Daylesford Organic Farm

Create the Value Page 1

Create the Value: Market Segmentation Analysis and a Value Proposition
MKTG522: An Introduction to Marketing Management
Professor Schauer
Megan Purdy
Keller Graduate School of Management [e-mail] November 11, 2014

Create the Value Page 2
What is Daylesford Organic Farm and what makes them such a draw for consumers? Daylesford Organic Farm is located in the countryside of the English Cotswold’s and its owners are Lord Anthony and Lady Bamford. Lady Bamford started the farm after continually being frustrated at the idea of serving her family unhealthy and treated foods. Over 30 years, these partners have transformed the land into one of the most successful and long running
Some of the include the geographic region being considered, the size of that location and the type of area it is, the climate of the area, the age demographic, family sizes and their life cycles, genders, income and occupation, education, religion, race and nationality, social class, lifestyle, personality, benefits, usage rates, and the loyalty, readiness and attitude of the potential market. (Armstrong & Kotler, 2014, 2012, 2010) I believe that the need of the product and the business should also be strongly considered as well as the history of success or failure in other areas as well. In terms of the potential market for organic farms in the United States, it can be said that the market is increasing relatively quickly. This market can be a very profitable and sustainable business for those in agriculture that have interest in becoming certified. There is a projection for continuous and steady growth of 9% or higher. The organic farming and food market is still quite new and fresh, but studies have shown that between 2002 and 2011, there was a 240% increase of certified organic farms, ranches and processing facilities. The top states for organic farming include California with 20%, Wisconsin, New York and Washington, but all 50 states do have some form of organic farms, ranches or processing facilities. It seems that
However, the concept of organic farming there is a very strong potential for growth within the market. This prediction of growth comes from the trends of the consumers themselves. Consumers today are becoming more and more conscious of the issues that may affect the foods and other products that are served to their families. Healthy eating and lifestyles are just a passing fad as some may have thought, but is a trend that carries significant weight and value in society today. Other points to focus on in the marketing is that organic farming has to