Analysis of WMF vs its competitors

1. Marketing Analysis
By Valerie Chow

2. SWOT Analysis
STRENGTHS
• Biggest range of cookware & dining ware
to suit all needs
• Premium and innovation standing
• Market leader commanding prime
WEAKNESS
• Fitting into department store spacing to
showcase brand positioning
• Lifestyle VM of products
• Local online marketing and brand• Market leader commanding prime
space, premium look website
• Local online marketing and brand
promotions
OPPORTUNITIES
• Growing affluence and discerning
consumers. Growth of homes, spending
power etc
• Moving trends into lifestyle culture
(dining, living, entertainment)
• Segment marketing to target consumers
better to build customers base
THREATS
• Competition with more brands (some
coming from Asia, ex: Neoflam)
• Premium positioning in department
store environment
• Changing of consumers’ demographics
and needs (new consumers, online and
mobile savvy)

3. Opportunities Analysis
• Growing affluence and discerning consumers. Growth of homes, spending power etc
Pitch premium positioning to related Media in cooking, lifestyle and luxury to create
buy-in from affluent consumers
Partnerships with high-end brands (ex: Miele, Audi, BMW, luxury watches - A. Lange &
Söehne etc) for tie-up of for events and promotions
Partnership with banks to tap into their database
• Moving trends into lifestyle culture
Creating new avenues to feature the brand in food or lifestyle events that build brand
awareness
Lifestyle merchandising and using of new-age technology marketing (touch screens
etc) to showcase products - optimal SKUs for premium look
• Segment marketing to target consumers better to build customers base
Creating online presences in different segments (local website, social media, bloggers,
partners marketing sites etc) to engage and build up future brand advocates
Partnerships with relevant brands or retailers to further build new customers base
(ex: Williams-Sonoma e-commerce)

4. Competitor Analysis – Zwilling J.A. Henckels (Ger)
Strengths
• Strong brand & quite
comprehensive range
• Online business &
flagship store in HQflagship store in HQ
Weakness
• Quality of focus as
distributor run with many
brands
• Weak merchandising
• Besides website no social
media

5. Competitor Analysis – Fissler (Ger)
Strengths
• Strong link from HQ website
to local distributors
• Int. FB has high 25% talking,
has Twitter (German site)
• Strong merchandising at
Isetan Scotts
• Local promotion (cooking by
celebrity chef)
Weakness
• Limited POS
• Quality of focus as distributor
run with many brands

6. Competitor Analysis – Berndes (Ger)
Strengths
• Well distributed
• FB is quite interesting
WeaknessWeakness
• Quality of focus as
distributor run with
many brands
• Website is simple

7. Competitor Analysis – Meyer (HK)
Strengths
• Strong presence in dept
stores & well- merchandise
• Comprehensive website with
very detailed informationvery detailed information
Weakness
• Beside website no social
media site
• Branding not premium or
high quality look

8. Competitor Analysis – Scanpan (Den)
Strengths
• Well merchandise
• Well distributed
WeaknessWeakness
• Very simple website
updated Feb 2013 though
gives quality outlook

9. Strong cookware example - Williams-Sonoma (US)
• Strong retail, catalogue,
and online presence

10. Notes on Analysis
• Market research on cookware brands done at CK Tangs
Orchard, Isetan Scotts, Takashimaya and Robinsons
Centrepoint department stores on Sat, 18 May 2013
• Online research done on companies’ websites and their• Online research done on companies’ websites and their
social media presence
• All brands appeared at front page of Google search
confirming SEO done