Marketing of Hardbite Chips
Hardbite Chips
Langara College
School of Management
MARK 1115
Introduction to Marketing
D. Hill
23 November 2009
Executive Summary
This report provides an analysis of Hardbite Chips and the Snack Food Industry and offers recommendations for Hardbite Chips to develop an effective marketing plan.
Hardbite Chips is an environmentally sustainable business that provides healthy, good-tasting, and quality potato chips.
The target market we have selected for Hardbite Chips is health conscious consumers, particularly those with children. It is our belief that the consumers will be attracted by the healthy features of our product and will be willing to pay slightly more for these benefits. It is our objective to significantly increase awareness of our product among these consumers.
As our funds for promotional activities are limited and our target market can be hard to reach our marketing mix focuses heavily on sales promotion. Advertising and public relations will help us promote the features of our product and position it as a high quality brand in the minds of consumers. We hope to use personal selling to increase the number of retailers that carry our product.
We believe Hardbite Chips has the ability to obtain satisfactory profits and grow the business. This will allow the company to better compete against the numerous competitors in the industry and increase sales. As the business grows, more funds can be spent on promotional activities enabling the company to expand its target market and appeal to more retailers.
Table of Contents
Current Marketing Strategy….……………………………………………………………………………….. 1
Company Mission Statement..……………………………………………………………………………….. 1
Internal and External Analysis
PEST Analysis……………………………………………………………………………………………… 2
SWOT Analysis………….……………………………………………………………………………….. 3
Competitive
Langara College
School of Management
MARK 1115
Introduction to Marketing
D. Hill
23 November 2009
Executive Summary
This report provides an analysis of Hardbite Chips and the Snack Food Industry and offers recommendations for Hardbite Chips to develop an effective marketing plan.
Hardbite Chips is an environmentally sustainable business that provides healthy, good-tasting, and quality potato chips.
The target market we have selected for Hardbite Chips is health conscious consumers, particularly those with children. It is our belief that the consumers will be attracted by the healthy features of our product and will be willing to pay slightly more for these benefits. It is our objective to significantly increase awareness of our product among these consumers.
As our funds for promotional activities are limited and our target market can be hard to reach our marketing mix focuses heavily on sales promotion. Advertising and public relations will help us promote the features of our product and position it as a high quality brand in the minds of consumers. We hope to use personal selling to increase the number of retailers that carry our product.
We believe Hardbite Chips has the ability to obtain satisfactory profits and grow the business. This will allow the company to better compete against the numerous competitors in the industry and increase sales. As the business grows, more funds can be spent on promotional activities enabling the company to expand its target market and appeal to more retailers.
Table of Contents
Current Marketing Strategy….……………………………………………………………………………….. 1
Company Mission Statement..……………………………………………………………………………….. 1
Internal and External Analysis
PEST Analysis……………………………………………………………………………………………… 2
SWOT Analysis………….……………………………………………………………………………….. 3
Competitive
Bibliography: Agriculture and Agri-Food Canada. Retail Sales in Canadian Grocery Stores, 2006. Agriculture and Agri-Food Canada. Retail Sales in Canadian Grocery Stores, 2007. The Province. “From pasta to potato chips.” May 21, 2006. Canadian Newstand. ProQuest.