Marketing plan
SECTION 1: INFORMATION INPUTS
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- Bu səhifədəki naviqasiya:
- 1.1.1 Background Information
- 1.3. ANALYSIS OF MARKETING ENVIRONMENT
- 1.3.3 SOCIAL AND CULTURAL
- 1.3.4 POLITICAL AND LEGAL
- 1.3.6 COMPETITOR ANALYSIS
- 1.4. THE TRADE Enzo’s at Home utilize a number of intermediaries to reach consumers and maximize profitability. Retailers
- 1.5. THE PURCHASER/ CONSUMER
SECTION 1: INFORMATION INPUTS1.1. ORIGIN AND OBJECTIVES OF THIS PROJECT This marketing plan has been prepared for two reasons. Firstly, for the purpose of completing assessment in Market Strategy and Project III at The University of Adelaide. Secondly, as Enzo’s Ristorante have sought marketing advice to improve the success of their Enzo’s at Home sub-brand. The main objective, as established by management, is to increase brand awareness both locally and interstate. Subsequently, they seek to minimise product wastage. The ready-made meals market is rapidly growing in Australia and as such there are an extensive number of competing product ranges. Since establishing the Enzo’s at Home sub-brand, the company has struggled to leverage the success of the Enzo’s Ristorante brand. This, in conjunction with the competitive nature of the market, has resulted in low brand awareness and subsequent product wastage. Whilst this marketing plan has been specifically prepared for Enzo’s at Home, it is necessary to consider how Enzo’s Ristorante impacts their brand awareness. Management have advised that Enzo’s at Home does not have any funds available for marketing ventures. This ultimately limits the recommendations suitable for successfully increasing brand awareness as well as wastage. 1.1.1 Background Information Enzo’s at Home provides restaurant quality, ready-made meals, enabling consumers to enjoy authentic italian food from the comfort of their home. The success of local South Australia restaurant, Enzo’s Ristorante, inspired the owner, Enzo Fazzari, to establish Enzo’s at Home as a sub-brand in 2005.1 The gourmet products have been sold in South Australian since the company was established. Enzo’s at Home have since entered the New South Wales market and trialled the products in the Victorian Market. However currently Enzo’s at Home is only sold in South Australia and New South Wales.2 Enzo’s at Home products can be purchased at the following locations:
The business specialises in providing gourmet, convenience meals catering for single or family sized serves. The following is a list of products available at various abovementioned locations.3
1.1.2 Focus of the Plan The focus of this plan is to increase brand awareness of Enzo’s at Home products sold in supermarkets in Adelaide, South Australia. This decision was made for a number of reasons. Firstly, it is outside the scope of this plan to consider all distribution channels due to time and budget constraints. For the purposes of this Marketing Plan, delicatessens and fruiterers will be classified as ‘supermarkets’ due to similar distribution. Secondly, as Enzo’s at Home have a marketing budget of zero, it is important to ensure the brand is well established locally prior to examining interstate markets. Thirdly, through conducting preliminary research, it became evident that Enzo’s Ristorante and Enzo’s at Home are perceived as two distinct brands. Whilst they are separate entities, management have expressed desire to ensure consumers are aware that the product quality of Enzo’s at Home is the same gourmet standard as that of Enzo’s Ristorante. To develop a greater understanding of consumer perception, a online survey was conducted by G.A.L.A.N.O.S Marketing using a program called Qualtrics and distributed through Facebook [Appendix A]. Of the 104 respondents, 50 respondents had heard of Enzo’s Ristorante whilst 69 had not heard of Enzo’s at Home. Further, there are clear inconsistencies in the packaging, marketing and communication channels of both Enzo’s at Home and Enzo’s