In addition, this report covers the main features of SWOT matrix, what it basically is and what it is used for and the applications of SWOT analysis for Brand - Bengal Meat. Overall Objective – The report attempts to present the application of SWOT analysis on the Bengal Meat brand.
What does Analyzen do?
Organogram
Core Departments/ Teams
Strategic Planning Team
Brand Management/ Client Servicing Team
Media Team
Visual/ Art Team
Query Management Team
HR and Admin Team (includes the Finance Team)
IT Team
Portfolio
Bengal Meat
About the Brand
The brand initially communicated to its consumers the "Premium" nature of its products, but due to the slowly changing consumer perception of buying packaged meat, it shifted its communication to communicating different aspects of its products - one of the new focal points being, the meat is organic and safe to eat (in compared to the local offer). While Bengal Meat is split into multiple departments, the Brand Manager, E-Commerce Manager and Marketing Manager all work together to ensure the right creatives and communications are created for the brand. The brand had a sole focus on communicating the “Premiumness” of their products, but after working with Analyzen and under the guidance of their brand manager, more nuances were incorporated into their communication strategy.
The brand has used the various concepts used in Brand Management and Communications to keep their audience informed, engaged and most importantly, converting. On their E-Commerce platform, the brand experiences a large portion of its business through remarketing and a loyal customer base. Over 85% of orders coming to the platform are from repurchases and the brand experiences a steady growth of over 3% new customers on their platform Month on Month (MoM).
Bengal Fish
Their current assortment of Fish can be divided into 3 subgroups: Freshwater Fish, Saltwater Fish, Prawns. The brand has successfully branched out into this segment and is slowly but surely winning the hearts of fish lovers.
Breaking down SWOT
Strengths can include exceptional capabilities, invaluable assets, solid brand reputation, cutting-edge technology, skilled personnel, or other favorable elements that support the company's development. Weaknesses: Weaknesses are internal limitations and shortcomings that prevent the entity from operating optimally or competing successfully on the market. Disadvantages can include insufficient resources, lack of experience, inadequate infrastructure, or any other issues that put the company at a disadvantage.
Opportunities: All these external elements and situations have the potential to be beneficial or beneficial to the organization. Emerging markets, new technology, changing customer needs, alliances or other favorable external situations can offer opportunities. Intense competition, economic downturn, regulatory changes, technological upheavals or other adverse variables that could harm the entity's business can all be threats.
What does SWOT do?
Comparing the actual results with the preliminary analysis helps to determine the efficiency of the chosen techniques. One of Jay Barney's Many Scholars: Jay Barney is a distinguished management scholar and professor known for his contributions to the resource-based view (RBV) of the firm. In his research, he has discussed how SWOT analysis can be used to identify and use a firm's unique resources and capabilities to achieve sustainable competitive advantage.
Overall, SWOT analysis is a diverse and powerful tool for comprehensive strategy planning, decision-making empowerment, and improving an organization's ability to successfully traverse its competitive landscape.
SWOT for Bengal Meat
Strength
The temperature of the meat must be 6 degrees Celsius to come from the mill for processing. The QA team ensures the supply of quality meat for each product of Bengal Meat at every stage and controls the quality of the meat as per ISO standards. The QA team does all the meat quality control work, from selecting the right cattle to delivering the meat.
QA also looks at when the vaccine was given at the time of selection of cattle, how long it will remain in the meat, how the disease is treated. After the meat is slaughtered, it is washed well and kept in the cooler for 24 hours. The brand that can serve such a diverse and high-profile group of customers raises their name and presence in the culinary scene in Bangladesh.
Weakness
Retail and Consumers: Bengal Meats' products would be available for purchase through their own stores, as well as through partnerships with other retailers. Lack of mass market adoption: The higher price of Bengal Meats' products may limit its adoption by the mass market. Educating consumers about Bengal Meats' quality control procedures could also boost awareness and demand.
