Chapter Seven: SWOT Analysis
7.1 Strengths
· All Kindori’s ice-cream product are made fresh on the spot per order, unlike other brands that sells ready-made ice-cream.
· Blast-freezing of fruits retains the quality, texture and taste of the fruits as well as the vitamins and nutrients.
· Use of 100% fresh milk base instead of cream provides more calcium than other ice-cream brands.
· Very low in calorie and fat due to the all-natural ingredients used.
· No added sugar or preservatives as the ice-cream is naturally sweetened with fruit sugars and the blast-freezing technology makes the fruits stay fresh for longer.
· A wide variety of local and exotic flavours to choose from.
7.2 Weaknesses
· The process of making the ice-cream is time-consuming and depends on the speed of the staff to cater to many customers at one time.
· The ice-cream product is unavailable in other states, depending heavily on its two outlets in Kuala Lumpur and Selangor to sell.
· The flavour and taste is unpredictable as it depends completely on the nature of the fruits.
· Mild sweetness due to zero sugar addition may not sum up to consumer’s expectations of a sugary ice-cream dessert.
· Lack of promotion and advertising activities.
7.3 Opportunities
· Most Malaysians are health conscious, especially today’s young adults which makes up for more than half of the target audience and are also frequent buyers of ice-cream.
· People tend to lounge at cafes for desserts, especially ice-cream, after heavy meals. A healthy ice-cream dessert would be the perfect treat for a balanced diet.
· Obesity has become a major issue in Malaysia, therefore people at risk will avoid ice- cream products that are high in fat, calorie and sugar.
· The brand’s aim to sell health in a form of a delicious ice-cream could generate interest among big companies or associations to strike a partnership or collaboration to do health programmes or campaigns. This would definitely create a better brand image for Kindori as well as add to the company’s corporate value.
7.4 Threats
· The market demand for healthy ice-creams is still low in Malaysia.
· Major weather or climate changes could greatly affect the agriculture sector and this will result in low supply of fruits and thus resulting in low productivity of the ice-cream.
· The common misconception of healthy ice-cream still prevails. People tend to disregard healthy ice-cream as plain tasting and not worth the money.
· Competitors continue to capture consumer’s attention and affect their purchasing choices by vigorously coming up with big budget advertisements and hard-to-resist promotions, overshadowing lesser known brand’s efforts to shine.
