Marketing Plan for Last Frontier - Organic Food Company in the Market of China - Case Study Example

Executive Summary Last Frontier which is a food producing company looks towards providing customers with fruits which are organically produced and free from chemicals and preservatives. These products will be healthy and supplement people to improve their health. The products produced by Last Frontier will be available at all chain stores but will mainly look towards serving people of the local community and will serve around 25,000 residents in the local community of Beijing. The store and the market have been created due to an increasing demand of organic food which is healthier. The biggest advantage for Last Frontier is the position of the store which will ensure maximum foot falls. The fact that most people look towards purchasing from the stores and chains will ensure that maximum customers purchase the product. The market is situated in the most convenient location and will thereby ensure that they are able to target all section of the society especially people who are health conscious. Thus, Last Frontier will be able to ensure that the look towards dealing with maximum efficiency and will be able to target the correct segment of customers which will thereby ensure that the business grows over time. Table of Contents Introduction 3 Description about the Company 3 Target Market 4 Segmentation 4 External Market Analysis 5 SWOT Analysis 7 Competitor Analysis 8 Recommendations 8 Conclusion 9 References 10 Introduction Organization looking for there success has to develop a marketing plan and has to look towards targeting the correct segment of the society. This will help the organization to work and use the resources in the most effective manner and will thereby be able to improve their chances of success. This report thereby looks towards presenting the marketing plan for Last Frontier which deals in healthy food and presents the different opportunities that the company has. The report also presents the manner in which the different section of the society is being targeted and the market segmentation that they are looking towards. It further looks towards presenting the external analysis and thereby finally presents the manner in which Last Frontier looks towards developing its products and services so that better customer satisfaction can be achieved. Description about the Company Last Frontier which is a food producing company looks towards providing customers with fruits which are organically produced and free from chemicals and preservatives. These products will be healthy and supplement people to improve their health. The products produced by Last Frontier will be available at all chain stores but will mainly look towards serving people of the local community and will serve around 25,000 residents in the local community of Beijing. Last Frontier thereby looks towards determining the manner in which the business looks towards targeting the correct segment of people in the society so that they are able to ensure better opportunities of growth in the future. Target Market Last Frontier looks towards targeting all segment of the society and particularly looks towards health conscious people and students who frequent shop for materials and food products which are healthier. The overall market for health conscious customers have grown tremendously and are primarily due to the fact the obesity has become one of the major considerations and has made people to look towards products which are healthier and free from chemicals (Chawla, 2003). Last Frontier along with it also looks towards targeting the elderly and looks towards serving the section of the society who wants products which are healthier. Last Frontier based on their product offering has looked towards determining the target market to be one where they are able to eye people who are health conscious, students and the elderly so that the products supplied by them meets the needs and requirements of the people and increases their level of satisfaction (Sherrington, 2009). Segmentation Last Frontier based on the overall target people whom they are looking to sell their products can be divided on the following two segments Families: Last Frontier looks towards eyeing families which visit the chain of stores to purchase their daily requirements. This is matched by the fact that most of the families which look towards purchasing the product do it based on their needs and requirements. This will thereby ensure that they will be able to target people who are health conscious and look towards consuming healthy food. This will thereby ensure that Last Frontier will be able to sell their products to the families who visit the stores and will be able to increase their chances of selling more products to the customers (Palmer & Adrian, 2000). Students: Last Frontier also looks towards targeting students as there has been a great concern for people towards healthy food. Students from the early stage look towards consuming food which is healthier and thereby looks towards ensuring that the products are being sold to the correct section of the society. This can be added by the fact that the number of students is slowly growing which will thereby increase the market share and ensure that the products are being sold to the correct segment of the society (Palmer & Adrian, 2000). External Market Analysis The external market analysis for Last Frontier looks towards presenting the manner in which the external environment will have an impact on the manner in which the organization is working and is as Political: China has a stable government which has ensured that policies which are being developed by the government are properly implemented. This has ensured that the different rules regarding organic food is being properly implemented and has ensured that the government provides proper support for the development of business. Economical: The economic condition of China is stable and is highlighting high growth rates which have ensured that the disposable income for the people increases. Development of the economy has increased the real disposable