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SWOT 分析

優勢 Strength

在香港Calbee是一個知名的品牌,其薯片產品,能透過與四洲集團合作提高銷路,Calbee亦不斷提供多樣化的薯片口味給顧客選擇,加上優良的品質,廣泛的銷售網路,使Calbee在市場上有一定的優勢。

劣勢Weakness

市民開始注重健康、營養、卡路里等各方面問題,Calbee薯片是以油炸而成的食品,這會成為市民放棄購買的因素,加上價格相對同類型的產品為貴,相信亦是其弱點之一。

機會 Opportunity

發展健康和有營養的薯片,如生產焗蕃薯片,另外創造新產品都可以提高銷路,而經濟情況好轉,市民收入普遍增加,亦會樂意花費在購買零食方面。

威脅Threat

近年有很多進口零食紛紛進駐香港,薯片品牌亦日漸增多,以致零食市場競爭激烈,而且近年來興起減肥熱潮,直接令calbee也受到威脅。

結論

根據本組所做的問卷調查可知calbee potato chips的行銷通路非常廣泛,能善用電視廣告的銷售手法,在各個零售點的銷售管道也非常廣闊,目前大部分的消費者對calbee potato chips的味道都非常滿意,因為有很多選擇,但在價格和容量方面卻有點不滿,希望廠商能有所改進。

在包裝方面,因大多休閒食品的包裝都是以方便為主要需求,而品客薯片因為有推出罐裝的包裝,使得calbee potato chips在包裝部分顯得稍弱些,但calbee potato chips的產品代言者使calbee potato chips知名度增加,進而使得銷售量倍增,再加上是老字號的品牌,幾乎可以說是potato chips中的龍頭老大。

二、建議

Calbee potato chips的容量,其實一直都不是讓顧客很滿意,價格亦較貴,而容量卻只有一點點,讓消費者不滿足,外包裝和內容量兩者與消費者的想像有很大的出入,所以我們建議廠商應該讓內容量符合實際包裝的份量。另外也可效仿品客的包裝,讓食品有更佳的保存方法。

2 個解答

評分
  • 6 年前
    最愛解答

    SWOT analysis

    Advantages

    In Hong Kong, Calbee is a well-known brand, its chips products, can increase sales through cooperation with the Four Seas Mercantile Holdings, Calbee potato chips also continue to provide a variety of flavors for customers to choose, with excellent quality, extensive sales network, so Calbee in the market have certain advantages.

    Disadvantages

    People began to focus on health, nutrition, calories and other aspects of the problem, Calbee potato chips are deep-fried food, this will be the factors that people abandon the purchase, plus the price is relatively the same type of product for you, believe is also its weakness of one.

    Opportunity

    Development of healthy and nutritious potato chips, baked sweet potato slices, such as production, in addition to creating new products can increase sales, while the economic situation improves, a general increase in people's income, will be willing to spend in buying snacks.

    Threat

    In recent years, there are many imported snacks are stationed in Hong Kong, is also increasing brand potato chips, snack so fierce market competition, but in recent years the rise of weight loss craze, the direct cause of calbee also under threat.

    2014-08-21 04:34:41 補充:

    In conclusion

    According to the survey done by this group shows calbee potato chips marketing channels is very extensive, can make good use of television advertising sales practices, various retail outlets in the sales pipeline is very broad, currently most consumers taste for calbee potato chips in

    2014-08-21 04:35:00 補充:

    are very satisfied, because there are a lot of choices, but in terms of price and volume was a bit unhappy, I hope manufacturers to improve.

    In packaging, because most of the snack food packaging is to facilitate the main demand, Pringles cans because of the introduction of packaging, making calbee

    2014-08-21 04:35:50 補充:

    potato chips in the packaging section seemed weaker, but, calbee potato chips product endorsements who make calbee potato chips popularity increases, thus making the sales

  • YIP
    Lv 7
    6 年前

    Analysis

    Superiority

    Calbee is a product that has well known trade-mark in Hong Kong with its potato-chips' products which are extended through the co-operation of Four Continents incorporation so as to increase the sale. Moreover, Calbee has intermittently provided with various tastes of its products for the choices of customers. Not only its best value but also widening its sales' network and that will have the best influence upon the markets.

    Weakness

    Regarding body health, the public begin to realize the necessity of nutrients, calories etc. and it is a greasy product being made by frying with oil.

    Certainly, its weakness is mainly due to the reason for the public giving up it besides expensive as compared with other brands.

    Situation

    As far as snack being concerned, it is necessary to develop the healthy and nutritive potato chips e.g. roasted and new product as well; then will extend the sales' network and as the result, that'll promote the sale especially when the conditions of economy are returning to normal then as a whole the public will have higher income.

    Keen competition

    Nowadays, a lot of imported snacks have been stationed at Hong Kong and as the result, more brands of potato chips are known. That's why the competitions of marketing among them are rather serious that will affect the business of Calbee to a certain extent.

    (1) Suggestion

    According our questionnaires, its products are sold everywhere through the help of television and the widened network of retailers and most of the consumers are satisfied with the taste and more choices of our products. As regarding its price and volume, they express unsatisfactory and asking for improvement.

    Reffering the package, most of them are mainly considered convenient and even in tin container as the result,our package is a little bit weak. On the otherhand, our representitive is rather well known besides the old trade-mark and the leading brand that'll promote and double the amount of sale.

    (2) Suggestion

    資料來源: Partly according to Dictionary
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