Tai Pei book

SWOT ANALYSIS
STRENGTHS
Tai Pei is a part of the Ajinomoto Winsor family,
which is famous for focusing on innovation
and technology in giving their customers better
lives20-year history of delivering easy, convenient,
and delicious Asian single-serve frozen entree.
Provide exceptional and outstanding choices
as well as flavor at an affordable price.
Clean ingredients.Smart, well-designed, and
convenient packaging. Innovative techniques
that keep the food’s nutrition and favor, such as
flash freezing, which in enables the high quality
of their food.Following the principle of giving
consumers restaurant quality in frozen food
form.
OPPOTUNITIES
Asian frozen food can satisfy currentfood
trends (taste, health, ease, and convenience)
and demands. People like Asian food, especially
Chinese food. (In a survey with 1,899 responses,
80% of respondents said they like Chinese food).
Millennials are looking for varying cultural cuisines,
natural, convenient foods at a reasonable
price, therefore,Millennials fit perfectly into the
Tai Pei’s category. In addition, the Millennials
population is increasing.
WEAKNESSES
Limited distribution network.Lack of brand
awareness (60% of people are unfamiliar with Tai
Pei)Lack of attention paid on advertising, as well
as too small of an advertising budget. Lack of
promotional programs.Although Tai Pei’s goal is
to provide outstanding choices at affordable prices,
they are still struggling between quality and
price.
THREATS
Tai Pei has Many large, well-established, and
well-known competitors. Chinese restaurants
are also a threat.The category (Asian frozen
food) has high competition, compared to other
frozen food categories. Tai Pei also has poor
nutritional value, it is considered sugary in
flavor and low in quality. People want fresh food
or real Chinese food. They also worry about
MSG.The consumers brand perception is a
threat. Most people claimed that they have never
heard about the brand. People usually have
negative feeling towards new products. Since the
brand is new, people are hesitant to try it.
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