As indicated in the plan, the company is anticipating growth and expansion into other markets within a time span of three years. To achieve the expansion strategy as envisaged in the plan, the company intends to pursue a strategy that will base on the 4Cs of a comprehensive marketing plan. The first important C is communication which entails product promotion, advertising and public relations. The next C is cost which comprises the cost elements associated with cost of purchase of the raw materials such as ingredients, and fresh chilies. The element of cost in this regard is the cost of maintenance and finally the cost associated with margin product pricing which arises due to difference in customers’ price expectations and the company’s actual price. The next C in ensuring expansion is convenience which entails availability of product, ease of information and ease of product use. Finally, the last C in this category is consumer which comprises elements such as target consumer, consumer needs and consumer wants (Kerin, Hartley and Rudelius, 2011).
The product sold by Paradise Kitchens is Coyote Chili which has a unique taste that is associated with the Mexican chili taste. The organization enjoys strong brand loyalty from its customers due the high quality of the products.
The pricing strategy used by the organization is value based pricing which enables the organization to charge premium prices for high quality products. The organization also intends to use penetration strategies of pricing to enable it enter new markets.
A marketing plan for Paradise Kitchens outlines the list of activities that the organization will pursue with regards to marketing to ensure its success. The plan is outlined as shown in the below diagram.
Paradise Kitchens has been able to provide its customers with high quality Coyote Chili. As shown the plan above, the company’s targets markets are located in Minneapolis-St. Paul, Denver, and Phoenix. To achieve the specific wants of the customers as shown in the plan, the company procures good raw materials which entail spicy chilies and fresh ingredient. This combination enables the company to achieve the desired tastes of the target customers. Moreover, to achieve the customers wants, the company should pack the product in convenient way which can be easily warmed in a micro wave without any difficulties. These are some of the strategies that have enabled the company to supply the product in the aforementioned target markets enabling it to attain an increase in sales which stands at more than 47.8%.
The expansion strategy indicated in the plan is aimed at improving the sales revenues from the figure of 48% to 65%. The company also intends to exploit the opportunities in the organic food market which is one of the most lucrative markets in the United States. Cost wise estimation of the intended expansion will cost the company $ 240,000. This will take into account the anticipated changes which will include introduction of the new labeling techniques and expansion into other product lines. The plan will also require the company to hire additional staff which will cost at least 38% of the total cost for expansion (Gerardot, 2011).
To able comprehensively understand the above marketing plan, it is very vital to be conversant with the company’s mission statement which states: To provide high quality, value priced convenient food of Mexican taste by ensuring relentless commitment to organic food requirements.
Financial and Non financial Goals
To attain its objectives, Paradise Kitchens has a set of financial and non goals which are very important for its operations. The goals are outlined as shown below
- Earn $ 8 million profit from accrual of $ 16 million sales revenue within the first 2 years
- Earn $ 24 million profit from accrual of $ 56 million sales revenue within the next four years
- Achieve significant reduction in operation and maintenance cost by more 25% within the first 2 years.
Non financial goals
Non financial goals of the organization are very important to ensuring CSR and promote good relationship with the community where the organization is operated. The following are the most specific non financial goals of the organization
- Enhance employee productivity through motivation
- Provide support to the members of the society through CSR initiatives
- Campaign for healthy food habits among the members of the society
- Totally eliminate product defects which lead to consumer complains.
The elements of competitive advantage that are utilized by the organization include value pricing approach and high quality products which meet the needs and wants of the consumers. the company utilizes these advantages by providing products with desirable features to the customers at a reasonable price. The use of natural and fresh materials also enables the company to achieve these advantages.
A situational analysis is a comprehensive of the company’s stake in the industry and in the market place where Paradise Kitchens operates. For the purpose of ensuring a good understanding of the all the environmental factors and operational issues, SWOT analysis table is important.
Paradise Kitchens organization’s plan
To enact the requirements of the plan, the organization will require participation from all departments starting from the CEO or the president to all lower members of the organization. the three most important vice presidents for the execution of this plan are the vice presidents in charge of sales, production and marketing. These individuals will be assisted by line mangers from different departments such as human resource which will hire additional staff for implementation of the plan (Fromartz, 2006).
Expected Cost Expenditure
New labeling requirements, the plan to adopt new labeling requirements may increase the operational and procurement cost by more than 28%. This will therefore require the company to spend an addition of $ 5 million for the project. The company will be forced to comply with labeling requirements since it is stated in the USA organic production regulations.(Gerardot, 2011)
|Particulars||Anticipated cost in $ millions|
|New Labeling Requirements||$ 5|
|Quality Assurance||$ 78,000|
|Developing New Products||$ 134,000|
|Product Promotion||$ 13,000|
Cost of developing new products will be at $ 134,000 million; this entails promotion, packaging, research and production requirements. The cost of quality assurance which includes quality assessment processes will cost at least $ 78,000 million. Quality assurance operations include issues such as inspection and other internal control activities.
Fromartz, S. (2006). Betting on organic tea. CNN Money. Retrieved from http://money.cnn.com/magazines/fsb/fsb_archive/2006/04/01/8373112/
Gerardot, M. (2011). From Buck Naked to Filthy Rich.Gerardot& Co. Retrieved from http://www.gerardotandco.com/blog/from-buck-naked-to-filthy-rich/
Kerin, R., Hartley, S., &Rudelius, W. (2011). Marketing the Core. (4th ed.). New York, NY: McGraw-Hill Companies Inc.