Patchi 427 - projct PDF

Preview

Summary

projct...

Description

EFFAT UNIVERSITY

Patchi Co. Course:

MGT 427 Instructor: Dr. Hanen Chami

Pachi 1

EFFAT UNIVERSITY

Introduction Patchi is an elite brand of chocolate and chocolate gifts. The chocolate consists of distinct varieties of natural and premium ingredients that make patchi in the list of luxurious brands. The menu of Patchi Chocolate contains approximately fifty varieties in taste. The business is very well extended at 32 countries, spread amongst the world with a great deal of focus on the Middle East. The reason for choosing this product is due to the cravings of the people towards the brand as well as there is no such research done on it, although it is a very much famous brand of the Saudi Arabia. During the meeting with western area region manager – commercial- MR Ibrahim Dalati-, we get some information about the company and its operational objectives. We also get information about Patchi from their official website.

Pachi 2

EFFAT UNIVERSITY

1. Current situation Current mission: is to express yourself and cherish the moment with a name that redefines quality of life. Make every day special with Patchi. Current Objective is to drive Patchi to become the top premium chocolate gift brand that makes every day special. We achieve this inspirational goal by focusing on your satisfaction, remaining true to our heritage, and upholding our heart-made nature.

Current Strategies: Patchi Chocolate is available to the general public, but its customers mostly belong to the high income classes. During the special occasions, the Patchi Chocolate serves to the lower income classes too. It has been noticed that this kind of a marketing strategy lowers the total number of customers of Patchi Chocolate, but it supports the company to keep and sustain its marvelous and extraordinary brand image.

2. External Environment analysis Also we asked some question about patchis market size, market growth, market share Size: As per the market segmentation of the Patchi Chocolate, it has selected the elite class of customers for the promotion of its brands. Though, the chocolates of Patchi Chocolate are also available to the general public, but its customers mostly belong to the high income classes. Growth: As mentioned that the Patchi Chocolate is the high class brand for the corporate kinds of customers. So, the Patchi Chocolate is positioned on the elite category and keeping its position by following the same strategy of uniqueness and high class costing. Share: Patchi chocolate dominated the market but there are other competitor they are divided small share of the market.

Patchi green strategy: Reducing environmental impact for operations. Considering energy or water consumption. Saudi food and drug authority SFDA set standard LegPachi 3

EFFAT UNIVERSITY

islations that helped to protect markets from unsafe food such as adoption of the highest food safety standards concerning artificial colors, preservatives and artificial flavors.

PESTEL Analysis Political Factors: The strict restrictions on the entry of skilled workers from rest of the countries can impact the Patchi’s recruiting . The burden of taxes will determine how the Patchi Chocolate regulates its investment and payment to shareholders Economic Factors The worldwide economic recession influenced the Patchi Chocolate’s development plans .But now, in fact, Patchi Chocolate was able to gain a remarkable increase in its annual profits from the sales of its elite class brands. Social Factors Patchi Chocolate products is halal to provide to Muslim markets in the world. Increasing of obesity, many nutritionists’ advise people to decrease their intake of chocolate and candy that is used to influence the Patchi Chocolate sales in the future.

Technological Factors The technology has altered the production of Patchi Chocolate’s and wrapping process in the recent years, which was started with the inclusion of new machineries and the use of pathogen testing systems and developing heat resistant chocolate Environmental: Although increasing scarcity of raw materials and pollution are common environmental problems however Patchi is doing business as an ethical and sustainable company

Legal Factors

Pachi 4

EFFAT UNIVERSITY

SFDA is concerned with chocolate safety. chocolate is alcohol free according to Islamic law

Industry life-cycle Maturity, Variations of the product accompanied by cost reduction and increased quality of services.The achievement of functional and technological Patchi is in the maturity stage

We asked about KFS in the industry -Key success factors The chocolate consists of distinct varieties of natural and premium ingredients It has 145 boutiques fairly distributed in accordance with the market demand It has a commercial website to increase brand awareness and sales in business sector. The company utilizes e-commerce efficiently as one of its marketing strategies. In every three months, the company does a SWOT analysis to recover their brand and strategies. Analysis of the competition There are many competitors for patchi locally ( chocoline , alnoqaly….etc)and internationally (Lendt , Benedict). Market share :patchi dominated the market although there are other competitor they are divided small share of the market low threat,Customer of high class low bargaining. Substitutes has low threat as patch has a strong brand name and high quality products.

Company’s strategic links Government links and networks: patchi has no government support, Informal co-operative links and networks. Mutual industry support and informal talks, Formal co-operative links: joint contractual co-operation. Complementors: the suppliers of raw materials.

Pachi 5

EFFAT UNIVERSITY

Customers and demand analysis (segmentation, targeting, positioning) Patchi Chocolate marker segmentation has divided the market to segments according to economic segments its customers mostly belong to the high income classes all ages and all genders .Customers are big societies and elite groups. The low income individuals constitute to its small consumer groups. The Patchi Chocolate decided to be constant on targeting the same market Patchi Chocolate is the high class brand for the corporate kinds of customers. So, the Patchi Chocolate is positioned on the elite category and keeping its position by following the same strategy of uniqueness and high class costing.

3. Internal analysis: Organization’s strategic Resources and Capabilities Corporate Structure Patchi has a network of five factories, located in Lebanon, Saudi Arabia, the United Arab Emirates, Syria and Egypt. Patchi runs four other manufacturing divisions, (printing section), another that produces the Silver Line (Patchi Silver), the porcelain section and the Flower division, which develops chocolate decorations.The founder is Nizar Choucair. Patchi is located in 32 countries. Its boutiques network consists of 145 boutiques Corporate Culture Great benefits for workers and a workplace that is dedicated to make them satisfied by setting up fun lunches, events and programs

Conclusion

Pachi 6

EFFAT UNIVERSITY

In the end it has to be concluded that the Patchi Chocolate is making its market position by following the cost leadership and differentiation strategies, targeting the elite group of customers and focusing on its marketing mix. As per the SWOT Analysis, the Patchi Chocolate should give heed to the advertising expenses because of which it is going downwards in the finances, in addition to that, it is targeting the elite class and providing its chocolates in high prices that is the uniqueness of the Panchi Chocolate’s marketing strategy. So, the competitors can gain advantage over this issue, but it can be resolved if the Panchi Chocolate focus on the advertising promotions with less expenses. This strategy will catch the customers’ attention and the Panchi Chocolate can keep its position in the market stable.

Pachi 7...