Marketing Internship Final Report
MKT 353 Marketing Department Internship
Final Report
Fall 2004
1. Brief description of the company and its marketing strategy.
Bolthouse Farms is a family company known for their quality premium fresh produce and innovation. They are a 4th generation family farm since 1915. As a leader in their industry, Bolthouse Farms is the #1 baby carrot producer in the world. With over 2,400 employees, the company produces over 35,000 tons of carrot products every month.
After more than 85 years of farming, the company recently developed a new line of delicious yet healthy fruit and vegetable juices. They figure that what better way is there to get the five servings of fruits and vegetables a day than in a convenient drink. The main selling point of this product line is that each flavor is 100% juice, 100% natural and 0% from concentrate. The juice is made of superior ingredients and uses better production techniques. The company aims to cater the juice to specific grocery store retailers whose consumers can afford to spend the extra money on top quality products, as their prices prove not to be cheap.
II. Internship Goals: state the goals of your internship and which ones were achieved during the internship.
The main goal I wanted to achieve through this internship was to be able to apply and see through first-hand experience classroom knowledge of introductory marketing being used in the real, working world. After completing my internship, I was satisfied with my experience because I was able to apply what I learned in the classroom to my work with Bolthouse Farms. To know what I learned in the only marketing class (MKT 337) I had ever taken before my internship made me pleased because I realized that even the introductory class was worthwhile.
My other goal of this internship was to learn meaningful concepts of real world marketing that I could not have learned in the classroom. However, this goal of
Final Report
Fall 2004
1. Brief description of the company and its marketing strategy.
Bolthouse Farms is a family company known for their quality premium fresh produce and innovation. They are a 4th generation family farm since 1915. As a leader in their industry, Bolthouse Farms is the #1 baby carrot producer in the world. With over 2,400 employees, the company produces over 35,000 tons of carrot products every month.
After more than 85 years of farming, the company recently developed a new line of delicious yet healthy fruit and vegetable juices. They figure that what better way is there to get the five servings of fruits and vegetables a day than in a convenient drink. The main selling point of this product line is that each flavor is 100% juice, 100% natural and 0% from concentrate. The juice is made of superior ingredients and uses better production techniques. The company aims to cater the juice to specific grocery store retailers whose consumers can afford to spend the extra money on top quality products, as their prices prove not to be cheap.
II. Internship Goals: state the goals of your internship and which ones were achieved during the internship.
The main goal I wanted to achieve through this internship was to be able to apply and see through first-hand experience classroom knowledge of introductory marketing being used in the real, working world. After completing my internship, I was satisfied with my experience because I was able to apply what I learned in the classroom to my work with Bolthouse Farms. To know what I learned in the only marketing class (MKT 337) I had ever taken before my internship made me pleased because I realized that even the introductory class was worthwhile.
My other goal of this internship was to learn meaningful concepts of real world marketing that I could not have learned in the classroom. However, this goal of