Industry Analysis – Foo Go
Executive Summary
The industry analysis for Foo Go seeks to provide the management with background knowledge for launching marketing campaign centred on the proposed product line of pre-packed organic sandwiches. Given Foo Go’s brand identity of an environment-friendly name and its positioning as a premium product, a range of sandwiches prepared only with organic farm products will provide the company a strategic foothold in the new and emerging market of organic food products. Foo Go’s retailing through WH Smith stores, supply arrangements to other superstore chains, and being a first entrant in the premium pre-packed organic sandwich segment are the company’s key plus points. Further, major demographic segment of young to middle-aged, concerned-for-environment, fitness-minded white-collar individuals is being targeted through the proposed product offering.
Table of Contents
Introduction 4
Company Profile 4
Scope of Marketing Plan 5
Market Outlook and Growth Drivers 5
Situation Analysis 6
SWOT Analysis 6
PESTLE Analysis 8
Market Segmentation – Target Market and Product Positioning 9
Goals and Objectives 10
Marketing Strategy and Programmes 11
Metrics and Implementation Controls 12
References 13
Introduction
The marketing process encompasses the entire chain of value creation – from identification of a latent need among the target consumer market that a business enterprise is confident of fulfilling to profitable delivery of a solution to that need. The process is dynamic, as successful businesses must continue to monitor their value-addition proposition through careful analysis of changing trends in consumer preferences, changing nature o...
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In the documentary, Food Inc., we get an inside look at the secrets and horrors of the food industry. The director, Robert Kenner, argues that most Americans have no idea where their food comes from or what happens to it before they put it in their bodies. To him, this is a major issue and a great danger to society as a whole. One of the conclusions of this documentary is that we should not blindly trust the food companies, and we should ultimately be more concerned with what we are eating and feeding to our children. Through his investigations, he hopes to lift the veil from the hidden world of food.
A common theme in entertainment today is the question “Just because I can, should I do it?” Usually this is applied to moral issues or controversial scientific breakthroughs. Yet, very little of the American public even bother to ask this about food science and production. As long as the food tastes good and is convenient, most people don’t really care. Melanie Warner, overall, was just like most Americans. In her book she documents how a former business journalist became infatuated with the longevity of cheese, guacamole, and other normal American cuisine. It’s a dark hole. Most readers will be horrified and confused with such production methods. While Warner’s book isn’t a scientific study, her neutral style and intriguing investigation
A) The style of this documentary involves highlighting the small significance of the deli shop. Deli shops have been in America for over a century so its nostalgia feel as long since pass. I use some light to remove the shadows of the dish prepared so as to not undersell its presentation. Framing for the staff interviews is a reference of the documentary film ‘Tokyo Waka’, For I felt that the director captured the excitement of his target on frame.
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Bread has become a staple food in the majority of Americans lives. Through Bobrow-Strain’s novel of White Bread: A Social History of the Store-Bought Loaf (2012) he examines what has changed the patterns and perceptions of white bread and the industrialization of white bread through-out American History. Bobrow-Strain discusses alarming thoughts about what is done to the bread through control, money, likes, dislikes and the economics of the industrialization of bread. One of the main aspects of why white bread is examined so intensively in his book is because of how people associate it with a certain race, class or even gender. Bobrow-Strain shows the reader how white bread says a lot about who we are and who we want to be as a society.
Harvey, Blatt. America’s Food: What You Don’t Know About What You Eat. 1st ed. Cambridge:
After I completed my procurement of that dashing blue fishing pole, I stopped at the Deli to pick up a hero sandwich in honor of a comrade in arms. As I ordered that big boy, I slipped the owner a ten-spot and asked if he could make this one special for someone deserving. He smiled and went to the oven to get a hot fresh loaf of bread. You could see the hot vapor rising, as he sliced though the crispy crust. He panned though the assortment of exotic mustards and picked out his all time favorites, spreading it across the aromatic loaf. He went straight for the refrigerator where he pulled fresh lettuce, tomatoes, and the large chunks of deli meats that were freshly sliced for the occasion. He added a few extra slices just to be sure the sandwich looked as good as its name.
