The marketing plan begins with a situation analysis: a description of our current state of affairs and possible changes to that status quo. We present strategic choices in customer segments to pursue and the market position that we seek to achieve to best serve them.
Williams Emporium consists of a regional chain of specialty food stores, focusing on organic products, fruits and vegetables, with an emphasis on healthy pre-made meals. The Williams Emporium will embody the contemporary healthy lifestyle.
As a company begins to grow and develop, it’s important to know who you are as a company and what your goals are. Currently Williams Emporium is providing quality, organic products and pre-made meals at competitive prices to the health
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We are creating an attractive, welcoming, and easy to use website; offering meal and grocery delivery services to consumers via online ordering. Overall societal factors are the strong shift towards healthier living and the increased desire for healthier food options and more convenient meals options.
Collaborators are vital to a company’s success. The term collaborator can be used when referencing the supply chain provider or the distribution channel members. Our business partnerships with our supply chain providers are stable and we are in good standing with local farms and producers. We will be looking to establish relationships with local CrossFit gyms, Orange Theory studios and other full service gyms in the area to ensure our advertising is reaching a larger audience.
Certain competitors, for example food stores who offer organic products, fruits and vegetables, as well as pre-made meals and meal service companies and ingredient-and-recipe meal kit services may present a threat, given their strengths which include longevity in the market space and brand name recognition.
When a company can understand their customer segments, it leads to a more effective targeting strategy for the marketing team. Based on market research, customer segments may be described as follows. We are currently serving customers who are in their mid-30s to late 40s with no children or a small family with discretionary income. We see potential in moving towards customers who in
forces. Retaliation by incumbent competitors is an important element in determining the threat of new entry. Specifically, Whole Foods faces a threat from conventional supermarkets and mass merchandisers who may move to carry organic products within their stores.
This marketing plan lays the foundations on which to build a solid and successful entry and entail a marketing campaign promoting core brand attributes and aligning them with our target market. To keep the plan on track specific objectives have been created to guide all strategic decisions. The objectives are divided into marketing and financial objectives
Stiff competition within the industry would be one of the key threats that Whole Foods will face. Strong competitors, coupled with grocery stores that have incorporated natural food sections into the stores, have made it more challenging for Whole Foods to maintain its pole position in the market. As the market for organic foods expands rapidly, mainstream supermarkets are also competing for a slice of the pie. Strict government regulations and the lack of prime locations have made it more
The potential consumer target markets fall into two categories; the segments will be referred to as “Suburban Select” and “Young & Active”.
Demographic Segmentation fragments the market into categories according to different demographic factors, usually with regards to the wants and needs of multiple consumer groups. The
This marketing plan will also engulf vision of the company, its mission statement, product and services, and underlying factor of the business. The plans will also contain a vivid description of the company in terms of its business product as well as SWOT analysis to demonstrate its strengths, weaknesses, opportunities, and threats. A market target segmentation of customers, strategic mission, and its foreign expansion
| Customer segments:3.12-B2C: connecting people with people, everywhere permitted (68)3.13-B2B: marketers, free channels; advertisers with budget, solutions to audience; developers with resource, offer platform(69)
Specialized products, being marketed to a specific sector, also have a unique opportunity to market directly to a target audience. Being aware of the differences in marketing to mass audiences and the targeting of specific groups, is a valuable arrow in the quiver of a marketer. Comparing the differences in the older generations gives the marketer an insight into how to mass market, while targeting the groups as a whole. There is also an interesting opportunity for the marketer to target a very specific group for specialized products. While the job of the marketer remains the same, the methodology must be different to reach the intended audiences.
Wegmans Food Market, Inc. is a regional supermarket chain headquartered in New York State, which has 83 stores. Since 1998, it has appeared on Fortune’s annual “100 Best Companies to Work For” list, and is ranked the fifth in 2013. This article will analyze Wegmans’
Socio-Cultural environment shows that society is gearing towards more natural and organic food and becoming health conscious. More people are having homemade food from savings perspective.
Twin City was incorporated in 1921. It was formed by combining the towns of Summit and
For my individual assignment, I chose the company Whole Foods Market (WFM) which deals in selling products that are organic and fresh to its customers. WFM was founded by John Mackey and Renee Lawson Hardy, owners of Safer Way Natural Foods, and Craig Weller and Mark Skiles, owners of Clarksville Natural Grocery in Austin, Texas where the original store opened in 1980 and consisted of a staff of only 19 people. WFM was founded because those four local businesspeople decided the natural foods industry was ready for a supermarket format and at that time there were less than half a dozen natural food supermarkets in the United States (http://www.wholefoodsmarket.com/company-info/whole-foods-market-history). For the rest of this paper, I will be going more in depth about the company’s history and background, why I chose this company, the organization’s environment, mission, culture, and if the company will change or needs to change.
The situation analysis piece of the marketing plan presents pertinent background information on sales, expenses, the market, rivals, and the different forces in the macro-environment. Wheelen et al. (2015) explains that strategy formulation starts with situation analysis: the process of finding a strategic fit between external opportunities and internal strengths while working around external threats and internal weaknesses. Athletics Supreme opened its doors on 20 May 2006 selling a variety of athletic equipment that has taken the company to the top of the athletic equipment industry. Sales have been beyond expectations with customers who have been overwhelmed by the quality products that have been critical to its success and profitability
In order to market the product into the market successfully, marketers need to have some marketing strategy to enter the desired market and make profit. Market segmentation is the process of dividing a market into subsets of consumers with common needs or characteristics (Schiffman et al., 2011). Understanding the market size and segmentation is valuable, but the keys to effective targeting is to know just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends ( Berry, 1999).
Customers are assets, and their values grow and decline. Segmenting customers based on their lifetime value is a powerful way to target them because marketing mix activities can then aim at enhancing customer value. (Ho, 2006)