Unit 2 Assignment:
Marketing Mix Finagle a Bagel
Professor Nora King
April 5, 2010
“Finagle a Bagel”
1. Describe Finagle A Bagel's marketing mix.
Marketing Mix is four activities- products, pricing, distribution and promotion - that a firm can control to meet the needs of customers within target market. Finagle a Bagel uses all four marketing mix variables. The product, pricing, and distribution are the variables that firm’s marketing department enforces the most. Products Variable:
Finagle a Bagel does not only sell plain Bagels but they also have 14 varieties of bagel sandwiches, and salads that are all linked to their core concept. The ingredients used to make these menus are natural chemical free ingredients. Finagle a Bagel strives for uniqueness; they study their target market and determine through informal survey and competition research what their customer want. Unlike other competitor the firm does not believe in copying or implementing what is trendy, the firm believes in innovative yet appealing ideas. A mix of Good, Service, and Ideas are the elements utilized to assure that the firm introduces new products that are not only unique but successful. Products are prepared fresh and based upon each customer’s preference. Pricing Variable:
Finagle a Bagel has a policy that states that regardless of the cost they would not compromise the quality of their products. They maintain the same cost for their product regardless of the store locations because they understand that customers want to be treated fairly in spite of where they live. The firm studies the best possible ingredients, the cost of the same before they use them for their recipes. Competition price analysis is also a determining factor for the Finagle a Bagel. Customer surveys take place before launching a new product with the purpose of determining the expected price that customers are willing to pay for the same. A frequent Finagler Card is another element that the firm has implemented with success. Cardholders receive one point for every dollar spent at the store. The points can be redeemed for coffee, juice, sandwiches, or a dozen of bagels. Distribution Variable:
Finagle a Bagel has 17 retail stores in the metro and suburban areas of Boston. City stores are all about speed while maintaining high end customer relations. Suburban stores are more about service and are more customers oriented. Currently the organization has 1 wholesales distribution store. The firm has a special relationship with Shaw Supermarkets which is linked to 200 other stores. This factor makes Finagle acquire about 350 wholesale customers per year. Finagle bagels are in grocery store freezers and in the deli area. They also have daily fresh bagel distributors and retailing partners. The most impressive method of distribution that the firm has is Bagels by Mail. Customers can place orders on the firm’s website.
The abovementioned demonstrates that more than retail stores the company has a strong commitment to making their products available at convenient location for their customers. Having the product availability in the desired quantity to as many target market customers is the most important factor of the distribution variable. Promotion Variable:
Finagle a Bagel has promotion and advertisement methods with the intent to drive in new customers and increase the awareness of the firm in the market. These campaigns are aggressive but yet they are spontaneous. The intention of the marketing department is that the first time consumers have a memorable experience. 2. Identify which forces from the marketing environment impact Finagle a Bagel. The forces that impact any business are competitors, new entrants, substitutes, suppliers, and customers. The economic forces may threat the strategies that the firm has implemented. The recession has affected the disposable income and the discretionary income that...
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