Company G Marketing Plan

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Buyer Threats: Buyer threat is almost non-existent. Buyers as a whole have little negotiating power as there are so many more buyers compared to sellers in the marketplace. They do not have the background to enter into a manufacturing venture as that is not their specialty. Online marketing could influence the buyers in a way they could form a bargaining unit to negotiate. Though we believe this to be highly unlikely.

Supplier Threats: The materials, which we use to make the Flavor Saver Food Dehydrator are readily available from many different sources. This makes our supplier threat extremely low. Company G’s current agreements with suppliers are very stable and procuring 85% of these materials that is advantageous to Company G. We do require two other materials, approximately 15%, to be purchased in the manufacture of this appliance and we can get them through our current providers. If we run into an issue, there are a multitude of vendors we can get the additional 15% from, which does not harm our production cost. Online inventory control and supplier accounts will allow us to maintain contact ad maintain real time updates on materials need from our providers.

Substitute Threats: The distinctive, one-of-a-kind product Company G is offering has no substitutable threat. After the introduction of the Flavor Saver Food Dehydrator, the expectation is that current competition may try and offer something that is considered a substitute within nine to twelve months. Online Marketing and the ad campaigns will expedite the market place knowledge of our product. This will be true for any competitor offering a “substitute” product.

Existing Competitor Rivalry: Initially there will be no threat within the first 6 – 9 months. Company G predicts that competition will arise from existing rivalries, but 6 – 9 months down the road. Competitors will eventually catch up and offer a product that will offer “some” of the same advances the Flavor Saver Food Dehydrator will. By that point, Company G will be working on the next generation Flavor Saver Food Dehydrator. Existing competition will be behind the curve. If existing competition wants to take try and be the industry leader they will have a higher threat time due to development of electronic technology or producing a product that will rival the next generation Flavor Saver Food Dehydrator.

SWOT Analysis

Company G has performed a SWOT analysis to better understand the strengths and weaknesses and improvement opportunities for the Flavor Saver Food Dehydrator. This SWOT analysis also showed the potential threats that may be encountered.

STRENGTHS

- First on market with dramatically shorter dehydration times

- Entry price point keeps the Flavor Saver Food Dehydrator price competitive day one.

- The technology of Company G makes this a very producible unit.

- Company G’s reputation for high quality, dependable products.

- Our target demographic target hasn’t experienced our marketing campaign of eating a healthier snack via a dehydrator.

Two Strengths/Core Competencies

- The strength of Company G’s electronic/technological innovation reputation of producing cutting edge products that makes peoples lives easier and more convenient. This is shown by the new technology that allows 60% less dehydrating times and the ability to add flavors to the dehydrated products.

- Company G has taken a relatively unchanged product, the food dehydrator, and created a product that is now cutting edge for the dehydrator marketplace. The four features the Flavor Saver Food Dehydrator has, captures the core competencies of the company. All four features are electronic/technological advances in the food dehydrator market. This makes for an improved, innovative solution to a boring unsophisticated product. The food dehydrator. Because of the technology advances, the target market we are pursuing will be influenced because of the innovation and electronic solutions we have provided. This age demographic is technology savvy and driven.

WEAKNESSES

- Food dehydrators notoriety for taking long periods of time to complete the finished product and our product changing that perception.

- Some households will already own a dehydrator and may not be interested in the new technology we offer.

- Mass education of consumers on the healthy benefit alternative our product offers

OPPORTUNITIES

- The four new features the Flavor Saver Food Dehydrator will appeal to the demographic segment for a healthier snack alternative.

- First of its kind with a 60% faster time for dehydration.

- Making sure our appliance is not a “gimmick” buy and is utilized by the consumer. Success stories.

THREATS

- Competition will eventually produce a product that offers many of the same features.

- Slow sales reaction based upon food dehydrator’s slow process time perception.

- Entries into the market from overseas competitors who have a greater advantage of production cost

Strengths

- The appeal of the Flavor Saver Food Dehydrator it is a one-of-a-kind entry into the food dehydrator market. It offers four features not offered on any other food dehydrators. This new appliance will revolutionize food dehydration. In addition, it will cut the time a health focused consumer or family will take to prepare all natural, healthy snack foods. The Flavor Saver Food Dehydrator will dehydrate more than other dehydrators, which in turn provides more healthy snack foods at a lesser cost than the competition. Another big selling point is the ability to add flavor to the foods being dehydrated. It is an eye catching appliance with advanced technology from a company who is well regarded as producing items that last a long time, with tremendous quality, are eye catching and are cutting edge.

- Company G’s Flavor Saver Food Dehydrator takes 60% less time to dehydrate foods and has a much larger area to dehydrate more food than its competition. Traditionally, food dehydrators have been very time consuming in terms of dehydrating

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