strategy and Positioning Analysis, marketing homework help

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Please read the attachment first, and then following the direction below. The question need to be answer with at least 350 to 400 words. Thank you

Use the same product and organization you identified in your Week 3 Strategy and Positioning Analysis.

Explain how the packaging you will use for your product or service will add value.

Include at least four sources of research that support your analysis; at least one must be the textbook, one from the University of Phoenix library, and one piece of secondary research.




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1 Strategy and Positioning Analysis Part 1 Learning Team B MKT/421 December 19, 2016 Shannon Peterson 2 Walmart Stores Inc. is the largest American retail corporation that serves many countries worldwide. As of October 2016, Walmart currently has 11,593 stores in over 28 countries including department stores, grocery stores and hypermarkets. This corporation was founded in 1962 by Sam Walton and incorporated in 1969. The first store was opened in Rogers, Arkansas by Sam Walton with the notion to lower the cost of living for everyone by working together. Over the past 50 years, Walmart has grown from grossing $12 million in sales annually to making $40 million a day grossing over $14 billion annually. The products that Walmart sell come from a wide variety of sorts. They have become a company with integrity that consumers trust and are known for being a one stop shop. Walmart sells everything from groceries, clothes, toys, furniture and even have automotive services at select locations. With Walmart establishing such a brand and being as successful as they are, they have decided to branch out into the world of delivering baked goods to homes. This new venture is one that is sure to appeal to their consumers as they are already a brand that has not only become a household name but have been delivering world class services since its origination. The Product Sweet Treats is a delivery service that will offer consumers a chance to order a sweet treat with a drink or side of their choice. But what will make us stand out from our competitors, is we will be offering an option that meets customer’s dietary restrictions. In today’s society, there are a lot of people who are gluten free, wheat free, dairy free, vegans, etc. By offering this service, it allows us to reach more consumers allowing everyone to enjoy these sweet treats. Here you have an option to order something for yourself or provide a thoughtful gift to your family and friends. 3 Our standard package consists of an option between a dozen cookies or brownies with a side of milk with an option to choose between which type of milk you would like to be delivered. We have regular milk, soy milk, and almond milk as your options. Our next package will be your choice of pie (apple, peach, blueberry, pumpkin, or pecan) delivered with a side of ice cream. Once again, we will have options for customers to meet their dietary restrictions. We understand that sometimes it is hard to find a bakery who offers these options, and it’s even harder to find someone who can deliver these products. We want to make sure that customers all over can enjoy a guilty pleasure, which is why we have partnered with Walmart. Most of the time, you have to live in a big city to find somewhere who offers more than just your everyday bakery items. By teaming up with Walmart, we can reach people even in the most rural parts of the Unites States. Target Market Segments Sweet Treats will focus on its target market utilizing the four bases of segmentation: demographic segmentation, psychographic segmentation, geographic segmentation, and behavioral segmentation. Demographic Most Americans make an effort to eat healthy, whether it is gluten free, dairy free, wheat free or vegetarian. According to PR Newswire, 60% of American adult’s limit, or completely eliminate, at least one particular nutritional component from their diet. Specifically, nonwhites, age 18-49 years, restrict gluten in their diets (Riffkin, 2015). and 33% of nonwhites include gluten free products in their diets, compared to only 17% of whites. 4 Psychographic While many Americans choose to restrict their diets of certain nutritional components due to diagnosed diseases, such as Celiac disease related to gluten products, “eating healthy” has become a lifestyle choice for a large portion of the population. Sweet Treats will offer a variety of healthy alternative treats to satisfy this particular need. Geographic Many consumers that choose restrictive dietary products live and work in the large cities. Because Sweet Treats delivers their products, they can reach this very large market segment. As the demand grows in more rural areas, the company will be able to satisfy its customers in these locations. Walmart stores are located throughout the country in both large cities and small towns, making Sweet Treats easily accessible to consumers. Behavioral Factors Consumers of baked goods and ice cream desire appealing textures and flavors. Sweet