income and has ensured that the people within the country have the required income which can be spent on organic food (Gupta, 2007). This has thereby ensured that economic condition highlights an opportunity where people will look towards purchasing products which will satisfy the needs and requirements of the people. Social: The social cultural aspect shows an increased demand for healthy food due to rising obesity which has made more and more people purchase products which are healthier. Further, the social trend and condition highlights that there is an increasing concern and requirement of products which are fitter and has thereby ensured that the demand for organic food increases (Kalyani & Babu, 2006). Technological: The technological advancement has ensured that products can be manufactured and sold to far off places. The technological advancement has looked towards ensuring that the organic food which is manufactured at one place can be sold to another place. This has thereby ensured that the growth in technology provides an objective through which growth has become possible in all directions. Environmental: The manner in which environmental concern has increased has made more and more organization to ensure that the environmental requirements are fulfilled. The development of stringent rules and reforms in this regard has made people to produce food organically so that the effect on the health can be reduced. This has thereby increased the business opportunity for organic food producer and has thereby intensified demand for those products (Chen, 2003). Legal: The government has also taken legal actions and framed rules which require that minimum use of chemicals in food. This has thereby increased the volume of business of organically prepared food and the different regulations and rules which the government has framed have ensured that the business opportunity for the different producers increases. SWOT Analysis The SWOT Analysis for Last Frontier is as Strengths Food produced by Last Frontier are organically prepared and has no chemicals in it Strong brand name as the company looks towards ensuring that no preservatives or chemicals are added to the food produced by them Increasing demand for food products which are organically manufactured and rise in the population with obese weight Weakness Likelihood that the products manufactured by Last Frontier have certain chemicals which are unfit for consumption Limited shield life of the products which increases the chances of the products being unfit for consumption quite early Opportunities Increasing number of people who are obese and look towards consuming food which are healthier Increasing concern towards healthy food which are nutritious and people belonging to the younger age looking to purchase the same product Threats Competition from other producers who look towards providing the same products which will lead towards a reduction in the market Strict government regulation which require that food which is organically produced are fit for consumption and has no chemicals Competitor Analysis Last Frontier has to deal with other players working in the same field and market which looks towards supplying similar products which are healthier and fitter for consumption. Last Frontier faces competition both from the local and national and international players. The degree of competition is very stiff as they all the producer look towards providing the same product. The fact that all players look towards selling their products through the same store has thereby intensified the degree of competition as all players look towards using the same mode to sell their products. This has made the degree of competition increase and has thereby resulted in little differentiation between the offerings of the players and requires formulation of strategies through which maximum customer can be attracted (Cook & Dave, 2004). Recommendations Last Frontier has to look towards ensuring that they look towards targeting the correct segment of the customer i.e. families and students. This will require that Last Frontier looks towards targeting people who are obese and look towards consuming products which are healthier. This will require that the business looks towards developing ways through which overall efficiency is increased and the business is able to increase their chances of selling products to the correct section of the society. Conclusion This report thereby presents the marketing plan for Last Frontier which deals in healthy food and presents the different opportunities that the company has. It also highlights the manner in which the different section of the society is being targeted and the market segmentation that they are looking towards. It further looks towards presenting the external analysis and thereby finally presents the manner in which Last Frontier looks towards developing its products and services so that better customer satisfaction can be achieved. This will thereby ensure that Last Frontier will be able to bring the required transformation and ensure that they are able to increase their target sale and ensure that customers look for the different products being offered by Last Frontier. References Chen, I. (2003). Understanding Customer relationship management: people, process and technology. Business Process Management Journal, 9 (5), 672-688 Chawla, A. (2003). Marketing Management for Restaurant Industry. Workshop on Marketing of Educational Institute, Programme and Services Cook, D. & Dave, D. (2004). Structural element of service quality product. International Journal of Business Performance Management, 6 (2), 189-207 Gupta, R. (2007). Creating Tangible Service Products for Success. Aravali Institute of Management Kalyani, V. & Babu, P. (2006). Strategies for developing sustainable restaurants brands in Australian market. Sri Krishna School of Management Palmer, T. & Adrian, C. (2000). The Principles of Service Marketing, 3rd Edition, Tata McGraw Hill Sherrington, P. (2009). What communicators must know about the marketing of services and intangible products. Journal of Empirical Generalizations in Marketing, 3, 46-57 Read More