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Nature's Way Foods

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Nature’s Way Foods’ is a 127-year-old California-based food processor run by newly elected president, Neal Middleton. It is one of the larger U.S. food processors and has annual sales at about $650 million. Nature’s Way is currently struggling to increase and maintain their profits. They have been held back by unsuccessful mass marketing techniques. They have a product orientation and do not research what the consumers are demanding and instead just try to produce as much as they can and sell later. They just try to pump out large amounts of high quality products. The problem with this is that most consumers tend not to care about brand too much and just buy whatever they can find to save time so a better product is not always an advantage with mass marketing. Nature’s Way Foods’ line forcing policy makes sure all their products can be sold, but it limits them …show more content…

The company has been too cautious to seek out niche markets and it would be helpful if they started to expand into them. If the line forcing policy was abolished Nature’s Way Foods’ could get products into smaller stores where they could have less brand competition, more control over prices and deals, and a smaller group of people to market to. Niche marketing could really set them apart from competitors to certain groups of people or in certain areas which in turn could gain them brand loyalty and many new customers. It could also help grow customer value by increasing the customers perceived values of the goods. Greater customer value also leads to better customer to brand relationships. To cut costs and maintain a high efficiency the company could downsize their plants if need be. A greater profit can come from both increasing revenue and decreasing costs and that profit can be maintained and grown by getting more customers and growing customer

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