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MKT 421 Week 2 DQ1

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Marketing Plan – Phase I 1
Marketing Plan – Phase I
The business that recognizes opportunities for growth is one with vision, strong
marketing research skills, and a good strategic plan. In their text, Perreault and McCarthy state
that, “Marketing strategy planning means finding attractive opportunities and developing
profitable marketing strategies” (Perreault & McCarthy, 2004). This paper will describe phase
one in the marketing plan as applied to Food Services of America (FSA). FSA is a growing food
service business who has identified a problem and will present one solution to our nation’s crisis
of childhood obesity.
FSA is a direct food service distribution company that provides food products to entities
such as hospitals, hotels, cruise liners, restaurants and schools. FSA is an arm of a much larger
service company, Service Group America (SGA) which focuses on providing food and real estate
services to the Midwest and western United States. The large SGA conglomerate created FSA in
1980 to provide specialized, niche oriented food products and services and has since then
evolved into the 6
th
largest direct food distributor in the country (Food Services of America,
2009).
FSA provides direct service to 15 states that include Washington, Oregon, Alaska,
Montana, Idaho, Utah, Nevada, Wyoming, North Dakota, South Dakota, Nebraska, Kansas,
Minnesota, Iowa, and Missouri. FSA operates out of nine branch locations housed in Kent,
Everett and Spokane, Washington; Portland, Oregon; Boise, Idaho; Fargo, Minot, North Dakota;
Billings, Montana and Anchorage, Alaska (Food Services of America, 2009). The wide spread
Midwest and western branches allow clients to have cost effective and time efficient access to
FSA services and products. The company distributes a vast array of food products to meet the
needs of its wide range of clientele. FSA prides itself on partnering with top quality food vendors

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Marketing Plan – Phase I 2
whose products are provided at market value which, in turn, allows FSA to offer its products and
services at a competitive price. FSA also promotes its partnership with local, fresh food
providers. (Food Services of America, 2009).
FSA, which mostly depends on food service contracts in the hospitality industry and the
prison system, competes for school district contracts with ARAMARK, a nation food service.
ARAMARK has a separate Education and School Support entity that focuses solely on working
with educational entities across the U.S (Business Wire, 1995). In order to access its share of
education clients, FSA must increase its product line and services that appeal to the education
clients’ demands… healthy, appealing foods for children.
Obesity in children is a reported problem nationwide and in Canada. Some health
problems include diabetes, eating disorders, respiratory and liver problems, sleep apnea and
cardiomyopathy. Obesity is a result of the body not being able to burn enough body fat into
energy. This is a direct result of consuming more food than the body can burn. Another cause of
obesity is the bad food choices that people make. For school aged children choices are limited
due to the variety of foods that are offered within the public school system.
As a leading food distributor, FSA is dedicated to providing healthy, delicious and
nutritious food to their customers. FSA also partners with suppliers such as Amerifresh and
AmeriStar Meats to ensure their products are fresh, high quality and safe. Food Services of
America understands the dangers associated with obesity and the rising number of children in the
United States. In addition, they recognize the importance of providing healthy food options to the
schools that they serve. As a result, the company has decided to create a whole new healthier
product catalog specifically designed for children.

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