The Basket of Goodies (BOG) is a premier gift basket manufacturer and retailer. BOG is concentrating on making gourmet gift baskets out of a wide range of high quality ingredients. In addition to having several flagship baskets, BOG will also offer the option of a custom basket, allowing the customer to choose the ingredients themselves. BOG will be selling to individuals as well as corporations. Initially the bulk of BOG's business will be generated from individuals, but as time passes, a growing percentage of sales will come from corporations . While there are many different competitors in the market now, they are larger in size and much less flexible. BOG will be able to meet customer demands through superior products, customer attention, and customer product offerings. BOG will be raising awareness of their products through the use of a brochure and a Website. Once a customer is interested in placing an order, they can come by the office, call in the order, or order via our secure Website. In addition to the customer being able to pick up the basket from BOG's office, BOG can ship it to them via UPS. Once up and running with some momentum, BOG will be steadily producing profits. It is projected that by December BOG will be profitable. By the end of year three, it is projected that BOG will be generating over $5,000 in income. Situation Analysis Basket of Goodies is entering its first year of operation. BOG recognizes the importance of crafting and following a comprehensive marketing plan. BOG offers the market a high quality, gourmet gift basket at a reasonable price. In addition to having four stock baskets, BOG will allow customers to customize their own basket from a list of possible ingredients. 2.1 Market Summary BOG possess good information about the market and knows a great deal about the common characteristics of the prized customers. BOG will leverage this information to better understand who is served, their needs, and how BOG can best communicate with them. BOG recognizes that this is an evolving process that requires multiple intervals of attention throughout the year.

Question: 

Create a perceptual map. This will require that you research the industry.

Answer rating: 100% (QA)

The primary competitors of BOG are Hickory Farms FTD Local Florists Gourmet Gift Baskets We ... View the full answer