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Introduction
The organization under analysis is an organic food manufacturer called Annie’s Homegrown Organic. It is headquartered in Berkeley California, but has facilities throughout the country as well as in other countries such as Canada and the Philippines. In 2013, it was ranked one of the top 25 most successful small businesses in the country. Their marketing strategy is an inspiration for several small businesses that plan on dominating their area.
1) Business description and target market
Annie’s Home grown Organic is a small business that deals in the sale of organic food. Most of the products are precooked, frozen, canned or prepackaged. The company started in 1989 as macaroni and cheese seller, and then expanded its product base to include more diverse organic products. Its initial proprietors were Annie Withey and Andrew Martin; however, these individuals sold their shares to Homegrown natural foods. Annie only became an inspirational president and brand ambassador for the organization. She continues to practice organic farming at her residential home but still interacts with customers regularly (Annie’s Homegrown Organics, 2014).
The organization largely targets health-conscious consumers interested in eating organically certified food. All their ingredients are organic and natural; however, they strive to make them tasty in order to enhance users’ experiences. The organization specializes in making food for children who need a ready-made but healthy snack. It also targets people on the go who lack time to prepare their own mini-meals, but need something that is not packed with artificial flavors and ingredients. Also environmentally-conscious consumers are also a p...
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May, R. (2012). Annie’s home grown shares soar nearly 90% on first trading day. Retrieved from http://www.foodbeat.com/industry-news/annies-homegrown-shares-soar-nearly-90-on-first-trading-day/
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Ocampo, Sally Anne, Interview with Supplier for: Pro Organics Distributors. Conducted on November 22nd, 2005.
Steve Oliver Maass purchased a grocery store that was in bankruptcy back in 1988, in Cotati, CA, mortgaging his house to come up with the payment of $200,000. Although he had no grocery store experience besides working in the produce department of one, he felt he could not do any worse than the previous owner did. The store was run down and a mess requiring a lot of cleaning. With limited funds, he was only able to paint instead of doing much remodeling, as he wanted to do. Maass renamed the store Oliver’s Market after his middle name, and he and his wife worked the store for the first four years. During those years, Oliver’s added a Service deli and a Health foods section. Following the format of Whole Foods, Oliver’s carried a section of organic health foods and included conventional items as well.
Alice Waters, in her 2007 article “Farmer Bill Should Focus on Healthful Foods”, instead of focusing on the farming techniques themselves, makes a more pointed inspection over the products and produce
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
Young, D. (2012). Managing Marketing Implementation, Room 009, Block 17, Middlesex University Dubai. (1st April, 2012)
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill Company.
Belz, F., & Peattie, K 2012, Sustainability marketing: a global perspective (2nd ed.). Hoboken, N.J.: Wiley.
A. A. The “What's So Great About Organic Food?” Time. 176.9 (2010): 30-40. Online.
"Organic Food." Issues & Controversies On File: n. pag. Issues & Controversies. Facts On File News Services, 8 June 2007. Web. 18 May 2011. .
The term “organic” is almost everywhere in modern society, whether it’s used to promote a product or it’s debated on whether it really benefits the human diet. Organic food is heavily debated on as it appears more and more in local grocery stores and farmers markets begin to populate, it raises questions such as “Is organic food better than food grown with pesticides and biologically engineered genes?” and “Are there benefits to eating organically over foods grown in any other way?” In terms of what data and results show in research may help lead to answers to most of the heavily debated issues throughout discussions on organic food.
... P.H. (1988). Marketing Management: Analysis, Planning, Implementation and Control. (6th ed.). Prentice-Hall: Englewood Cliffs.
Kotler, P. & Keller, K.L., (2009), A Framework for Marketing Management. 4th edition, Pearson Prentice Hall: USA
Consumer Perception: Even though consumers’ have become conscious about the kind of food they buy; there is not a clear understanding and implication of “organic”. They are also not able to tell the difference between “natural” and “organic” on product labels. The gap is even wider for consumers that have never purchased any kind of organic food till date.
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill.
Kotler, P., & Keller, K. (2012). Marketing management (14th ed., Global ed.). Boston, [Mass.: Pearson.