Dr. John Meyer
January 29, 2010
Our mission at Ore-Best Farms is to offer our customers a very nutritious, healthful, and tasteful rabbit meat, at an affordable price for everyone. Vision
Our vision is to be the leader in the marketing of rabbit meat in the U.S. and Latin America, considerably improving the quality of life of our customers. Objectives
The three main objectives of the company for the next five years are doubling the company's profitability, obtaining a market share between 10 and 15 percent of the U.S. market, and to expand the business to Latin America. Target Market
According to Oni(2007), rabbit meat is high quality, high digestibility, with 21.5% protein; 3 -5% fat, highly nutritious, and low cholesterol. Therefore, the main target market would be children, sick people, elderly, and health-conscious consumers. According to a study by Lloyd-ones(2009), in the United States almost 700,000 people die from cardiovascular diseases every year, becoming the leading cause of death in U.S. In 2006, the study estimated that heart diseases would cost Americans more than 258,000 million dollars. The study also revealed that the risk of cardiovascular disease can be reduced making changes in habits, playing an important role the low consume of cholesterol. All data presented shows that in the United States there is an urgent need to eat healthful and nutritious food, mainly low-cholesterol. Thus, the company will launch a marketing strategy to encourage the consumption of rabbit meat in the U.S., which offers customers a combination hard to find, high protein, low in fat and cholesterol, as well as unbeatable prices. To implement the strategy the company will invest in educational commercials, using radio, internet, and television. The educational commercials will show a celebrity explaining the large nutritional value of...