Nature View Farms Is at Research Proposal

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Strategically, the first option is the best fit given the financials, the revenue targets, and the way it sets the firm up to succeed immediately and subsequently expand into other segments and markets after meeting with this success.

Action Plan: The company should adopt option 1. This will require several changes. The current marketing team should be retained to work on the natural foods channel, which is rapidly growing. However, a new marketing team should be brought in to work on this initiative. This will allow the current staff to remain within their comfort zone and abilities. True grocery people will be needed because the business is more competitive and also because the company cannot afford any missteps as they introduce their yoghurts to this market. By operating the grocery and natural foods divisions separately, the company minimizes channel conflict, even if it costs a little bit more. Moreover, the two arms can be merged at a later date when the natural foods stores become more like grocery stores in their operations.

The company is taking its product to a ready market, but it will need to move quickly and aggressively in order to establish market share.

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Perhaps the most important aspect is to secure solid long-term agreements with the major suppliers of organic milk. Without sufficient access to this input, competitors will have a tougher time moving directly against NatureView. Moreover, NatureView will need this milk as growth may come very rapidly. The branding strategy should not change. Grocery store consumers of organic foods are not much different than natural foods consumers. They may be more price sensitive, but they are likely to respond well to seeing a name familiar from Whole Foods in their local store. The firm's image must remain pure even as it moves into the mainstream.

Lastly, the marketing mix will need to focus more on some of the products other features, in order to overcome the price sensitivity. The company does not want to undercut its natural foods stores too much, so they must focus on product quality (the better taste and texture) and lack of perishability. This will allow them to retain a premium positioning strategy.

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