Ristorante, subsequently impacting brand recognition and association [Appendix B]. Unique to the South Australian market, it is important that branding is consistent as to improve brand recognition and association with Enzo’s Ristorante. Successful association between the two brands will provide Enzo’s At Home with the opportunity to indirectly increase brand awareness with minimal effort. Recommendations will also be made as to how brand awareness in Adelaide may assist in minimising product wastage. However, please note that it is outside the scope of this plan to consider product wastage in detail. 1.2. MARKET SIZE Enzo’s at Home operates in the ready meals market. This market can be divided into a number of categories; Chilled, Frozen, Dried and Shelf-Stable. Enzo’s at Home specialise in chilled, frozen and shelf-stable ready-made meals. As the business does not produce any dried ready-made meals, it will not be considered any further. Overall, the ready meals market in Australia has grown steadily in the past two years; depicting a 10% gain in 2014 and an 8% gain in 2015.4 In 2015, there was $1.8 billion worth of sales, with the price per unit increasing to $15.04/kg from $14.80 in 2014.5 This growth can be attributed to the increasingly time-poor lifestyle Australian consumers experience. Further a growing trend in quality, gourmet ready-made meals, appeals to a greater consumer base as individuals are becoming progressively health-conscious. Whilst chilled ready-made meals reported the lowest value and volume sales in 2015, the category is expected to substantially increase in value over the next four years. As Enzo’s at Home predominantly specialises in chilled ready-made meals, these statistics are favourable. It demonstrates how important increasing brand awareness will be as it will enable the business to maximise their potential within the growing market. It is important to note the sale of Italian ready-made chilled meals, in comparison to other ethnicities has progressively declined with statistics demonstrating their retail value dropping from 39.5% in 2010 to 26.5% in 2015.6 Despite this, italian ready-made chilled meals have maintained the second highest retail value percentage from 2011-2015.7 [See Appendix C for key statistics] 1.3. ANALYSIS OF MARKETING ENVIRONMENT Market Environment With a population of 1.7 million people, Adelaide continues to grow its population, which allows for a wide range of ethnics and demographics. The rise of immigrants in South Australia has also increased, however it is still not as dominate compared to the major cities such as Sydney or Melbourne, however it is still on the rise. In Melbourne, Sydney and Perth, there is a greater amount of migrants in the major cities. According to census statistics, Sydney have (39%), Melbourne (35%), and Perth (37%), which can be viewed on figure 1.4.8 Each have their own communities, which have established their way of life, by opening up restaurants and shops, in order to satisfy those who are in need of comfort food, which reminds them of their place of birth. Enzo’s, an Italian ristorante based in South Australia, is not only limited to the growing amount of Italians but also Australians and other ethnic groups. It creates a whole new dining experience for each culture, giving these various ethnic groups a special and authentic taste of home cooked Italian meals. This sort of strive or dedication for perfection is an experience a consumer can find nowhere else. According to the 2001 census, the demand for a restaurant such as Enzo’s, has allowed for their doors to open. The census statistics show that over 800,000 Australians claimed an Italian descent (4.3%), with 218,718 Australian residents having been born in Italy. So in essence, the demand for pasta and other such foods was in demand by different cultures. In 2003, over 41 thousand Italians visited Australia9, which indicates Australia being a multicultural country that has adapted to the growing population.
