Honey varieties to the Malaysian Market. Do not choose Capilano Manuka Natural floral Honey in its upside down 340g. After selecting your job consider the following according to your case: Unique issue 1: Review the definition of a product or ‘new product’ in the food industry. This is a first year marketing concept. Unique issue 2: Review how a food brand similar to honey is created, how a food brand survives in a very competitive industry, especially in Malaysia. Review how to introduce a food brand to the world. Unique issue 3: If the new product is suitable for children, students will need to explain and apply the theory of Dimensions of Buying Roles in Family Decision-making. The article by D P S Verma and Sheetal Kapoor is a good reference. However, they would also need to look at internal regulations and requirements in Malaysia. Task: • Context Analysis on the three C’s 1. Customer - (Current, Past and Potential) i. Potential customer will be the target customer Capilano want to target in the market of Malaysia in the future ii. Use Australia Statistic, Malaysia Statistic as evidence….. 2. Competitor Information - (select two only and undertake a comparison – Analyse for opportunities and threats – 4P’s) i. Competitors’s Manuka honey brand must be from Australia and must sell in Malaysia’s market as well. One of the given competitor brand is Manuka Health. DO FIND ONE MORE COMPETITOR. ii. When comparing the 4P’s don’t have to be too focus on PROMOTION as it will be explain more in the next part - Communication (iv) iii. Compare the both competitors by using table 3. Communication (Internal and external (competitors) - (current) of their brand such as advertising, sales promotion, personal selling, public relations and/or social media). i. Internal is Capilano Honey ii. External is the two competitors 4. From the information now gathered using the three C’s undertake a Duncan’s SWOT analysis - only use content for the 3 C’s NOT a full environmental analysis. 5. What conclusions have you come to about the current situation? What will affect future? What are your priorities (i.e. which issues should you address first?)