Good Food Industry

GOOD FOODS INCORPORATED

Good Food, Incorporated (GFI) is a company founded on the belief that children can grow up healthier and live longer if they are fed a natural, nutritionally balanced diet starting earlier in life. GFI's goal is to increase awareness of this link between diet and health.
Good Food Industry was a start up business with three principals presently involved in its development. GFI's principals have researched and developed a line of unique children's food products based on the holistic health concept. The holistic concept, which health food consumer determined was widely accepted among adult consumers of health foods, was new to child-care field. Hence GFI planned to take advantage of the opportunities for market development and penetration that its principals were confident exists. GFI also believed that the existing baby-food industry paid only cursory attention to providing high quality, nutrition products, and that the limited number of truly healthy and nutritious baby foods created a market void that GFI could successfully fill.

Market Research

          During its market research phase, GFI engaged "Vick Product Sales Research Corporation" as its marketing and advertising consulting company. Vick prepared reports on industry trends for the traditional children's food industry and healthy food industry.
Vick's market research showed that the United States was entering a "mini baby boom" that would increase the potential market base for its products. Health food products would approach the market place primarily through the health food stores and nature food centres in major supermarket chain stores, initially in the northwest and California. Acceptance of the GFI concept in these areas would enable The Company to expand to a national market.

Market Definition

GFI planned to direct its efforts to the sale of its health care products through the health food retail outlets and natural food centres located within major... [continues]

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