From a marketing point of view, these statistics given by the NSW government, it clearly shows that at the time Enzo’s opened in 1999, the population of Italian people was increasing and that the popularity of these foods would be in demand. These were the times where Enzo’s would of capitalised, as the well loved and known Italian foods, would lead to many recommendations to friends, who may not be fans of this type of food. However, through recent years, the increase of different cultures has allowed for competitors to open its own establishments, which could essentially drive out the popular food and bring in new taste of flavour. The City of Charles Sturt, which occupies Hindmarsh, is an area where one Enzo’s restaurant is present on Port Road. Since the increase of other cultures, this may prove to become a problem for Enzo’s and its increase of awareness throughout the area. According to ID: The population experts website, the city of Charles Sturt, is lacking a community profile. The largest groups to settle in Charles Sturt are from India (1,030), UK (650), China (390), and Afghanistan (215)10. There is also a smaller number of many humanitarian arrival groups like Liberia, Sudan, Kenya and Burma.11 These large groups of different ethnics surrounding this one area could potentially limit their market reach. For Enzo’s in particular, this limits the market growth in this one area, which has resulted in awareness problems. Many residents, who live around that area, would expect differentiation. With over 14 restaurants alone on Port Road, competition for awareness for each restaurant, customers would start to ignore the message, which can result in customers not paying attention. With many restaurants turning towards advertisements on social media to draw in customers, this could prove to be beneficial. However due to Enzo’s budget, they are unable to create this type of reach towards their customers, which could lead to a greater gap between its competitors and Enzo’s. This is one example of Enzo’s restaurant, but it can indicate how different ethnics could affect not just one area but also many others. Enzo’s At Home Enzo’s at Home, which is a brand extension of the Enzo’s brand, has been available in specific stores that are available through IGA, Romeo's Foodland and Drakes supermarket. Through their own strategies, Enzo’s has chosen these three distributors, because of how it reflects their own business as an South Australian family owned business. However, evidence suggests that the emerging market of supermarkets, in specific, Coles, Woolworths and ALDI, are the major three competitors, who each hold a third of the market share. According to Roy Morgan Research, ALDI supermarkets continue to go from strength to strength, by quadrupling their customer base over the last eight years from under a million to 4.2 million people shopping there in an average four-week period.12 Recently, ALDI have opened its first stores in South Australia, and has now become a competitor in the South Australian supermarket industry. While this falls a long way short of the 8.8 million customers shopping at Coles or the 9.5 million at Woolworths, ALDI still is continuing to gain more market share, which can be viewed on figure 1.313. IGA unfortunately have 9.5% market share, which is not a lot when it comes to one of the big supermarkets. This could limit our marketing strategy for Enzo’s for awareness and its competitors could use these big supermarket chains to distribute their products and have a more effective stand in market share.
With a total population of 22 million people, Australia is considered to be 56th most populated country in the world14. The birth rate has continued to decline, as Australia is 12.50/1000, which in comparison to the world, is 125. In South Australia, the total population is 1.7 million people15, while it is the main target market for Enzo’s, it is relatively small compared to the other states in Australia. Even though it is Australia's 5th largest state, South Australia has the benefit of being less competitive, as the majority of bigger and well-known restaurants , would most likely establish themselves in either of the two biggest cities in Australia. However, for Enzo’s to establish a well known name in the restaurant industry, establishing a solid foothold in the South Australian market would be priority for Enzo’s. This is due to there being less risk and more chance of increasing market share. 1.3.2 ECONOMIC Through recent years, the fresh/frozen package meals have increased its annual growth and is estimated that it will continue. Figure 1.1 suggests how the increase of frozen meals has affected the annual growth of the frozen food market. Over 0.1% annual growth is expected, through the years of 2012 and 2017. This slight increase has allowed for many business to stretch their brand into a new market that has shown to be beneficial. In 2015, ready chilled meals had increased its current value growth of 27%, following on from a 40% increase in 2014, which in turn followed a decade of continuous double- digit value.16 Supermarket chains have helped with that contribution of success, as many have been advertising these ready meals, with certain prices and even benefits. This mature product range that Enzo’s had released in 2005, has tried to resemble to the likeness of its own restaurant food. Since