Perdue Farms-Marketing Mgt
Perdue Farms, Incorporated
Purpose/Problem
Perdue Farms, Inc is planning to diversify by venturing into the processed food market. It is specifically looking at entering this new market with Chicken hot dogs. Previously, Perdue has successfully transitioned from selling hatching eggs to live chicken and then to the dressed poultry market. Now with this new idea, Don Mabe called upon Mike Moriarty to decide if Perdue should get into the chicken hot dog market or not.
The purpose of this analysis is to: * Recommend if Purdue should get into the chicken hot dogs market or not * Evaluate the marketing strategy proposed by Moriarty * Suggest if the product has to be introduced as new or as an alternate to the existing meat hot dogs.
Recommendations
* Perdue should get into the chicken hot dog market and introduce its product as an alternative to the existing hot dogs made of other meat; this makes it easier for Perdue to differentiate its hot dogs. * Investing in owning a hot dog production facility and packaging lines rather than leasing other facilities * Enhance the value (get/give) of the chicken hot dog, thus retaining the current customers and attracting new customers. The next step would be to improve the AITL cycle to increase awareness, and thereby, loyalty of these satisfied groups of customers. Highly satisfied customers stay loyal for longer.
Analysis
Market/Customer Analysis: Segmentation of the hot dog market can be done in several ways. One of those is pictorially represented below:
Hot dog Consumers Heavy – 26% Medium- 33% Light- 29% Non Consumers- 12% Homemaker Age Homemaker Age Homemaker Age Homemaker Age Household Income Household Income
Purpose/Problem
Perdue Farms, Inc is planning to diversify by venturing into the processed food market. It is specifically looking at entering this new market with Chicken hot dogs. Previously, Perdue has successfully transitioned from selling hatching eggs to live chicken and then to the dressed poultry market. Now with this new idea, Don Mabe called upon Mike Moriarty to decide if Perdue should get into the chicken hot dog market or not.
The purpose of this analysis is to: * Recommend if Purdue should get into the chicken hot dogs market or not * Evaluate the marketing strategy proposed by Moriarty * Suggest if the product has to be introduced as new or as an alternate to the existing meat hot dogs.
Recommendations
* Perdue should get into the chicken hot dog market and introduce its product as an alternative to the existing hot dogs made of other meat; this makes it easier for Perdue to differentiate its hot dogs. * Investing in owning a hot dog production facility and packaging lines rather than leasing other facilities * Enhance the value (get/give) of the chicken hot dog, thus retaining the current customers and attracting new customers. The next step would be to improve the AITL cycle to increase awareness, and thereby, loyalty of these satisfied groups of customers. Highly satisfied customers stay loyal for longer.
Analysis
Market/Customer Analysis: Segmentation of the hot dog market can be done in several ways. One of those is pictorially represented below:
Hot dog Consumers Heavy – 26% Medium- 33% Light- 29% Non Consumers- 12% Homemaker Age Homemaker Age Homemaker Age Homemaker Age Household Income Household Income