life skill
STEP 1: SITUATION ANALYSIS Haagen-Dazs being a leader in the market of super premium ice-cream market, wants to improve their sales. Below is an analysis of the Haagen-Dazs company through the SWOT analysis: Internal Factor: • STRENGHTS o Market leader o Provide high quality and the best ingredients o Sales have risen to 10 – 50 percent recently • WEAKNESSES o Higher priced o High in calories, cholesterol and fat content External Factor: • OPPORTUNITIES o Create a new product that meets the needs of the customers today since many seem to be weight conscience. • THREATS o Customers may not buy product because of the former well known reputation that Haagen-Dazs has. o There may be a fierce competition from both the super premium and economy ice-cream market. STEP 2: MARKET-PRODUCT FOCUS AND GOAL SETTING STEP 3: MARKETING PROGRAM The marketing program is developed through the marketing mix method or in other words called the 4P’s (Product, Price, Promotion, Place).