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Business & Economics
Transcript of Business & Economics
The PB conscious consumer
The CS conscious consumer
The price conscious consumer
The lowest price seeker Business & Economics Introduction Why we chose cookies?
Brief analysis of the bakery industry:
Easy to start to the business
Low price Our Outline I. PB measurement and Competing products
II. Market Analysis
III. Our Product I. PB measurement and competing products PB Measurement Method Market Competition Analysis and New Product Positioning Policy Our 10 competing products II. Market Analysis Relative competitiveness of products
High degree of product differentiation
Range of price very wide
Less intense competition
Type of competition: Both PB and Price competition
Red / Blue ocean area Bonne maman PB: 7 P: 0.81 Oreo PB: 8.5 P: 0.357 LU PB: 8 P: 0.4 Michel & Augustin PB: 8 P: 0.78 Market O PB: 8 P: 1.61 Calbee PB: 7.5 P: 1.2 Pepperidge farm PB: 10
P: 0.673 Lotus PB: 6 P: 0.448 I MEI PB: 5 P:0.357 Ritz PB: 7 P: 0.321 III. Our Product PB measurement method The survey gives us information about the consumers’ preferences: which are the cookies they usually buy.
However, the brands also affect the consumers' perceived benefits, therefore: A survey among more than 150 consumers about their preferences between the most common kinds of cookies available in the market OUR COOKIES
Special shapes on the special days
24 hours delivery Conclusion Why are we good? Introductor: Professor Teng-Hsiao Yun The End Taste