Diethness: Marketing Plan for Traditional Greek Dessert Items
COMPANY NAME: DIETHNES
SUBJECT CODE: MKT101A - MARKETING FUNDAMENTALS
Diethness is a long-standing basement restaurant that specialises in authentic Greek food. The restaurant was established in the year 1952. The restaurant has the good reputation in Sydney for offering unique food with perfection (Diethnes, 2018). The restaurant has recently planned for the introduction of some traditional Greek dessert items for which the brand needs to develop a marketing plan. The new dessert items that would be launched are Bougatsa, Diples and Halva.
Table 1: SWOT analysis of Diethnes
(Source: Siethnes, 2018)
Table 2: PEST Analysis of Diethnes
(Source: Larder, Lyons & Woolcock, 2014; Heritage, 2018; Prajogo, 2016; Ho, 2014)
Liu& Tyagi (2017) commented that competitive analysis helps in the evaluation of the competitors and its impact on the performance of the business. Diethnes is planning to launch some dessert items that would help to create a competitive advantage in the market. There are several competitors in the market, but the two significant competitive products are discussed in this section.
Chocolate Crackle in Automata restaurant is one of the important competitors of Diethnes. This is one of the important dishes in Australia that is well known for its taste. Furthermore, the service of this restaurant attracts customers from different part of the city. This competitor is superior to the new dishes as the new dishes are less famous in Australia. Since Chocolate Crackle is an Australian desert, and hence it is quite well-known to the customers(Griffiths, 2018). This is a one of the advantages of the competitor's product as Diethnes’s new items need to be launched and need to be preferred by the customers.
Another important competitor of Diethnes is the Pavlova Bennelong. This is desert which is in the shape of a cake but is meringue which is topped with cream and fresh fruits. This is the well-known food item that is again preferred by the Australian customers (Griffiths, 2018). This product would create significant competition in the market as it is superior as compared to the new product in the market.