Armstrong
and Kotler makes reference that “ the marketer should conduct a SWOT analysis, by which it evaluates
the company’s overall strengths, weaknesses, opportunities, and threats.” (Marketing: An Introduction p.55) The situation analysis is consequential when
launching a new product. The Phileas Fogg brand must reinvent themselves to
compete in the market place. Here are some very important factors.
The strength of the Phileas Fogg brand, has earn world wide recognition
with its character from the novel and film Around
the World in 80 Days. It is synonymous with fortune, fame, and adventure. That
alone is the driving force that will make Bangkok
Bites a success. The name is strong
enough to automatically draw in consumers.
The two authors states “that
weaknesses include internal limitations and negative situational factors that
may interfere with the company’s performance.” (p.55) The first unsuccessful launch of the
Phileas Fogg brand may be the company’s only weakness. The brand lack originality
and did not offer enough excitement. Bangkok
Bites has the ability to ignite its old customers and bring in new ones
with Thai, curry, and Thai peanut flavored chicken jerky treats.
Football season will be a great opportunity to launch Phileas Fogg’s Bangkok Bites. The chicken jerky treats goes great with beer
and it will help pack in bars and casinos. The snack will be a success with
adults that like to watch the game, and talk
trash while taking down their favorite alcohol beverage.
The threats may be the competition. Established meat Jerky companies
like Oh Boy! Oberto and Jack Link’s, has built it’s brand over
the years and offers more variety within their products.
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