Treats understands this and markets products that have been proven to give the consumer a culinary delight. The usage rate increases during the Thanksgiving and Christmas seasons; therefore, Sweet Treats will be ready to increase production during this time. SWOT Analysis There are two vital marketing components that must be considered for the SWOT analysis of Sweet Treats. First, the organization must consider the three areas of the strategic marketing process, which are resource allocation, putting plans into action, and plan evaluation (Kerin, Hartley, & Rudelius, 2015). Sweet Treats must efficiently allocate its valuable resources to the right target market for optimal growth potential. At the same time, the marketing objectives must align with the company’s strategic goals and actively move toward such goals. 5 Finally, the marketing plan must be evaluated to ensure it is effectively driving in sales and delivering the expected results. The second component of the SWOT analysis for consideration is the marketing mix or “4Ps”, which are price, product, place, and promotion (Kerin, et al., 2015). Sweet Treats has to offer fairly priced, quality products that are easily accessed and conveniently purchased to meet consumer demands. Additionally, the products and marketing strategies must promote the Sweet Treats brand. Following is the SWOT analysis of Sweet Treats for review: Strengths (Internal)   Weaknesses (Internal) Delivering fresh baked goods to meet  New to the market consumer demands  Lack of brand recognition Experienced bakers, staff, and  Online presence and marketing  Consumer loyalty  Delivery time restraints management provide a solid business foundation  Offering sugar-free and gluten-free products  Competitive pricing  Attractive brand name and packaging  Support of Wal-Mart brand Opportunities (External) Threats (External) 6   Demand for special occasion brands: Mrs. Fields, Cheryl’s Cookies, packages: birthday, holiday, etc.  Demand for catering events  Expansion for growth and Carolina Cookie  Increasing online competition from national sellers development  Competing with large recognized  Technological and Internet capabilities Improper marketing strategies can create financial risk  Substitution options to consumers Competitive Analysis Current company’s Potential Competitive Rival’s strengths and Competitor’s strengths and weaknesses strengths and weaknesses weaknesses (COSTO) Target Market Strengths Strengths Strengths    Wide customer base Strong market presence due to international  Expansive Niche market that is loyal 7 presence  Global supply chain Weaknesses supply chain Weaknesses Weaknesses  Sale of one type of  Exclusivity to product. No members range of  Less influence  Low profit different types, in terms of margins nor healthy healthy cookies products. selections Product Strengths  Healthy  Appealing to all ages  Wide range that customers can select Strengths  Wide array of Strengths  products Established almost identical  Listed calorie products with charts, and existing loyal ingredients customer base. label from  The existing other dietary 8 products from the nearby bakeries Weaknesses  No cookies delivery business within the targeted market range  Selling of incomplete dietary cookies that are nongluten free Place Walmart is in a Competitors try to Contrary to the position to distribute keep up with the existing bakeries its products to a large strategies of their other offering cookies, customer base due to competitors and Walmart will provide its advanced supply therefore, COSTA gluten free and vegan 9 chain an also in its would most likely many stores that are increase its outlets to located in various reach more customer countries. However, base. However, this long supply chains may take long periods especially in due to its already loyal international markets niche customer base. cookies. However, the existing market likes the different flavored cookies currently in the market. Children love flavored are not ideal for sale cookies from the of cookies existing sellers and the parents spent a lot in making their children happy. Promotion Due to its large The competitors The existing rivals amounts of revenue, depend on door-to- flourish in buy 3 get 1 Walmart is able to door marketing. form of promotion. conduct effective and Additionally, their Besides, the focus is wide promotion. focus is in radio and on customized cookies TV advertisements. packages bearing the Unfortunately, the customers’ name. market is migrating to However, there is no social networks. The much of promotion largest percentage of that is customer 10 the targeted market engaging and helps today spent a lot of them to live healthy their time on the social lives. networks. Price The cookies prices The favorable prices The promotion of buy vary based on the that depend on the 3 get 1 free entices the packages. The lowest customer’s type of customers into bulky package is 100mg flavor favor the buying. and the highest competitors. package is 10kg. The prices are affordable. There is discount for loyal customers and those buying on bulky. Competitive Switching costs that