1. Erica Espulgar Strategic Management
Yllana Lopez Section 2
Rissa Masukat
Andrea Santos
SWOT ANALYSIS
Strengths
1. Good Location
Since Paradis is located at Tomas Morato, which many restaurants are actually located, it is an edge to
other ice cream houses because they will have more customers since sugar cravings often strike after a
meal for many people. According to Katarina Fitzpatrick, eHow Contributor, craving sweets after a meal
is a common occurrence and can be very bothersome to those trying to lose or maintain weight, or
reduce their overall sugar intake. Insulin, released by the pancreas after eating, spikes when you
consumes a meal high in carbohydrates, especially complex carbohydrates including white bread, pasta,
cookies and cakes.
2. For health conscious people
Paradis’ products are all-natural and healthy. In our health-conscious society, consumers are becoming
increasingly concerned about the nutritional value of the foods they eat. According to an article from
AP-Food, Spending on health foods has been identified as the number one consumer trend in Asia
although overweight and obesity percentages are set to rise, according to a survey released by TNS
Asiapanel, reports Claire Johnston.
“More consumers than ever in Asia are making a move towards a healthier lifestyle, with a recent TNS
survey revealing that spending on health foods is the number one 'mega trend' in consumer behaviour.
Based on the responses of a panel of nearly 40,000 households across different countries in Asia, the
biggest concern amongst shoppers is to eat healthy - evidenced by significant year on year growth in
spending on health foods.
Revealed to be the most health conscious were the Taiwanese consumers. In 2004, over 50 per cent of
the total grocery bill of each Taiwanese household was spent on healthy products, such as fruit &
vegetables, RTD tea, vitamins, cereals, yogurt products and liquid milk.
Vietnam also showed similar increases being the country in which more households than any other - 90
per cent - expressed a willingness to pay more for health foods and drinks.
Comparing the percentage of overweight or obese by country, Asia is fairing much better than the
Western World - although it seems to be catching up as the survey reveals a significant growth for snack
foods purchased by consumers in several countries.
"Health and well being is a worldwide concern and whilst obesity levels across Asia remain relatively low
in comparison to western nations, the positive trend in consumer spending on more health conscious
food products across the region is heartening -- especially in Taiwan and Vietnam where the latest
figures point to a recognition that action needs to be taken if obesity is to be reduced and prevented
respectively. However, for countries such as Malaysia and Thailand where obesity, snacking and

2. convenience foods are on the increase, the findings should serve as a wake up call", said director of TNS
Asiapanel, Helen Passingham-Hughes.
With the survey showing a massive 91 per cent year on year increase of snacking products purchased in
Vietnam, the growth in snack foods could potentially see Asia's currently low incidence of obesity rise.
3. Unique products
Since Paradis offers really unique products like (clockwise): Thai Milk Tea, Red Beet and Oranges, Chili
Chocolate with Saffron, Strawberry, Coco Vanilla, Malunggay (center) Wasabi etc.
They can attract the customers because of their very unique products. As their name explains, it’s an all-
natural ice cream. Not pre-mixed, not stored for months in the ref. In fact, they make the ice cream
straight from their kitchen every single day. According to an article, the word "New" has proved to be
one of the most compelling words that can be used in an advertising headline. In stores, a sign that says
"New" will actually draw more attention than a "Half-Price" sign. This is even more so when your
products are fashion based, as window coverings are.
The secret is to find something that customers will see as new and different.
4. The set of Paradis
As you can see, the setting of Paradis is very inviting. This is one factor that customers would come back
again. The best place doesn’t really matter if it is far or near as long as the place is worth to go to
(according to businessaccent.com).
They have been featured in some newspapers, magazines and TV programs and also they have their
own social media site
There are may benefits of Social Media Marketing for Paradis. Social media is making a lot of waves
these days.
Benefits of Social Media Marketing for Your Business
 Brand Establishment and Awareness Creation
Most people all over the world are all over the social media sites such as Facebook, YouTube and
Twitter. Making your brand name known across these networks is a fast developing method of creating
awareness and to establish your brand identity.
Make interesting and highly entertaining YouTube videos that your audience would be eager to share.
Also, creating entertaining online community that would be enticing and interesting for your customers
to visit (using Twitter or Facebook) will increase your brand popularity. These are benefits/strategies to
increase traffic to your websites and also to generate leads.
 Social Media Network Enables You to Spy on Your Competitors
Social media networks such as Facebook and Twitter are great places to spy your competitors and to
know what they are up to; this way, you can come up with a better strategy to outdo them.
 Advertise Your Products with a Mix of Fun and Interaction

