Gonuts Donuts
Autor: Karen Supapo • November 21, 2015 • Case Study • 1,253 Words (6 Pages) • 925 Views
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DE LA SALLE UNIVERSITY – GRADUATE SCHOOL OF BUSINESS
1st Term, A.Y. 2015-2016
Case Analysis on:
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Submitted in Partial Fulfilment of the Requirements for Marketing Management
Submitted to:
PROF. REGINA C. DY
Submitted by:
SUPAPO, KAREN G.
- Statement of the Problem
How can GoNuts regain its success in the doughnut industry in the Philippines?
- Objectives
Through this case analysis, the study aims to:
- Identify the strengths, weaknesses, opportunities, and threats of Go Nuts Doughnuts
- Determine the brand’s target market and its environment;
- Identify the needs of the target market and the brand’s capacity to meet such need;
- Formulate strategies to improve the market share of Go Nuts; and
- Come up with recommendations that will help strengthen the company’s current marketing position.
- Areas of Consideration/Major Assumptions
Political
The Philippines is now in the face of election period for the May 2016 national election.
Economical
The Philippines has a progressive economy in 2015. Foreign investors are eyeing the Philippines as the credit rating of the Philippines is now a stable BBB rating. As such, consumers can afford luxury products.
Socio-cultural
Most Filipinos are advocates and loyalists. These can be seen in the election campaigns. Moreover, Filipinos are more discerning.
Technological
Techniques in cooking and preparing food becomes more complicated as people demand freshness but at the same time convenience.
Environmental
Materials for fresh foods are getting scarce as people increases. Therefore consumption increases.
- Theoretical Framework
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Application of the Framework
The company should take a look at the product life cycle of the product and the industry itself in order to have a fairly accurate assessment and what market strategy is the best for the product according to the stage identified.
The doughnut industry is already at a maturity stage. Dunkin Donuts was the first in the doughnut industry. After the introduction of Gonuts in 2003, many competitors came in the market and successfully over took the share of Gonuts just like Krispy Kreme and J.Co.
Gonuts doughnuts is also at a maturity stage since its was first introduced in 2003. Back then, people are lining in front of Gonuts to buy its products. However, after years and introductio of new doughnut brands, Gonuts loses its market share.
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