Executive summary
The two years international marketing plan for the Dandy’s Moringa Fruit and Nut Bar is aimed at launching the establishment in Ottawa, Canada. The business will target private customers of all ages and institutions across Ottawa. As the first player to introduce this type of business in a market with unlimited potential, the establishment intends to offer different grades of the high-quality Moringa fruits and nuts product. In order to jumpstart operations, the establishment will invest one hundred thousand dollars over a period of twelve months.
Market summary
Target market
The product targets families on both ends of the economic ladder. In addition, the product targets hotels, motels, schools, hospitals, colleges, and other food outlets, which serve Moringa fruit and nut products as part of their recipe (Blythe, 2006).
Market demographic
The Ottawa market comprises of 4, 510, 000 consumers of different ages. Majority of these consumers are middle income earning. The population growth rate is projected at 3.4 per cent per annum. The targeted consumers are drawn from different economic backgrounds, religion, and class (Farris, Bendle, Pfeifer, & Rebstein, 2010).
Market needs
The Ottawa region needs a strategic, well furnished, and spacious fruit and nut bar that offers affordable and high-quality juice. Currently, few establishments offer such services.
Market trends
Over the last five years, the fruit and nuts bar business have experienced growth as more people embrace healthy living as opposed to consuming beverages. This market has been having expanded at an average growth rate of 10%. The trend is projected to follow the same trend for several years since the demand for fruit and nut products have not been satisfied.
SWOT analysis
Strengths/Weaknesses
Strong business platform, affordable product, and simple business platform. The weaknesses include poor product visibility, few brands of the product, and unstable online platform for marketing the product.
Opportunities/Threats
The establishment has opportunities such as market expansion when the products are re-branded. However, the company faces threats such as changed preference and stiff competition from established businesses (Harrison & St. John, 2010).
Competitor analysis
The main competitors are businesses in the beverage sector and fruit vendors. These businesses are evenly spread across Ottawa.
Key to success
The key to the successful launch of the business in Ottawa will be proper product differentiation, customer relationship management, competitive pricing, and quality services (Birdsall & Johnston, 2010).
Market strategy
The product will be marketed as a first mover with multiple brands and different price tags. Through introduction pricing, the company will steadily move towards multiple-pricing strategy once the business penetrates the Ottawa market (Kotler & Armstrong, 2014).
Market research
The market research was carried through primary research to establish the perceptions and expectations of potential clients in the Ottawa market.
Financial
The entire business launching and maintenance will be managed within a budget of $100,000.
Control mechanisms
Control mechanisms will include implementation of the automated supply chain, 360-degree feedback for employees, and quality and strategic operations to boost sales by 20% after every four months (Kotler & Armstrong, 2014).
Implementation
The plan will be implemented over a period of 12 months from the month of June 2015 to the month of May 2016.
Contingency planning
Plan B would be the introduction of an online platform and establishment of the bars within supermarkets since this approach will guarantee business survival.
References
Birdsall, C., & Johnston, N. (2010). Achieving brand-driven business success. Design Management Review, 19(2), 67-74. Web.
Blythe, J. (2006). Essentials of marketing communications (3rd ed.). New York, NY: FT/Prentice Hall. Web.
Farris, P., Bendle, N., Pfeifer, P., & Rebstein, D. (2010). Marketing metrics: The definitive guide to measuring marketing performance. Alabama, Al: FT Press. Web.
Harrison, J. & St. John, C. (2010). Foundations in strategic management. Ohio: South Western Cengage Learning. Web.
Kotler, P., & Armstrong, G. (2014). Principle of marketing (14th ed.). New York, NY: Pearson. Web.