BACHELOR OF COMMERCE

BUS214 MARKETING MANAGEMENT

SWOT Analysis

Name/Student No

Lim Yew Long, Benjamin / 31316873 Peng Fangfang, Grace / 31379476 Tan Hui Rong, Mabel / 31380749 Tan Kai Jing, Carol / 31335086 Tan Xinhui / 31280547

Assignment Due Lecturer

: :

May 30, 2011 Dr. Aloysius Lee

Declaration: Except where we have indicated, the work we are submitting in this assignment is our own work and has not been submitting for assessment in another course.

______________

Table of Contents
Table of Contents....................................................................................................... 2 1. ORGANIZATIONS INFORMATION............................................................................3 1.1 Organizations Background...............................................................................3 1.2 Current Operations............................................................................................3 1.3 Service/Product Offerings..................................................................................3 1.4 Product Positioning / Distribution Network........................................................3 1.5 Competitors in the Geographic Markets............................................................4 2. SWOT ANALYSIS.....................................................................................................4 2.1 Strengths (Internal Analysis) ............................................................................4 2.2 Weaknesses (Internal Analysis).........................................................................5 2.3 Opportunities (External Analysis)......................................................................5 2.4 Threats (External Analysis)................................................................................6 3. BIBLIOGRAPHY........................................................................................................ 7 Fayed, S. 2011. What Is Halal Food? New York Times. http://mideastfood.about.com/od/middleeasternfood101/a/halalfoods.htm (Accessed May 26, 2011)............................................................................................................7 Lawrence, G. Fine. 2009. The SWOT Analysis: Using Your Strength to Overcome Weaknesses, Using Opportunities to Overcome Threats. CreateSpace......................7

1. ORGANIZATIONS INFORMATION
1.1 Organizations Background Jesters Jaffle Pie Company was founded in Western Australia in 1997 with a guaranteed commitment to produce the healthiest pies with supreme tastes in the market, using extremely fresh quality ingredients with prime quality, low fat lean meats and fresh garden vegetables with ultra thin light puff pastry. (Jesters 2010). 1.2 Current Operations It has opened 30 stores all over Perth and regional Western Australia, as well as 18 franchises in New Zealand and 6 franchises in Korea. The Company has successfully tapped into a niche of the fast growing $1 billion fast food industry with a traditionally popular product. (Jesters Franchising 2010). 1.3 Service/Product Offerings Jesters Pies are hand-made solely using homegrown ingredients produced in Australia. They are freshly made daily on the premises that result in the finest quality of pies being served. In addition, the pies are 93% fat free with the strictest measures guaranteed that every pie meets the health standards and they are supported with the feature in the Weight watchers guide. No preservatives, artificial flavourings or colourings are used for the preparation of pies. They have a range of pies consisting beef, prime steak, chicken breast, eggs and bacon. Each pie has its own funky name such as Spud Deluxe, Morning Glory and a vegetarian Popeye. Jesters Pie also serves roll styles pies with sausages and meat patties and a variety of tasty treats such as cakes, cookies and gourmet coffees that goes as a perfect accompaniment to the pies. 1.4 Product Positioning / Distribution Network Positioning is defined as the way by which the marketers create impression in the customers mind. Therefore, Jesters Pie have successfully established themselves with a strong brand name for providing a line of products which are incredibly value for money and a convenient healthier choice of fast food, judging by the increasing demand for their pies and the constant good reviews and feedback from customers.

1.5 Competitors in the Geographic Markets The Australian Pie Company is one of the top competitors of Jester Pie. Opened in 1998, it offers shipping delivery right to consumers doorstep for parties and events with a website for convenient online ordering. (The Australian Pie Company 2009) In addition, there are many up and coming bakery cafes offering selections of pie such as Pie Face, founded in 2003 and has managed to notice the growing trend of web users by offering an innovative and creative website to draw curious netizens to win attractive prizes for drawing the best Pie Face competition online and offering loyalty programs to loyal customers for bonus offers as well as online purchasing offered. (Pie Face Holdings 2009)

2. SWOT ANALYSIS
2.1 Strengths (Internal Analysis) Jesters Jaffle Pie, a pie specialist would hold up competitive advantage as it opens new market segment in Singapore with its unique offerings. Jesters Pie makers method of cooking differs from the traditional oven baking of pies by using ultra-thin light puff pastry which stands out in the market among other competitors. Offering a huge range of pies with 16 different varieties for consumers to choose from freshly made with healthy ingredients, Jesters Pies is known for its quality, as its commitment to provide customers with the healthiest, finest quality pies available in the marketplace. The company upholds values like freshness, quality, value, nutrition and taste. As it is free of preservatives, MSG, artificial flavourings or colourings, it is a healthier choice of fast food for Singaporeans who are health conscious. Jesters Pie Company has obtained a good reputation and branding among customers judging from the good reviews and feedbacks it has received. Furthermore, with Australia as being a popular tourist site to many Singaporeans due to the fact that it is geographically near to Singapore, its name would be easily identified as a product of Australia.

