Premium Essay

Go to Market Plan

In: Business and Management

Submitted By knowledgequest
Words 921
Pages 4
Marketing Considerations for
Small-Scale Specialty Food Producers
Fact Sheets for the
Small Scale Food Entrepreneur

Published by:
The Northeast Center for Food Entrepreneurship at the New York State Food Venture Center, Cornell University, This publication is for educational purposes only. 01/07
Cornell University is an Equal Opportunity/Affirmative Action Educator and Employer

Marketing Considerations for Small-Scale Specialty Food Producers
The National Association for the Specialty Food Trade has adopted the following description of specialty foods:
Specialty food products …shall mean: foods, beverages, or confections meant for human use that are of the highest grade, style and/or quality in their category. Their specialty nature derives from a combination of some or all of the following qualities: uniqueness, exotic origin, particular processing design, limited supply, unusual application or extraordinary packaging or channel of distribution… the common denominator of which is their unusually high quality..
Small-scale specialty food processors face unique challenges and opportunities when marketing their products. If the venture is to be successful, the processor must decide what market the product will thrive in, what the competition is, and how to market the product given the processor’s available resources. A marketing plan facilitates business success by requiring the processor to address each of these marketing issues through marketing goals and strategies.
The research necessary for marketing plan development also prevents entry into an unprofitable business venture.
The Marketing Plan is an integral part of the Business Plan. Through the marketing plan, the food entrepreneur identifies marketing goals which will lead to success for the business. These goals should meet the following “SMART” criteria:
• Specific – for...

Similar Documents

Free Essay

Out and About

...About plc should go with the proposed new plan is because of the declining success of the firm. In recent years the market share and profits have declined by 15% due to competition from new competitors such as JJB and Argos. Therefore, it is necessary for Out and About plc to adopt a new plan as market research has shown that the new target market (extreme sports) is one of the fastest growing sectors of the outdoor activities market. Also, with Out and About plc currently losing 15% market share and profits, the UK extreme sports market is forecasted to grow 15.7% in market size by value, therefore this could result in a significant increase in profits, which is needed according to the state the business’s current profits are in. A second reason Out and About plc should go with the proposed new plan is because it would create a whole new brand image for the business. Their current target market is predominantly middle aged and middle class or retired. Their new target market would be 16-30 year old interested in ‘extreme sports’. According to the data, the amount that these customers are willing to spend on extreme clothing is increasing, which could increase create higher revenues and increase profits. However, the current products which Out and About plc sells do not cater to the 16-30 year old target market. Therefore, with this target market having more disposable income, it would be sensible to accept the proposed plan. One reason they should not go through with the......

Words: 705 - Pages: 3

Premium Essay

Mkt Vzt Marketing Plan

...G 3-Year Marketing Plan Assessment Code: MKT-VZT Student Name: xxx Student ID:xxx Date: 12/09/2014 Blend and Go Blend and Go Mentor Name: xxx Table of Contents Introduction 3 Mission Statement 3 The Product 3 Consumer Product Classification 3 Target Market 4 Competitive Situation Analysis 4 Analysis of Competition using Porter’s 5 Forces Model 4 SWOT Analysis 5 Strengths 5 Weaknesses 6 Opportunities 6 Threats 7 Market Objectives 7 Product Objective 7 Price Objective 7 Place Objective 7 Promotion Objective 7 Marketing Strategies 7 Product Strategies 8 Price Strategies 8 Place Strategies 8 Promotion Strategies 9 Tactics and Action Plan 9 Product Action Plan 9 Price Action Plan 9 Place Action Plan 10 Promotion Action Plan 10 Monitoring Procedures 10 Introduction Company G is a reputable electronics company that is well established. It has high research and development standards with extensive testing on products before release. Company G also boasts great relationships with suppliers and retailers. I am excited to announce the introduction of Company G’s first foray into the small electronics market with the Blend and Go, a revolutionary household blender that enables consumers to blend and go! Mission Statement “We enable consumers to improve the quality and convenience of their lives by providing high-quality, innovative electronic solutions.” The Product Company G’s Blend and Go is a dynamic......

