1.

Situation Analysis
Dim Sum and co. is a company with Chinese Cuisine. Dim Sums are very popular
Chinese frozen food which is gaining a huge attraction is Australian Food market.
The company has clear focus about their products. They want their product to reach
every home. Thus company is focusing on market development in order to increase
their volume of customers. In order to do that, the company must do SWOT analysis
to focus on their strength and overcome their weakness by eliminating their threats
and hence increasing their chances of growth opportunities.

SWOT ANALSYIS
SWOT analysis help Dim Sums to give good insight of the strategic capabilities and
resource available and will allow the company to exploit new opportunities (Kotler
and Keller 2012).
Strength
Dim Sums biggest strength is its robust financial performance. Moreover, the
company has clear focus about developing their market all over Australia, so
company establishes a competitive advantage in same field.
Weakness
The company is dependent on few customers. Only Chinese people who more
familiar with the product are their fixed customers. People from other communities
do try the products, but the product is able to hold the customer for longer time. In
addition, company has geographical weaknesses. The dim sum has no variety in
vegetarian products and Indian community which are mostly vegetarian hesitate to
try their products.
Threats
Dim Sum has number of competitors, such as processed food companies and
processed meat companies. Companies like McCain, Indian samosas frozen are their
biggest competitors.
Opportunities
To keep up the reputation and grow their market in Australia, the company needs to
make short term and long term plans. Company should reach new customers
through advertising, reaching out to supermarkets and through websites. With
viewing business from a long term perspective, the company has to find supply
roots of raw materials with fixed cost.

2. Marketing Goal
Company is committed to maintaining a minimum of 10% annual growth by
reaching out to major supermarkets in Australia like Coles and Woolworths within
next 2 years.

3. Marketing Strategy
In order to reach their goal, company need to do market segmentation that divides
the market into groups of potential customers with similar needs (Weinstein 2004).
This will help company to analyze and understand market, identify opportunities
and develop a strategy to achieve those objectives. The market segmentation will
help company to identify targeting customers and develop a value proposition.
Targeting Customer
Company already has valued customer between the ages of 30 -55 years of age.
However, companys wide range of variety can attract younger people in the age of
10-25. Younger people are nowadays wants to try different tastes and thus
companys Pork and Asian dumplings, chicken and water chestnut Siu Mei, steamed
BBQ pork buns can become very popular among younger customers. In addition, in
order to attract customers from different communities, company need to introduce
new varieties under vegetarian category as there is no variety under vegetarian
section.
Value Positioning
The biggest challenge for the company is how they will be going to attract new
customers. According to (Healey 2008), brand defines a promise of satisfaction and
emphasis that good branding ensures reputation, loyalty and quality. Hence, Dim
Sum also needs to promote themselves as a brand to make customers believe that
they are committed to sell healthy food to their customers. Apart from usual
advertising through bill boards and newspapers, they must focus on organizations,
universities and colleges.
The company can also use communication methodology to sell their name in the
market. Use of radio can be proved very effective (Moore 2006). Sponsoring college
level, university level and school level events can help developing a brand name
among youngsters (Montoya 2000).
These marketing strategies are very simple to implement and can assures
companys growth that will ultimately lead to increase in their market share and
thus will help them to achieve their goals in a short period of time.

References
Healey, M. (2008). What is branding? Hove, [England]; Mies, Switzerland,
RotoVision.
Kotler, P. and K. L. Keller (2012). Marketing management. Upper Saddle River, N.J,
Prentice Hall.
Montoya, P. (2000). "Brand-building events." Registered Representative 24(7): 106.

Moore, P. (2006). Promoting your Brand. Auckland, Adrenalin Publishing Ltd. 20: 46.
Weinstein, A. (2004). Handbook of Market Segmentation: Strategic Targeting for
Business and Technology Firms, Third Edition, Routledge Ltd.