Food sector has witnessed a tremendous rise and the demand for food increases consistently across the globe. The food lovers of the entire world welcome good and healthy food. The demand for healthy food has been growing rapidly. The success of any food industry or the company depends on the innovative food products and the menu. The menu is just a list of food items that is offered by the company to the customers. Thus the attractive menu and the delicious healthy food always attracts the attention of the food lovers. The assignment prepares a report on the marketing strategy of Healthy Choice Inc. for the launching of new food products which is called ‘Dessert menu’. The objective of the proposal for the company is due to the growing demand for organic food products. The dessert food products are not available in the market and the quality of the available product is not good. The health conscious customers prefer dessert menu as it has health related benefits that add extra vitamins & fibres. The food develops immunity and helps to reduce blood pressure. The dessert dish will also help to balance the hormones in the body of the consumers. The dish is prepared from organic food. Thus Healthy Choice Inc. will get a competitive advantage in the target market for its innovative Dessert menu.
The food culture of Australia has been significantly changed over the period of time. The health Management conscious people of the country have started drawing their attention towards healthy, quality & organic food. The perception and expectations of the consumers have brought changes in the food industry. The consciousness for the organic food has been found with the people between 35 and 44 years. These people are appealing more health conscious and they prefer for healthy food. People between 55 & 64 years. The craze for healthy food is also witnessed among the consumers between the ages of 15 to 24. They have shifted their attention from fast food to the healthy food. The health consciousness attitude is found among them (blog.thewholebraingroup.com, 2016). The consumers between the ages of 25 to 34 years also prefer for healthier & premium food. The marketing strategy focuses on customers of the Western of Sydney and Healthy Choice Inc. will get a competitive advantage in the market through its innovative organic food business.
The focus of the company is to target the market as per the survey and research. The company will use a particular segment for testing the acceptance of the new products in the market. The company will focus on the customers those who are above 35. These group of people are very health conscious (Boonme, 2014). The group will offer the correct feedback as they are more concerned about organic food to keep themselves fit and fine. The initial phase will offer the company correct feedback to review. This stage will help the company to determine the market acceptance of the products and the benefits of the products (organicfoodproducts, 2017). This will help the company to assess the needs of developing the products and makes improvement in the process of the food production. The target market will get advantage from the new food offered by the company. The food will be healthy for the customers and they will get advantage from the food.
The exact location of the Health Choice Inc. will be in Greater Western Sydney. The place is beautifully located and connected by all kinds of transport. The location is famous for the metropolitan area of Sydney. The location is famous for different category of people staying in the location. The most of the people of the location belonging to the working class. Most of the people are working in the heavy Management industries & in the vocational trade. The city is economically sound. The city has a number of tourists’ place and sports locations. There are major educational institutions in the city. Thus the focus of the company will be there in the target population. As the most of the people work they want to remain fit. They prefer for the organic food. Thus the objectives of the company to start new dessert food products will bring sufficient commercial advantage to the company and it will be established in the competitive market for the product differentiation (foxsports.com.au, 2017).
Healthy Choice Inc. will focus on selling its products in the target market. The company is in the process of creating new products and a new food concept to the healthy food lovers. The launching of the organic food products has been done after proper e-market research and assessment of the trends in the market has also been studied. The assessment of the trends in the market shows the actual requirements of the customers and their wants related to the new products. After the careful study, the company will prefer to produce new food products in order to gain market image and the brand value of the products and the image of the company will be grown in the market (24mantra.com, 2017). The sole objectives of the company are to develop new food products and enhance the existing image of the company in the market for the low competitors in the market. The health conscious customers prefer dessert menu as it has health related benefits that add extra vitamins & fibres. The food develops immunity and helps to reduce blood pressure. The dessert dish will also help to balance the hormones in the body of the consumers. The dish is prepared from organic food (Brady, 2007).
