Company - Dimare
Location - Tokyo, Japan
Develop a Targeted Marketing Strategy
Develop a channel sales model
Identify qualified sales channel partners
Identify potential global markets for expansion
Task at Hand
More about Dimare and this project
Dimare KK. Dimare Inc. is a Japanese IT (SaaS) venture providing a food and beverage Digital Transformation Platform. Currently, 23 F&B brands are using it, and the platform is managing 1,037 restaurants in 4 countries. Dimare's sales activity is still limited to the local market. The SaaS platform was designed to target the global market from its inception. Diamre recruited us MBA students to fly into Tokyo and to dig in and help with that aspect of corporate development and provide a targeted marketing solution.
How we tackled this project
Step 1 - Global SaaS and F&B Market Research
Step 2 - Develop a decision matrix to select a country for expansion
Step 3 - Marketing Strategy and recommendations
Findings
Global SaaS and industry Market Research
(Leveraged Research softwares like “Statista and Qualtrics for Data)
Global SaaS Markets
Market Value: $197 billion
Estimated Growth: $232 billion by 2024
Global Market Leader: USA
17,000+ U.S. Based SaaS Companies
Serving 59 billion customers
Other Notable Market Leaders: UK, India, Singapore
Key Takeaways:
Large Growing Market
Latin America is the Fasting Growing Market
Global Food and Beverage Market
Market Value: $2.52 trillion in 2021
Estimated Growth: $4.43 trillion by 2028
Leading Market Segment: Quick Service Restaurants
Insulted from COVID-19 Pandemic
Coffee shops have similar business models
Key Takeaways:
Large Growing Market
Recovered to Pre-Pandemic Levels.
Decision Matrix for Global expansion
What we came up with
*Higher score indicates less competition* *Higher score indicates lower risk**Points were determined by country research*Explaination→
Market Potential: Market size, target market compatibility, market growth rate
Market Readiness: Restaurant management software penetration
Competition: Higher competition reduces the chance of scaling
Price Advantage: Attractiveness of current retail price for the region
Market Risk: Reverse engineering, intellectual property theft
Current Market Penetration: Allows initialing sales and networking
Ease of Entry to the market: Political relationships, cultural compatibility, logistics, laws and regulations
Factors for success taken into account to build our decision matrix
Country chosen for expansion - Singapore
Marketing Strategy
Target Market
Sales Channel Options
Distributors/Resellers: A third party that sells software on a commission basis. May be able to leverage existing industry connections to raise awareness about Dimare.
Consultants/Service Partners: Partners that can offer Dimare as part of a restaurant management solution. Will most likely have an existing customer base and some level of F&B industry recognition.
SWOT Analysis
Website recommendations to enhance and capture the brands strengths
To the Dimare team,
“I miss you already, it was such a great experience for me personally.
It doesn’t feel like it was just a week or so. We learned a lot together with you. I really mean it.
As you know, Dimare is facing a turning point. What you shared with us will significantly impact its future one way or the other for sure. Keep in touch, Reimi and I are always reachable by this Dimare email or LinkedIn. Our roads will cross again.”
Best regards, Shiro Fujita CSO
Dimare Inc.
Feedback from the CEO’S
All,
“It was a great pleasure to have had you all for the internship program, and thank you all for the great contribution that you have made. Your analysis was insightful and inspiring, and it let us reflect upon how we can grow the business.
We are looking forward to implementing the approaches that you have suggested and I am sure it will give significant impact on dimare’s success. Do keep in touch, and I wish you all the best for your study at University of San Diego.”
Best regards, Reimi Dallyn CEO & CPO
Dimare Inc,