consumers have already begun to make use of many other ready meals, due to the increase of variety, they are more likely to become more accepting of Enzo’s products.17 In Australia, the ready meals are estimated to be worth $790 million, which is looking to increase.18 At 33 (AUD), Australia has steadily increased its per capita consumption rates of frozen ready meals in the world.19 Despite the strong presence of non-store retailing in ready meals – at 4%, predominantly thanks to internet retailing, and mostly accounted for by frozen ready meals – supermarkets remained the primary distribution channel, responsible for 81% of value sales.20 1.3.3 SOCIAL AND CULTURAL Social trends have begun to make an impact on people’s lives, by changing a person’s perspective and become more accepting of it. In recent years, low carb products that contain high protein, is making a mark upon society because of its way of losing weight. Since the 1970’s and 1980’s, essentially high carbohydrates and low fat, where the ideal ‘weight loss diet’. However since the 1990’s, it has flipped to low carbohydrates, high protein and moderate-to-high fat.21 This social shift has allowed for many to consider health food products to redevelop their strategies and market those who make high carbohydrates products, as ’unhealthy’ and not good for weight loss. In recent years, the emphasis on healthy eating has shifted from ‘low carbohydrate’ to ‘high protein’ because consumers have come to believe that protein equals satiety and that protein, despite having the same calorific value per gram as carbohydrates, is not converted into body fat quite as readily.22 This shows how these social trends continue to change throughout the years and health foods are always in the minds of consumers. From carbohydrates to protein, these can all affect a consumer on purchasing a specific product that contains high levels of either carbohydrates or proteins. The increase in sales of other competitor brands, such as Lite n’ Easy and Jenny Craig, as shown in figure 1.5, have had a slight increased due to this social change. Health consciousness and a growing preference for premium goods have also helped boost the appeal of industry products, increasing the popularity of low-fat prepared meals and high-value, pre-cooked and pre-marinated meat varieties.23 For Enzo’s this could affect the way people perceive the product and its contents. Since the food is based around Italian recipes and methods, the use of high carbohydrates, high fats and low to moderate proteins, are all things in which consumers think about, when asked about specific Italian food, such as spaghetti bolognese and Lasagna.24 The recent fitness boom for both men and women has created this movement to live a healthy and great lifestyle and by cutting these unnecessary foods out, these goals and dreams can be accomplished.
Food safety is one of the most important factors when it comes to preparing, packaging and even manufacturing goods, which goes out to the public. The Australian Government has put in place policies, which indicated certain guidelines that both high risk and low risk food contamination need to follow, in order to operate its business. Since October of 1999, the FSANZ recommended four national food safety standards to commonwealth, State, Territory and New Zealand Health ministers ( then meeting as the Australia New Zealand Food standards Council).25
Food Safety Standard 3.1.1 Interpretation and Application This section defines the terms that are used in the food safety standards, which include ‘food business’, ‘food premises’, ‘safe food’ and ‘suitable food’. Further it specifies that;
Food Safety Standard 3.2.1 Food Safety Programs This standard enables States and Territories to require food businesses to implement a food safety program based upon the HACCP concepts. The food safety program is to be implemented and reviewed by the food business, and is subject to periodic audit by a suitably qualified food safety auditor.26 This is standard procedure for any food handling business such as Enzo’s and it must be approved by a qualified person, who allows the business to use their food safety methods. Food Safety Standard 3.2.2 Food Safety practices and General Requirements For standard 3.2.2, it specifies food handling methods when relating to the receipt. Storage, processing, display, packaging, transportation, disposals and recall of food.27 Through this policies, Enzo’s would need to be careful when handling its own food, especially when it comes to packaging its own line of fresh food, as it is handmade. To be specific, the skills and knowledge of food handlers and their supervisors, the health and hygiene of food handlers, and the cleaning, sanitising and maintenance of the food premises and equipment within the premises. If complied with, these requirements will ensure that food does not become unsafe or unsuitable28. Food Safety Standard 3.2.3 Food Premises and Equipment Health Standard 3.2.3 focuses on how food is transported and if the proper equipment is being used to minimise contamination and recall. This in particular important for Enzo’s because of the frequent transportation of its foods from point A to B, the design and construction of food premises, fixtures, fittings, equipment, needs to be up to code.29 The objective of this standard is to ensure that, where possible, the layout