Po Marketing Report
- Submitted by: adworrall
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- Date Submitted: 11/11/2010 04:06 AM
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INTRODUCTION TO MARKETING
TABLE OF CONTENTS
Title Page Number
INTRODUCTION 3-5
REVIEW OF MICRO ENVIRONMENT 6-9
REVIEW OF MACRO ENVIRONMENT 10-15
SWOT ANALYSIS 16-19
CONCLUSION 20-21
DIARY 22
BIBLIOGRAPHY 23
INTRODUCTION
We have been asked to look at the marketing environment for Planet Organic, a supermarket chain in London.
“Our simple truth is that foods should be natural and wholesome. We advocate that food be authentic and ethical, freshly prepared and tasty – not a mere convenience.”
(www.planetorganic.com)
Planet Organic has only five stores, all of them in London and a growing online following. There stores are located in the affluent West End and north London. Planet Organic markets itself as an ethically sourced, fresh, organic foods store, sourcing locally where possible from known suppliers. The term organic refers to the way the crops and livestock are fed, medicated, and cared for and recently has grown to encompass caring for the environment. Where possible, Planet Organic sources its produce from local farmers and suppliers, enabling traceability of produce. This full supply chain knowledge coupled with organically grown methods sees Planet Organic in a small but growing niche in the marketplace that the larger superstores have been slow to exploit. Although this section of the marketplace is growing, the terms ethical and organic cannot be directly correlated with superior tasting food. What we would expect to find is a positive correlation between the price of food and the quality. What is plausible in this situation is that a higher price is demanded due to a smaller crop, for a product that is no more nutritious, due to the fact that no fertiliser or pesticides were used. Although there is circumstantial evidence of the benefits of...
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INTRODUCTION TO MARKETING
TABLE OF CONTENTS
Title Page Number
INTRODUCTION 3-5
REVIEW OF MICRO ENVIRONMENT 6-9
REVIEW OF MACRO ENVIRONMENT 10-15
SWOT ANALYSIS 16-19
CONCLUSION 20-21
DIARY 22
BIBLIOGRAPHY 23
INTRODUCTION
We have been asked to look at the marketing environment for Planet Organic, a supermarket chain in London.
“Our simple truth is that foods should be natural and wholesome. We advocate that food be authentic and ethical, freshly prepared and tasty – not a mere convenience.”
(www.planetorganic.com)
Planet Organic has only five stores, all of them in London and a growing online following. There stores are located in the affluent West End and north London. Planet Organic markets itself as an ethically sourced, fresh, organic foods store, sourcing locally where possible from known suppliers. The term organic refers to the way the crops and livestock are fed, medicated, and cared for and recently has grown to encompass caring for the environment. Where possible, Planet Organic sources its produce from local farmers and suppliers, enabling traceability of produce. This full supply chain knowledge coupled with organically grown methods sees Planet Organic in a small but growing niche in the marketplace that the larger superstores have been slow to exploit. Although this section of the marketplace is growing, the terms ethical and organic cannot be directly correlated with superior tasting food. What we would expect to find is a positive correlation between the price of food and the quality. What is plausible in this situation is that a higher price is demanded due to a smaller crop, for a product that is no more nutritious, due to the fact that no fertiliser or pesticides were used. Although there is circumstantial evidence of the benefits of...