Words: 3034 - Pages: 13

Premium Essay

Cango Consulting Project

... Executive Summary….. 3.0 2. Strategic Focus and Plan ..3-4 a. Mission b. Vision c. Values 3. Situation Analysis ..5 a. SWOT analysis……………………………………………………………….……..…5-6 Internal Strengths and Weaknesses External Opportunities and Threats 4. Market-Product Focus 6-9 a. Target Markets b. Positioning c. Competitive Analysis d. Promotion Strategy 5. Inventory 9-10 6. Re-organizational Structure .10 7. Financial Analysis 11-12 8. Final Recommendation ...13 9. Bibliography Total Pages in Can Go Analysis and Recommendation .13 1. Executive Summary Can Go Inc. was founded by CEO Elizabeth (Liz) Bennet. Can Go began with an initial investment from Liz’s stock option and the help of Warren Fox (MBA classmate). As a start-up company and joint efforts from Liz and Andrew, the expansion of its operations included CDs. DVDs, audio and video tapes and customized MP3 players. Can Go, Inc. listed as an online retailer of books and audio/visual entertainment took a leap into the online gaming arena whereby 50% ($25 million) of their divisional revenues was a direct result of this new venture. Can Go’s net sales revenue peaked at $50 million for its 2010 facial period. As Can Go strives to garner a major position in entertainment e-commerce, the online gaming is becoming highly popular. The trend shows the market shares are rising quickly and so are companies like...

Words: 3472 - Pages: 14

Premium Essay

Cango Script

...Tyrone Ferguson BUS460ON Can Go SWOT Analysis Thank You Letisha, my name is Tyrone Ferguson and I will be discussing the SWOT analysis overview for the Can Go operation. After reviewing Can Go’s operations over the past quarter we have developed a preliminary SWOT analysis. Strengths: * Cost Advantages of Technological Solution Reduction in cost with the implementation of the ASRS, inventory and product management to be integrated into a common ERP and CRM database that will drive potential business growth, by creating a robust technological solution. We want our website to drive people to submit their purchase requests online or pick up the phone to call us to generate sales. The solution will reduce inventory by continually turning product into sales. Lastly rework our production process to yield higher efficiency and cost reduction. * Online Growth Potential Can Go’s has seen large growth in their first two years of operation. It is one of the fastest growing small businesses in the area. Can Go has the ability to offer public shares allowing them, to have much more capital to invest in potential new online products. They can build on that success by continuing to attract more investors. Being publicly traded will give them more exposure in the future. * Product Pricing Can Go will establish sales in a relatively inexpensive range, such as games. Games are often popular regardless of the recession. Selling tunes online versus selling $12-$20 CDs......

Words: 1365 - Pages: 6

Premium Essay

Omnitel Pronto Italia Case

...Summary Omnitel, the 2nd GSM mobile operator in Italy has two alternative product offerings to launch into the Italian market. Additionally, their consumer research points to multiple consumer needs and pricing expectations. In order to increase their market share, Omnitel has to offer multiple tariffs and a use combination of both the subsidized contract plan and the no-monthly fee plan to meet the consumer’s requirements. Omintel Mobile: Launching Against An Incumbent Monopoly Following the 1995 liberalization of the mobile operators market in Europe, Omintel acquired the license to become the 2nd mobile GSM provider in Italy. Their competitor Telecom Italia Mobile (TIM), had a monopoly of a 4 million strong customer base. Due to its dominant position and its strong retailer presence TIM was able to keep its marketing costs low. TIM aimed their phones at high-end personal consumers and business users, marketing them as an exclusive accessory. Omnitel entered the Italian mobile market in 1995, launching a similar priced product to TIM, with “American” customer services values as their competitive advantage, They aimed to gain a large market share from TIM, but not to start a price war with them, due to TIM’s financial strength. Their perceived competitive advantage seemed to match the requirements of the current high-end Italian consumer and business market, who expected quality customer service in return for their monthly fees. The cornerstones of Omnitel’s customer......

