Company Background
FroYo is a frozen yogurt company based in Kuwait. The company was founded by Abdul Hameed Mousa Marafi and Mohamed Hassan Sarkhouh in 2010. The company has made progress leaps and bounds, and within some years, it has touched the height of success. The company sells frozen yogurt in different flavors including charcoal and Turkish coffee flavor. The company paved the path to success because its owners are experienced businessmen, especially in the restaurant industry. The company has expanded to seven branches in Kuwait. The company has plans to expand locally and internationally owing to great success in the local industry.
Target market
The target markets of FroYo depend on its products and services. However, FroYo has also vied for new target markets due to massive food industry competition. One of the target markets from FroYo, according to that is also by its competitors, is the young and health-conscious people who crave healthy food. The industry analysis has shown that Kuwaitis young people are enthusiastic about their health. Therefore, it is a good target market for FroYo. The target market shows enormous potential in relevance to the products offered by FroYo. FroYo offers frozen yogurt as its main product.
Frozen yogurt has hugeenormouslth benefits, especially for young people. Therefore, FroYo has targeted a market with huge potential. The target market showed positive trends because essential healthy diets are in hugemassiveand in Kuwait. The main competition to FroYo comes from PickYo. PickYo also offers healthy food products and has targeted the same health-conscious market (pick.com, 2018). PickYo has several food products specially designed to keep a healthy taste.
However, FroYo has a different version of healthy food products than PickYo. PickYo offers several products such as coffees and snacks. On the other hand, FroYo mainly focuses on frozen yogurt. Therefore, the target market would prefer FroYo because it offers a specialized product that focuses on health needs. The specialized products of FroYo have the potential to grab a considerable share of the target market. Frozen yogurt is good for health, and it also facilitates the fitness process. Therefore, the market will show more enthusiasm for fitness-related products.
Comparison of FroYo with PickYo
PickYo is expanding rapidly in Kuwait. The latest trend of frozen foods and flavored yogurts has provided Kuwaiti food companies a chance to maintain intense competition in the food industry. FroYo has several strengths that can outweigh PickYo’s strategies. However, the competition is high, and PickYo has also made some leads in the food industry. FroYo has a human resource advantage because FroYo’s owners directly communicate with their employees through a mobile application. The application is designed to maintain human resources for a bright future.
FroYo hires people who are experienced in specific fields and have good communication skills. This strategy is attributed to customer satisfaction and retention. FroYo also has the advantage of being the first comer. It came first into the Kuwait food industry, and it has already made its space in it. These strengths of Froyo have provided several advantages. However, PickYo also has an advantage of many products and expansion strategies. PickYo is expanding rapidly, and its extensive portfolio helps it to retain its customers (pick.com, 2018). Under this vast competition, FroYo needs to expand its portfolio so that it can give tough competition to its competitors
References
pick.com. (2018, 10 24). Pick. Retrieved from pick.com: http://pick.com.kw/
pick.com. (2018, 10 24). WHEN THE “PICK” IDEA FIRST SPARKED, THERE WERE TWO KUWAITI MINDS BEHIND THE CONCEPT, WITH A GREAT DESIRE TO BRING QUICK, FRESH AND HEALTHY FOOD OPTIONS TO THE MARKET. Retrieved from pick.com: http://pick.com.kw/story/
