Keller graduate school marketing plan
2013-2014 Marketing Plan of Organics on the Go
Jason M. Farber
Devry University’s Keller Graduate School of Management
Executive Summary
Organics on The Go is an innovative start-up company that offers high quality, fairly priced, 100 percent all organic products for the on the go individual. These products are crafted to meet the specific needs and wants of a carefully selected target market. The demand for organics at large is strong and growing providing an excellent opportunity for success with a business that relies on a carefully crafted holistic marketing plan. Organics on The Go has developed an intricate holistic marketing plan that incorporates a comprehensive IMC approach to ensure success for the company at large and ensure all financial objectives are met. A marketing schedule, coupled with strategic audits will further help to bolster demand for the product line and evaluate and ensure energy and equity are built into the brand over the coming year. Included in the plan is a contingency program that strategically aligns all departments to the overall mission with strategic executive leadership to overcome potential upheavals, or problems that may arise from a number of outside factors. Based upon this, Organics on The Go plans for a successful, profitable year due to an exceptional marketing platform via this plan.
Situation Analysis
Organics on the Go is an emergent company now entering into its first year of production. However, Organics on the Go faces several critical issues to surmount: 1. Gain, maintain and grow a loyal customer base. 2. Foster strong brand quality, image and overall market recognition. 3. Overcome competition in a market segment with increasing entrants. 4.Use a holistic marketing approach that targets the growing organic consumer market in a fashion that delights the consumer above and beyond our competition, within the budget constraints of an emergent company.
Several macro
Jason M. Farber
Devry University’s Keller Graduate School of Management
Executive Summary
Organics on The Go is an innovative start-up company that offers high quality, fairly priced, 100 percent all organic products for the on the go individual. These products are crafted to meet the specific needs and wants of a carefully selected target market. The demand for organics at large is strong and growing providing an excellent opportunity for success with a business that relies on a carefully crafted holistic marketing plan. Organics on The Go has developed an intricate holistic marketing plan that incorporates a comprehensive IMC approach to ensure success for the company at large and ensure all financial objectives are met. A marketing schedule, coupled with strategic audits will further help to bolster demand for the product line and evaluate and ensure energy and equity are built into the brand over the coming year. Included in the plan is a contingency program that strategically aligns all departments to the overall mission with strategic executive leadership to overcome potential upheavals, or problems that may arise from a number of outside factors. Based upon this, Organics on The Go plans for a successful, profitable year due to an exceptional marketing platform via this plan.
Situation Analysis
Organics on the Go is an emergent company now entering into its first year of production. However, Organics on the Go faces several critical issues to surmount: 1. Gain, maintain and grow a loyal customer base. 2. Foster strong brand quality, image and overall market recognition. 3. Overcome competition in a market segment with increasing entrants. 4.Use a holistic marketing approach that targets the growing organic consumer market in a fashion that delights the consumer above and beyond our competition, within the budget constraints of an emergent company.
Several macro
References: Chait, Jennifer. ( 2011). Top 5 Organic Retailers in North America 2010. About.com. Retrieved From: http://organic.about.com/od/marketingpromotion/tp/Top-5-Largest-Organic-Retailers-In-North-America-2010.html Dettman, L. Rachael. (2008, July 29). Organic Produce: Who’s Eating it? A Demographic Profile Of Organic Produce Consumers Dimitri, Carolyn & Oberholtzer, Lydia. (2009, September). Marketing US Organic Foods Recent Trends from Farms to Consumers Jolly, A. Desmond. (1992). Consumers Profiles of Buyers and Non-Buyers of Organic Produce. Department of Agricultural Economics, University of California Paik, Analiese. (2013, June 13). Target Launches Simply Balanced Food Line, Responds to Demand for Organic and Non-GMO Townsend, Matt. (2012, May 2). Whole Foods Profit Jumps on Demand for Organic Foods. Bloomberg