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GLOBALISATION STRATEGY
INTRO
SWOT Analysis
STRENGTHS
Strong Brand Value: Perfetti is a highly popular brand and has a strong
position in the worldwide confectionary market.
Affordability: Perfetti has worked hard to ensure that its product reaches
higher proportion of population by offering single tablets of chewing gums
and toffees for Rs. 1
Good margin for retailers: The company is providing a good margin
(substantially high but yet attractive) to its retail counters, giving them an
edge over competitors product
WEAKNESSES
Limited consumer base: Most of its products are targeted towards children
except for chlormint like product, perfetti needs to expand its product
portfolio
Absence in North American market: North America is a key market for all
confectionary products, prefettis minimal presence may become a serious
disadvantage for the company.
Shortage of stands: Products demand is quite high due to intensive
promotion on television but shortage of stands for big packs at retail
counters might pose a threat to its sale.
OPPORTUNITIES
Expanding into new products: With such strong global distribution
capabilities and large revenues, tapping into new markets like chocolate or
new set of snacks should be considered by the company
Separate distributor needed: The product requires sole snack selling
distributor sue to lack of interest of confectionary selling distributors. The
distributors are demanding extra carriage cost sue to its space consuming
cartons. Otherwise the distributors might dump the whole snacks
consignment into the wholesale markets which might affect the sale of the
product and its availability in the retail market
THREATS
Competitors selling extra: All the major brands in competition like Bingo,
Parle are giving some percent extra in their packs resulting in large
looking package and thus eating perfettis market
Shift towards healthier diets: This has led to people consuming less of
sugar products which is highly dangerous for perfetti due to its focus on
sugary foods.
Key strategic challenges and objectives
Difficulties of operations in Viet Nam