The purpose of selecting the dessert food is that there has been a great demand of the target market and customers for this. This product has been designed in order to satisfy the customers and less number of competitors in the market. The company will also take so many strategies to enhance the brand image. The equipment, distribution, packaging, production and pricing strategy.
The company will appoint skilled and experienced chef for the preparation of the dessert food. The company will appoint qualified chef and will release the product in the market (Chapman, et al., 2011). The company will follow creative and innovative ways to promote the products in the market.
Healthy Choice Inc. will apply cost leadership style for the business strategy. It will offer the customers the food with low price. The customers will find a difference in the food and quality in Healthy Choice Inc. The company will make its pricing strategy carefully as it directly affects the growth of the company (Gatchell & Helbing, 2013). Thus the company will determine its price with a low-profit policy.
Healthy Choice Inc. will favour the market penetration strategy for the launching of the new products. The company will charge low price from the food consumers for the new products during the introduction of the dessert food in the market Management. After the new food gets stability in the market the company will increase the price. This is how the company will make a policy to attract a number of customers to the market (Jane, 2013).
The Healthy Choice Inc. will have food to the customers those who visit it. In order to meet the demand of the customers, it will offer food at the doorstep with the efficient sales team. The customers will be given the option to order the food online. Choices for the food will be given and the company will charge fees for each delivery (Lyus, Rogers, & Sims, 2011).
The sales & marketing strategy has been essential for the business. Healthy Choice Inc. will use social media marketing option for the promotion of the food. The company will promote its organic food products through the various channels like Facebook, twitter & Google Plus. Apart from social media, the company will also promote its business through print media. It will offer customers loyalty programme, reward system and will also offer discount price in order to attract more customers (Bhasan, 2016).
In the context of a quick way of promoting the new food products, the company will find social media marketing will be more effective. The new dessert food will be accepted by the customers and they will search the menu and the products. The company will also utilise its website very carefully to attract a number of customers and they will find the difference of the new products and they will get attracted to procure the products (Mc Cartan, 2017).
The Healthy Choice Inc. will get a competitive advantage for the new and innovative products. The Dessert Menu will be proved the most attractive food in the market for its innovative quality. The company will only use organic products for the preparation of dessert menu. The food will be healthy and the purpose of the company to offer the customers the best food will be served. The customers will find the best food in low price and the possibility of remaining safe and healthy after eating the food will be more. Thus customers will accept the food and the company will gain commercial advantage.
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Available at: www.24mantra.com/
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Boonme, K., 2014. Visula Information Influences Consumers Fast -Food Choices. Nutrition & Food Science, 44(4).
Brady, J. D., 2007. Daily Meal Planner. A Busy Homemaker's Answer to Simplified Menu Planning! CFI.
Chapman, B., MacLaurin, T. & Powell, D., 2011. Food safety infosheets: Design Management and refinemnet of a narrative-based training intervention. British Food Journal, 113(2), pp. 160-186.
foxsports.com.au, 2017. Greater Western Sydney Giants | News, Scores & Results | Fox Sports .... [Online]
Available at: www.foxsports.com.au › afl › teams
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Gatchell, D. K. & Helbing, C. C., 2013. Handbook for Menu Planning. Lierary Licensing, Volume LLC.
Jane, A., 2013. 5 Effective Ways to Promote Your Hotel, Restaurant or Bar. [Online]
Available at: https://yfsmagazine.com/2013/10/08/5-effective-ways-to-promote-your-hotel-restaurant-or-bar/
Lyus, D., Rogers, B. & Sims, C., 2011. The role of sales and marketing integration in improving strategic responsiveness to market change. [Online]
Available at: https://link.springer.com/article/10.1057/dbm.2011.5
Mc Cartan, M., 2017. Distribution Challenges: Perspective From Hotels. [Online]
Available at: https://hotelexecutive.com/business_review/3603/distribution-challenges-perspective-from-hotels
organicfoodproducts, 2017. Organic food products,organic food products manufacturer,organic .... [Online]
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