Mini Marketing Plan- Organic Food
Sunny Farm Organic Food Company, Marketing Plan
I. Executive Summery
Sunny Farm Organic Food Company is a small start-up company which is located in Dalian and now mainly focuses on the market of Northeast China. Sunny Farm sells many kinds of organic food which include grain, vegetables, fruits, dairy, spices, tea, and animal products. Nowadays, organic food’s share of food market is low, but it has a huge potential for development. How to compete and how to gain competitive advantage in this emerging market become the biggest challenges to the company.
The primary marketing objectives are to improve the market channel, which can help goods flow more smoothly and reach more audience, and to maintain a good relationship with customers. Since Sunny Farm engaged in food market, which is indispensible in daily life, it is currently considered a business-to-customer marketer. The plan calls for Sunny Farm to engage and capture 20 percent of the Northeast China (three provinces) organic food market.
II. Environmental Analysis
Sunny Farm Organic Food was founded two years ago by entrepreneurs Calais Chen and Lizzie Zhang. Sunny Farm’s products reflect Calais’s and Lizzie’s passion for high-quality food and those products catch up with the trend of green life. Sunny Farm now has many counters in supermarkets and food shops of main cities, Northeast China.
A. The Marketing Environment
1. Competitive forces. The competition in organic food is relative weak in northeastern region compared to middle and southern regions because only a few competitors exist. The competition within the food industry is intense but still, it’s a market with great potential. Ordinary food is the primary competitor and also the leader; it takes up more than 90percent of market share due to its lower price and mass production. And the less than 10percent market is divided among the existing firms. However, the new industry is developing and full of vigor, more and more
I. Executive Summery
Sunny Farm Organic Food Company is a small start-up company which is located in Dalian and now mainly focuses on the market of Northeast China. Sunny Farm sells many kinds of organic food which include grain, vegetables, fruits, dairy, spices, tea, and animal products. Nowadays, organic food’s share of food market is low, but it has a huge potential for development. How to compete and how to gain competitive advantage in this emerging market become the biggest challenges to the company.
The primary marketing objectives are to improve the market channel, which can help goods flow more smoothly and reach more audience, and to maintain a good relationship with customers. Since Sunny Farm engaged in food market, which is indispensible in daily life, it is currently considered a business-to-customer marketer. The plan calls for Sunny Farm to engage and capture 20 percent of the Northeast China (three provinces) organic food market.
II. Environmental Analysis
Sunny Farm Organic Food was founded two years ago by entrepreneurs Calais Chen and Lizzie Zhang. Sunny Farm’s products reflect Calais’s and Lizzie’s passion for high-quality food and those products catch up with the trend of green life. Sunny Farm now has many counters in supermarkets and food shops of main cities, Northeast China.
A. The Marketing Environment
1. Competitive forces. The competition in organic food is relative weak in northeastern region compared to middle and southern regions because only a few competitors exist. The competition within the food industry is intense but still, it’s a market with great potential. Ordinary food is the primary competitor and also the leader; it takes up more than 90percent of market share due to its lower price and mass production. And the less than 10percent market is divided among the existing firms. However, the new industry is developing and full of vigor, more and more