Capacity issues and a high barrier to entry for suppliers: Bengal Meats' commitment to quality involves thorough supplier selection and quality monitoring. Lack of backward integration across the supply chain: Bengal Meats' reliance on many vendors for various components of their supply chain, such as sourcing fish from one source and specific meats from another, can cause complications and potential problems with consistent quality and delivery to ensure Expertise in premium or western cuts is not ideal for Bengali consumers: Bengali Meat's competence in premium or western cuts may not match the taste of Bengali consumers, who prefer traditional cuts and cooking methods.
Opportunity
Through their Heat & Eat section of products, Bengal Meat has essentially created Product Innovation. We understand that the people of Bangladesh have experienced higher income levels in recent years (as shown in the graph below, which contains data from 2000 to 2023), and as their incomes increase, they can we conclude that their spending power has also increased to a certain capacity; From this assumption, we can say that a larger target market is developing for Bengal meat for their range of products. Additionally, Bengal Meat themselves have partnered with Kishwar Chowdhury (a Masterchef Australia alumni) for their campaigns.
In their campaigns, Kishwar uses Bengal Meat products to create special dishes - which audiences can recreate in their own kitchens at home. Initiatives like these could lead to an increase in consumer demand for Bengal Meat's products. This led to the introduction of the Super Star KOL – Tommy Miah to join the Bengal Meat team and put his own spin on the Bengal Meat recipes.
Threat
They may offer more competitive prices – in line with the wet market – but they may not enforce the same safety protocols that Bengal Meat maintains. While a large portion of the population may need safety, all customers feel the incentive of a higher price. Bengal Meat tends to focus on their higher safety and superior meat quality as their main USPs, but the flexibility and custom cuts that local butchers can offer, along with lower prices, could mean that if the hygiene factor can be improved by these butchers are taken care of, then customers can stick with this instead of shifting consumption to Bangladeshi meat products.
This is why, in the near future, we can assume that Bengal Meat's current customer base could make changes to their diet and ultimately reduce their purchase of the brand's products. And the increase in bird flu and other diseases can always have a huge impact on any business, and Bengal Meat is not immune to this. Bengal Meat has taken adequate precautions and has doctors and dedicated staff to care for the health and hygiene of their livestock and poultry, but there is always a small chance that there is a disease that could affect their livestock.
Conclusion
There are various lifestyles practiced by the world's population which include vegetarianism and veganism and while it takes some time for South Asia to adapt to these changes in lifestyle and some lifestyle choices are just trends and fads; we understand that there is a growing consumer perception that consuming red meat can have major negative effects on the human body. This potential supply chain crisis can create a huge negative impact on both brand image and also on their revenue. Bengal Meat's collaboration with Analyze has helped them create the right communication for the brand, and also helped them get the right amount of Media Buying - helping to reach the right audience within the brand's budget.
Now they need to strengthen the other aspects of the business that could use further improvements. This could include making supply chain improvements for their fish, it could also include purchasing different breeds of cattle, the brand could eventually consider starting their own cooking program that appeals to their core target demographic. Although these are primary suggestions that the brand can implement on their business operations, the brand must take a more holistic view of their business environment, conduct an audit of their operations and then make an assessment of their own capacity, before taking any action plan for their business.
Recommendation
To mitigate their risks, the brand needs to start focusing on leveraging their first mover advantage more deeply, that is, they need to strengthen their position in the market by focusing more on omnichannel marketing. The brand already has a strong presence in Chaldal and Pandamart and has its own website, but they need to open more physical stores in strategic locations. The brand can start reaching out to newer demographics through different campaign modules, and more importantly, Bengal Meat can look to associate itself with certain snacks or other targeted brands so that it can help them gain top-of-the-mind awareness.
In order to strengthen the supply chain of the brand, one of the possible recommendations that they can follow is to open up the fishery as well, which helps them to completely reduce their dependence on external suppliers and helps to fully transfer the power of the supply chain back into their hands. Considering that the people of Bangladesh are not concerned about the safety of meat, the brand can start a national campaign together with the government of Bangladesh; whose purpose is to inform people that they should consume more hygienic and better processed meat. Given that a brand can follow some of the strategies described in this section, a brand can either achieve a larger market share or generate a larger profit, and with luck, both are realistically achievable.
Appendix
The communication of the campaign should be designed so that local butchers and other vendors are not deprived of their business, but instead are taught about the values and benefits of processing meat correctly.
