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Burt's Bees

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Burt’s Bees: Leaving the Hive

1. A. Market:

Natural - organic personal care; develop, manufacture and distribute; targeting

LOHAS (NMI, 2007) consumers, around the world.

B. The market is the industry where the organization competes, and it needs to be specifically defined. In general, the requirements for an appropriate market definition include: a) should be narrowly defined; b) should include at least 90% of the company’s sales and c) a “real” market as defined by customers and competitors (Kulzick, 2007). Market definitions to be complete should include four different factors:

1. Company’s product or service ( Natural – organic personal care products that include: (Lip balm, oral care, hair care, body care, face cleansing and care and outdoor – sun care). 2. Customer ( Someone who pays the money for the service and/or product. According to the Natural Marketing Institute (2007), the Natural-Organic Personal Care Products Market targets consumers classified as LOHAS consumers. LOHAS is the acronym for Lifestyles Of Health And Sustainability. This refers to an integrated consumer group, which has a meaningful sense of environmental and social responsibility and incorporates those values into purchasing decisions. LOHAS is a critical target for companies marketing natural and organic personal care products because these consumers opinions are very influential and help push healthy environmentally- friendly products into the mainstream market.

3. Level in chain ( Develop, manufacture and distribution (Hoovers, 2009). Product develop: to improve an existing product or developing new kinds of products; manufacture: to make or process (a raw material) into a finished product, especially by means of a large-scale industrial operation and distribution: the process of marketing and supplying goods, especially to retailers.

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