Strategic Positioning and Competitive Analysis: Cook2U in Malaysia

This report presents a positioning map for Cook2U, a company aiming to establish itself in the Malaysian food industry. The analysis identifies key competitors such as Food Panda, Poke Bowl, and Dahmakan, positioning them based on perceived quality and price. Food Panda and Poke Bowl are mapped as high quality and low price, while Dahmakan is positioned as high quality and high price. Cook2U aims to offer standard quality services at lower prices, positioning itself to attract customers. The report suggests that Cook2U may face strong competition from Food Panda and Poke Bowl, while the competitive threat from Dahmakan is relatively lower. This document is available on Desklib, a platform offering a wide range of study tools and solved assignments for students.

Running head: MANAGEMENT
Management
Name of the student
Name of the university
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Low Quality
High Quality
High PriceLow Price
Cook 2 U
Positioning Map:
In order to set the perceptions as well as understanding the feelings of the customers, the
positioning map is being developed (Krawczyk and Xiang 2016). Through the positioning map,
the company can be able to understand the position of competitors of the organization.
Figure: Positioning Map
(Created by author)

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In the above diagram, the positioning map of Cook2U has been drawn, which is going to
be developed in the Malaysian market. Due to increasing opportunities in the food industry, it
has become easier for many organizations to develop business in the Malaysian market (Bohari,
Hin and Fuad 2017). In the above positioning map the competitors of Cook2U have been
highlighted, which can create tough situation for the company to sustain in the market. In the
positioning map, Food panda and Poke Bowl have been positioned in the High quality Low
price. On the other hand, Dahmakan has been positioned in high quality and high price. Cook2U
aims to provide standard quality of services in the lower ranges so that it can be able to easily
grab the attention of the customers. In this case, it has been positioned in the High quality low
price. Therefore, it can be assumed that Cook2U can face tough competition from the Food
panda and Poke Bowl. The competitive threat from Dahmakan is low compared to others
organizations.

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Reference list
Bohari, A.M., Hin, C.W. and Fuad, N., 2017. The competitiveness of halal food industry in
Malaysia: A SWOT-ICT analysis. Geografia-Malaysian Journal of Society and Space, 9(1).
Krawczyk, M. and Xiang, Z., 2016. Perceptual mapping of hotel brands using online reviews: a
text analytics approach. Information Technology & Tourism, 16(1), pp.23-43.