Description
THE MARKETING PLAN CREATE FOR WHITEWAVE FOODS COMPANY ; BRAND :SILK ; PRODUCT :NON DAIRY SOY ICE CREAM A well written marketing plan upon which an organization can execute is the concluding project for this course. Your marketing plan will be based on a real life, publicly traded company. You will take on the role of CHIEF MARKETING OFFICER for this company. GRADING RUBRIC MARKETING PLAN HAS BEEN ATTACHED , AND MARKETING PLAN TEMPLATE AS WELL. PLEASE FOLLOW THE MARKETING PLAN TEMPLATE . YOU NEED TO DO WORD FILE FOR THE MARKETING PLAN WITH APA FORMATTING AND POWERPOINT SLIDES.
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Explanation & Answer
Attached.
OUTLINE
1. INTRODUCTION
2. BODY
3. CONCLUSION
4. REFERENCE
Running Head: THE MARKETING PLAN FOR WHITEWAVE FOODS COMPANY
Marketing Plan
Student’s Name:
Instructor:
Institutional Affiliation:
Date:
THE MARKETING PLAN FOR WHITEWAVE FOODS COMPANY
Executive Summary
As the Chief Marketing Officer of White waves Food Company, I have been tasked with
creating a market plan for our new product non-dairy Silk soy ice cream. I have done strengths,
weaknesses, opportunities and threats (SWOT) analysis to find out some of the possible internal
and external factors that would influence our ability to introduce this new product into the
market. The analysis has indicated that competition in ice cream industry is quite significant due
to its rapid growth. Increased awareness created to inform on the benefits of consuming nondairy products and the growing population would be the factors that would boost the success of
this product.
There are also many companies in this industry such as Blue Diamond Growers, Eden
Foods Inc, Living Harvest Foods Inc., Hain Celestial Group, Organic Valley Family of Farms,
and Panos Brands (Hollensen, 2015). White wave company’s launch of its new product nondairy silk soya ice cream would be preferred to by most individuals as it has less calories, fifty
percent more calcium, and it is a good source of protein.
Situation Analysis
Market Situation
Many people in the US are lactose intolerant. This is the reason as to why milk product
alternatives are becoming more important. Healthy life style has grown fast as most people work
out and grow with conscious. Organic Trade Association has found that organic sales have risen
significantly over the last decade. Health and fitness industry of the US has also recorded an
increase in health club members. These are people seeking healthy lives by eating healthier foods
and working out their bodies.
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THE MARKETING PLAN FOR WHITEWAVE FOODS COMPANY
Competition
There are many companies in ice cream industry. They include Blue Diamond Growers,
Eden Foods Inc, Living Harvest Foods Inc., Hain Celestial Group, Organic Valley Family of
Farms, and Panos Brands. These companies have diverted their attention towards producing non
dairy ice cream due to the increased demand of such products. We are hoping to better most of
them in producing non- dairy products by introducing a new product from our company. There
are also companies that have worked so hard to produce healthy foods (McDonald, & Wilson,
2016). White wave is the real deal with non dairy silk soy ice cream target all those individuals
who want to grow healthy. It’s a source of proteins, has little calorie and contains more calcium.
SWOT Analysis
The White wave Strengths
Weaknesses
Company
✓ It has a big market domestically
•
Future cost structure
✓ Reduced labor costs
•
High loan rates are possible
✓ Barriers of market entry
✓ It has recorded a high rate
growth
Internal
✓ Widely known and accepted
brand
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THE MARKETING PLAN FOR WHITEWAVE FOODS COMPANY
Opportunities
Threats
o Availing
new
products
and
External
services through innovation
o Growing economy
➢ Growing competition
➢ Lower profitability
➢ Tax changes
o New markets
...