Daryl Buckmeister was facing a difficult problem that many business owners encounter. After much success, his quick-service chicken restaurant, The Chicken Coop, was seeing a sales decline in 20 of The Coop’s 76 stores. The average decline in sales for these 20 stores was 6%. His top two managers, Anita McMichael, VP of Quality and Trevor Wallace, VP of Marketing, were working with Buckmeister to figure out why customers weren’t spending as much money in those stores and to determine the best way to correct this problem. There were three key parts to Buckmeister’s decision: (1) should he invest in market research, and if so, (2) how much money
The following marketing plan forms the basis for the introduction of an innovative new product by Snyder’s-Lance Inc. This analysis allows me to outline the best strategies to follow for the achievement of the company’s strategic goals. “Pretzel Abobodas” will be marketed as a unique flavored pretzel that targets the Hispanic consumer, while striving to reinforce the company’s focus on wanting to penetrate the Hispanic market. The marketing strategies will hopefully enable our company to
Kudler Foods specializes in providing unique and high quality ingredients for the gourmet chef. In an effort to increase profits, the company is interested in adding catering to its service offerings. The success of the catering service offering is dependent on the creation of an appropriate and effective marketing campaign. The market campaign chosen must step up to the plate and make this happen. Things could go as planned but it's highly based on
Kudler Fine Foods currently has three locations-La Jolla, Del Mar, and Encinitas-throughout San Diego, with a fourth location possibly in the company’s near future. The company maintains several systems including strategic plan, legal, finance and accounting, sales and marketing, human resources, and operations. This paper is an analysis of the marketing system for Kudler Fine Foods, and touches briefly on the company’s background and strategic plan.
During week two, Learning Team B will take a thorough look at the Olive Garden Italian Restaurant chain. Team B has decided that a new appetizer item should be added to the restaurant menu. The appetizer item being considered is cheese filled breadsticks served with Marinara sauce. The team will begin this marketing plan by giving an overview of the Olive Garden Restaurant, along with a detailed description of the new menu item being considered. They will also explain why marketing plays an important role in the restaurants success. A SWOTT analysis will be given to introduce all the strengths, weaknesses, opportunities, threats, and trends that should be considered prior to
In the current retail food industry there are numerous competitors fighting for the same dollar. It is important for each company to identify their target market, identify their competitors, and then build their marketing plan. The information below will detail Kudler Fine Foods marketing strategy which includes expanding its services, improving its efficiency of operations, and increasing the customer purchase cycle. The paper will also discuss areas where Kudler Fine Foods needs to further their market research.
I prepared an analysis of several marketing strategies that can be used by executives at A.1. Steak Sauce. This case analysis will provide a summary of A.1.
A.1.’s main competitor, Lawry’s announced its initial distribution of Steak Sauce for release on April 1, 2003. While Lawry’s Steak Sauce is similar to A.1’s Steak Sauce in texture. Lawry’s distributes their product in a larger bottle and sells for a dollar less (See Appendix ___ Exhibit 6). Lawry’s competitive strategy has the potential to diminish A.1’s customer loyalty. The use of television, the Internet, and other media sources by Lawry’s (Lawry’s Live! sampling program) warrants an effective marketing campaign. The increased financial backing Lawry’s receives, from Unilever, also creates a higher potential for further infiltration in the media stream. Lawry’s are attempting to acquire the holiday ads with Publix promoting a lower price point, these holiday ads were formerly held by A.1.
Next, we will discuss the target market and provide a rationale for this target market. “Target Marketing is a process of evaluating each market segments overall attractiveness and selecting one or more segments to enter” (Kotler and Armstrong, 2006). Our first target market that we have been marketing to already is that of college students (i.e. males and females between ages 18 – 22). Since we originally started on a college campus, we want to continue to market to them. Also, our other target market is to young adults (males and females 23-29). We chose these target markets specifically for this age group because college students and the young working class find this type of environment inviting and appealing. By adding another market (young adults between ages 23-29), we plan to expand our customer base, and as a result earn more revenue.
The reason of the success of the organization is also due to the presence of the social media Facebook and its personalized App to provide support at one’s fingertips.
Having a target market, Kudler must now develop the marketing mix applicable to its catering services. The common marketing tool used to develop a program is known as the “Four Ps” (Kerin et al, 2006, p. 14). The first is the product, which is a good, service, or idea that will satisfy the need of the customer. The second is the price set by the company for which the customer is willing to pay for the product. Third is the promotion of the product, the ideas of how Kudler will communicate the catering services to their customers. Finally, the place refers to how the product or service is delivered to the
The target market should be 18-24-year old’s, college students. Also, younger children and chicken connoisseurs. In terms of psychographics, the main targeted consumers are those who have a passion for the city of Memphis, the University of Memphis and seekers searching for some authentic southern flavored wings. In the behavioral segmentation, perhaps adding regular specials during lunch for college students, as opposed to just having the VIP membership for everyone, this as a sponsor of the university can help attract and retain customers.
Saxonville Sausage Company, a 70-year-old privately held family business, produces a variety of pork sausage products, thus already having a loyal customer base. Their Italian sausage, presently branded as Vivio, became part of the Italian sausage market in 2002, yet has experienced flat sales. Therefore, the company needs to increase their awareness, customer base, and sales with their Italian Sausage products. They must now determine an ideal name for their line of Italian sausage, and if they should continue nationally with the Vivio brand name, or create different tactics, including a name change, in positioning the product. In order to gain a clear
Ann Wood the current director of marketing for the Consumer Products Division in Norwich Enterprises faced many challenging obstacles during this particular day; she is in charge of three different groups. She supervises the market research in which Joe Jackson is the current manager. She also foresees the marketing strategy and administration department where Brooke Carpenter is the manager, and the Advertising and public relations department.