3. Facebook and other top social media networks are great places to advertise your products for free;
however, you must not pitch sales tone to avoid irritating your friends/follower who are in the social
network solely to ‘friend’ and ‘share’. Incorporate entertainment onto your ads and use engaging
questions to get them to respond. You will generate customers this way, without being outright with
your ads.
 Direct the Attention of Your Audience to Your Product
Once you get your brand name running on a social media network, you are already on a fast track
towards getting attention of people to your offerings (your products and/or services). Accompany your
brand with online promotion to the benefit of members of your community. Then watch how your sales
will skyrocket.
 Social Media Enables You to Grow Customer Loyalty and Trust
You can achieve this by communicating with your customers on a personal level; this way, they will feel
at home, as though they are relating to a friend rather than a company. This is a fast way to build
customer loyalty and trust. Also, they will be willing to refer your business to others.
 Pay Attention to Your Customer’s Opinion
Social media platforms would enable you to know the view of your audience concerning your offerings
or business. If they criticize your business or offerings, take a deeper look at what they are trying to
point out, especially if more than one person is saying the same thing. This will help you to know what
aspect of your product or business to enhance.
Weaknesses
1. Some of the products they offer are already available in market
just like Durian Ice cream in Nestle and ECJ Farms.
2. Currently have small or few customer.
Since they only have few customers, there is a small possibility that their business will spread through
word of mouth.
3. Advertising
They don't have enough budget to advertise their product so they just depend on TV guesting. Although
they are already seen on TV, they still need more exposure for the people notice them. They don't also
give away flyers or make a banner.
4. Lots of potential competition
There are ice cream house which is also selling like Paradis, but they're not sure if those are natural or
artificial flavored.
5. They are new to the market

4. So they only have one establishment and they are not open for franchising.
In franchising a business, franchisors able to expand the brand very rapidly across countries and
continents, and can reap enormous profits in the process, while the franchisees do all the hard work of
dealing with customers face-to-face.
6. Products are expensive
Just like the other ice cream brands, they lower the price the many the customer will buy. Paradis
should lower the price in order to taste and try the product. This is also the reason why there is only few
customer. They only have to high the price if they have many loyal customer already.
Opportunities
1. For health conscious people
Paradis Natural ice cream are made using the finest, purest ingredients without any artificial flavors. The
flavors is also unique and originally Filipino flavors like malunggay, pumpkin, mango, tomato ice cream
and so on. Paradis Natural Ice Cream not only keep individuals fit, but also to provide the opportunity to
enjoy the flavor. It is also advisable for the people who have diabetics because they don’t use artificial
sweeteners and they don’t only use fruit flavors but also vegetable in ingredients like malunggay which
give healthy benefits.
"Diabetes afflicts people around the world and is now actually a pandemic. Roughly 4.6 percent of the
population in the Philippines (or about 3.5 million) are diabetics. Not included in these statistics are the
4%-5% who are undiscovered and about 8 percent pre-diabetics, or future diabetics. All these predicted
to be twice as many in two decades. More than 65 percent of diabetics will die of some form of heart
disease or stroke. These are indeed scary statistics." -Dr. Philip S. Chua
380 million people are expected to develop diabetes by 2025 based on International Diabetes
Federation/World Health Organization data, a good percentage will be coming from Southeast Asian
countries, including the Philippines. This finding is no longer astonishing considering the latest statistics
on Pinoys afflicted with diabetes and hypertension which continues to increase on the scale of medical
records. This goes to show that statistics on Diabetes Mellitus in the Philippines continues to be
unfavorable to the general population because of the continuous rise in the number of Filipinos
developing diabetes every year which adds to the number of people who cannot enjoy life and are
becoming less productive due to this disease.
2. Good Location
The location of the Paradis Natural Ice Cream is in Tomas Morato. In this area, there are many
restaurant and bar located were upper and middle class go. It is very suitable for Paradis Natural Ice
Cream Café because Tomas Morato is were people use to go to have entertainment. After meal, they
can go to paradis to have desserts.
3. Featured in TV shows, Magazines, Newspaper
Being featured in TV shows is an opportunity because your product will be well known. The product was
featured in Abs-cbn, GMA and TV5 which is the top 3 most watching television entertainment here in

5. the Philippines. So that means that they may get more customers because of the exposure of the
product. Of course magazines and newspapers are also use for the exposure of the product the readers
will get the information of the benefits of it.
Threats
1. The shift in focus of large company might affect their target market.
If Selecta, Nestle or Magnolia ice cream launch new unique flavored ice cream it will affect the
profitability of their business
2. Direct competitors
Nestle ice cream introduces their new durian ice cream and other flavors which is cheaper than Paradis
product.
3. Indirect Competitors
ECJ Farms have durian ice cream which is the bestseller of them. It is located in Tiendisitas which is
known in selling durian products. Ice Cream House is an ice cream parlor which is also indirect
competitor that sells mango, strawberry and chocolate vanilla ice cream and other flavors. Elfav in
Paranaque City is also selling malunggay ice cream. Elfav is the ice creamery of El Favorito Ice Cream,
which uses skim milk from New Zealand.
4. Cash flow problem
Paradis Natural Ice Cream has an ineffective marketing which the sales are stagnating or falling. The
company doesn’t have a good marketing strategy and how to reach the customers effectively.
http://www.ehow.com/facts_5721626_crave-sweets-after-eating-meal.html#ixzz1TB7OrbIC
http://www.ap-foodtechnology.com/Industry-drivers/Asia-more-health-conscious-than-West
http://www.designerblinds.com/CSTips/CSTips_066.htm
http://www.aceinternetmarketing.net/featured-articles/top-advantages-of-social-media-marketing
http://www.franphil.com/advantage-and-disadvantage-of-franchising/
http://www.tiendesitas.com.ph/store.asp?sid=71
http://www.ourawesomeplanet.com/awesome/2009/05/el-favorito-ice-cream.html