Strategic analysis of Sunset Boulevard

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Sunset boulevard is a Danish bakery fast-food chain company and we chose it to analyse, because it is in a growing phase and there are a lot of opportunities to improve their future strategy.
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  E-DESIGN   UNIT 2 ASSIGNMENT Strategic analysis of Sunset Boulevard  Authors: Zsombor Debreczeni Kitti Alexandra Fábián   Márk Bence Juhás z Irina Salagup Supervisor: Marianne Hjaltelin Date of submission: 08. 11. 2012. 14000 characters  2 | Page  Table of contents 1.   Introduction:  ................................................................................................................................... 3 2.   Problem proposal  ........................................................................................................................... 3 2.1 What are the influence of trends on the business activity of bakery fast food?  ................... 3 2.2 Is Sunset Boulevards current strategy suitable for their consumers’ needs during that period?  ................................................................................................................................ 4 3.   Delimitation  ..................................................................................................................................... 4    3.1 In the synopsis the following topics are included:  ............................................................. 4    3.2 In the synopsis the following topics are not included:  ...................................................... 4 4.   Methodology  .................................................................................................................................... 4 5.    Analysis section  .............................................................................................................................. 5 5.1: Background analysis:  .................................................................................................................... 5 5.3 PEST analysis:  .................................................................................................................................. 7 5.4. Porter’s five forces:  ........................................................................................................................ 9 6. Bibliography ...............................................................................................................10    3 | Page  1.Introduction: Sunset boulevard is a Danish bakery fast-food chain company and we chose it to analyse, because it is in a growing phase and there are a lot of opportunities to improve their future strategy. Due the economic downturn, there was a drawback in that segment, so new strategies are welcomed to deal with the situation, and gain some advantages against the competitors. First of all we started with doing researches of consumer foodservice in Denmark. Our conclusion was that consumers have broader needs that the company should meet by penetrating into new markets, such as the food delivery, milk and fruit based drink production. Our research consisted of SWOT, PEST and analysis by Porter’s five forces.  We also studied the human, economic and technological resources of the company. By using the gained knowledge, we focused on creating new strategies for Sunset Boulevard. We were looking for opportunities for growth, and according to trends, healthy food consumption and food delivery are the fastest growing segments of consumer foodservice in Denmark. Traditional fast-food restaurants were suffering from the recession more than the ones which are following the current trends. Sunset Boulevard from 2009 to 2010 gained 0.6% market share, thanks to the current strategy, but we have more ambitious plans. We will discuss these topics, and add our own commentaries. 2. Problem proposal  As we mentioned before, we concentrated on the topic that how the economic recession affects the market position of a bakery fast food chain like Sunset Boulevard. 2.1 What is the influence of trends on the business activity of bakery fast food?  As we know, during a recession price sensitivity changes, but it is also a fact, that trends have a big influence on a business’s activity . We will discuss the position changes due to trends, and set the company’  s strategy according to the current vogues. 2.2 Is Sunset Boulevards current strate gy suitable for their consumers’   needs during that period?  4 | Page  We were examining the last year statistics, and tried to draw a conclusion about fulfilling the consumers need, is the current strategy fits or not? Our aim is to find out whether expanding is the correct answer for our question, or is it something else. We make an attempt to give a proper strategy how to make it happen. We found that the company should add some new services, like a milk bar inside the stores and/or food delivery. The reason of setting up these new services is the trend forecast, which precisely shows the importance of implementing these new directions. 3. Delimitation In the following report we focused on the trend forecasting, and on expansion plans.    3.1 In the synopsis the following topics are included: o   Demography, geography, findings of our research, future plans, current strategy ,visual identity changes    3.2 In the synopsis the following topics are not included: o   Market positioning, precise data about human, economic and technological resources, organization 4. Methodology Our work consists of several analysing types, as we were not sure which is the most suitable for that area, we tried several. First of all we started with the SWOT analysis, but the result was not sufficient for the following work, so we faced with the PEST analysis, and later on we e xamined Porter’s five forces in this field.  We would prefer to have more data about the internal resources and organization of Sunset Boulevard, but they did not answer to our request, and it was not possible to find sufficient information of the situation with the available resources. 5. Analysis section 5.1: Background analysis:
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