Student Name: Mathew Wan
Student Number : Q09912738
Faculty: FCIS
Level of study: 5
Course title: Ba (Hons) Advertising
Unit title: Intergrated Marketing Communications
Assignment title: Finesse Fine Foods Case Study Report
Assignment tutor: Marcella Campbell
Word count: 2700
Learner request for feedback: Yes
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TABLE OF CONTENTS
Chapter Page
Part A. (Situation Analysis)
1.0 Introduction……………………………………………………………………………………………….. 2
1.1Brand Objective………………………………………………………………………………………. 2
1.2 Their Plan………………………………………………………………………………………………. 2
2.0 External Factors (PESTEL)………………………………………………………………………….. 3
2.1 Political………………………………………………………………………………………………… 3
2.2 Economical……………………………………………………………………………………………. 3
2.3 Social……………………………………………………………………………………………………. 3
2.4 Technological………………………………………………………………………………………… 3
2.5 Environmental……………………………………………………………………………………….. 4
2.6 Legal……………………………………………………………………………………………………. 4
3.0 Internal Factors (7Ps)…………………………………………………………………………………… 5
4.0 Competitions………………………………………………………………………………………………. 6
4.1 Cullenders…………………………………………………………………………………………….. 6
4.2 Waitrose……………………………………………………………………………………………….. 6
Part B. (IMC Strategy)
1.0 The Insect Diet “The Explorer Experience”…………………………………………………….. 7
2.0 GMO (Genetically Modified Organism)………………………………………………………… 8
3.0 Brand Expansion…………………………………………………………………………………………. 8
4.0 Digital Media (Customer Loyalty) ……………………………………………………………… 8/9
5.0 Information Gathering…………………………………………………………………………………. 9
6.0 Benchmark (Waitrose)…………………………………………………………………………………. 9
7.0 Conclusion…………………………………………………………………………………………………. 9
8.0 Appendices………………………………………………………………………………………….. 10/15
9.0 References………………………………………………………………………………………………… 16
10 Bibliography……………………………………………………………………….17
FINESSE FINE FOODS CASE STUDY
1.0 Introduction.
Finesse Fine Foods is a grocery store specializing in delicatessen products, the brand is
current situated in three different locations; Winchester, Oxford and Hampstead London,
with Hampstead being the company’s first store since 2002 and with Oxford branch being
the latest of the three, opened in 2009. Each store has approximately 8000 square feet in
space, all of which are located in a busy retail centre. Since then company has opened an
online store in 2010 which only sells frozen goods, with unfavourable results. Finesse Fine
Foods always strides to provide all customers the best quality of delicatessen products
which ranges from fresh meat, seafood and bakery. The founder and current owner of the
company is Kathy Finesse and it is in her best interest to further expand this brand to a
larger audience than it currently has.
1.1 Brand’s Objective
Though the brand has already gained significant growth over the course of 10 years, the
brand still wants to further expand it’s target audience and it’s services, whilst improving
on its current operations to increase the consumer’s purchase cycle; to create a more solid
customer loyalty and for profitability.
1.2 Their Plan.
● Increase revenue in every store by hosting parties and events which encourages people
to prepare their own food and those who join these events will be entered into a free high
prize draw by default, to encourage more participation to these parties.
● Introduce a loyalty point system to strengthen consumer’s loyalty to the brand, this
system will also track consumer’s buying habits, which allows the company to target a
particular audience; to create data of customer’s buying trend and to track the demographic
information.
● Use Waitrose as the yardstick for the company to thrive toward, the standard to sustain
within customer services and customer relationships. To have management create better
developmental training programme and to spend £75,000 on new software program
licensing to enhance and improve the training process for new recruitments, which will
also be used for customer service training for employees. An addition budget of 30,000
will be used to build a brand new customer relationship management system.
2.0 External Factors/PESTEL
2.1 Political
The CNBC website (2012) states that Small businesses like Finesse Food would not likely
be expanding much in 2013, no more than 3%; the main problem with globalization can
easily be overlooked as unknown forces rather than tangible ones that a company can
prepare for, they can enter and explore this new market, though two challenges would
present itself; such as the financial front, where would supplies be imported from to
maintain the best quality for value? This in itself would be the biggest problem for a brand
that specializes in delicatessen product (www.cnbc.com)
2.2 Economical
The current recession/inflation could affect Finesse in the case of “value for quality” due to
the increase in food prices, the decrease purchasing power from consumers as a result of
the credit crunch.
2.3 Social
The RT news website (2012) There is an undoubtedly a shortage of food on a global scale
in these current times, which forced people to resort to creating genetically modified
products, most recently being the first fully genetically modified “Frankenfish” a
genetically modified salmon, which has made its way into the US market at the end of
2012 to much protest even though the FDA have consistently stressed that products like
this “will not have any significant impacts on the quality of the human environment of the
United States”. It is perfectly understandable why there is much protest to such solutions,
this is something Finesse can use to their advantage, by highlighting that their product is
organically made; but there is also a high emphasis from the government and NHS to
promote healthy eating, many consumers have shifted to healthier product, this alone is a
very great opportunity to purpose an brand new alternative diet. (www.rt.com)
2.4 Technological
The World Wide Web is a continuously expanding phenomenon with a market that has yet
to be fully explored/exploited and though Finesse has seemingly failed on this front with
its 2010 website launch, it could be largely blamed on its promotion and certain
unappealing factors of having frozen foods delivered. However, as Finesse is now using
Waitrose as a benchmark, they should also consider forming partnerships with companies
like Ocado (an online store specializing in delivered grocery goods which runs a
