Strategic Marketing Plan For Earth's Term Paper

Length: 10 pages Sources: 3 Subject: Agriculture Type: Term Paper Paper: #89746888 Related Topics: Earth, Macro Environment, Judicial Branch, Healthy Lifestyle
Excerpt from Term Paper :

2. SWOT Analysis

2.1. Strengths and Weaknesses

The most important strong point of Earth's Best is its wide range of products. The company's extremely diversified products satisfy all types of customers. Earth's Best has lines of products for each age group: the Infant Line, based on iron-fortified cereals and single ingredient foods. The product line for children aged 18 months and older is consisted of Arrowroot Squares, Cereal Bars, Crunchin' Blocks, and Organic Juices. There is also a line for older children, consisting of Organic 2% Milk, Apple Sauces, and Whole Grain Bars. In addition to this, Earth's Best has launched a body care products line.

Another strength refers to the quality of Earth's Best's products. The company's products benefit from a lot of credit from its customers, which become loyal clients. The company's web site presents a series of testimonies from customers that appreciate the quality of the company's products and services.

The company's web site is also very appealing to its customers. Through its web site, the company provides guidance and advice on food related issues. Also, there several lifestyle issues under discussion, issues that are of great interest for the company's customers.

However, the company has a series of weaknesses as well. One of them is related to the quite high prices practiced by the company. This is a weakness that one may find in any organic foods company. Given the financial resources required by manufacturing organic foods, the prices of outputs are in accordance with the costs of inputs.

Another weakness is related to press scandals in which the company was involved. One of these scandals refers to botulism accusations regarding a series of Earth's Best's products. The company was forced to withdraw these products. In addition to cost related problems because of this withdrawal, the company's image was affected as well.

2.2. Opportunities and Threats

The greatest opportunity that the company could take advantage of is represented by the tremendous potential of the organic foods market that has not yet been exploited. Given the fact that this market is at its beginning, the timing is perfect for Earth's Best to establish itself as one of the main producers in this field.

In addition to this, the company should expand its geographical coverage. The company should approach the European market as well. Reports have revealed that Europe presents an increased interest towards organic foods.

The most important threat is represented by the company's competitors. There are more and more companies that address the organic foods segment. One of the organic foods producers that was established in 2007 already has gained quite impressive amounts of interest from customers and retailers. Most of the companies competitors have similar threats, which means that t would be quite easy for Earth's Best to distinguish itself from these competitors.

3. Marketing Objectives

The main marketing objectives that must be addressed by Earth's Best are:

Increasing market share by 5%

Increasing brand recognition

Increasing market coverage degree by 10%

Increasing social responsibility towards the company' customers and towards society

4. Marketing Strategies

4.1. Target Markets

The company's target markets are located in urban areas in Canada and the United States. In addition to this, the company should address the European market as well, due to its enormous unexploited potential, as mentioned above. The main customers segment is consisted of individuals aged 25-35, with medium to high educational level, medium to high incomes, health oriented lifestyle and eating habits.

4.2. Marketing Mix

4.2.1. Product Strategy

The entire product strategy for Earth's Best should be based on expanding the company's current range of products. Due to the fact that this market segment of organic foods is at its beginning, there plenty of new products to be discovered, and plenty of...


The company has already expanded its range of products by launched a body care product line. In addition to food products and body care products, the company should orient towards entertainment related products and educational products as well. The company's preoccupation towards such types of products could help create a better image for the company. It would show that the company is not only interested in profit, but in educational issues also.

4.2.2. Pricing Strategy

The pricing matter can become quite an important problem for Earth's Best. Organic foods require great financial investments necessary for their production, and this fact is reflected in products' high prices. Organic food products' prices are double, or even triple, the price of standard commercial non-organic food products, as mentioned above. Even so, the number of customers willing to pay more money for these products is continuously increasing. However, Earth's Best could really increase its number of customers if the company could diminish its products' prices. In order to diminish products' prices, production costs must be reduced. One method through which production costs could be reduced is represented by outsourcing.

4.2.3. Distribution Strategy

Earth's Best has a very good distribution strategy. The company's distribution strategy is based on a good retailer network. However, in order to increase the company's sales volume it is necessary to increase the number of stores in which the company is present. Therefore, it is necessary to increase the number of retailers that the company relies on.

4.2.4. Promotional Strategy

In order to have an efficient promotional strategy and to increase the brand recognition level, it is recommended to address all media in adequate proportions. The promotional strategy should not insist a great deal on TV commercials, because customers that demand such products are orienting towards a healthy lifestyle in which television is less followed. Instead, the promotional strategy should focus on the Internet. The company's web site is the perfect place for implementing the promotional strategy. The company should involve in a series of social and charitable actions that bring a lot of positive publicity. The company should also associate its image with a celebrity that customers belonging to target segments would prefer. In addition to this, lifestyle magazines and health magazines are also very suitable for promoting the company's image.