of the premises minimizes opportunities for food contamination. If complied with, these requirements will help food businesses meet the food safety requirements of Standard 3.2.230. These policies are in place, to ensure the safety and wellbeing of the workers of Enzo’s, managers and most importantly, the customers who purchase Enzo’s either through their restaurants or its packaged foods. The customers must be ensured that the ingredients that are used in the packaged foods, is present when consuming it. This is especially important when the customers have certain dietary restrictions. Also, when it comes to the environment of the handmade food, needs to be up to code, because the customers themselves cannot physically look at the manufacturing food process plant but they would assume that the condition of where it was packaged is excellent. The Government is cracking down on these industries and for Enzo’s, these policies had to be followed in order to continue its production of its foods. 1.3.5 TECHNOLOGY Social networks have a vital impact on today’s society. Disadvantages as well as advantages can arise from one's feedback of a good or service. One can argue that in a sense, one’s thoughts or experiences in a restaurant or food consumed from Enzo can also play a role in another’s perspective. Consequently, tampering with their decision. Australia has a high level of internet consumption of 12.9 million subscribers.31 Online users can benefit Enzo’s at home as well as restaurant. For instance, pictures of Enzo’s at Home home cooked meals with their happy customers can be linked online through social networks like Instagram or twitter. Enzo can consider offering positive reinforcement for sharing their food via social media with coupons or special discounts. Online coupons can be introduced that have special offers which can help generate more cash flow by increasing the amount of customers. Online website For Enzo at Home: This would result to an elimination of a third party. Customers being in direct contact with Enzo at Home. Where home cooked meals can be delivered directly to one’s house. Touch Tablets for Enzo’s Ristorante menus: This can eliminate unnecessary staff expenses, by making the customers in direct contact with the chef. Social media or negative and positive reviews, would have a heavy impact on the restaurant. If the majority of Enzo’s at Home or restaurant reviews are positive. It can raise beneficial awareness which would cost near to nothing. Since Enzos at home is authentic home cooked Italian food, assurance printed on the product’s package like quality, or health benefits would attract customers. Furthermore, since the food comes packaged the enhancement in technology can aid in manufacturing cheaper packages efficiently 1.3.6 COMPETITOR ANALYSIS Due to the competitive and diverse nature of the ready meals market, Enzo’s at Home face a significant number of direct and indirect competitors. In the ready meals market, McCain Foods has the highest market share of all brands at 16.37 percent.32 Having completed a competitor analysis [Appendix D], it is evident that there are four major direct competitors. Cucina Cibo Cucina Cibo is one of Enzo’s at Home’s biggest competitors. This is due to the fact that they are quite similar in terms of price, brand image, product quality and distribution. One distinction that can be drawn between the two brands is in relation to packaging. Enzo’s at Home utilises high product visibility in order to convey quality whilst Cucina Cibo relies on image. Consumers are likely to consider product visibility when purchasing ready made meals and as such Enzo’s at Home has a competitive advantage. Latina Fresh Latina Fresh specialises in fresh ready made meals similar to Enzo’s at Home. Whilst they are similar in terms of packaging and quality, their products are only distributed through a limited number of retailers. As Enzo’s at Home have a greater range of distribution channels they have a competitive edge in terms of brand awareness, appealing to a greater consumer base. McCain Foods As previously mentioned, McCain Foods has the highest market share of all brands at 16.37 percent33 in the readymade meals market. It is a well established brand in Australia, engaging in a high level of marketing activity. These products are sold in various supermarkets, including Woolworths, Foodland, IGA and Coles. Unlike Enzo’s at Home, McCain Foods sell frozen products from various cuisines, ultimately enabling them to target a greater consumer base. However, as statistics demonstrate, the frozen ready-made meals category is only expected to grow in value by 17.38 over the next 5 years, significantly lower than the chilled-ready made meals category.34 San Remo San Remo has a 0.26 percent market share in the ready made meals market.35 They are a well established company, who market both nationally and internationally. However, similarly to McCain Foods, they specialise in frozen meals. This provides Enzo’s at Home with a competitive advantage due to the increase in consumers valuing healthy and quality products. Indirect Competitors: Enzo’s at Home have a number of indirect competitors due to the size of the ready-made meals market. The following is a list of strong indirect competitors identified through a survey conducted by G.A.L.A.N.O.S Marketing [Appendix A] and various secondary data.