Advertising used as Predatory pricing that Barriers will be incurred the sinking cost by the tends to be customer through delivering of existing competitors. friendly. Loyal schemes that Predatory acquisition involve having that involves member customers. competition bulky purchased products. Online presence where customers can Vertical integration commission. This 11 do online ordering that prevent the new plays the biggest role and payment. entrants into the in the competitor’s market reasons for thriving in Strategic leadership the market. through developing clear and effective goals to help the company establish the customer’s relation. Leveraging on core competencies through offering the gluten free and vegan cookies. Likely responses Positive response Competitors are more These are more likely from customers, thus likely to create similar to create substitute increasing sales for line of products that products that appear the company. will compete with more appealing to Walmart’s line of compete in the market. healthy cookies. Market to Buy 12 When we start working on the Marketing of the product and how we will push the product to be purchased. We will be going over a human’s emotions to attack the market of this product and service. Product will have to have the right prices of the product and service. The prices need to be reasonable to if someone went into a bakery and purchase it over the counter. Attack the buyers that have health restrictions and anyone that keeps a big fitness life. If we could make a bar that is only for a gym or instructor to give to their customers as well. We will have to go after the market of customers that do not have the ability to back at their own place that they call home. As a business we can take over the catering business of the Sweat Treats. As a team we will bring the logical decisions so we can go forward. Positioning Statement For the consumer that suffers from food allergens, Sweet Treats offers a variety of gluten, wheat, and dairy free sweets. Sweet Treats provides the safest, freshest allergy free product to your door exactly the way you want it. Sweet treats, wants everyone with a sweet tooth to have an opportunity to fill that need, even though they are allergic to certain foods. Sweet Treats is combining forces with the nationwide grocer Walmart, to offer a variety of sweet treats that are either gluten free, wheat free, dairy free or a combination to consumers. Sweet treats, offers treats that are customizable by the customer to meet allergy needs that are delivered fresh to your door. The target market Sweet Treats is trying to reach is the large market cities where they can deliver the product to either business or home using the Walmart connection. The main focus will be the groups of people that suffer from allergens that are still wanting their sweet tooth fix. 13 From 1997-2007 food allergens increased 50% and 1 in 13 children has a food allergy. (FARE Food Allergy Research & Education, 2016) Sweet Treats is meeting customer needs with allergens by providing tasty sweet treats to those with allergies that otherwise could not have treats such as cakes, cookies, pies, ice cream and other desserts. What sets Sweet Treats apart from the other competitors is that they are offering customizable treats that are allergy free, fresh, and very tasty that are delivered to your door when promised. Focusing on the customers’ needs and provide exceptional service is what sets us apart from others. References FARE Food Allergy Research & Education. (2016, December 18). Retrieved from Foodallergy: http://www.foodallergy.org/food-allergy-awareness-week/social#.WFcqPlyYKRg Gerencer, T. (2016). MoneyNation. How much money does Walmart make in a year? Retrieved from http://moneynation.com/how-much-money-does-walmart-make/ Kerin, R., Hartley, S., & Rudelius, W. (2015). Marketing (12th ed.). New York, New York: McGraw-Hill. Majority of Households Have Someone with Diet Restrictions. (2014). PR Newswire. Retrieved From: http://www.foodmanufacturing.com/news/2014/06/majority-ushouseholds-have-someone-diet-restrictions Riffkin, R. (2015). One in Five Americans Include Gluten Free Foods in Diet. Gallup. 14 Retrieved From: http://www.gallup.com/poll/184307/one-five-americans-include-glutenfree-foods-diet.aspx Walmart. (2016). Our History. Retrieved from http://corporate.walmart.com/our-story/ourhistory
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Packaging
The packaging of Sweet Treats in Wal-Mart will lead to great value addition of the
product in the market. First, the product packaging will be attractive in the eyes of the customers
making. This increases chances of the purchasing the products by the customers (Peters, Higgins
and Richmond 1). Beautiful packaging will increase chances of the customer to choose the
products against the competitor products in the market. The product will distinguish itself from
others and build the company brand in the market. Aesthetic brandi...


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I was struggling with this subject, and this helped me a ton!

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