Words: 1169 - Pages: 5

Premium Essay

Mgt680 Able Corporation Business Plan

...Able Corporation Business Plan October 10, 2010 MGT680-1004A-02 Instructor: Dr. Smotherman Unit I: Individual Project Title: Able Corporation Business Plan STATEMENT OF ACADEMIC INTEGRITY I certify that: 1. I prepared this document specifically for this class; 2. I am the author of this document; 3. I am fully disclosing and giving proper credit to any outside assistance received in its preparation; 4. I cited sources of information (e.g., data, ideas, charts, etc.) and used this material to support this document. Student’s Signature: ABSTRACT Have you ever thought about all the planning that goes into coming up with a strategic plan for going global? Today we are in the are the beginning stages of a project for Able Corporation, which will eventually yield and go global in six months or more. In this paper I will be answering several questions that will lead to the completion of a business plan for Able Corporations strategic initiative to penetrate the global marketplace. INTRODUCTION Today we are looking at Able Corporation who is a very successful US manufacturing company located in state Tennessee, that builds power tools, lawn mowers, lawn furniture, microwaves, and ranges. At the current time all Able’s products are manufactured locally and sold through large retail chains like Sears, Best Buy, and Wal-Mart. Their promotions and advertising of its products is done primarily through sale papers inserted in every......

Words: 1878 - Pages: 8

Premium Essay

Digit Scan

...Digit Scan “Identify You” [pic] CONFIDENTIAL December 12, 2011 For More Information Contact: Michelle Ryerson Justise Villamor Amanda Michielsen Alex Herrick Kayla Mc Kenzie 800-4digits Table of Contents Introduction and Overview 3 Products and Services 5 The Market and Competition 6 Sales and Marketing Plan 9 Management Team 12 Go-to-Market Strategy 13 Operating Plan 14 Key Financial Information 16 Capitalization and Use of Funds 18 Exit Strategy or Payback Analysis 18 Notices and Disclaimers 18 Introduction and Overview Digit Scan will provide the Digit scanner for hospitals, doctors, EMT’s as well as any other business and or organization which needs to use data base of information to provide their clients and or patients with the utmost accurate and secure services. Digit Scan will be especially helpful to customers who deal with clients with medial issues or for people who need to identify their customers records in a discreet and accurate manner. The company has a promising future due to the growth rates currently being seen in the biometric field. As the founder of this new business, we are familiar with bring important experience to the business, including [insert a sentence or two describing your experience, include industry experience, startup or small business experience, and even community involvement that shows your character]. I......

Words: 4937 - Pages: 20

Premium Essay


...act allows people to “shop” for a healthcare plan no matter their financial state. Health care exchanges under the affordable care act in Washington State includes healthplanfinder. Healthplanfinder allows people to “shop” for insurance coverage such as apple care, different coverages for their family as well as for their employees. Health care exchanges under the affordable care act allow for a free market because people have a choice of what particular health coverage they want under the health care exchange. Many people choose not to have healthcare due to the fact that they cannot afford it. is a Washington State based website that allows people to search for a healthcare plan that fits their lifestyle and needs. When looking up plans one must first make an account based on their annual income then choose if the plan is for themselves, family or employees. There is also an option to choose either a Health Maintenance Organization,HMO, or a Preferred Provider Organization, PPO. A HMO insurance coverage is where someone can only go to clinics or hospitals under that specific insurance. For example, if someone is covered by Group Health and needs to see a specialists, they can only go to a specialists that is directly under Group Health. If that specialist is not under Group Health, the person has two options, to pay full out of pocket, or find a specialist under Group Health. A PPO is where someone can go and see any specialists as long as that...

