1. It’s Popcorn Time The Basis for Marketing Strategy
Ideas for Today and Tomorrow
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2. Our Agenda Today Provide a systems perspective*
Employing SWOT Analysis
Strengths – IPT attributes that constitute competitive advantage.
Weaknesses – Company attributes that are harmful to achieving the IPT growth.
Opportunities- External conditions that aid marketing inroads.
Threats - External conditions that weaken the market position and future prospects of IPT
*For the upcoming marketing plan

3. STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
Established reputation
Patented new coating process
Modest retail presence
Nonexistent marketing support
OPPORTUNITIES
THREATS
Become value chain partner – flower gift basket chain
Foreign, regional and ethnic flavors
Amish entry into gourmet foods
Copycatting by “Grandma’s Treats”
Established reputation in gourmet snacks

4. Implications Strengths
An established reputation is (nearly) an unassailable advantage versus new entrants
New coating process
Exclusive for the meantime
Must be translated to consumer benefit
In retail, size of branch network is key
The three most important strategic issues are location, location and location

5. Implications Weaknesses
No sign of marketing or A & P support*
Needed…
To hasten awareness of new coating product line
To leverage upcoming affiliation with national flower and gift basket company
To stave off new entrants
If true, budget recommendation contingent on recommended strategy and business objectives

6. Implications Opportunities
Become distribution channel for national flower and gift basket chain…
New revenue source
Enhances IPT image
Opens up new opportunities for interstate deliveries of IPT product
For core product line, sustain consumer interest and taste variety by finding appealing foreign, regional and ethnic “gourmet” specialties and flavors

7. Implications Threats
Amish entry into gourmet foods reinforces view that hurdles to entry are low
Copycatting of proprietary company processes and information by “Grandma’s Treats”
The best way to deal with these is to continually innovate
Product-wise
In advertising and promotions

8. Leveraging Competitive Advantage, Manage Risks
Protect quality image
Position on
Treat
Festive aura
So as to preserve “share of wallet” from
New popcorn vendors
Unending trend for family-owned gourmet businesses

9. Thank you! Questions?

10. Today’s Situation Summary of the current situation
Use brief bullets, discuss details verbally

11. Recommendation Recommend one or more of the strategies
Summarize the results if things go as proposed
What to do next
Identify action items