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Brand Implementation - Essay Example

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Brand Implementation

It is a process for constant and reliable application of the brand image among major of the leading business units, media and communication channels. However, it does not encompass the design and creation of brand identity. Industry Background and the Competitors EAT was founded in the year1996, with the determination of delivering best quality food, coffee and soup in London at rational price. Presently, more than 100 shops all over London are offering handmade food every day. According to the statistics of the year 2011, the organization is having market share of 76%. The CAGR is +27%. It mainly offers soups, sandwiches, pies, salads, wraps, sushi, desserts, cold drinks, juices, coffees etc. Mark &Spencer, Pret a manager, Costa, Starbucks are the main competitors of the company. The sales growth for the year 2011 is more than 13%, whereas the outlet volume growth is more than 11%. The founder of the company is Faith MacArthur and Niall MacArthur. According to them, EAT is a family owned organization dedicated to provide quality food. People of London can also get the home delivery option from the registered company website. Few simple steps will help to bring the food in home within a small period of time. Challenges and Opportunities In order to determine EAT’s challenges and opportunities, SWOT analysis can be framed below. The SWOT analysis will help EAT to make a better brand positioning for the company. This strategic framework will help to reveal EAT’s internal strengths, weaknesses and external opportunities and threats. SWOT Analysis Strengths The food quality is superior. Homemade fresh food used to offer every day by the organization. More than 100 shops are situated in London. The price of the food is also rational. The sales growth is more than 13%. The volume growth is 11%. They used to provide home delivery for every individual customer. The organization has become popular among the local customers. Market share is more than 76%. The CAGR rate is also more than 27% Experience is more than 10 years. Weaknesses The outlets are only London based. CSR reports are not included. Lower range of products has failed to increase customer base. The space area is very limited within the outlets. New and menu sections in the company website are not accessible. Cost of production is very high. Relevant information is very nominal for the company. Inadequate packaging quality. Opportunities Expansion of business footprint across the country. Traditional food items can increase the brand awareness of people. Promoting food menu and price range in social media networks. Cost-effective business operation strategy may result profit maximization. The organization can introduce healthy food items as the demand for healthy foods is increasing. Need to tie-up with hospitals, trains and several domestic and international airways. Designing new logo and slogan. Online promotional activities will increase the brand awareness. Threats Big competitors like Sainsbury, Tesco, and Marks & Spenser’s will pose a big threat to the company. As it is a sensitive industry, the organization may face several legal barriers. Huge capital required in order to expand business. Economic downfall and low disposable income of people. People are tending to avoid outside foods due to the food safety factors. One unsatisfied ...Show more

Summary

Brand Implementation Table of Contents Introduction 3 Industry Background and the Competitors 3 Challenges and Opportunities 4 SWOT Analysis 4 Need for Change 6 Change strategies 7 ROI and Test 10 Online promotional Budget 10 Web Marketing Budget 10 Budget of Direct Marketing (Guerrilla Marketing) 11 Testing 11 Conclusion 11 References 13 Introduction Brand is a valuable asset for any organization…
Author : beattydarrion
Brand Implementation essay example
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