Perceptual mapping of doughnut brands in Singapore and strategy implications for new entrance.

• Main Authors: Lin, Rebekah Min., Lim, Abigail Ying Hui., Law, Priscilla Hui Ke.
• Other Authors: Lim, Lewis Kui Suen
• Format: Final Year Project
• Language: English
• Published: 2008
• Subjects: DRNTU::Business::Marketing; DRNTU::Business::Industries and labor
• Online Access: http://hdl.handle.net/10356/12869
• Institution: Nanyang Technological University

The doughnut industry in Singapore has been rapidly expanding since its re-emergence in 2006 by The Donut Factory.Since then, many new outlets have been devising strategies and tactics to contest for a greater market share.This report examines consumer perceptions of six major doughnut brands in Singapore and empirically assesses each brand’s market positioning. Using Multi¬-Dimensional Scaling with data from a sample of doughnut enthusiasts, we constructed a perceptual map and detected two primary dimensions along which the various brands are positioned. Combining this with Kim and Mauborgne’s (2005) Blue Ocean Strategy approach, we identified an uncontested space in which potential new entrants can differentiate themselves from existing brands. We then offer specific strategy recommendations for new entrants to profitably operate in the doughnut industry.