Using the direct and indirect competitors, outlined in section 1.3.6 and the results of the survey a perceptual map was developed. A perceptual map allows for the displaying of two or more product dimensions, and the location of brands or products in the customers’ minds. The perceptual map will use two segments attributes that consumers found important in the survey, price and quality. 1.4. THE TRADE Enzo’s at Home utilize a number of intermediaries to reach consumers and maximize profitability. Retailers: As specified in Section 1.1, Enzo’s at Home products are sold through a number of different retailers including supermarkets, fruiters, and delicatessens. Furthermore, Enzo’s at Home engage in disintermediation, selling their products directly to consumers through Enzo’s at Home outlets. Whilst the company does not distribute their products through large retailers such as Woolworths and Coles, the variation in intermediaries allows them to reach a large consumer base. Wholesalers: Enzo’s at Home do not compromise in terms of sourcing quality ingredients. Whilst all products are prepared in a warehouse in Adelaide, South Australia, Enzo’s at Home sourced ingredients such as tomatoes, cheese and flour from local, interstate and overseas wholesalers. At present, tomatoes are sourced from a wholesaler in Melbourne, Australia, whilst previous from a wholesaler in Italy. Further, the cheese used in their product range is sourced from a South Australian company called Festival City Wines.36 In order to maintain the authenticity of their gourmet product range, it is imperative that strong relationships with wholesalers are maintained. Transport: As Enzo’s at Home products are made fresh and without the use of preservatives, refrigerated transportation is essential. At present, a company called Fridge It Logistics Pty Ltd is tendered to transport the products from the Enzo’s at Home warehouse in Adelaide. This company allows businesses to create their job bookings online, and provided it is completed by a certain time, will be given guaranteed for next day pickup and delivery.37 For a company like Enzo’s at Home in which product wastage is a threat, this is advantageous as it ensures products will be delivered to consumers in an efficient manner. 1.5. THE PURCHASER/ CONSUMER Consistent with section 1.1 our plan is to build brand awareness of Enzo's at home by creating brand synergy between the restaurant and the at-home product. Primary Research was undertaken by our marketing group, a survey was developed through Qualtrics and distributed online through Facebook from the 19th to the 26th of August. This survey was undertaken to understand the attitudes, opinions of consumers and the brand awareness that Enzo's currently has within the general population (A copy of the survey can be found in Appendix A). Our survey covered a variety of different consumer groups by sex, age, employment, and income. We also looked at the supermarket of choice and their preferences when it comes to ready-made meals, the prices people would prefer to pay a Likert scale was used to understand what consumers find important when making a purchase decision. 104 people were involved in the survey, 39 Males, Females 64 and 1 other (see Appendix F figure 1.0). The overall market research found that 48.1% of people surveyed have purchased a pre-made meal over the past 6 months (Appendix F figure 1.1) of that 48.1 %, 19.23% were males and 28.84% were females (Appendix F figure 1.2). when looking at the awareness the Enzo’s brand has within South Australia; 48.1% of people surveyed have heard of Enzo’s ristorante, but only 31.0% have heard of Enzo’s at home. When looking at the difference between male and female consumers we found that the price people are most willing to spend per person on pre-made meals is between $6-10 55.8%, with males willing to spend a bit more than females $11-$15 35.9%. When trying to understand what consumers perceive as important to them when purchase decision, price was seen as one of the most important influence on their purchase 48.1% of respondents saying it's Somewhat Important and 18.3% Very important when making a purchase decision.Perceived quality was also seen as important when making a purchase decision with 57.7% of respondents seeing it as very important. Having an online presence was surprising seen as very unimportant when making a purchase decision with 51.0% saying it's ‘very unimportant’ Shopping online was also not seen as important was also seen as very Unimportant with 43.3% of respondents listing it as very unimportant. When looking at