Situation Analysis
Internal Environment
Sprouts Farmers Market is dedicated to providing the consumer with exceptional customer service and value. Sprouts focus is to provide natural organic affordable food options for consumers. Sprouts Farmers Markets Mission is, “to improve the health of the communities we serve by offering healthy foods at affordable prices. We achieve this mission through a threefold approach which includes providing excellent customer service, ensuring superior store conditions and creating value to the customer, every day”(Sprout Farmers Market, 2014). With this approach Sprouts will be able to reach its objectives by becoming a profitable and competitive grocer.
In 2002, Sprouts started a single store in Chandler Arizona
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The regulations that Sprouts needs to follow are, “Sprouts stores are subject to various local, state and federal laws, regulations and administrative practices affecting our business. We must comply with provisions regulating health and sanitation standards, food labeling, equal employment, minimum wages, environmental protection, licensing for the sale of food and, in many stores, licensing for beer and wine or other alcoholic beverages. Our operations, including the manufacturing, processing, formulating, packaging, labeling and advertising of products are subject to regulation by various federal agencies, including the Food and Drug” (United States Securities and Exchange Commission, …show more content…
In the coming years, the baton will be accepted from one mega-generation to another as the millennials become adult and baby boomers begin to diminish into the background. This has the potential to alter where and how consumers shop for food as well as what products they choose (Smith, N, June 28, 2012). The experts point the three social trends that will affect food purchasing patterns include social networks, an aging population, and the emerging number of single-person households. Social network exposes people to new sources to get information about products that they want to buy and increases the access to products at low cost. Also, aging population may look for healthy choices to sustain their health and wellness. The millennials might not make healthier food choices because they tend to prefer ready to go
...College students are the next generation of food consumers just starting to purchase and prepare their own food, setting purchasing habits that will follow them into their lives as they start their own careers. These habits will shape what food is in demand, and therefore what food is produced. Not only do college students hold financial power over the future economy, but they must make the decision of whether to become the next unhealthy generation, that will also indoctrinate their children to accept the level of food quality that is currently labeled as junk food as a standard level quality of food.
Supermarkets provide an ideal environment for affecting consumer purchasing behaviors cater to the healthy lifestyles of younger consumers while addressing the health concerns of older ones. The behavior of the consumer gives an image of our company.
RNRA Team, “Supermarkets, Fresh Produce and New Commodity Chains: What Future for the Small Producer?” Hot Topics: February, 2004.
This is due to the symbiotic relationship Walmart has to its consumers, they are able to offer lower prices in more locations and consumers desire affordability and proximity. Despite the obvious domination of the economy by Walmart, less conventional producers and consumers are present and on the rise. Local rather than global and small rather than large, the increase of these less conventional manners of production can be seen in the increase abundance of farmers’ markets, Community Supported Agriculture (CSA), and community gardens. Farmers’ markets are common areas where farmers meet on a regular basis and sell various fresh produce directly to the consumers. The number of farmer’s markets between 1994 and 2014 has increased from around 2,000 to 8,000 (ers.usda,gov). Farmer’s offer an aesthetic that Walmart cannot provide—the opportunity to be personable. The consumer is able to see who grew the food, ask how it was grown, and will not be dazzled by fancy packaging or
By accepting misguided information about the food that is being purchased from the marketers, consumers are letting the food industry shape buying patterns, even when it is not to their benefit. Pollan supports this claim when he writes, “With all the variety and constant stream of messages from the food industry and media, how can we make up our minds” (86). Pollan’s quote elaborates on how the the constant stream of messages affects what Americans put into their bodies.
The invention of the television (TV) dinner has led to lifestyle changes in American society. Created in 1953 by C.A. Swanson & Sons, frozen suppers allowed mothers to take breaks from cooking and sit down with their families (Pendergast). These meals quickly boomed with popularity and revolutionized the way that Americans viewed food. Today, many families still purchase these meals, but do not realize that they have several limitations. Although TV dinners seem like convenient and inexpensive food choices, in reality, the “TV dinner culture” has serious implications for the environment, health, and agriculture. The problems posed by TV dinners, such as food miles, inadequate nutrition, and untrue costs, alienate people from their food, families, and environment, and would be lessened if Americans purchased foods from farmers’ markets.
