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Submitted by crazy11 on January 13, 2008
Category: Miscellaneous
Words: 3401 | Pages: 14
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Section 1 - Situation Analysis
1.0 Internal Conditions
There has been an evolution in the vision for the Gardenburger Company. This vision was originally to:
Pursue visionary ideas that are helping to sustain the health and integrity of our planet. We are committed to offering healthy food choices to the world, supporting meatless concerns and advocating the benefits of meatless eating.
Current management has built on this vision and has adopted the following direction:
1.1 Objectives
1. To bring the highly profitable Gardenburger into the mainstream consumer market
2. To become the leading developer, producer, and branded marketer of great tasting, convenient meat replacement alternatives in all major distribution channels.
3. To make the brand the premier name in the category.
1.2 Strategies
Growth Strategy
1. Brand the veggie patty category
2. Leverage the brand into new channels (achieve a min. of 70% penetration for six SKU¡¦s)
3. Support expansion with advertising and promotion
4. Strengthen leadership position in current channels (food service, club store, grocery)
5. Develop & introduce new products
Product Strategy: Focus efforts primarily on veggie patty category rather than meat alternatives.
Distribution Strategy: Aggressively expand distribution into the mainstream retail grocery channel.
Sales Strategy: Leverage the original Gardenburger veggie patty and its flavour variants to position its product with the trade as the number one veggie patty in each of the food service, natural food store and club store channels in order to become the number one veggie patty in the mainstream retail grocery channel.
Marketing Strategy
1. Build awareness of the category and the brand.
2. Position...
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