Wholesome Foods Executive Summary

Wholesome Foods plans to be a market leader in organic foods and meals. Pleshko and Heiens (2012) stated that “the degree of market leadership exhibited by a firm can be thought of as lying on a continuum ranging from a consistent tendency to pursue a wide variety of first mover efforts” (p. 3). As a result, Wholesome Foods plans to introduce new product lines that consist of organic meals and dinners that will differentiate the company from other competitors. Overall, the goal is to become a market leader in the organic foods industry.
Impact of Salient Macro-Environmental Issues
Technological and economic forces will have a positive impact on the company’s marketing strategy. Research shows that new technology is available to improve
the processing of organic foods, and disposable consumer income is rising. The company can benefit from using technology to improve operations and to produce products. Also, the increase in consumer income indicates the potential for higher sales. The company has to further address legal issues with the labeling of foods. Since ingredients must be listed on food products, the company must make sure that all recipes are prepared with organic foods and approved processes. Adhering to the law and labeling requirements can prove beneficial to the company by giving Wholesome Foods a competitive edge over other companies.
Most Significant Trend
The most significant trend for the company is the growing awareness of health conscious consumers seeking organic and healthy products.
Research showed that “consumers are more health conscious and willing to spend more on organic foods” (Bezawada & Pauwels, 2013). This trend is favorable for the company because it indicates a growing market for organic foods and consumers are willing to pay higher prices for quality and fresh foods. Therefore, the company must capitalize on the increased health conscious in society by promoting and advertising the health benefits of its products to consumers.
Implementation Strategy
Wholesome Foods will implement its marketing strategy over a period of three months. The company will invest in research and development and focus on creating new products to differentiate the company from the major competitors. The implementation strategy will also include the advertising strategy to reach target consumers who buy healthy food products and organic meals. The next stage is to launch the product in grocery stores and health food stores. The final stage is to audit the marketing and advertising strategy to determine the effectiveness of the marketing strategy.
Activities, Responsibility, and Timetable for
Completion
In the first month, the company will focus on developing the initial product line. During the first month, the company will conduct market research and test the new products. The second month of the implementation strategy will focus on developing effective advertising strategies for the product line. The advertising will be handled by the marketing department and focus groups will be used to test the products and help develop the ads. In the third month, the company will launch the product. The shipping and marketing departments will work together to distribute the products to grocery stores and health food stores along with in-store advertisements and coupons.
After the initial product launch, the marketing department will conduct monthly marketing audits to determine how effective the advertisement strategies and marketing plan affect sales. The marketing audit results will be used to make necessary changes to the marketing or advertising strategy to increase sales