Marketing Plan

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  • Topic: Places in Singapore, Nihon Keizai Shimbun, Bukit Batok
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  • Published : December 2, 2012
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Ady_Surya_CT0143395_GDip2_CB_Assignment

Situation Analysis

Executive Summary

Daiso’s stores is a store where you can buy all thing with just 2 Singapore Dollar. Daiso provide a unique experience of curiosity and enjoyment for thousands of customers to go home satisfied, not only in Japan, but also all over the world. Wide range of stores, products, and highly competitive prices never fail to satisfy the discerning customer. There is something that no other company is able to imitate. Three values of “Quality,” “Variety,” and “Uniqueness.” These three strengths are the pillars of daiso success. There is no other company like this today. New values never seen anywhere else, combined with exclusive business strategies that bring joy and amazement to customers worldwide are what keep Daiso moving ahead of the competition. Daiso carries nearly 70.000 products, and almost all of them were developed in house with excellent quality and design. Daiso also have over 3000 stores now, not only in japan but all over the world, making it possible to provide high quality products at lower costs. Daiso itself is very successful in its own country japan. Ranked Number 1 in a row among female shoppers in the customer satisfaction ranking, 2nd place four times in a row in the overall ranking, Ranked among the top 100 “Famed Business People in the Heisei Era” in “Nihon Keizai Shimbun”. The President of daiso, Mr. Hirotake Yano, was selected as a famed business people in Heisei Era by the Nihon Keisei Shimbun from all among 3.6 million businesses in japan. And Daiso also ranked 23 in Brand Japan 2010.

Daiso’s SWOT analysis

Strength

Wide Network of Stores

Wide Product Fort polio

Strong Foothold in Japan

Weakness

Geographic Concentration

Absence in Online Retailing

The Products are not Best Quality

Opportunities

Expansion through opening of a new store

Growth in organic market

Favorable government policies

Threat

Intense competition

Declining Workforce Due to Rising Aging Population

Slowdown in Japanese Economy

The Marketed Product

Company : Daiso - Singapore

Benefits : You can buy anything in store with just 2 Singapore Dollar, There are many products in the store, there are many stores all over the world, the stores can easily be found.

USP : Daiso has a Unique way of selling, that is they sold everything in their store just for 2 Singapore Dollar. Thats why Daiso is called 2 Dollar Shop.

Competitive Position : Daiso’s position in super market industry is quite strong . the competitors includes wal-mart with the same strategy as Daiso’s to keep the price low by purchasing directly from manufactures in very high volumes.

2. Target Market Profile

The Target Market : Youth from 10-35 years old that want buy stuff with a cheap price, we sell all kind of product you may need in an affordable price for youth and ten years old kids can also buy stuff like pencil or eraser here because we sell all of our product with the same price. For 2 dollar each.

Perception of Daiso Product : Because it is very cheap with just 2 dollar, so the quality isnt really good.

Demographic : live within the red zone line singapore, For example : Jurong East, Bukit Batok, Bukit Gombak, Choa Chu kang, Yew Tee, Kranji, Marsiling,Woodlands, Admiralty, Sembawang, Yishun, Khatib, Yio Chu Kang, Ang Mo Kio, Bishan, Bradell, Toa Payoh, Novena, Newton, Orchard, Somerset, Dhoby Ghaut, City Hall, Raffles Place,Marina Bay. Especially Orchard, Because Orchard is the most well known place in singapore and known as shopping centre in Singapore.

Geographic : there is no need for specific customer, because of the super cheap price that daiso sold, all customer can buy it, even for 10 years old child.

Psychographics : Consistent Web users. Prefer the Internet over...
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