Keller graduate school marketing plan Essay

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 vercome 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. Jse a holistic marketing approach that targets the growing our competition, within the budget constraints of an emergent company. Several macro environmental forces need to be deeply considered, some which are enabling and positive, some which can prove hindrances if not properly managed. Positive environmental factors include: 1 . A sharply growing demand amongst the American public and overall national growth figures. 2. Increasingly positive social trends towards healthier, additive free foods. Negative concerns could include: 3. Cost of vendors and suppliers, for the inputs for Organic’s on the Go’s Production. . ncreased regulatory/compliance issues through government regulation of what, where and how organic food products must be produced and what may be contained within them. 5. Competition within the market that will likely continue to increase and new entrants arrive in the market. Organics on the go has the ability to tailor products that mean the publicâ€⠄¢s demand for organic foods where other companies fall short in that we produce 100 percent organic food and provide organic meat in our meals, all with exceptional convenience found normally with highly processed foods. Organics on the Go will leverage the unique coupling of organics with onvenience at affordable pricing. Market Summary: The organic food market can be defined as the market for products which are grown or produced naturally that is without chemicals of any sort and generally free of any additive, food coloring or preservative that is not naturally occurring within that product and that may be harmful to the consumer. The target market segments of the organic industry include majorly: Health enthusiasts Fitness enthusiasts Dieters Individuals who allergic to additives, dyes etc. Demographic Information: Research conducted by Rachael L. Dettman in her presentation to the USDA wrote: Organic produce: Who’s Eating it? A Demographic Profile of Organic Produce Consumers† indicates some strong demographic characteristics of the organic consumer: 1. White Collar individuals 2. Reside in less populated areas such as suburbia 3. Are generally below age 40 4. Hold degrees As the major grouping of organic food purchaser demographic and characteristic indicators ( Dettmann, pg. 6) Market Size and Growth: As of 2012 the total revenues of the organic market had grown to 27 billion back in 2012 and continues to grow at an average rate of about 7. % during the recession, ith a growth rate that has continued to increase and exceed analysts’ expectations according to the findings of the USDA. (USDA, pg. 1) However, the exact number of people that comprise the whole foods customer base is still not known with credible certainty, but is believed to be well within the millions in the USA alone.