Words: 2015 - Pages: 9

Free Essay


...NESQUIK THE PROBLEM When Nestle introduced Nesquik Ready to Drink (RTD), it faced considerable challenges. The Nesquik RTD product was the latest entry into a competitive market vying for acceptance by perhaps the most difficult target to reach, males 12-24, a target that is always “on the go.” And even more daunting, Nesquik’s two major competitors historically outspent the brand in annual media expenditures. SOLUTION Devise an innovative media plan to overcome these challenges while leveraging the portability of the Nesquik RTD product to the mobile, male 12-24 market. Outdoor was considered an excellent medium to reach this “on the go” target. When we set out to launch our new plastic bottle we had the challenge of not only reaching the 12-24 male target, but reaching them near where a majority of purchases were made–at c-stores. The plan combined traditional outdoor elements such as 30–sheets and 8–sheets with non-traditional elements such as wild postings, c-store posters, aerial media and wrapped buses to cut through the clutter. The outdoor program was extremely effective at visually demonstrating the benefits of our new bottle (grippability, gulpability and portability) to our target consumers. In the six months following the launch of the 16 oz. bottle, Nesquik consumption increased +111%! – Reid Leslie Nestle’ Nesquik Marketing Manager Nestle’ USA Background: Nesquik first appeared on America’s grocery store shelves in 1948. Since then Nesquik has been......

Words: 927 - Pages: 4

Premium Essay

Global Strategic Management analyze foreign entry strategy for Forrest Essential, a luxury ayurveda cosmetics brand, for the further growth potential. The company has grown tremendously since its inception in 2000. Owing to the surging demand of the organic cosmetics in the global market, it is imperative for the company to use this opportunity and plan to go global. This document briefs about the analysis that will be done as the part of the project to formulate a fine strategy for Forest Essential to land in the foreign market. Project Summary: The project will explore the possibility for Forest Essential to march into foreign market. The analysis will incorporate the following elements: 1. Industry Analysis 2. Current operations/ marketing and financial analysis of the firm 3. Demand Analysis in foreign markets 4. Screening criteria for countries/ cities 5. Modes of Entry and the degree of co-ordination 6. Implementation plan At the end of the project we aim to address the question of Why Forest Essential should go global? and What should be the strategy to go global? Data Requirements: 1. Secondary research - news and magazine articles, company website information, industry research reports- euro monitor, market watch, macroeconomic data sources -EIU 2. Primary research - try to contact founder to understand business and value proposition more deeply 3. We will use the various frameworks covered in class to understand the different aspects of strategy and......

Words: 902 - Pages: 4

Premium Essay

Doc, Pdf

...Briefing 2012-13 Edition Introduction to the competition You are about to start a unique experience. You are now part of a management team for a company that operates in the global market. Your team is going to manage a company in a competitive market and you will develop key skills in the following areas: • • • • Strategic Management Decision Making Teamwork Leadership Briefing Global Management Challenge (to go to next or previous slide use your keyboard arrows) 2 What you have to know to participate START: Organization, Calendar, Manual 4 COMPETE: Team, Historical, Reports and Decisions 11 COMPANY: An overview 18 Procedures 40 Briefing Global Management Challenge (to go to next or previous slide use your keyboard arrows) 3 Start… Your team’s objective is to manage a company, analyze its historical reports and design a strategy for the near future (the next 1 year and 3 months). The company is quoted in the stock exchange and the measure of success achieved by the management team is: • The stock value at the end of each period, and of course at the end of the competition. When the team starts, a historical report is made available. This report contains the results of the last five quarters. Briefing Global Management Challenge (to go to next or previous slide use your keyboard arrows) Return to topic list 4 Start… Management The first step is to organize your Team. • The Team organization......

Words: 3687 - Pages: 15

Free Essay

Employment Law

...A business without a plan is planning to fail I remember the good feeling of starting a new business back when I was a teenager. I used to get so excited in starting, that I just started right away without planning anything. I just couldn't wait to start. Those are of other subjects that can be found on my journey but long story short, a business without a plan is a plan to fail. I have a hobby of fictional stories which helped me write successful business plans, and I am here to tell you my approach of how I make one. Dreaming a business plan You think I've gone mad expressing that you should "dream" a business plan. But let me explain what I mean here. A business plan is like a story, a series of episodes in a fantasy realm. A fantasy story always has a hero, a villain, friends that join forces and battles across many fields. Think of all the strategy actions in a business as a fictional story, and that way the creative side and facts will spring up from the surface, showing the visible paths that you need to follow, as does a hero. Let's go through this one by one with the main sections of a business plan, to which then you can choose however you wish. The mission Every business has a mission. It is the absolute purpose of why that particular company was founded. Facebook, for example was founded to make sharing and connections between friends more accessible. Milkbuster's mission is to allow entrepreneurs to share stories to build bridges of ideas to help......

