Marketing Strategy Essay

3730 Words Jan 26th, 2013 15 Pages

Strategic Marketing Plan

Prepared by:
Pashuan Armond & Phalon Clowers

Strategic Marketing - EBA 604 Dr. Donald Wilson September 24, 2005

1.0 Executive Summary

The goal of this marketing plan is to outline the strategies, tactics, and programs that will make the sales goals outlined in the Smoothie King business plan a reality in the year 2006.

Smoothies are one of the hottest franchise concepts going right now with the market in its infancy. The Smoothie King concept was founded in 1973 and the franchise company, Smoothie King Franchises, Inc. was founded in 1973 with the idea of helping people achieve wellness through good nutrition. Smoothie King was the originator of
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Although the market for the nutritional products carried in the store are more developed, the market for smoothies is developing and gaining recognition. However, smoothies still may be relatively unknown in certain markets. We’re faced with a large number of potential customers, and we’re offering a needed service. Altogether the dominant target market for Smoothie King is a regular stream of local residents. Personal and expedient customer service at a competitive price is key to maintaining the local market share of this target market.

Target Market Growth: ▪ Women, who perceive smoothie stores as friendly, non-threatening meeting places continue to grow at a steady pace, at nearly 4% ▪ Many customers are young and fairly affluent, heavily basing their choice of smoothie stores on image and location, growing at 2% ▪ Older customers tend to prefer in-store restaurants and tea rooms; however by offering services geared toward this group they provide an invaluable source of custom in off-peak periods, growing at almost 6% ▪ Shoppers primarily base their choice on an accessible location and make up the bulk of a smoothie store passing trade, growing at 6% ▪ Office workers looking for a quick snack and drink or a relaxing meeting place, growing at nearly 4%

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2.1.1 Market Demographics

Smoothie King customers can be

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