Introduction
The need for keeping healthy by eating a healthy and balanced diet has made some scientists come up with food supplements to boost this, however, most food supplements contain toxic elements that are harmful to the human health. As such, it is important to ensure that the population eats healthy foods that are not toxic.
Marketing Segment for the Product and Reason for its Selection
The company seeks to venture into food and beverages industry; however, the company will specialize mainly in the supplying and selling of dried traditional African vegetables in the US market. The reason for this choice is the need to sensitize and provide the US population (most of who rely on junk foods) with vegetables that are free from harmful toxics and that are high in nutrients.
Dried Traditional African Vegetables
Traditional leafy vegetables are popular for their high nutritional value. The plants’ leaves are easy to harvest and use as vegetables. The advantage of these foods is that they contain high nutrients that have some medicinal value. In addition to that, the traditional vegetable if well preserved can solve the problem of food security that is being experienced in most parts of the world (especially Africa). Examples of these vegetables are kales and cowpeas.
Dried traditional African vegetables if exported to the European market (US) can help the many Americans who strive to keep healthy by eating natural foods that are free from harmful toxins (genetically modified foods). A strategic marketing plan will make this idea practical.
The purpose of this paper is to come up with a marketing plan that will try and market dried traditional African vegetables in the US market. The paper will analyze the market target group of the products, the marketing segment, as well as the SWOT analysis of the project. In conclusion, the paper will look at the market position of the dried traditional African vegetables in the US market.
Market Segment for the Product
Vegetable as a source of foods targets all age groups regardless of their race, religion, gender, and culture. The product seeks to give the US population an African taste through the dried African vegetables. The product however will mainly target the following groups of persons:
- The elderly: These people are sent home for the elderly due to deterioration in health or because of old age.
- The sick: According to Markowitz (2010), obesity is not the only health condition that is affecting most Americans. Other ailment conditions that are caused because of poor dieting include; malnutrition, heart conditions, fatigue, and ketoacidosis. It is to these people the product will be sold to with. The product’s health benefits will help them recover and be in good health.
- Lower and Middle-Aged: Another group of persons that will be target by the product (s) is the middle-aged who are trying to keep off from junk foods and keep to a healthy diet. For the lower aged, the product will be market to them through their parents. The parents will be educated on the importance of including traditional African vegetables in their diets in addition to their normal diet.
Reason for the Selection of this Market Segment
There are various reasons that were used to determine the market segment to be included in the market plan. The elderly were purely selected because of the aging and need for them to feel strong and healthy as they age. In addition to that, there are the elderly who have are sick and the nutrients in the dried African vegetable will help them regain their health. As for those who have different forms of sickness and ailments, the product(s) will help them recover and regain their youthful health. This will ensure that the growth and development of the nation do not come to a standstill because of such individuals. The last target group is the middle and lower aged. The economic growth and prosperity of every nation rest on the shoulders of the young entrepreneurs as well as the upcoming. Allowing this group of individuals to destroy their health by eating junk foods and foods high in fats will spell doom to the future of the nation. As a result, the product will be marketed to them and specialist advice will be given on the best way to consume the products.
SWOT Analysis
The SWOT analysis covers four main sections; Strengths, Weaknesses, Opportunities and Threats.
Strengths: There are various strengths to the project. The first strength is that the products are fresh from the farm and no “artificial ingredients” have been added to them. A variety of the dried African vegetables will be available in the market. This will give consumers an opportunity to sample, select, and taste various African vegetables. The drying process of the vegetable will be natural and no preservatives (chemicals) will be added during the drying process. The packaging process of the vegetables will be natural; this means that the US market will have access to fresh vegetables from Africa.
Weakness: As a segment of the SWOT analysis, the greatest challenge will be to market the vegetables in the US market. This is because most Americans regard traditional African vegetables as herbs and in some instances, they compare them to witchcraft and traditional herbalist. Another weakness of the idea is that most Americans depend on junk foods and it will hard to convince them that the vegetables if well prepared are tastier and more nutritious than the junk foods.
Opportunity: Due to poor dieting and eating habits, the life expectancy rate of the American population has dropped to 79 years (US Census Bureau, 2009). Therefore, by convincing larger the US population that the secret to long healthy life lays in eating healthy especially traditional African vegetables, the sales from the product will go up.
The need for better health also is the driving force behind this idea. It is common to see people going to see physicians because of health conditions caused by poor dieting and eating.
Threats: The major threat to the company’s project is genetically modified foods. These are derivates of what is grown in greenhouses. A big section of the US market has been made to believe that these genetical vegetables are free from harmful chemicals. As a result, it will be hard to market the dried vegetable to them yet they can get “fresh” products from the grocery stores. Another threat is competition from other well-established players in the market. (These companies use machines and chemicals to process their products and as a result, their supply to the US market is frequent and faster).
Market Position for the Dried African Vegetables in the US Market
The junk culture is deep-rooted in the American society. In every household, families feed on junk foods on a daily basis. Some of the junk foods in the market are French fries, pizza, sandwiches, burgers, deep-fried chicken among others. These foods are responsible for the increase in the number of people suffering from poor health conditions.
This culture is however ending, thanks to the tourism industry. Most US tourists who visit African countries, for example Kenya usually get a chance to sample some of the finest African vegetables like Osuga,Terere, Mrenda etc and when they go back to the states they have a different mentality about the African foods and vegetables in particular. It is therefore safe to state that with time, the US population has started to “experiment” with the African vegetables in their meals. This need compels the company to provide the US market with the best of African foods.
Summation / Conclusion
Today, the world is full of toxic gases, air pollution and genetically modified foods. There is need for the population to stay healthy. This is not possible through training for hours in the gym or going to massage parlors but by eating well-balanced diet that consists of natural foods, foods that are rich in nutrients and medicinal values.
The marketing of our product (s) through the internet and interactive websites like tweeter and facebook will enable use reach a wider US population. The future of the food industry (dried African traditional vegetables) looks bright and promising.
References
Akenga T (2005), Potential Toxicity of Some Traditional Leafy Vegetables Consumed In Nyang’oma Division, Western Kenya, African Journal of Food Agriculture Nutrition and Development, 1 – 14.
Markowitz, R. (2010), Effects of Poor Diet on Health. Web.
US Census Bureau. (2009) Life Expectancy for Countries, Web.