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Competitive Strategy

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by

sade pollard

on 19 July 2014

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Transcript of Competitive Strategy

Competitive Strategy
P.E.S.T.E.L
PORTER'S FIVE FORCES
Specific Strategies/Programes/Plans
Introduction
RECOMMENDATIONS
Create Brand Awareness
Increase Advertising and Marketing Efforts
Limited Finances
Increased use of technology
Sufficient staff
Market penetration
OBJECTIVES
Short-term objectives:
-to be profitable
- juices available in retail outlets
- technology

Long-term objectives:
- seasoning to be in 80% of households
- juice to be a major seller
- export seasoning

CRITICAL SUCCESS FACTORS
JERK SEASONING
• Smell
• Taste
• Price
• Overall Product Appearance
• Brand Recognition

Vision & Mission
Vision
“our company is aimed at being the #1 producer/supplier of jerk seasoning, frozen staples and fresh juices across the Caribbean and environs”

Mission
V. P enterprises is focused on supplying consumers and our customers with the finest, high quality jerk seasonings, frozen staples and fresh juices while committing to a corporate philosophy of understanding and following exceptional ethical standards in doing all business, environmental policies as well as treatment of its employees.


Competitive Strength Assessment
V
.S. Enterprise is a family-owned agri-business company established in 2006, in Diego Martin, Trinidad and Tobago. It began as a small take-away restaurant offering mainly Jamaican foods, then quickly moved into the commercial production of Jerk Seasoning and frozen staples such as cassava, sweet potato, dasheen & white potato.
To this date V.S. Enterprise is moving towards diversification by entering the juice market with flavors such as pommecythere, mint, sorrel & coconut water, grapefruit, orange, lemon grass, ginger with each juice would having a certain amount of herbals in it.

Currently the frozen staples is their #1 selling products and they are working towards repositioning the jerk seasoning as an all purpose seasoning.
GROUP MEMBERS:
Sade Pollard
Rene Ravello
Chelsea Ward
Stephanie Celestine
Ingrid Ward-Constantine
Jovel Manzano

EXTERNAL ANALYSIS
Rivalry among competitors
Jerk Seasoning- High
Frozen Staples- Moderate - High
Juices- High


Threat of New Entrants:
Jerk Seasoning- High
Frozen Staples- High
Juices- High

Supplier bargaining power
Jerk Seasoning- Low-Medium
Frozen staples- Low
Juice- Low- Medium


Threat of Substitutes
Jerk Seasoning – High
Frozen Staples – Low – Medium
Juice – High

Power of Buyers
Jerk Seasoning – High
Frozen Staples – High
Juice – High

JUICE
• Taste
• Price
• Overall Product Appearance
• Brand Recognition
• Concentration vs. Real Fruit Juice
• Nutritional Facts

FROZEN STAPLES
• Overall Product Appearance
• Brand Recognition
• Quantity and Quality
• Price
• Nutritional Facts

Supporting Activities:
HUMAN RESOURCES
GENERAL ADMINISTRATION
MAINTENANCE
Primary Activities:
VALUE CHAIN
INTERNAL ANALYSIS
S.W.O.T.
STRENGTHS
• Quality
• Competitive pricing
• Loyal Customer Base
• Highly Diverse Market offering
• Holds a strong niche market

WEAKNESSES:
• Lack of recognition
• Infrastructure
• Lack of marketing
• Lack of equipment
• Finance issues

Key Strategic Issues
1. Brand Awareness
2. Advertising and Marketing Efforts
3. Limited Finances
4. Lack of use of Technology
5. Small customer base
6. Insufficient staff

OPPERTUNITIES

• Expand
• Export
• Repositioning of products
• Start retailing
• Form strategic alliances

THREATS

• Competition
• Little brand recognition
• Market saturated for juice

JERK SEASONING
JUICES
FROZEN STAPLES
Strategic Position/Posture
IMC PLAN
Target Market

• A high quality brand that is beneficial and trusted
• A leading contender in each of its respective industries
• The preferred choice above all competitor brands

BRAND POSITIONING
Communication Objectives:
• To build brand awareness
• Communicate health benefits of V.S. Enterprises products as opposed to competitor products
Behavioural Objectives:
• Increase trial of product
• Increase repeat consumption of products

OBJECTIVES
IMC PROGRAMS:
• Advertising – radio and newspaper inserts.
• Sales Promotions – sampling (Massy Stores, Pricesmart, TruValu)
• Internet Marketing – Facebook page


MEASUREMENT AND EVALUATION:
• Sales Generated
• Likes and Shares on Facebook

GROUP MAP
Full transcript