Words: 700 - Pages: 3

Premium Essay


...firm seeking further expansion cannot be over-emphasised. An analysis or evaluation of the potential market is the first step to take in the planning process. A critical decision area within this first step is which existing country market to invest in. This decision should be informed by the firm’s current situation which involves a critical analysis of its strengths, weaknesses, opportunities and threats. Furthermore, its orientation, products, policies and philosophies must be matched with the targets country’s market potential and its constraining factors. The screening phase thus, allows the firm to eliminate markets or countries with weak potential and by that helps the firm to concentrate on the ones that are viable. However, in situations where target segments are emerging markets, it presents some challenges, this is because distribution challenges are not well developed, market infrastructures are still developing and income levels vary from country to country. Once an agreement has been reached on target markets, prospective countries can be evaluated. This is done by running a country’s PEST factors against the company’s capabilities, resources, objectives for going international and limitations. The latter and the expected return on investment should inform the evaluation criteria in assessing market potential. Key performance indicators like, minimum market potential, minimum return on investment, acceptable competitive levels, acceptable legal requirements...

Words: 1375 - Pages: 6

Premium Essay

Marks & Spencer

...Marks and Spencer: Plan A Issue: Issue of the Marks and Spencer written below: * Fluctuation in M&S sales (According to data which provide in the case show that M&S growth is not constant) * High prices then competitor like Tesco Value (Cost of M&S is high while competitor prepare the product at low cost) * In UK company face perfect competition * Social environment (In the past M&S face problem in social image but still they implement “Plan A” in future) * Plan A is perfect and in future it is successful? Analysis: Fluctuation in M&S sales: Sales of M&S do not grow at constant rate. Sales growth rate varies from year to year in some year growth is high and in some year growth is low and in some year growth is negative. For example in 2004 growth as compared to 2003 at 27.04% while in 2005 growth is 9.09% in next year 2006 growth is negative -17.34% and next year 2007 is 42.85%. High prices then competitor like Tesco and Sainsbury’s: Cost of M&S is higher than competitor because M&S use 100% British made products. So that the competitor took advantages of this by offer high quality and low cost imports to undercut M&S’s prices. In UK M&S face perfect competition: Because the market of the UK full saturated and all companies face perfect competition. Due to this reason growth rate in the UK market is not good or attractive. For further expansion M&S move toward other Market in different......

Words: 762 - Pages: 4

Premium Essay

Develop a Marketing Plan

...Developing a construction marketing plan and strategy is critical to the success of your organization. The term "marketing" is often misunderstood and used incorrectly. Marketing is much more than selling or advertising. Marketing is the strategic plan that you develop for your organization that looks at your construction company's strengths and weaknesses; the areas in which you have a competitive advantage; the market(s) that you will target your sales focus on; the demographics of your chosen market; and the pricing structure that you plan to use. While advertising is often confused with marketing (as is strictly selling), it is just one piece of a solid marketing plan. To use a farming analogy, if I may, marketing is akin to analyzing crop prices, field conditions and determining what crop to plant-advertising and public outreach nurtures the seedlings, and selling harvests the results. Each component is a part of the larger strategy and depends on the other for success. As with most issues involving a construction business, planning and preparation are paramount, as well as measuring the results. We can't take a break from fundamental business practices. It's important to understand the general steps necessary to create and implement a construction marketing plan for your business. The size of the marketing budgets will vary, as will the intended target market. Ultimately the development of a marketing strategy comes down to similar steps that can be used......

Words: 1678 - Pages: 7