Learning Outcomes and Case Study of GoVegan

You will be assessed on the following learning outcomes. Please note that, for Learning Outcome 3, you will be assessed on your knowledge of the sales and marketing element of the outcome.

Apply knowledge of human resource management and sales and marketing to support efficiency and effectiveness.

Communicate information identified in an organisational analysis for the management of organisational performance and risk.

GoVegan is a small start-up company with big plans. They want to start with providing a meal kit service similar to existing offerings, such as My Food Bag, but providing a vegan-only menu.

To reflect the company’s values, GoVegan want to only use organic produce and source these as locally as possible. Their plans include bringing people into the vegan lifestyle by providing excellent value and tempting menus. They will later expand into providing other animal-free products.

GoVegan have yet to decide on the location where they will start operations.

You’re currently working for a marketing firm when GoVegan’s CEO, Tina, has approached your marketing firm for advice.

Prepare a suitable marketing strategy for Tina to effectively start selling GoVegan’s products.

Your advice about a suitable overall marketing strategy will cover:

• Objectives:Develop three suitable sales and marketing objectives that your marketing strategy will aim to achieve by the end of six months of its implementation. Justify your objectives and ensure they meet the SMART criteria. (6 marks)

• A target segment:Outline a segment that the company should target, with reasons. (6 marks)

• Product:Outline three key product decisions that will be suitable for your chosen segment. These may relate to aspects such as product attributes, branding, packaging, labelling, and product support services. Justify your recommendations. (6 marks)

• Price:Identify a suitable pricing objective and strategy. Give reasons for your choice. (4 marks)

• Place:Suggest a suitable distribution strategy that the company should use for distributing its product. Justify your recommendations. (4 marks)

• Promotion:Suggest a suitable promotion strategy and three best tools for implementing the promotion element. Give reasons for the choice of your strategy and the (specific) tools. (6 marks)

The CEO of the GoVegan, Tina, was happy with the marketing strategy you presented, and she’s started putting in place an implementation plan.

Tina informed her staff about the strategy soon after receiving your advice, but she now feels it’s important to communicate the potential issues or problems that the company may face in implementing the marketing strategy and achieving its objectives.

Tina emails you to outline the potential issues and asks you to also include some information about a plan to manage the associated risks and the performance of the strategy. These issues could be due to the impact of the company’s environment or any elements of your strategy proposal (target segment and the marketing mix elements completed in Part A).

Write an email to Tina outlining three key issues and associated risks that the company may face. Your email should also include how the organisation can manage these risks and the performance of the marketing strategy during the next six months.

Your email should:

• clearly identify the purpose, main points and plan of action

• be written using full sentences and paragraphs

• include headings and subheadings where appropriate

• contain relevant information for the organisation

• be clear and presented in an order that reads logically.

• This assignment is worth 50 marks.

• Submit all your answers in one document.

• Attempt all questions. Many (sub) questions have multiple parts.

• The suggested word count for this assignment is 1350 words.

• Write the number of each part of the question you are answering.

• Create a header with your name, student number and assignment number, and number your pages.

• References to academic literature will help strengthen the arguments presented in your work. Where you are using ideas from other sources, these must be acknowledged appropriately using APA style.