Assignment:
Team Company Name: Earth Sack
Situation Analysis
A. The Internal Environment
Review of marketing goals and objectives
Goal:
- Pollution Free Shopping
Objectives:
- Replace plastic and paper bags with our Earth Sacks
- Be the pioneer supplier of eco-friendly shopping bags to supermarkets
- Promote a culture of green shopping
Review of current marketing strategy and performance
- New company trying to prove itself to supermarkets
- Need to take an aggressive approach to enter the market
- In need of sponsorship from a green organization to boost image
- Cost of producing products are expensive at first (since economies of scale have not yet been achieved)
Review of current and anticipated organizational resources
- Outsource our production to another company
- We will have 2 engineers who will work with the outsourced production
- We will have 10 people in the office for marketing / operations / finance
- Funding from venture capital needed
Review of current and anticipated cultural and structural issues
- Company promotes a mindset of thinking in the long-term because caring for the environment needs a long-term perspective
- Company culture: "changing for the better" and "employees are helping the environment by doing their work"
B. The Customer Environment
Who are the firm's current and potential customers?
- Direct Customer: Supermarket (Whole Foods will be our first target in the early stages)
- Indirect Customer: Shoppers who care about the environment
- Instead of Whole Foods lowering / raising their prices, we will keep the current prices but using the new Earth Sack
- How to Win the Public: Get influencers to show our product is effective; Make videos showing that paper and plastic bags are bad; Drive awareness that our supermarkets' bags have changed; Spread through social media how our Earth Sacks are helping the environment
What do customers do with the firm's products?
- Whole Foods: will use our bags instead of their current paper ones; we will put eco-friendly logos on the bags to make our brand visible
- Shoppers - use our bags when buying from Whole Foods; the more that shoppers shop in Whole Foods, the more Whole Foods will order from us
- Other supermarkets will also see the incentive to switch to our bags from a marketing and environmental perspective
Where do customers purchase the firm's product
- Supermarkets will get their Earth Sacks from us through delivery. (Business to business sale)
- Shoppers will get their Earth Sacks when shopping from Whole Foods.
When do customers purchase the firm's products?
- Our products will be used more during "shopping seasons" like Christmas and Thanksgiving
- Events where our products can be highlighted: Special eco-friendly festivals showcasing our product through Whole Foods ; World
Environment Day - June 5th
Why (and how) do customers select the firm's products?
- Whole Foods needs to strengthen their brand image of "green" and "environmentally-friendly", and our product is just the solution
- Shoppers want to protect the environment, and it will not cost them more money for their groceries
- Other supermarkets would want to stay competitive by following the new trend.
Why do potential customers not purchase the firm's products?
- Because Whole Foods is more expensive than regular groceries
- A good amount of Whole Foods packaging is not really eco-friendly (like plastic for salads, utensils made of plastic etc.)
- The technology is not very widespread or known yet
Attachment:- Review of marketing goals and objectives.rar