Strategy and Implementation Summary
The strategy of Jean's Tofu Delight is to focus on our niche market which is health/natural food stores that serve the young active professional.
5.1 Competitive Edge
The competitive advantage of Jean's Tofu Delight is the following:
- Soy-based foods have become popular with health-minded professionals: Many nutritionists encourage people to decrease their meat intake, and to eat more foods that are rich in fiber, vitamins, antioxidants, and plant proteins. A meatless protein source is an easy way to do this, and Jean's Tofu Delight fits the bill perfectly.
- Soy-based foods improve your health: Soy foods reduce symptoms of menopause--hot flashes and night sweats. Women who regularly eat soy foods have lower rates of breast cancer. Soy may lower blood cholesterol and blood pressure.
- Jean's Tofu Delight products are popular with consumers who are new to soy: The pates are mild in flavor, yet rich, creamy, and filling. It reminds some people of egg salad.
5.2 Marketing Strategy
Jean's Tofu Delight will introduce its products at 20% off the wholesale price during the first month to promote supermarkets and stores to buy the product. In addition, Jean's Tofu Delight will co-sponsor local athletic charitable events for older women to raise the visibility of the brand name.
Jean's Tofu Delight will use in-store samples booths to promote the product.
5.3 Sales Strategy
The sales strategy is to build customer loyalty in the new markets. Jean's Tofu Delight will increase its sales force to focus on the new markets.
Jean's Tofu Delight will hire three new sales associates to serve these new markets.
5.3.1 Sales Forecast
The following table and charts show the rapid ramp-up of sales during the first twelve months of operation.