Marketing Analysis for a new business

Marketing Analysis for a new business - Marketing Analysis...

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Marketing Analysis for a new business Coconut Charcoal INTB 5980 12/15/2008 Objectives
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Product information: - Coconut Charcoal is manufacture and imported from Indonesia - Coconut charcoal grows on trees, instead of making charcoal from trees. - No destruction of trees or other tropical forest resources. It is made of coconut shells which would be wasted instead. - The resulting charcoal burns hotter, lasts longer than other wood charcoals and smokeless. Market objectives: - Penetrate existing market - Create brand awareness - Educate consumers with available features in comparison to competitors - Build relationship with retailers and suppliers
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Target Market By the beginning of 2000s, 75% of all households in America owned a barbecue grill. Approximately 80% of these belonged to the younger, larger and high income families. The following graph represents the trend of growth in the number of barbeque events in America: It is clear from the above graph that, within 10 years the number of barbecue events in America has seen more than two fold increase (114%). In 2000, almost 66 % of barbeque lovers preferred charcoal than gas. However, the gas barbeque is becoming popular mostly because it is less complex and quick to use. Charcoal dominates as the top choice among Hispanics when they are asked to choose between gas vs. Charcoal grilling. 69% say they own a charcoal grill compared to 54% who own a gas grill. Overall, Hispanics are more interested in using charcoal (54%) than Americans (38%).
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25% of Hispanics grill year round. 86% in the summer, 45% by the spring, and then it falls down to 31% in the winter. INDUSTRY COMPARISON: CHARCOAL Vs GAS BARBEQUING Both methods have a number of advantages and disadvantages. The following table lists a few differences. Charcoal Gas Advantages True barbeque experience Convenient and Quick Tastier food Better control of temperature Traditional Easy to use and clean Disadvantages Time consuming The "real" barbecue flavor missing It is ultimately to the barbecue lovers to determine their preference. Most likely Americans would prefer traditional way of barbecuing (charcoal). However, there are external factors (price, product) that can lead to the transfer to gas barbecuing. SWOT Analysis Internal Analysis Strengths 1) Good image of the product’s quality 2) Competitive edge products. Environment friendly. 3) Product Range (Regular and Instant) Weaknesses 1) Limited scope to increase the production level to meet the growth 2) Sales are season driven 3) Normal relationship with distribution channels 4) Non existing distribution channels
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External Analysis Opportunities 1) Increase in number of barbeque events in USA 2) 2 out 3 barbeque users prefer charcoal grilling 3) Charcoal barbequing is related to real barbeque experience 4) 1/3 sales are impulse based. 5)
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This note was uploaded on 06/15/2011 for the course MRKT 6000 taught by Professor Jose during the Spring '08 term at Webster.

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Marketing Analysis for a new business - Marketing Analysis...

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