Wholesome Foods Executive Summary

Wholesome Foods plans to be a market leader in organic foods and meals. Pleshko and Heiens (2012) stated that “the degree of market leadership exhibited by a firm can be thought of as lying on a continuum ranging from a consistent tendency to pursue a wide variety of first mover efforts” (p. 3). As a result, Wholesome Foods plans to introduce new product lines that consist of organic meals and dinners that will differentiate the company from other competitors. Overall, the goal is to become a market leader in the organic foods industry.
Impact of Salient Macro-Environmental Issues
Technological and economic forces will have a positive impact on the company’s marketing strategy. Research shows that new technology is available to improve
Research showed that “consumers are more health conscious and willing to spend more on organic foods” (Bezawada & Pauwels, 2013). This trend is favorable for the company because it indicates a growing market for organic foods and consumers are willing to pay higher prices for quality and fresh foods. Therefore, the company must capitalize on the increased health conscious in society by promoting and advertising the health benefits of its products to consumers.
Implementation Strategy
Wholesome Foods will implement its marketing strategy over a period of three months. The company will invest in research and development and focus on creating new products to differentiate the company from the major competitors. The implementation strategy will also include the advertising strategy to reach target consumers who buy healthy food products and organic meals. The next stage is to launch the product in grocery stores and health food stores. The final stage is to audit the marketing and advertising strategy to determine the effectiveness of the marketing strategy.
Activities, Responsibility, and Timetable for