Essay on Marketing Plan Organic Juices

3966 Words Aug 22nd, 2009 16 Pages
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Table of Contents

1. Executive Summary__________________________________ p.3 2. Background ________________________________________ p.4 3. Secondary Research_________________________________ p.4 4. Qualitative Research_________________________________ p.6 5. Recommendations___________________________________ p.8

1. Executive Summary

This research reports on the New Zealand organic beverage industry and investigates the current market situation and the purchasers’ beliefs, attitudes and preferences that are driving its growth.

Secondary Research

The secondary research section uncovered statistical facts, such as the size of the domestic organic market – that is valued at $40 million
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The organic beverage industry is one of the fastest growing markets in New Zealand; this can be attributed to peoples’ growing anxiety about genetically modified foods and their concern for how conventional farming detrimentally affects the environment with the use of pesticides and other artificial products (N.Z Organics, 2007).

This report delves deeper into the current state of the New Zealand organic beverage industry in the secondary research section and investigates the thoughts, attitudes and beliefs surrounding it in the qualitative section.

3. Secondary Research Section:

To understand the current situation of New Zealand’s organic beverage industry this section will look at the size of the market in terms of national sales, industry growth rates, retail outlet turnover and market share, the national customer base and the main competitor’s annual gross sales and distribution methods.

1. Secondary Research Method:

A number of sources were used to build an understanding of the New Zealand organic beverage industry. Firstly an Internet search using the search engines “Google” and “Ask” was conducted. Then databases such as NewztextPlus and Index New Zealand were used to source articles and magazines that had relevant information. Two different libraries were then visited to source the magazines that were highlighted in the database search. The next step was to visit a number of local café’s in east Auckland and the local

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