We use cookies to give you the best experience possible. By continuing we’ll assume you’re on board with our cookie policy

Situation Analysis

The whole doc is available only for registered users

A limited time offer! Get a custom sample essay written according to your requirements urgent 3h delivery guaranteed

Order Now

|Who are you? |Sapid Sweets, producer of exquisite chocolate and confectionery | | |products, sold around the world | |What is your purpose? |Business was started to bring delicious sweetness into the world. | | |Fancy chocolate is for happy occasions, and for when you need some | | |quick energy that tastes good. | |What exactly do you offer the consumer? |Tasty treats of very high quality | |What is your current image and reputation? |High quality, high price. | |What do your customers think of you and your products? |Comparable to overpriced European products. | | |Company is family-run. | | |Products are produced in Canada | |Who are your competitors? |High-end lines of large chocolate companies | | |Imported chocolates | |Where are they located? |Canada | | |USA | | |Europe | |What are the properties of your facilities and equipment? Should|There is enough capacity for the chocolate and candy product line. If| |they be improved? If so, how? |the company adds any new products, a new production facility will | | |need to be constructed.

How big is your marketplace? Is there room for competition? |The high-end chocolate and candy market is C$66 billion world-wide. | | |The top company has a 55% market share. The next biggest company has | | |a 25% market share. The third biggest company has a 12% market share.| | |The remaining 8% of the market is made up of many companies, non with| | |more than 1% of the market share. | | |Sapid Sweets has 0.8% of the world market, with 2004 sales of | | |C$525.69 million dollars. | | |Sapid Sweets is the largest high-end chocolate and candy maker in | | |Canada. | |Are your products and services affected by economic conditions? |Expensive chocolate and candy sales are hurt by challenging economic | | |conditions. People switch to lower-priced products when money is in | | |short supply. | |Do you have reliable suppliers? Do you have alternatives? |Sugar, cocoa, and milk are the main ingredients of the products. A | | |variety of suppliers exist. The prices for products from the big, | | |reliable suppliers are determined by sugar and cocoa exchanges in London.

Niche, specialty suppliers are available. Their products are | | |organically grown, and supply is somewhat reliable, but could be | | |affected by weather conditions more than the main market. | |How do your customers know about you? Advertising is done in specialty magazines, and television | | |advertising that caters to rich, cultured people. | | |Some product placement was done in a recent movie, with limited | | |success. | |How do you competitors market their products? |Our main competitors are much bigger companies with huge TV and print| | |advertising budgets. Their products are available in many department | | |stores, specialty shops, and their own retail stores. | | |Their products are sold in boxes and in individually wrapped items.

Their prices are higher than candy bar-level, but not as high as | | |luxury-level. During typical candy-giving sales promotions (e.g. | | |Mother’s Day, Valentines Day, Easter, and Christmas) they market | | |bigger-ticket items like 5-pound boxes and variety packs. | |Are your products and services unique? |Luxury chocolate and candy companies in Canada are rare. | |Do your products offer benefits that your competitors can easily|The formula for our chocolates is a carefully guarded secret. The | |match? Do they need to be upgraded or modified in any way? |ingredients for some of our flavours come from the far corners of the| | |world, and we buy all the supplier’s production. | |Are they keeping pace with consumer trends? |Demand for our products is slipping; more and more people are | | |becoming health conscious and trying to lose weight. | |Is price a major factor? Should you adjust the price? |Our customers appreciate that our products are exceptional and | | |different.

They are willing to pay more for the special nature of the| | |products. | |Do you have suitably qualified staff? Do you have an ongoing |We have people who are very experienced in chocolate and candy. If | |training program to upgrade their skills? |the company adds new product lines, new experts will be required. | |Are you able to, or do you need to, expand your business or |Consumers have started making a strong move away from products with | |enter new markets? |too many refined carbohydrates. The company needs to find a | | |substitute product to cater to the sweet tooth’s in their market. | |What laws and regulations govern the products you make? |All food products must comply with safety standards. (SS has passed | | |every inspection without fail.) | | |Product labeling laws will soon require that our products show the | | |nutritional facts. This will defiantly not improve sales as the | | |calories and saturated fat levels of chocolate are high. | |What trends in technology affect your products? |New sweeteners are entering the market based on sucralose and stevia.

New products based on these are expected to be very well received. | |Can your company provide a product or service where there is |Studies have shown that there is a 10% annual growth in the energy | |growing demand? |bar market nationally. As well, there is a 10% annual growth in the | | |size of the young professional market. Over 50% of this market is | | |health conscious. Studies have shown that 75% will consume energy | | |bars to sustain them when they are busy. Businesses are placing added| | |demands on employees, and entrepreneurs are working harder than ever | | |to compete. As a result, the market for energy bars is expected to | | |continue to grow, especially in this target market. | |Can your company anticipate a new market that has not yet |Environmentally sound energy bars have potential. | |developed, and provide a product or service for that market? | | |What energy bars are in the market today? |100g bars, sweetened with high-fructose corn syrup, nuts, raisins. | | |Average retail price: $2.00 | |What does it cost to advertise energy bars in Edmonton?

The following is a table of advertising costs: | | | | | |Type of ad | |One time costs | |Location/timeslot | |Location/timeslot | |Location/timeslot | | | | | | | |Cost of one occurrence | | | |30 sec radio ad | |10,000 | |Morning: 500 | |Afternoon: 100 | |Evening: 75 | | | |30 sec TV ad | |50,000 |Morning: 1,000 | |Afternoon: 500 | |Evening: 5,000 | | | |Billboard, 1 month | |2,000 | |Downtown: 10,000 | |Suburbs: 5,000 | | | | | |¼ page newspaper | |500 | |Business section: 2,000 | |Lifestyle section: 1,500 | |Entertainment section: 3,000 | | | |Giveaways at major sporting event | |10,000 for license, 2,500 for staff and posters, plus cost of products | | | | | | | | | |1 year celebrity endorsement | |50,000 fee, plus 10 kg of product | | | | | | | | | |Free sample delivered to 100,000 homes | |5,000 production and printing, 8,000 delivery, plus cost of product test.

Related Topics

We can write a custom essay

According to Your Specific Requirements

Order an essay
Materials Daily
100,000+ Subjects
2000+ Topics
Free Plagiarism
All Materials
are Cataloged Well

Sorry, but copying text is forbidden on this website. If you need this or any other sample, we can send it to you via email.

By clicking "SEND", you agree to our terms of service and privacy policy. We'll occasionally send you account related and promo emails.
Sorry, but only registered users have full access

How about getting this access

Your Answer Is Very Helpful For Us
Thank You A Lot!


Emma Taylor


Hi there!
Would you like to get such a paper?
How about getting a customized one?

Can't find What you were Looking for?

Get access to our huge, continuously updated knowledge base

The next update will be in:
14 : 59 : 59