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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
foods.
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
customers
Good taste
Visually appealing
Price
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
submarkets
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
texture.
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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