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MKT 421 Week 3 DQ1




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Markeng Plan: Phase II 1
Marketing Plan: Phase II
In this day and age food providers must compete with the vast amount of information
available on the World Wide Web. Expanding knowledge educates the consumers by providing
the latest research and application of the data to the specific target group. Both the public school
sector and Aramark have worked hard to diversify their product bases and create menus that not
only are nourishing, but tasty as well. Nutritional information is provided so that school districts
can make well evaluated decisions` on what the students will be ingesting during the course of
the year. Funding can be plugged into the equation along with the priorities established for the
school on healthy and attractive choices. The target market is the students and faculty.
Evaluating what the schools, which are not nutrition specialists, and Aramark, a business
built on food delivery, can provide for the constituency will be the focus of this paper. Critical
factors that will be reviewed are to identify the target market and the segmentation criteria that
will impact our target market selection. We will also describe the organizational buyers and
consumers of the service and the factors that influence the purchasing decisions that are to be
made. A close evaluation will be completed of the factors that will impact the selected marketing
strategy. Finally, an analysis of the two competitors will be done and the competitive landscape
for both the goods and services will drive final decision on who will serve the schools lunch
program will be completed.
Market segmentation consists of a two part process. Naming of a broad product market
and developing suitable marketing mixes after segmenting the broad product market to select
markets. The naming of a broad product market requires the breaking apart and identifying all
the possible needs of the target market into generic markets.

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Markeng Plan: Phase II 2
Using the seven step approach to market segmentation, Food Services of America (FSA) will
need to analyze the target market: schools, in expanding the offering of good tasting and healthy
1. Naming the broad product market FSA has identified the broad product
market as the schools that serve breakfast
and lunch to students. FSA is already
familiar with supplying food products to
the schools and can build upon this
experience in expanding the availability of
healthy and good tasting foods.
2. Listing the potential needs of
Good taste
Visually appealing
Proximity to schools
Better diets/nutritious meals
Seasonal fresh products
Addressing childhood obesity
3. Homogeneous submarkets The homogeneous submarkets can be
divided in four groups: fruits, vegetables,
low fat, dairy, and meats
4. Identify the dimensions of each
All three submarkets are similar in that the
food offered by FSA needs to be visually
appealing, taste good, be reasonably priced.
The differences in each submarket are the
variation in food types available due to
seasonal growth, the difference of each
food type in the natural vitamins provided
by the fruits and vegetables, colors, and
5. Name the possible product markets The possible product market is healthy
foods. Naming the possible product
markets narrows the customer types. The
product markets within the broad product
market are the fruits, vegetables, low fat
dairy, and meats.
6. Evaluate why product market
segments behave as they do
Each of the food groups presented, fruits,
vegetable, dairy, and meats provide
different tastes, textures, and natural
vitamins. Each is a separate segment of its
own with its own benefit.
7. Make a rough estimate of the size
of each product market segment
In developing a rough estimate of the size
of each product market segment,
demographic data is needed. Demographic

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Markeng Plan: Phase II 3
data such as the seasonal availability of
fresh fruits and vegetables, the distance of
locations in terms of the target market, and
the amount of the product that would be
required to provide sufficient amounts as
needed by the target market.
FSAs organizational buyers consist of a well informed group of nutritional professionals
and school purchasers who receive guidance and support from food nutrition experts such as the
National Food Service Management Institute (NMFI) to guide their purchases. Most school
districts have a certified school nutrition director who helps plan school menus and works with
the procurement department in making food purchasing decisions (Amphitheater Public Schools,
2009). Food purchasers have very stringent federal and state policies and guidelines that must be
followed (Ampitheater Public Schools). Both the United States Department of Agriculture and
State Education Departments provide oversight for school district nutrition departments
(Ampitheater Public Schools). In an effort to ensure that school purchasers are equipped with
the information necessary for selecting the appropriate products for feeding America’s school
aged children, the NMFI provides tools such as the Purchasing Decisions for Cost Effective
Implementation of the Dietary Guidelines for Americans publication. The publication provides
information that helps streamline the food purchasing process for districts while helping to
ensure required guidelines are met (National Food Service Management Institute [NMFI], 1995).
The need to adhere to specific policies and guidelines and for streamlined purchasing processes
are the main factors that influence food purchasers’ purchasing decisions.
FSA faces a unique situation in that the consumer of its products varies drastically in
comparison to the actual purchaser of the products. FSAs products will be consumed by
students ranging in age from five to eighteen years of age. Children’s tastes and food

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