Marketing Intelligence and Strategy for Organic Solutions

Requirement 1: Market Forecasting for Organic Solutions

Scenario: You are the marketing manager of a brand called ‘Organic Solutions’that has been introduced to the market a short time ago by a large firm in the FMCG sector. The first product being the organic laundry detergent has been launched in the market and is currently in the introduction stage. Currently, the company is still considering extending the product line depending on the success of the organic laundry detergent but has not done so yet. Competition is still limited to a number of small, less known companies that sell organic products but major competitors are looking into offering a competing product.
Focus: Apply the knowledge that you have learnt so far regarding marketing intelligence to gain insight into customers and their buying behaviour as well as marketing strategies and processes for implementing and monitoring and appropriate customer value driven marketing mix programme. Evaluate the above scenario by answering all of the following questions:
Requirement 1
Critically analyse how ‘Organic Solutions’ would forecast the market potential and what issues the brand could face with forecasting. As part of this consider what might be the most effective forecasting method.
Requirement 2
Analyse what marketing mix changes ‘Organic Solutions’ needs to consider over the product life cycle to anticipate changes in the strategic marketing programme.