Marketing plan Budget Abby

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Company Description and SWOT Analysis

Abby Davis

Strayer University

Professor: Andrea Banto

Strategic Management

April 22, 2022

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Company Description

The name of the selected company is Balance Body Snacks. The company provides fast

food products and services following the healthcare regulations and laws provided by state and

federal governments. The aim is to consider the health status after consuming the company’s

products. The company’s products are distinctive from other companies’ items in that they are

based on specific nutrients components. In other words, the company’s food products do not

contain too much of one nutrient like fats that might accumulate in an individual’s body to cause

cholesterol-related diseases. The fundamental food items that drive the company’s sales are fruit

snacks packed with substances that support body balance to achieve an alkaline state. The food

products include watermelon, papaya, mango and other ingredients such as tofu, egg whites, soy

and yogurt to spice the package. The company also offer online services where customers can

order door-step delivery services. Apart from being food snacks, the products are body enhancers

as they boost a better health status of the consumers.

Mission Statement

The entity’s mission is “helping to keep the body in an alkaline state and reducing the

risk of getting a chronic illness.” It operates under its primary core values, including honesty,

accountability, customer commitment, and integrity. It has incorporated the values into its culture

that employees use as the guidelines in their workplace. The organization also operates by

prioritizing the general health implications that its food products can cause to its consumers. The

management understands that fast food is a vital product that can directly influence or cause health

hazards to its consumers. It ensures all precautions, including general hygiene, are observed when

preparing the food for its consumers.

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The Industry Analysis

The food industry is a rapidly growing market with significant changes over time. Based

on the recent reports, the industry’s revenue will reach $3.2 trillion globally in 2021. It is

anticipated to grow to $7 trillion by the end of 2022. The industry is not predictable as it follows

the taste of consumers’ needs. Like many sectors, the food industry experienced a substantial hit by

the recent covid-19 pandemic due to the implications of the lockdown that followed after it was

first reported (Occhiogrosso, 3). As many sectors try to recover from losses incurred in 2020, the

fast-food industry is among the sectors with the potential for quick recovery. Given the need for

healthier food products during the pandemic, the entity’s food items have increased the demand

rate in the market, forcing the company to increase its production rate.

Following the pandemic, the industry has significantly embraced technologies in its

operations to increase the efficiency and quality of products and services the companies offer to the

consumers. Innovative apps, third-party ordering and online ordering services are examples of

technologies that many fast food entities have embraced in the contemporary world. The major

concerns for home delivery services have remained the industry’s trust to handle food items,

delivery approaches adopted by different fast food stores and the contactless demands of

transactions. The high market demands have also forced the companies in the industry to adopt

new technologies to increase the production rate to curb the gap in the market.

Strategic Positioning Approach

The best strategic position approach for the company is positioning based on product

characteristics or benefits. The method is the most considerable as it will help associate the

business brand with the healthcare benefits it offers to its consumers (Hopper, 1). The entity’s

products are characterized by healthy supplements the customers consume to boost their health

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status and prevent them from illnesses related to food consumption. The management will

implement the strategy by identifying and evaluating its suppliers’ quality before inquiring about

the products. Selecting suppliers with quality products will enable the entity to achieve its

positioning strategy.

Distribution Channels

The primary distribution channel for the company in direct selling. It involves selling the

food products to the customer directly without engaging other intermediaries. The company will

produce and sell its products directly to its consumers to retain the brand’s quality and purpose

(Singh et al., 2). In essence, different approaches involving intermediaries along the distribution

channel stand the risk of quality distortion in their products. However, dealing with the distribution

process will enable the company to retain the quality and purpose of its food products to the

consumers. The questions will revolve around the alteration of food quality in the distribution

process. The entity will also sell its products in the grocery store as it involves fast-food services.

The majority of its target customers are the middle audience who work in the urban centers and

have no time to prepare for morning breakfast and lunch.

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SWOT Analysis

Strengths

1. Fruity taste attraction

2. The store location is at the center of grocery

store and a fitness center

3. Shelf life or promoting a good health to

individuals

4. Has over 2 million social media followers

Weaknesses

1. Lack of its presence across many parts of the

country and globally

2. Higher production cost that results into high

prices

3. Lack distinctive choice of flavors due to

inexperienced workforce

4. Not on the shelves of national health food

stores

Opportunities

1. The high demand rate in the fruity products

for healthcare purposes

2. The rapid growing market that provide

ready market for the company’s expansion

3. increased rate of online potential customers

who will increase its customer’s base across

the country and the global market

4. Provision of alternative fast-food products

that is different from fatty-related products like

fryers.

Threats

1.Competitors selling at lower price

2. a decline in customers

3. slow to pivot to other products

4. Patent on product pending

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References

1.Hopper D. (2020). Positioning: 5 Strategies to Stand Out From Your Competitors. Retrieved

from;

https://www.business2community.com/strategy/positioning-5-strategies-to-stand-out-from-your-

competitors-02333056

2.Singh, G., Slack, N., Sharma, S., Mudaliar, K., Narayan, S., Kaur, R., & Sharma, K. U. (2021).

Antecedents involved in developing fast-food restaurant customer loyalty. The TQM

Journal.

3.Occhiogrosso G. (2022). Trends Affecting The Restaurant Industry In 2022. Retrieved from;

https://www.forbes.com/sites/garyocchiogrosso/2022/03/16/trends-affecting-the-restaurant-

industry-in-2022/?sh=580fd22b51e2