Mk5104 Dooneen Health Foods Ltd Marketing Analytics
Cairn School of Business |School of Marketing
MK5104: Marketing Analytics
Unit 11 Assignment
Advaith Diwakar Olety
18233355
MK5104: Marketing Analytics
Unit 11 Assignment
Name: Advaith Diwakar Olety (18233355)
Date: April 7th, 2019
Title: Unit 11 Assignment
Answer 1
1.1 Development of competitive intelligence protocol for Dooneen Health foods Ltd.
As a marketing manager for Dooneen Health foods LTD., following is a proposed Competitive intelligence protocol/process for company’s future benefits and growth. This is a way to understand the competitors using various analytical tools to have a rapid growth in their firms where analytical tools have established a strong position in today’s technological advancement. The analytics programme helps in understanding the various sources such as text analysis, sentimental analysis, segmentation analysis, target analysis, network analysis and much more to help the company to have a beneficial growth and lead in their segment.
Competitor intelligence has been defined as those activities by which a company determines and understands its industry, identifies and understands its competitors, determines and understands their strengths and weaknesses, and anticipates their moves (Lendrevie and Lindon, 1990).
Dooneen’s external environment. Dooneen’s internal environment
1. Identification of competitors – The first and main step is to identify the top competitors. Among those competitors it is important to difference them by direct, indirect and aspirational competitors who are the key players in the industry those are in the healthy food industries. This helps Dooneen health foods ltd., can benefit for the business.
2. Data collection, processing and storing and analysing – After identifying the potential competitors it is important to collect the data, process it, store it , and analyse the same on the focus area. As the company is looking for expanding in the market is it is important to know every competitor’s product, promotional, financial, packaging strategies. It is also important for the business to know about the trade shows their competitors participate in , technological updates and forms of promotions the competitor’s follow through.
Analysing the data gathered involves capturing required important information and organise the findings. Every attempt is made to eliminate false confirmations and information to get the best results from