consumer's employment status we found that students were the largest consumers of ready-made meals making up just over 20.8% of the 104 people surveyed. When we asked students if they have heard of Enzo's Restaurant only 9 out of the 34 students said they had 26.47% (appendix F 1.3). When students were asked if they have heard of Enzo’s at home only 7 out of 34 students said they had 20.85% (Appendix F 1.4) 1.6. COMPANY ANALYSIS Strengths Enzo has several strengths that can be set apart from its competitors giving it a cutting edge to the market and its segment. It offers a variety of home cooked Italian meals at an affordable price which gives it a competitive edge. Furthermore, it is local SA family business. This could attract customers in a sense that they are supporting a local Australian brand that has relatable family values. Furthermore, Enzo’s website is user-friendly and easy to use. This can make the entity more inviting. Weakness Although Enzo has several strengths it does have weaknesses. Given it is a south Australian company, opening up interstate. It will run into a few obstacles. One of which would be the awareness of the product. It will be extremely difficult for Enzo to raise awareness with limited or no funds at all in their marketing budget. Consequently, giving the company a low reputation. Through ongoing emails with the family of the business, there has been an issue that has frequently been mentioned, which is the wastage Enzo has been experiencing. The main factor of this can be the lack of funds in the marketing budget as well as a lack of promotional activity. Furthermore, expanding into a new territory can be seen as an obstacle due to the lack of knowledge Enzo has over the new market and possibly different lifestyle of the population. Opportunities It is very likely that expanding interstate can generate future positive cash flow due to the increase of population interstate. The population would be eager to try something new and affordable. There will be more variables to take into consideration. Especially because in the recent decade, people's perspective towards taking home meals has increased within the last two years. Since Enzo does not have a marketing budget, it should take into consideration that advertising via social media would cost almost to nothing. Therefore, advertising in a new market can make one expect that potential consumers or customers creating a growth in demand for Enzo’s products. Threats Competition from other Italian companies should be taken into consideration. The competitors have similar products probably at the same price that have been operating interstate longer. It is also to note that the competitors most definitely have a marketing budget which aids them in raising awareness. Nevertheless, since the competitors have been there longer it is not wrong to assume that they have loyal customers. In the short run, it is logical to expect an increase of negative outflow or an increase in expenses from operating activities. To conclude, this SWOT analysis helps analyze the internal as well as external influences Enzo and Enzo at home have to offer. From this swot, we can understand the strengths Enzo's has and should maintain because their strength qualities will set them apart from competitors in the market. Enzo also has numerous weakness. One main factor would be their marketing budget. We can also understand where they might have the potential to grow if their possible opportunities are taken advantage of or weaknesses are limited. However, threats may arise if opportunities default or business projections start to fall. Refer to appendix Appendix G for SWOT analysis. 1.7. OTHER RESEARCH More research may need to be conducted into consumer perception and general awareness of Enzo’s at Home. In the G.A.L.A.N.O.S Marketing survey a reasonable size sample was gained. That number being 104 participants. However for the results of the survey to be accurately generalized to the population then a greater sample size is required. A Simple Random Sampling (SRS) method may also need to be considered in future in order to further strengthen the validity of the primary research. The survey conducted by G.A.L.A.N.O.S Marketing does, however, give us a rough idea of awareness levels and provide us with some other statistics which can be further analyzed. Gaining the current financial information of Enzo’s at Home would also add to the validity of the financial objectives and marketing objectives outlined in this plan. 1.8. OTHER POINTS Assumptions:
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