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Copy of SIOMAI HOUSE
Transcript of Copy of SIOMAI HOUSE
Began to expand in the year 2002
2002- The Bernabe's used "intellegent risk" to prevent competition from coming in--SIOMAI HOUSE in 2004
now has 3 main products : SIOMAI HOUSE, EMPANADA ESPECIALE, MAC HOTDOG
reached an extensive spectrum of satisfied patrons from the young and matured and providing them with carts or kiosks in strategic places
Vision To stand out as the number one in the food cart industry in the ASEAN Region and to be able to enhance relationship with customers and cultivate sales.
Mission To impress our customers by giving them the highest degree of service possible and providing them with the freshest, finest and good quality food at a reasonable prices that they will buy and keep on buying. SWOT Strength Product Differentiation:
as a source of competitive advantage
to develop a position that potential customers see as unique.
able to attract new customers
Weakness Low Budget for Promotion:
limited resources for promotional strategies Opportunity Market Penetration:
recognize if there was any advantage of entering a market.
increase market share
to raise their sales revenue
Threat Competitor’s Response:
New Competition in the market, possibly with new products or services
Marketing Objective 1.) Introduce a new flavor of siomai during the third quarter of the year 2012.
2.) Introduce the other flavor of siomai during the fourth quarter of the year 2012
3.) Increase brand awareness level by 20% at the end of the year 2012
4.) Increase market share from 13.16% to not less than 20% by then end of the year 2012.
“Great Taste, Made Fresh” The company’s selected positioning for the brand is considered ideal for the following reasons:
maintain a high quality and strick implementation of standards
better taste and freshness is very essential
Positioning TOWS Matrix SO, ST
Through Differentiation—able to expan, double advertising, build awareness and improve productivity and quality
product research and testing, effective training and development program, upgrades for technology. CORE STRATEGY
Consumer attitudes and buying patterns
Product differentiation Strategy Siomai House