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The Greek Gourmet Marketplace 70-381: Marketing Plan Greek Gourmet Scott Dombkowski Jolita Mo Katherine Langstaff Paul Weidinger December 10, 2011 Greek Gourmet Table of Contents Executive Summary 1 Company Information and Objectives 3 Company Background 3 Problems and Symptoms 4 Marketing Plan Objectives 5 Market Research Primary Research Marketing Analyses Marketing Situation 6 6 9 9 Product Situation 10 Competitive Situation 10 Distribution Situation 12 Macroenvironmental Situation 12 SWOT Analysis 13 Marketing Plan 15 Target Market and Positioning 15 Marketing Mix 16 70-381: Marketing Plan i Greek Gourmet Action Plan, Budget, and Controls 20 Action Plan Budget 20 Controls 21 Appendices 23 Appendix A 23 Appendix B 24 Appendix C 25 Appendix D 26 Appendix E 27 Appendix F 28 70-381: Marketing Plan ii Greek Gourmet Executive Summary Greek Gourmet Marketplace, owned by Michael Smalis, is a family run and locally operated fast food seller and distributor in Squirrel Hill.. U.S. retail sales of natural and organic foods and beverages rose to nearly 39 billion in 2010, an increase of 9 over the previous year s sales of 35 billion, far outpacing growth in conventional groceries, which crept ahead less than 2 .. 70-381: Marketing Plan 10 Greek Gourmet Major Competitors Out of the major hummus bands available in the current market, Sabra is the leading brand sold in local supermarkets in Pittsburgh, with its “Go Mediterranean” product line consisting of 8 varieties of hummus.. Despite the large variety of flavors offered, we recommend reserving only the most popular flavors, namely Original, Roasted Red Pepper, and Greek Olive, for wholesale distribution in order to be able to target the largest percentage possible of the general population of hummus eaters.. 70-381: Marketing Plan 22 Greek Gourmet Appendices Appendix A 70-381: Marketing Plan 23 Greek Gourmet Appendix B 70-381: Marketing Plan 24 Greek Gourmet Appendix C 70-381: Marketing Plan 25 Greek Gourmet Appen
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