ANALYSIS OF PRODUCT MARKET
QUALITATIVE ANALYSIS Stagnant growth rates for bratwurst and breakfast categories across all sausage producers nationwide. Several years of solid growth rates for Italian sausage across all producers nationwide. Grocers are finding that the predicted growth of specialty meat items can help raise their profits, especially if armed with educational materials and product-specific knowledge. There is becoming a need for point of contact personnel to understand the common terminology such as “organic, natural, and naturally raised”.1 While dinner sausage has become the fastest growing product within the national sausage market, it is important to note that consumers view Italian sausage as an ingredient rather than a dinner option. This attitude will need to be addressed in the promotional campaign.3 Industry research increasingly shows the consumer’s demand of wholesome product to be on the rise. This shift in consumer preferences will need to be addressed in the promotional campaign.2 No current national producer of fresh product 29 current regional producers of fresh product
MAJOR CONSTRAINTS Italian sausage marketing potentially leads to cannibalism of other portfolio products Capital intensive distribution network necessary for delivery of fresh product nationwide Large number of regional producers necessitate flexible marketing in order to be competitive in all markets
Tactical Marketing Plan: Launch of National Italian Sausage Brand
February 13, 2008
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ANALYSIS OF EXTERNAL MARKET
ECONOMIC ENVIRONMENT While the Federal Reserve Bank of Chicago is forecasting the national economy to expand by a rate of 2.5%, in line with the last two years growth numbers, they are quick to point out that this figure is consid ...