5. Implementation of Marketing Structure

The implementation of the marketing strategy should be made on a medium period of time of approximately 2 years. The strategy should be implemented through collaboration between the company's employees and external experts. It is recommended that the budget for this strategy to be allocated as a certain percentage of turnover or total sales volume. Control over the effects of this strategy should start approximately 6 months after the implementation has started. This strategy is expected to have medium term and long-term effects. Therefore, there should be no concern if results do not immediately appear.

Reference List

Canada (2007). Central Intelligence Agency. The World Factbook. Retrieved November 29, 2007 from

Baby Foods Market Assessment (2001). Research and Markets. Retrieved November…

Sources Used in Documents:

Reference List

Canada (2007). Central Intelligence Agency. The World Factbook. Retrieved November 29, 2007 from

Baby Foods Market Assessment (2001). Research and Markets. Retrieved November 29, 2007 at

Reyes, Sonia (2006). Organic Baby Formula Segment Growing Fast. Brandweek online. Retrieved November 29, 2007 at

Duggan, Tara (2006). Health Minded Parents Fuel Boom in Organic Baby Foods. Organic options abound for parents' fledgling gourmets. Organic Consumers Association. San Francisco Chronicle. Retrieved November 29, 2007 at

Cite this Document:

"Strategic Marketing Plan For Earth's" (2007, November 29) Retrieved October 24, 2021, from

"Strategic Marketing Plan For Earth's" 29 November 2007. Web.24 October. 2021. <>

"Strategic Marketing Plan For Earth's", 29 November 2007, Accessed.24 October. 2021,

Related Documents
Marketing Plan for a Series
Words: 2723 Length: 9 Pages Topic: Business Paper #: 81404992

Safety of participants; 2. Welfare of participants; and, 3. Quality of course offerings. Critical Issues The critical issue facing this enterprise is the need to provide a rigorous and challenging survival course while ensuring that its features are safe and that all participants will be able to complete the training with support and will find the experience empowering, exciting, satisfying and even fun. Marketing Strategy Mission The mission of the survival course instructions provided by the

Developing a Sustainable Marketing Plan
Words: 3159 Length: 10 Pages Topic: Business - Advertising Paper #: 19323519

Sustainable Marketing LED Bulb - Marketing Plan Marketing Situation Analysis Desired Outcomes Marketing Strategies Action Plan Implementation, Controls, and Evaluation LED technology has made many breakthroughs in recent years. The most notable of which is its level of cost effectiveness. However, the initial investment required to implement LED light bulbs still exceeds the alternative market choices. Yet the total cost of ownership offers consumers sizable gains. The market segment that this marketing plan is catered to is

Amazon, Inc.: Marketing Plan
Words: 870 Length: 3 Pages Topic: Business Paper #: 96625418

Amazon as a Model for a Business Plan Marketing Plan: 'Obsession' is the term that perhaps best describes Amazon's fervor to serve its shareholders and customers to utmost fulfillment. Growing from a flourishing dot-com enterprise in the 1990s into a 21st century multinational giant, a king in every sense - in the internet retail area, Amazon provides an exemplary marketing model for budding businesses. Its marketing manual is near legendary,

Marketing Communications Management for a
Words: 3207 Length: 10 Pages Topic: Business - Miscellaneous Paper #: 48906075

3.2 Segmentation The DKNY perfumes are divided into two segments, based on the consumer types they target -- perfumes for women and colognes for men. The main segment is represented by perfumes for women. 3.3 Targeting The main market targeted by Donna Karan New York is constituted by above the average income women. 3.4 Positioning The positioning strategy used by Donna Karan New York is a dual one. On the one hand, the DKNY perfumes

Marketing Strategies - Breakfast Cereal
Words: 3102 Length: 10 Pages Topic: Business - Advertising Paper #: 33803914

Partial cost recovery. This is an objective that might have interest for an organization that has other revenue sources. Maximize quantity. The objective seeks to maximize the quantity of products/services sold or the number of customers in order to reduce costs in the long-term as predicted by the learning curve, also known as the experience curve. Quality leadership. Use price as a tool to designate high quality and position the product as

Strategic Plan Course Name, Course Number,
Words: 1591 Length: 4 Pages Topic: Business - Advertising Paper #: 29915259

Strategic Plan Strategic plan Organization: Vision:'s vision is to become "Earth's biggest selection and to be Earth's most customer centric company." Mission of The mission on is to create shareholder value over the long-term which is the fundamental measure of our success. We accomplish this mission by: Investing aggressively to expand and leverage our customer base, brand, and infrastructure as we move to establish an enduring franchise. Making investment decisions in light of long-term