Since the brand is new in Singapore, it would spur up curiosity of Singaporeans. Pies can be seen as a grab and go food that makes it even more convenient giving it an edge over others in the fast food industry. With its affordable pricing due to the low start-up costs of ingredients, Jesters Pie guarantees value for money products for its customers.

2.2 Weaknesses (Internal Analysis) Muslim followers in Singapore are restricted with the consumption of pork and pork by products, therefore, they would require food to be Halal (halal means permitted or lawful), which is to ensure that food would be under the strict preparation in a certified Muslim kitchen under Islamic dietary guidelines, according to Fayed (2011). Religion issues would pose as a weakness to Jesters Pie. Taoist or Buddhist followers are not able to consume beef products due to their strict Chinese religion practice, therefore Jesters Pies might lose out regarding these group of customers. Thus, it would be best that Jesters Pie be able to look into all racial groups in order to cater to the majority effectively to successfully penetrate into Singapores market. As Jesters Pie opens new market segment in Singapore, this also means that there will be lack of marketing expertise. Expenses will be incurred into marketing and advertising to allow Jesters products make known to customers. The location of Jesters Pie outlet will also have to be in central area of Singapore in order to attract younger age group and working adults.

2.3 Opportunities (External Analysis) The fast food industry is growing rapidly in Singapore, making it at opportunity for Jesters Pie to be able to stand out as a leading fast food outlet because of this fast paced society where convenience is an important key factor to people. While majority of health conscious Singaporeans are afraid of junk food, Jesters Pie provide the healthier choice of ingredients thus customers would patronize more often. Since this unique brand is founded in Western Australia, it will have no issues in increasing the popularity of its name in Singapore since many have travelled and been to Perth, Western Australia. Unique branding, convenience fast food outlet and healthy ingredients would definitely be great opportunities to Jesters Pie.

2.4 Threats (External Analysis) There is an increase in the number of pies restaurants in Singapore, such as Shepherds Pie, Cottage Pies, Big Bens Place, Pie Kia. With so many competitors, Jesters Pie would have to maintain the competitive advantage in order to stand out from the rest. Jesters Pies uses home grown ingredients, which are specially produced in Australia. If Jesters Pies were to be franchised in Singapore, some of home grown ingredients will have to be imported from Australia. However, it has to be inspected by Agri-Food & Veterinary Authority (AVA) and Health Sciences Authority (HSA), which involves various processes taken before ensuring that the food is safe for the consumers. Thus, it will take a longer time to reach the restaurant, of which, the freshness of the ingredients might be degraded.

3. BIBLIOGRAPHY

AVA. 26, 2011).

2011.

Agri-Food

&

Veterinary

Authority

of

Singapore.

http://www.ava.gov.sg/FoodSector/ImportExportTransOfFood/ProcessedFood/ (Accesses May

Dahlen, M., Lange, F. and Smith, T. 2010. Marketing Communications: A Brand Narrative Approach 1st Ed. Spain: Wiley Fayed, 2011). S. 2011. What Is Halal Food? New York Times.

http://mideastfood.about.com/od/middleeasternfood101/a/halalfoods.htm (Accessed May 26,

HSA.

2010.

Health

Sciences

Authority.

http://www.hsa.gov.sg/publish/hsaportal/en/applied_sciences/Food_Safety_Chemistry.html (Accesses May 26, 2011). Jesters. 2010. Jesters Ridiculously Tasty. http://www.jesters-pies.co.nz/ (Accessed May 25, 2011). Jesters. 2010. Jesters Serious About Pies. http://jesters.com.au/ (Accessed May 26, 2011). Jesters Franchising. 2010. Grab a Slice of Australias Largest Pie.

http://jesters.com.au/media/articles/Jesters---Franchises/Jesters-Franchising-Information.pdf (Accessed May 28, 2011). Lawrence, G. Fine. 2009. The SWOT Analysis: Using Your Strength to Overcome Weaknesses, Using Opportunities to Overcome Threats. CreateSpace Marketing Teacher.com. 2000. SWOT Analysis. http://www.marketingteacher.com/lessonstore/lesson-swot.html (Accessed May 25, 2011).

Pie Face Holdings. 2009. Pie Face. http://www.pieface.com.au/ (Accessed May 25, 2011). Smith, B. 2005. Making Marketing Happen: How Great Companies Make Strategic Marketing Planning Work. USA: Butterworth-Heinemann The Australian Pie Company. 2009. Aussie Pie Company- Incredible Edibles, Mate! http://www.australianpieco.com/ (Accessed May 25, 2011).