At the age of seventeen, Fred Deluca decided to open a submarine sandwich shop as a way to help pay for his education of becoming a medical doctor. Dr. Peter Buck offered Fred a $1,000 loan and became his partner and 1965 the first Subway store was opened in Bridgeport, Connecticut. They learned through experience how to run a business, with the integrity of serving a high quality product, and providing excellent customer service. Today, Subway is the world's largest sandwich chain with more than 41,000 locations around the globe. The goal is to serve the highest quality foods, and make sure everything produced meets the safety standards from the time it is grown, to when it is put into a sandwich. To insure this, sustainable agricultural practices such as cover cropping, and crop rotation this restores nutrients and minimizes pesticide and fertilizer use. With thousands of restaurants throughout the world, subways supply chain needs to be sustainable and efficient in order to cut costs. Many vendors and suppliers worked with Subway to add or move locations closer to our distributors, and we have implemented many re-distribution centers which help reduce emissions, and provide lower shipping costs. Subway has a Distribution Operational Efficiency program that’s purpose it so find ways to ensure all traveling routes and techniques are optimized, and all the trucks are shipped with full loads to reduce mileage, and be as efficient as possible. Recently, Subway has introduced a process in the United States that consolidates all orders of equipment into a single shipment for new restaurants, and restaurants being remodeled. This helps eliminate excess packaging, and unnecessary non-value added activity at the building site. Subway...
New market entrants, although small and initially insignificant, are exerting the most force over McDonalds Canada. They are able to cater to individuals a lot easier than a multinational company is and it should be these that McDonalds model any future changes on. As mentioned above, the introduction of organic products and the presentation of ‘greener’ images are essential for McDonalds to compete in a changing consumer environment. As environmental concerns become more of an issue for consumers they will be more aware of the impact that a company has on themselves and the environment and therefore be more conscious of who they support with their dollar.
So this is the end of my essay on the perfect sandwich. Hopefully you are hungry by the time you finish this, and you want the perfect sandwich. All you need to do is give me enough money to buy the shop, ingredients, tables, chairs, etc. and then I can open the sandwich shop and sell the perfect sandwich.
A marketer doesn’t just have a plan. Marketers now open up to a wider strategic plan and it’s based on steps that balance out what the market is offering consumers. These marketers must analyze their production with these steps, then make a portfolio of the growth and even their down falls therefore this keeps these marketers to continuously innovate and create even a greater amount of value for their customers. Marketing management functions are discussed along with the marketing mix and strategy.
To help further explain these misleading claims, a well recognized company by the media is called Terrachoice. “The Terrachoice Environment Marketing Consulting practice converts knowledge of markets, science and marketing into winning, client-centered solutions to help sustainability leaders deliver results” (“The "six sins," 2007). Terrachoice has conducted a study of the “Environmental Claims in North American Consumer Markets” and found shocking results that made them want to give warning to potential consumers about the ‘six sins of greenwashing. The Terrachoice Company was designed to improve the communication between the purchasers and consumers, helping to enhance, strengthen, and prove market relationship.
In 1987 Carlo Petrini started a coalition dedicated to the politics and pleasures of slowness and the opposition of fast food. (Leitch 439) He describes one of his goals by saying:
The more experience you have putting these tips into practice, the more they will become instinct. And by making informed decisions and ensuring that the product’s claims are accurate, you can feel good about the choices you make and their positive impact on the environment. If more greenwashing means that marketers are increasingly responding to the demand for sustainable products, this could be a positive trend. If left unchecked, greenwashing creates significant risks. Consumers will give up on marketers and manufacturers, and give up on the hope that their spending might be put to good use. Recent developments suggest companies should be prepared for the new wave of measures. Greenwashing has become a buzz word for consumers and the media. Unfortunately, the rules are not always clear when it comes to responsible environmental marketing.
Humans have been destroying the planet since we were able to stand on two legs. As a society, we need to work to reverse these terrible effects that our existence has on the planet. Sustainability is one way to begin reversing these effects, while still living our daily lives. In 2006, Al Gore presented his documentary, “ An Inconvenient Truth”, as a way to show the world the evidence behind global warming, climate change and the destruction of our planet. This documentary shocked the world. It was clear that changes needed to be made, but the destruction was more intense than previously thought. SInce this revelation in 2006, companies have tried to cut down on their greenhouse emissions, as well as offered sustainable products to their customers. Through a debate of morals and