Grocery Store Marketing Plan
Truly Wholesome Foods, Inc. Marketing Plan
I. Executive Summary
Truly Wholesome Foods, Inc. is a small grocery store chain consisting of 54 stores located throughout Missouri, Arkansas, Oklahoma, and Kansas. Through various owners, branding, and locations, the company has been in business for nearly fifty years. Truly Wholesome maintains a target demographic of those looking for locally owned stores offering local and organic products in addition to the typical lines found at a grocery store. In addition, the company has an ever expanding Delicatessen department that is focused on providing hot and cold, ready-made foods for consumers. However, due to the economic situation, ever increasing external forces, and rising food costs, the deli departments have seen significant decrease in traffic, resulting in lower sales and overall profitability. As a whole, the company has an excellent marketing campaign. However, less than 5% of company promotional materials are in some way targeted towards increasing sales for the deli. An intensive evaluation of the internal and external strengths and weaknesses, opportunities, and threats serve as the groundwork for this marketing plan. Not only is the company as an entity discussed, but more specifically, the deli. This plan focuses on opportunities to gain new customers, build stronger relationships with current customers, and the development of new food products, menus, or ideas focused on building and expanding the current deli business. Because Truly Wholesome offers a retail environment for its products and services, it is currently considered a business-to-consumer marketer.
II. Environmental Analysis
Originally founded as a small, local, family-owned grocery store, Truly Wholesome has evolved into a full-line retail grocer offering extensive selections in all departments. The company was founded by Bill Winter in 1954 and was later passed down to his son, John Winter, in 1978. In 1985, the company was
I. Executive Summary
Truly Wholesome Foods, Inc. is a small grocery store chain consisting of 54 stores located throughout Missouri, Arkansas, Oklahoma, and Kansas. Through various owners, branding, and locations, the company has been in business for nearly fifty years. Truly Wholesome maintains a target demographic of those looking for locally owned stores offering local and organic products in addition to the typical lines found at a grocery store. In addition, the company has an ever expanding Delicatessen department that is focused on providing hot and cold, ready-made foods for consumers. However, due to the economic situation, ever increasing external forces, and rising food costs, the deli departments have seen significant decrease in traffic, resulting in lower sales and overall profitability. As a whole, the company has an excellent marketing campaign. However, less than 5% of company promotional materials are in some way targeted towards increasing sales for the deli. An intensive evaluation of the internal and external strengths and weaknesses, opportunities, and threats serve as the groundwork for this marketing plan. Not only is the company as an entity discussed, but more specifically, the deli. This plan focuses on opportunities to gain new customers, build stronger relationships with current customers, and the development of new food products, menus, or ideas focused on building and expanding the current deli business. Because Truly Wholesome offers a retail environment for its products and services, it is currently considered a business-to-consumer marketer.
II. Environmental Analysis
Originally founded as a small, local, family-owned grocery store, Truly Wholesome has evolved into a full-line retail grocer offering extensive selections in all departments. The company was founded by Bill Winter in 1954 and was later passed down to his son, John Winter, in 1978. In 1985, the company was