United States Department of Agriculture. (2011). 10 tips for affordable vegetables and fruits. Retrieved , from http://www.choosemyplate.gov/foodgroups/downloads/TenTips/DGTipsheet9SmartShopping.pdf
Increased portion sizes have gone unnoticed by consumers unaware of their unhealthy actions and has become the trend because of its gradual incorporation in our eating habits. In just twenty years, significant differences among the sizes of products can be noticed and most often seen to have doubled(1). Not only are increasing portion sizes reaching dine-out style meals where hamburger, french-fry, and soda sizes are two to five times larger than originals, but they are making their way into the homes of our public. Recipes found in newer editions of Joy of Cooking, a popular home cookbook, shows fewer serving sizes coming from identical recipes of older editions. This can be explained to show that larger portion sizes are to be anticipated from the recipes.
Through the manufacturing and industrialization of foods many foods are made into frozen meals which are a lot easier to prepare. Pre-packaged frozen food that interviewee would eat she thought was semi healthy because it included a vegetable and meat or pasta. The price of the frozen food is something that she mentioned as well, these are a lot cheaper than buying fresh fruits and vegetables. The main ingredients that she found she used seemed to be a lot less healthy than what her mother would make her family for dinner. A lot of the main ingredients in meals prepared by her are pre-cooked or frozen foods such as vegetables and fruits which seem to lose their nutritional value (Scrinis, 2008). With living in a farming community, she tries to eat vegetables and fruits that are grown locally which helps to add some nutritional content to her food. One thing that the interviewee talked about during the interview was about the amount of packaging that is used today to help protect food to last longer on grocery store shelves. With grocery stores being so accessible and convenient it pushes a lot of people away from unpackaged and local foods. Interviewee believes that with grocery stores being so convenient and needing to provide food for multiple people the quality has decreased drastically. With having so much low quality food that is easily accessible it is pushing people’s health down which can be visibly seen according to the
Nutrition and health have become more popular in today 's society. Our generation is becoming more and more indebted to the idea of being healthy and eating nutritious meals. However, in “The American Paradox,” by Michael Pollan he argues that our unhealthy population is preoccupied with nutrition and the idea of eating healthy than their actual health. He also mentions the food industry, nutrition science and how culture affects the way we eat and make food choices. While Pollan is right about all these factor that affect our eating habits, there is more to it than that. Convenience, affordability and social influence also affects our food choices making them inadequate.
From a study completed by Chicago-based Research International USA completed a study called “Fast Food Nation 2008. The panel consisted of 1,000 respondents of ages 16-65 who provided their inputs with an online survey which was conducted between March 13 through 2008. Which was based on results on fast food restaurants like McDonald’s, Burger King, and Wendy’s are gaining popularity even through the economic hardship and recession. Marketing strategy has become more of influence on kids and young American’s. As population grows and the demand increases of fast food restaurants are expanding their stores to capturing more consumers. Fast food chains are also willing to change their menus to continue to gain and retain repeating customers. With each generation that passes, brings fast food chains into more homes and continues impacting lives.
In each new location that has a Farmer’s Market, Easy Peasy will hire a booth to promote their product and introduce themselves to the community within the location by handing out samples and selling the bars. Easy Peasy will also attend at least one organic and natural food trade shows to increase the brand awareness amongst the market but also promote their product to larger health food stores that will be able to help them increase their products awareness and reach. Strategies: Direct Marketing. Tactics: Using Easy Peasy’s existing data from their online store, Easy Peasy will be able to create a customer database to use for direct email marketing, sending coupons, and special offers to the customer base to increase sales and brand
Farmers market produces are known for their fresh and high quality as well as their prices.
On Saturdays, many people gather at the Bloomington Farmer’s Market to observe many sights, smells, and tastes. It was evident early on that there were two age groups present: early 20’s and retirees. Recent studies by Nielsen have shown that Millennials are the most sustainability-conscious generation and are willing to pay more for products that are environmentally friendly, so the amount of millennials interested in buying fresh, local produce is no surprise (Saussier, 2017). There was an overwhelming white majority, with few Asians and very few African Americans shopping for products. All of the farmers were white and of older age.
Many people in America, from toddlers to the elderly, have shown numerous signs of bad health. People have the desire to keep on eating due to more, new things being merchandised as “new and improved items” from the producers. For example, nowadays, people are eating pure junk that they find satisfying on the grocery food shelf. As, stated by Michael Pollan, in his article, “Eat Food: Food Defined” he affirmed that “real food is the type of things that our