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Marketing analysis WMF
Marketing analysis WMF
Marketing analysis WMF
Marketing analysis WMF
Marketing analysis WMF
Marketing analysis WMF
Marketing analysis WMF
Marketing analysis WMF
Marketing analysis WMF
Marketing analysis WMF
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Marketing analysis WMF

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Analysis of WMF vs its competitors

Analysis of WMF vs its competitors

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  • 1. Marketing AnalysisBy Valerie Chow
  • 2. SWOT AnalysisSTRENGTHS• Biggest range of cookware & dining wareto suit all needs• Premium and innovation standing• Market leader commanding primeWEAKNESS• Fitting into department store spacing toshowcase brand positioning• Lifestyle VM of products• Local online marketing and brand• Market leader commanding primespace, premium look website• Local online marketing and brandpromotionsOPPORTUNITIES• Growing affluence and discerningconsumers. Growth of homes, spendingpower etc• Moving trends into lifestyle culture(dining, living, entertainment)• Segment marketing to target consumersbetter to build customers baseTHREATS• Competition with more brands (somecoming from Asia, ex: Neoflam)• Premium positioning in departmentstore environment• Changing of consumers’ demographicsand needs (new consumers, online andmobile savvy)
  • 3. Opportunities Analysis• Growing affluence and discerning consumers. Growth of homes, spending power etcPitch premium positioning to related Media in cooking, lifestyle and luxury to createbuy-in from affluent consumersPartnerships with high-end brands (ex: Miele, Audi, BMW, luxury watches - A. Lange &Söehne etc) for tie-up of for events and promotionsPartnership with banks to tap into their database• Moving trends into lifestyle cultureCreating new avenues to feature the brand in food or lifestyle events that build brandawarenessLifestyle merchandising and using of new-age technology marketing (touch screensetc) to showcase products - optimal SKUs for premium look• Segment marketing to target consumers better to build customers baseCreating online presences in different segments (local website, social media, bloggers,partners marketing sites etc) to engage and build up future brand advocatesPartnerships 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 & quitecomprehensive range• Online business &flagship store in HQflagship store in HQWeakness• Quality of focus asdistributor run with manybrands• Weak merchandising• Besides website no socialmedia
  • 5. Competitor Analysis – Fissler (Ger)Strengths• Strong link from HQ websiteto local distributors• Int. FB has high 25% talking,has Twitter (German site)• Strong merchandising atIsetan Scotts• Local promotion (cooking bycelebrity chef)Weakness• Limited POS• Quality of focus as distributorrun with many brands
  • 6. Competitor Analysis – Berndes (Ger)Strengths• Well distributed• FB is quite interestingWeaknessWeakness• Quality of focus asdistributor run withmany brands• Website is simple
  • 7. Competitor Analysis – Meyer (HK)Strengths• Strong presence in deptstores & well- merchandise• Comprehensive website withvery detailed informationvery detailed informationWeakness• Beside website no socialmedia site• Branding not premium orhigh quality look
  • 8. Competitor Analysis – Scanpan (Den)Strengths• Well merchandise• Well distributedWeaknessWeakness• Very simple websiteupdated Feb 2013 thoughgives 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 TangsOrchard, Isetan Scotts, Takashimaya and RobinsonsCentrepoint department stores on Sat, 18 May 2013• Online research done on companies’ websites and their• Online research done on companies’ websites and theirsocial media presence• All brands appeared at front page of Google searchconfirming SEO done

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